Report on Urban Tourism Development in China

Copyright © 2012, World Tourism Organization (UNWTO)

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Report on Urban Tourism Development in China

ISBN: 978-92-844-1397-3

Work originally published with the title Report on Urban Tourism Development in China (2009 Edition).
This edition is translated from the original Chinese language version and published and printed by the
Tourism Organization, Madrid, Spain.
First printing 2012
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Table of Contents

Foreword ……………………………………………………………………….

Editor´s Note ……………………………………………………………………….

Introduction ………………………………………………………………………. 1

1 Beijing ………………………………………………………………………. 10

2 Shanghai ………………………………………………………………………. 25

3 Tianjin ………………………………………………………………………. 39

4 Chongqing ………………………………………………………………………. 52

5 Guangzhou ………………………………………………………………………. 65

6 Xi´an ………………………………………………………………………. 78

7 Nanjing ………………………………………………………………………. 92

8 Hangzhou ………………………………………………………………………. 106

9 Wuhan ………………………………………………………………………. 119

10 Chengdu ………………………………………………………………………. 130

11 Dalian ………………………………………………………………………. 142

12 Kunming ………………………………………………………………………. 154

13 Qingdao ………………………………………………………………………. 165

14 Suzhou ………………………………………………………………………. 179

15 Wuxi ………………………………………………………………………. 194

16 Ningbo ………………………………………………………………………. 209

17 Huangshan ...…………………………………………………………………… 221

18 Xiamen ………………………………………………………………………. 232

19 Guilin ………………………………………………………………………. 244

20 Shenzhen ………………………………………………………………………. 256

Foreword

China is becoming increasingly important in world tourism as it continues to develop

both as a source market and as a destination. Playing an important role in the tourism
recovery process after the 2009 Global Financial Crisis, China‘s impact on the
international tourism economy was a clear indication of its position as a global player. In
2010, China received the third highest number of international arrivals in the world, and
ranked fourth in the world for international tourism receipts. On top of the country‘s
successes as a destination, China was also the third largest source of international
tourism expenditure in 2010, an increase of 26% from 2009. As China continues to
develop as a leading power in tourism, it becomes increasingly necessary to examine
the various facets of tourism in the context of China in order to understand the potential
of this market, and the effect it will have on global tourism trends.

This publication focuses on metropolitan tourism in China, examining twenty of China‘s

most important tourism cities. As cities develop and advance as economic hubs, the
benefits of integrating tourism development within the framework of the city‘s
development become increasingly apparent, including the establishment of
much-needed infrastructure and facilities, as well as increasing the competitiveness of
the destination as a whole.

This report follows a series of reports on metropolitan tourism focusing on Asia and the
Pacific. Three reports have been released, documenting the outcomes of the
International Conference on Metropolitan Tourism which was held in Shanghai, China in
2006, in Busan, Republic of Korea in 2007, and in Kobe, Japan in 2008. In 2010,
UNWTO released a summary report on conclusions drawn from these three
consecutive conferences. This latest report, focusing solely on metropolitan tourism
developments in twenty of China‘s most prominent tourism cities, contributes to
UNWTO‘s series on metropolitan tourism by adding a much valued perspective focusing
on China, Asia‘s most significant tourism player.

This report, released by UNWTO, is the English edition of the 2009 study, Report on
Urban Tourism Development in China, carried out by the Shanghai Institute of Tourism. I
must thank Mr Gao Jun from the Institute for his support on this project, and for initiating
projects such as these which are of high value and use to UNWTO and its Member
States. I congratulate Ms. Fu Rong of China Tourism Press for her editorial work and for
translating the original Chinese version of the study. I also commend the UNWTO
Regional Programme for Asia and the Pacific, led by Mr Xu Jing, for taking on such
useful projects, and for its coordination and supervisory role in the release of the English
Edition. I must also mention the Regional Programme for Asia and the Pacific‘s working
editorial team, Xiaoshi Wang and Nicole Cocolas, for their technical support during the
release of the publication.
I am confident that this English edition of the original Chinese report will achieve the
intended purpose of providing a useful tool for all parties interested in metropolitan
tourism in China, and that the translated edition will enable such useful content to be
more accessible to members across the world.

Taleb Rifai
Secretary-General, World Tourism Organisation (UNWTO)
Editor‘s Note

Urban tourism is an important component of the tourism industry in China. As the most
important physical form of the cultural relics of the human race, cities are the living
habitations of most people in the world. The historical culture contained in cities
constitutes urban tourism resources, and people are drawn together through their
common interest in this unique culture. The convenience of transportation, development
of commercial facilities, and the standard comforts of inhabited environments also make
cities the distribution centres for regional tourism. As a result, cities become the most
important tourism destinations in the world, and urban tourism becomes an important
carrier of cross-cultural communication between people from all over the world.

At present, China is one of the fastest developing countries in the world, so far as social
and economic development is concerned. Over the past three decades of reform and
exposure, China has experienced rapid urbanization, swiftly followed by the
development of urban tourism. Numerous domestic and international tourists linger
within China‘s cities and towns, and enjoy the brilliant long-standing historical culture of
ancient China. Meanwhile, the tremendous creative power brought out by the reforms
conducted in modern China is highly praised.

In 1997, Shanghai proposed the concept of ―urban tourism‖ in China, clearly pointing
out that the characteristics of urban tourism are as follows: first, it should take full
advantage of the urban area as an economic center with rich human resources and
urban facilities; second, completely play the role of new urban sceneries; and third, fully
develop the comprehensive function of the city. Thus, the development future of
Shanghai‘s urban tourism was made clear. The development of Shanghai‘s urban
tourism set the foundation for enhancing the development motivations of Shanghai‘s
tourism industry, and also provided the important supporting conditions for Shanghai
Expo held in 2010. At present, the Yangtze River Delta is developing rapidly in terms of
the regional economy, and is praised as ―The Prospective Sixth City Group in the World‖
by foreign scholars. Additionally, the tourism cooperation among the city groups in the
Yangtze River Delta region has the potential to act as a model of China‘s regional
tourism cooperation.

Stepping into the 21st century, China‘s tourism industry has expanded its functions.
Apart from the industrial function, it has further developed the social functions of urban
tourism. Recreational tourism was also developed, and appeals more to local residents.
Meanwhile, urban tourism continues to grow gradually, becoming an important carrier of
the city‘s image, and also a potential mechanism to establish a city prioritizing
sustainable development and a harmonious existence. The development of urban
tourism contributes to further promoting China‘s urbanization and increasing the
comprehensive power of its cities. It also contributes to the enrichment of regional
tourism products, accelerating the transformation of urban industrial structures, and
promoting the development of the services industry. In addition, urban tourism helps to
create a more comfortable inhabited environment for humans, building a harmonious
society and promoting the sustainable development of the city.

The United Nations‘ World Tourism Organization (UNWTO) has paid much attention to
the development of urban tourism for a long time. In 2001, UNWTO and CNTA together
started a research project titled ―China‘s Best Tourist Cities‖ and finally formed a guide
and standardized framework entitled Guide for Creating China’s Best Tourist Cities. The
selection standards of China‘s best tourism cities were formulated based on the
development ideas and trends of the world‘s most advanced tourist cities. It utilised
world-wide evaluation ideas for the urban tourism industry and also the construction and
management experience of the top-grade tourist cities. In 2006, CNTA started the
experimental work of creating the best tourist cities, and finally in the selection process
of China‘s excellent tourist cities, Hangzhou, Chengdu and Dalian were selected as the
best tourist cities which have solid foundations, mature conditions, and are
representative of China‘s urban scene and of the region.

In November 2006, the UNWTO along with CNTA held an international conference in
Shanghai on urban tourism. The conference was intended to provide a communication
platform to improve the sharing of research findings and development experiences of
international urban tourism among participating countries, promoting the further
development of urban tourism theory and practice, advancing the development of urban
tourism in Asian and Pacific regions, and stimulating the sustainable development of the
world‘s urban tourism industry. The conference received a positive response from
government officials, academics and industry delegates all over the world. Forty-two
representatives from 14 foreign countries including United States of America, Australia,
The Netherlands, Spain, Japan, Republic of Korea, India, Maldives, Sri Lanka, Malaysia,
Indonesia, and other countries, participated in this international conference on urban
tourism. Two hundred and fifty domestic representatives participating in the conference
have long been engaged in research on urban tourism, and have developed a profound
theoretical basis and practical accumulation. After the completion of the conference,
China Tourism Press published the conference papers entitled Urban Tourism:
International Experience and China’s Practice. Two consecutive international
conferences on urban tourism were then held in the Republic of Korea in 2007 and in
Japan in 2008. These two conferences played an active role in promoting the
development of urban tourism across Asia and the Pacific.

At present, China is transforming itself into a great global competitor in tourism.

However, China‘s tourism industry is confronted with the challenges of industrial
transformation and upgrade. Many domestic cities proposed the goal of becoming an
international tourist city. The further development of the urban tourism has been
focusing on the construction of the tourist destination instead of the construction of the
scenic area. The social function has been added to the functions of urban tourism. The
situation described above proposes new challenges to tourism academics. We are
required to carry out deep research on the urban tourism with the better combination of
the development goal of China‘s tourism industry, the different directions of the urban
construction, the development experience of foreign urban tourism and the
development pattern relating to the tourism industry. However, all the research should
be established in the analysis of the current situation of China‘s urban tourism and
acquire the basic research materials. Only after we have got an accurate understanding
of the current situation of China‘s urban tourism, can we better point out the
development future of it. For this reason, with the great support from UNWTO, we
compiled the Report on the Development of China’s Urban Tourism (2009) based on the
analysis of the current situation of tourism development in twenty cities in China. While
the paper is bound by the geographical limitations of cities in China, and is therefore by
no means a comprehensive analysis of urban tourism across Asia and the Pacific, we
hope the report will provide some basic research materials for all parties interested, and
provide an informative and useful base for future research.

Thanks must go to UNWTO Secretary General Mr. Taleb Rifai and Director of the
Regional Programme for Asia and the Pacific, Mr. Xu Jing, for their concern and
ongoing support which facilitated the publication of this edition of the book. Thanks also
for the financial assistance from ―Shanghai Tourism Resources and Cultural
Development Innovation Base‖ of Shanghai Education Committee. Many thanks for the
endeavors of Ms. Fu Rong of China Tourism Press, for her extraordinary efforts in
translating the document from Chinese to English, and also to Xiaoshi Wang and Nicole
Cocolas for their editorial and technical support in the final stages. Finally, thank you to
all people involved for their ongoing concern and support during the publication of this
edition of the book.

Gao, Jun
Shanghai, 6 September 2009
 Report on Urban Tourism Development in China 1

Introduction

Development of China’s Tourism Industry and Urban Tourism

1 The Main Situation of the Tourism Industry Development in China

1.1 Transforming into a Strong Competitor in Global Tourism

In the 20 year tourism plan proposed by China National Tourism Administration (CNTA)
in the year 2000, the striving goal of China‘s tourism industry was to be a recognized as
a powerful player in global tourism. China has completed this transformation, and has
utilized its tourism resources to become an internationally recognized world player in
tourism. In the upcoming 15 years, the Chinese tourism industry will mature from its
current stage of growth to a stage of fully-developed tourism products, becoming
competitive on a global scale. It was predicted by UNWTO that by 2015, China will
become the top inbound tourism destination and the fourth largest source market of
outbound tourists.

China has a solid foundation for developing itself as a competitive player in world
tourism. The level of internationalization of China‘s tourism activities, both inbound and
outbound, is consistently improving, and as such, China has become an important
strength in world tourism. In 2000, the income from China‘s tourism-related product and
service exports totaled US$ 16.23 billion, while imports reached US$ 13.11 billion, with
a surplus of US$ 3.12 billion. In 2007, exports increased to US$ 41.47 billion, imports
totaled US$ 30.89 billion, with a surplus of US$ 10.58 billion, increasing by 1.5, 1.4
and 2.4 times from those in 2000, respectively. In 2000, the receipts from the tourism
industry were CN￥ 451.9 billion, accounting for 4.56% of the total Gross Domestic
Product (GDP). In 2007, tourism receipts increased to CN￥ 1095.7 billion, increasing
by 1.4 times from 2000, and accounting for 4.4% of GDP.

In 1995, the number of China‘s international tourists reached 20.03 million, ranking 7th
in the world, and accounting for 3.7% of the world‘s proportion. In 2006, the number of
inbound tourists China received increased to 49.91 million, ranking 4th in the world,
accounting for 5.8% of the world proportion, increasing by 2.1% compared with that of
1995. In 1995, China‘s total international tourism revenue reached US$ 8.7 billion, only
accounting for 1.8% of that in the world, ranking 14th in the world. However, in 2006, the
international tourism revenue increased to US$ 37.1 billion, increasing by 3.3 times that
of 1995, accounting for 4.8% of the world proportion, ranking 7th in the world.
2 Report on Urban Tourism Development in China

In 1995, the number of China‘s outbound tourists reached 4.52 million, accounting for
0.8% of the world proportion, ranking 16th in the world. In 2006, the number of outbound
tourists increased to 34.52 million, increasing by 6.6 times that of 1995, accounting for
3.4% of the world proportion, ranking 6th in the world. In 1995, international tourist
expenditure topped US$ 3.69 billion, ranking 24th in the world. In 2006, the figure
increased to US$ 28.24 billion, increasing by 6.7 times from that of 1995, and
accounting for 3.5% of the world proportion, ranking 6th in the world.

1.2 Accelerating Transformation and Upgrading of the Tourism Industry in China

At present, the tourism industry in China is undergoing a transformation: the traditional

tourism product dominated by sightseeing tourism is no longer able to meet the new
market demand. Therefore, the new tourism product will be developed by combining the
sightseeing tourism and recreation tourism with more emphasis on the latter. Meanwhile
Spa tourism, sport tourism and other recreational tourism product will also be further
developed. The new demand for recreational tourism products is booming especially in
Yangtze River Delta, Pearl River Delta, Bohai-rim region, and surrounding areas. The
recreational tourism product will be developed based on the sound ecological
environment and the rich tourism resources, while the traditional sightseeing tourism is
constantly being strengthened.

The tourism industry in China is not only undergoing a transformation of its products, but
also it is confronted with the challenge of upgrading. UNWTO keeps protecting the
ecological environment, developing human-oriented tourism, eliminating poverty and
creating jobs as the social orientation for the development of world tourism. World
Travel and Tourism Council (WTTC) also proposes that tourism enterprises should
integrate their social responsibilities into the companies´ core value to ensure a stable
development. WTTC as well encourages best practices in sustainable tourism of
tourism destinations, non-government organizations (NGOs) and enterprises. Reducing
social discrimination, promoting social equity, sharing the development results,
developing new non-resource consuming and helping underdeveloped areas are
established as the mission of the tourism industry by many international tourism
organizations.

At present, China‘s tourism industry is starting to transform from simply promoting

economic development to stimulating comprehensive social development, and the
social functions of the tourism industry are becoming increasingly prominent. The
transformation of the tourism industry into a ―people-benefiting and people-enriching
industry‖ is not only the significant embodiment of people‘s quality of life but also an
important channel for improving it. China once held a working conference on developing