Brand building

Fu added that it is essential for cities to build up their brands, which he calls the “core” and the “soul” needed to take the industry to the next level.

Many places in China, such as southwestern Yunnan and northern Shanxi provinces, have already realized the importance of having a unique brand and have begun brand-building, which includes image, competitiveness, culture and scenic attractions, Fu said, adding that other provinces and regions should follow suit.

“It will take joint efforts of various departments to realize resource maximization and promotion, which will enhance the whole image of the tourism industry and therefore attract more visitors,” he said.

Tourism law

The fast-growing but flawed industry prompted the country to promulgate a tourism law.

The nation’s first tourism law, implemented on October 1, is helping upgrade the industry, rectifying unruly behavior among both agencies and tourists. The law protects the rights of tourists and enforces safety measures at scenic sites.

Li Yanqin said many agencies had promised to get rid of such practices as forced shopping and receiving kickbacks.

“With clear direction regarding tourists, tourism agencies as well as scenic areas, the law is definitely helping the sound development of the industry in China,” Li said.