On the 13th, the website of the Ministry of Culture and Tourism of the People's Republic of China released the Domestic Tourism Promotion Plan (2023-2025), which specifies that by 2025, the scale of the domestic tourism market will maintain reasonable growth and the quality will be further improved. 30 major tasks were proposed around nine aspects: strengthening domestic tourism publicity and promotion, enriching high-quality tourism supply, improving tourism consumption experience, improving public service efficiency, supporting the transformation and upgrading of business entities, deepening reform in key areas, improving the service quality of the tourism market, strengthening comprehensive market supervision, and implementing the "credit+" project. The details are as follows:
Domestic Tourism Promotion Plan (2023-2025)
This plan is formulated to implement the Measures on Releasing the Tourism Consumption Potential and Promoting the High Quality Development of Tourism issued by the General Office of the State Council, further release the tourism consumption potential, promote the tourism industry to achieve effective improvement in quality and reasonable growth in quantity, and better meet the multi-level tourism consumption needs of the masses.
1、 General requirements
（1） Guiding ideology
Guided by Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, we will thoroughly implement the spirit of the 20th CPC National Congress, fully, accurately and comprehensively implement the new development concept, accelerate the construction of a new development pattern, focus on improving the size and quality of the domestic tourism market, and adhere to the organic combination of implementing the strategy of expanding domestic demand and deepening the supply side structural reform, Further improve the tourism consumption environment, boost tourism consumption confidence, meet the diversified and personalized needs of tourists, and promote high-quality development of the tourism industry.
（2） Basic principles
——Adhere to quality first. Establish the concept of "quality first", strengthen the awareness of quality responsibility, and promote the establishment of a new quality management system with all staff, all elements, all chains, all processes, and all data. Guide business entities to accelerate transformation and upgrading, and promote the rational growth of tourism market scale.
——Adhere to the concept of system. Adhere to forward-looking thinking, overall planning, and overall promotion, coordinate the demand and supply of the domestic tourism market, coordinate the standardization and development needs, and promote the promotion of domestic tourism in an integrated way.
——Adhere to the problem orientation. Comply with the development trend of popular tourism consumption, personalized travel, and high-quality demand, focus on the areas and problems where tourists' demands are concentrated, improve the system and mechanism, improve the management level, enhance tourists' satisfaction, and enhance their sense of gain.
——Adhere to reform and innovation. Deepen the reform in key areas of the domestic tourism market, adhere to innovation driven and integrated development, constantly explore new practices, new models and new mechanisms, and stimulate the vitality of domestic tourism with the results of reform and innovation.
——Adhere to coordinated promotion. Strengthen departmental cooperation and regional linkage, constantly improve the consistency of policies and the coordination of implementation, enhance the synergy of domestic tourism promotion work, and smooth the domestic tourism cycle.
（3） Main objectives
By 2025, the scale of the domestic tourism market will maintain reasonable growth and the quality will be further improved. The effect of domestic tourism promotion is more obvious, the supply of high-quality tourism is more abundant, the consumption experience of tourists has been effectively improved, the satisfaction has been further improved, the efficiency of tourism public services has continued to improve, the reform of key areas has made breakthroughs, the comprehensive supervision mechanism of the tourism market has been more sound, the modern governance ability has been further enhanced, and the domestic tourism market has a greater impact on promoting consumption The role of promoting economic growth is more prominent.
2、 Main tasks
（1） Strengthen domestic tourism promotion
1. Innovative tourism concept publicity. Actively promote tourism as a way of life, learning and growth. The "May 19 China Tourism Day" activity was innovatively held to make it a festival for tourists and tourism practitioners. We launched a number of excellent tourism public service advertisements and books, movies, and animation enabling tourism feature cases.
2. Strengthen tourism image promotion. Focusing on the domestic tourism publicity theme of "Tourism, a Better Life in China", we implemented special promotions such as "Travel in China with the Season", "City Tour Notes", "My Home has Treasures", and carried out the Chinese culture theme tourism promotion of "Reading Ten Thousand Books and Traveling Ten Thousand Miles". Make overall plans for cross provincial and regional tourism promotion, encourage and support regional tourism promotion alliances and relevant provinces and cities to jointly build mechanisms, expand markets, promote products and share achievements.
（2） Enrich high-quality tourism supply
3. Optimize the structure of tourism products. Innovate the tourism product system, launch more distinctive tourism products and routes that meet the needs of different groups, develop experiential and interactive tourism projects, and focus on promoting new tourism products such as research, silver hair, ice and snow, ocean, cruise, exploration, star watching, summer and winter, and city walking. Develop green tourism and promote the introduction of policies and measures to promote the development of green tourism. Accelerate the development of smart tourism and cultivate new space and scene for immersive experience of smart tourism. Promote science and technology enabled tourism, further promote the wide application of new technologies in tourism scenes, better play the role of national tourism science and technology demonstration parks, and improve the scientific and technological content of tourism products and services.
4. Create a high-quality tourist destination. Build a batch of world-class tourist attractions and resorts with rich cultural heritage. Implement the urban renewal action of cultural and tourism industry empowerment. Build a number of national tourism and leisure cities and blocks with distinctive cultural characteristics. Guide and promote the construction of national 5A tourist attractions and national tourist resorts. We will carry out pilot projects to revitalize rural areas with cultural industries, and promote the improvement of rural tourism operations. A number of key villages and towns of national rural tourism, rural tourism cluster areas, and international rural tourism destinations were launched.
5. Promote the orderly development of new tourism formats. Promote "tourism+" and "+tourism", and promote the deep integration of tourism with culture, sports, agriculture, transportation, commerce, industry, aerospace and other fields. Build a demonstration area for the integrated development of national cultural industry and tourism industry, and create a new tourism consumption destination. Expand the development space of tourism performance, develop featured tourism performance projects, and promote the upgrading of tourism performance. Cultivate new types of business integrating cultural and sports tourism, cultural and commercial tourism, and create brand projects of "travel with events" and "travel with food". We will promote the construction of national demonstration areas and key areas for the integrated development of red tourism. Promote the construction of a number of intangible cultural heritage scenic spots and national intangible cultural heritage experience bases.
6. Promote regional coordinated development of tourism. Closely focusing on major regional strategies and key urban agglomerations, further promote the construction of various cultural tourism belts (corridors). We will promote cross regional tourism cooperation in the east, central and western regions, and explore ways to cooperate with each other as tourist sources and destinations.
（3） Improve tourism consumption experience
7. Optimize tourism consumption services. Promote and optimize the reservation management system of the scenic spot, accurately check the maximum carrying capacity of the scenic spot, and further improve the degree of convenience. Optimize the spatial layout of consumer places and improve commercial facilities. Establish and improve the quality grading system, promote brand consumption and quality consumption, and effectively improve the consumption experience of tourists.
8. Promote the construction of platform carrier. Strengthen the construction of national cultural and tourism consumption demonstration and pilot cities, promote the quality and expansion of demonstration cities, strengthen dynamic assessment, and better play a leading role in demonstration. Promote demonstration and pilot cities to strengthen consumption linkage and industrial cooperation. Promote the standardized and innovative development of the national night culture and tourism consumption cluster, carry out the pilot project of 24-hour life circle construction, and improve the quality of night consumption.
9. Implement the consumption promotion plan. Carry out the "100 Cities and 100 Districts" action plan of financial support for cultural and tourism consumption, encourage all regions to strengthen cooperation with China UnionPay, cooperative banks, platform enterprises, etc., and implement consumer friendly measures such as full consumption reduction, ticket price concessions, and point exchange. Carry out national cultural and tourism activities to benefit enterprises and people, organize local governments to launch consumer measures to benefit people according to local conditions in combination with statutory holidays, traditional festivals, summer holidays and other tourist peak seasons, and hold colorful cultural and tourism activities to benefit people.
10. Strengthen the formulation and implementation of standards. We will improve the tourism standard system, promote the upgrading of tourism products and the improvement of service quality, increase the strength of standard formulation and revision, and improve the level and effect of standard implementation and application. Promote the implementation of national standards for tourism home stay, formulate industry standards for home stay housekeeper service specifications, and carry out the publicity and implementation of national standards for tourism industry such as Guide Service Specifications.
11. Strengthen the publicity of civilized tourism. Cultivate a benchmark for civilized tourism in the industry and play a leading role. Carry out a series of publicity and practice activities, collect and publish typical cases of civilized tourism publicity and guidance, issue tips for civilized tourism travel, and create a civilized tourism environment.
（4） Improve public service efficiency
12. Accelerate the construction of tourism infrastructure. Support local governments to increase investment in tourism infrastructure, and further improve tourism public service facilities such as tourism service centers (consultation centers), tourism distribution centers, tourism public service information platforms, and tourism toilets.
13. Improve public service level. Optimize the layout of online and offline tourism public information services, and strengthen the integration of tourism public information service resources. We will strengthen tourism services that benefit and facilitate people, vigorously promote the digital development of museums and other cultural and museum venues, and accelerate the integration of online and offline services.
（5） Support the transformation and upgrading of business entities
14. Promote the transformation and development of travel agencies. Guide travel agencies to speed up the innovation of ideas, technologies, products, services and models in combination with industry development and their own development positioning, and promote the digital transformation, characteristics and brand development of travel agencies according to local conditions. Promote travel agencies to speed up cross-border integration and online offline integration, and actively integrate into local and relevant fields of digital ecology.
15. Guide the standardized development of online tourism enterprises. Guide online tourism platform operators to play a positive role in integrating domestic tourism element resources such as transportation, accommodation, catering, tourism, entertainment, and help all kinds of tourism operators share development dividends. Strengthen content security audit and carry out market inspection.
16. Promote the transformation and upgrading of tourism accommodation industry. Strengthen the in-depth guidance on the evaluation of star rated hotels and optimize the evaluation procedures of star rated hotels. We should guide star rated hotels to innovate their business methods, improve their service quality, enhance their industry image, and create famous national brands of tourist hotels. We will promote the relaxation of market access for tourism home stay, cultivate a number of excellent host and housekeeper of tourism home stay, cultivate and release a number of graded tourism home stay, and promote the sustainable and standardized development of tourism home stay.
17. Cultivate backbone enterprises and innovative enterprises. Implement the tourism enterprise cultivation plan, focus on key areas and key links of the industrial chain, cultivate a number of backbone enterprises and innovative enterprises at different levels, and constantly enhance the competitiveness of enterprises.
（6） Deepen reform in key areas
18. Deepen the reform of tourism service quality deposit. Carry out a summary evaluation of the deposit for tourism service quality, and further improve the deposit system for tourism service quality according to the evaluation.
19. Support travel agencies and star rated hotels to expand their business scope. Support travel agencies to participate in government procurement and service outsourcing in accordance with the law, incorporate star rated hotels into the management information system of designated places for party and government meetings, and remove the policy barriers for state-owned enterprises and the financial system to purchase service projects in star rated hotels (especially high star rated hotels). Cultural and tourism departments at all levels shall give priority to star rated hotels for holding conferences, trainings and activities.
20. Promote the revitalization of idle and inefficient tourism projects. Optimize and improve the way of revitalization, take revitalization measures according to the classification of projects, make good use of various fiscal, financial and investment policies, and support tourism enterprises to revitalize existing tourism projects and tourism assets.
（7） Improve the service quality of tourism market
21. Cultivate tourism service quality brand. Establish and improve the brand cultivation mechanism of tourism service quality. Promote the standardization, specialization and branding development of tourism, cultivate a batch of high-quality services with high professionalism, wide coverage, great influence and safety, and give full play to the leading role of service brands in improving the quality of tourism services. Carry out tourism service quality improvement activities, disseminate quality concepts, cultivate quality culture, and promote experience in service quality improvement.
22. Establish and improve the service quality evaluation system. Establish and improve the tourist centered service quality evaluation system, and carry out the pilot work of evaluation system construction. Improve the monitoring mechanism for tourism service quality of regions, business types, enterprises, etc. Give play to the role of national tourism market service quality monitoring points, carry out regular quality monitoring and evaluation, and promote the application of monitoring results. Support local governments to establish systems such as compensation payment in advance and return without reason. Select and publish typical cases of excellent tourism service quality.
23. Establish a quality co governance mechanism. Implement the system of "chief quality officer" and "benchmark waiter". Establish and improve the mechanism for tourism industry associations to participate in the work of tourism service quality, and promote the establishment of national tourism service quality improvement branches, special committees and other industry organizations. Support local governments to explore the establishment of tourism service quality awards. Guide tourists to rational consumption and establish the consumption concept of high quality and good price.
（8） Strengthen comprehensive market supervision
24. Strengthen the rule of law in tourism. Adhere to the rule of law, promote the revision and improvement of laws and regulations such as the Tourism Law of the People's Republic of China, the Regulations on Travel Agencies, the Regulations on the Administration of Tour Guides, the Interim Administrative Measures for Border Tourism, and the Measures for Handling Tourist Complaints. Promote the establishment and improvement of tourism mediation, arbitration, circuit court and other systems and mechanisms, explore the connection mechanism between tourism dispute complaint mediation and arbitration, and solve complaints and disputes in a diversified way.
25. Improve the comprehensive supervision mechanism of the tourism market. Give play to the role of the comprehensive supervision mechanism of the tourism market, and work together to standardize the order of the tourism market. We will improve the new regulatory mechanism based on "double random, one open" regulation and "Internet+regulation" as the basic means, supplemented by key regulation and based on credit regulation. Strengthen the cultivation and supervision of new business types, and promote the sustainable development of new business types. We will strengthen the collection, sharing and application of credit information, and regularly assess the implementation of the Regulations on the Administration of Credit in Cultural and Tourism Markets in accordance with the law.
26. Improve the informatization level of tourism market supervision. Improve the functions of the national tourism supervision service platform, use new technologies such as cloud computing, big data and artificial intelligence to strengthen market dynamic monitoring and scientific data governance, and promote the application of tourism electronic contracts. We will continue to promote the "One Network Access" for tourism administrative approval. We will improve the function of the "Culture and Tourism Market Access" APP, carry out pilot applications of electronic licenses in the cultural and tourism markets, and improve the level of "handheld", "fingertip", and "code based" government services.
27. Strengthen law enforcement and supervision of the tourism market. We will strengthen governance at the source, carry out in-depth special rectification of the tourist market, such as unlicensed travel agency business and forced shopping, and investigate and deal with all kinds of illegal business practices in accordance with the law. We will establish and improve a mechanism for reporting complaints and law enforcement cooperation in cross sectoral and cross regional tourism markets. In accordance with the principle of "one game for the whole country", we will adhere to the principle of simultaneous online and offline governance, simultaneous inventory of destinations and tourist sources, simultaneous remediation of travel agencies and local contact agencies, strengthen data and information sharing and transfer of clues, carry out joint law enforcement, and improve the mechanism for linking criminal execution.
（9） Implement the "credit+" project
28. Pilot development of credit economy. We will continue to carry out the pilot work of credit economy development, select a number of pilot units for credit economy development, summarize and promote the pilot experience, deepen credit awareness, and empower the industry with credit.
29. Strengthen the construction of credit brand. We will improve the credit brand cultivation mechanism, carry out credit evaluation, and encourage and support tourism enterprises to create a number of branded, star level credit application products and services.
30. Expand credit application scenarios. Guide and support tourism enterprises to integrate public, industry, market and other information, explore and launch credit based convenient consumer products and services, improve service quality and optimize consumption experience.
3、 Safeguard measures
（1） Establish working mechanism. Establish a coordination and guarantee mechanism for the implementation of the domestic tourism promotion plan linked by the Ministry and the province. The Ministry of Culture and Tourism promotes the implementation of policies as a whole, carries out monitoring and evaluation, and regularly informs the implementation effect of policies. Local governments formulate specific implementation plans based on the actual situation, improve the coordination mechanism, strengthen various guarantees, increase innovation efforts, and ensure the effectiveness of policies.
（2） Strengthen policy guarantee. Promote the implementation of employment, social security and other support policies in the tourism field. Make good use of financial funds from all relevant channels and strengthen policy coordination and cooperation. Include eligible projects in the tourism field into the scope of local government special bond support.
（3） Strengthen financial support. Guide financial institutions to optimize credit management, enrich credit products and support the construction and operation of tourism facilities by combining their own business and the production and operation characteristics of tourism enterprises. Explore the pilot work of market entry transaction, filing and registration of the usufruct of tourism projects and franchise rights of tourism projects (scenic spots) in some regions. Encourage the issuance of REITs in the field of infrastructure relying on scenic spot projects on the basis of legally defining the rights and obligations of the property rights subject of various scenic spot resources and assets.
（4） Strengthen talent training. We will strengthen the evaluation of professional titles and professional skills, improve the training system for highly skilled personnel, and build a base for upgrading tourism skilled personnel. Enhance the adaptability of tourism vocational and technical skills education, and further promote the integration of industry and education, school enterprise cooperation. We will vigorously promote the modern apprenticeship system. Strengthen the professional training of tourism practitioners, and hold the National Tour Guide Competition, the National Star Hotel Service Skills Competition, and the National Red Story Interpreter Competition. Strengthen the construction of cultural and tourism volunteer service team.
（5） Strengthen data monitoring and analysis. We will continue to monitor tourism market data, strengthen analysis, research and judgment, and improve the scientificity, accuracy and pertinence of policies and measures.
（6） Strengthen safety guarantee. Urge the business entities to implement the main responsibility of safe production, comprehensively investigate all kinds of risks and hidden dangers, pay attention to the safety management of key places and units and important time periods, and further improve the emergency response capacity of tourism emergencies.
