简体中文
Home>Policies>Tourism Policies

China National Tourism Administration Issues the Outline for Tourism Quality Development (2013-2020)

2015-09-14 CNTAIC Font Size:[ L M S ]
On March 18, China National Tourism Administration (CNTA) issued the Outline for Tourism Quality Development (2013-2020) (hereinafter referred to as “the Outline”), setting out the strategic goal of strengthening tourism by focusing on quality.
Tourism quality development is a fundamental way of building a country strong in tourism. It concerns the direct interest of all tourists, the sustainable development of the tourism industry, and the overall image of China’s tourism sector. In 2009, CNTA promulgated The Outline for Enhancing Tourism Quality (2009-2015). Through vigorously implementing tourism quality enhancement programs, the whole industry has grown increasingly aware of quality, the overall quality of the tourism industry has been improved, enterprises gained better quality management capacities, the quality of tourism facilities, products, and services has been greatly enhanced, and tourist satisfaction in major tourism cities has steadily grown. However, currently, the foundation of China’s tourism quality development remains inadequate, and tourism quality improvement lags behind the development of tourism economy. The problem of simply pursuing a higher speed and a larger scale while ignoring development quality and the quality of the industry is still common. The tourism quality management system and mechanism is not sound enough, tourism integrity system is weak, and the quality of practitioners needs improvement.
In February 2012, the State Council issued the Quality Development Outline (2011-2020) which set out the general goal of China’s quality development in the next ten years. It requires local authorities and all industries to adhere to the principle of quality first in order to comprehensively improve the quality of China’s products and services. The compilation and implementation of the Outline for Tourism Quality Development (2013-2020) is a key part of the tourism sector’s effort to fully implement the Quality Development Outline (2011-2020) of the State Council. It is also a further step taken by the CNTA toward the two strategic goals set in the Opinions of the State Council on Accelerating the Development of the Tourism Industry, i.e., to foster the tourism industry into a strategic pillar industry in the national economy and to build it into a more satisfying modern service industry.
The Outline consists of five parts: Part I, tourism quality foundation and development environment; Part II, guiding principles, work guidelines and development goals; Part III, major tasks of tourism quality development; Part IV, key project for enhancing tourism quality; and Part V, implementation.
The Outline aims at “providing more satisfying services”, is themed on “implementing the strategy of strengthening tourism through quality enhancement and building China-style services”, and centers on the overall layout of “five integral components”. It starts from the current situation, sets out long-term goals, highlights key points, and advances the development of the tourism industry in a holistic way. It also has an accountability system, coordinates the development of tourism in an all-round way, and vigorously promotes tourism quality enhancement projects so as to comprehensively improve tourism quality and promote the sound and rapid development of the tourism industry.
The Outline has set out the overall goals of China’s tourism quality development as follows: By 2020, the foundation of tourism quality should be further reinforced; the tourism market order and the tourism services greatly improved; the tourism quality system perfected; and the tourist satisfaction should top all service industries. Efforts should be made to establish the global brand of “Beautiful China”; and the tourism industry should make greater contribution to the building of a well-off society. The Outline has also set specific requirements concerning the development goals of China’s tourism environment and the quality of tourism facilities, the quality of tourism products, and tourism services.
The Outline has defined five major tasks: strengthening the role of enterprises as main bodies in quality enhancement; strengthening tourism quality supervision and management; improving the environment for tourism quality development; reinforcing the foundation for tourism quality development; and promoting innovation in tourism quality development.
To ensure the accomplishment of the general goals and the fulfillment of various tasks of tourism quality development, the Outline proposes six key tourism quality enhancement projects: the tourism standardization pilot project; safe tourism development project; tourism brand development project; tourism integrity building project; civilized tourism promotion project, and tourism talent cultivation project. 
The Outline requires tourism authorities to promote the establishment of a work system for tourism quality development, do researches and coordination to address major tourism quality problems, and supervise the implementation of the Outline under coordinated leadership of local people’s governments at all levels.
Implementing the strategy of strengthening tourism through quality enhancement and building a country strong in tourism quality are imperative for ensuring the direct interest of tourists and improving people’s livelihood and life quality. They are the inherent requirement of the transformation of the development pattern of tourism and development path that emphasizes equally the growth of scale, quality and efficiency. It is a strategic decision to realize scientific development of the tourism industry and to enhance the competitiveness of China’s tourism industry. The issuance of the Outline is highly significant to further improve the quality of the tourism industry.