PATA releases "landmark" China report
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With the world’s attention firmly on China with the Beijing Games, Pacific Asia Travel Association has produced a landmark report on how the country’s tourism potential could be maximised.
PATA said the report, ‘Realising China’s Tourism Potential, Recommendations for Future Development’ was the “first definitive international study” that presents a roadmap for growth and management of the US$100bn industry.
The report has been endorsed by the China National Tourism Administration and focuses on six key market segments: Meetings and Conventions; Incentive Travel; Cruising; Red Tourism, Green Tourism; and Health & Wellness Tourism.
These segments are identified in China’s 11th Five Year Tourism Plan as major pillars that will support the long-term prosperity and sustainability of travel and tourism.
With the meeting segment, for example, the report recommends that China considers the establishment of a national convention bureau, the further development of purpose-built facilities, the training of certified professional staff and increased regional co-operation.
On the fast emerging Health and Wellness tourism segment, the report highlights the opportunity for China to leverage the increasing global interest in Traditional Chinese Medicine (TCM).
China’s travel and tourism industry has recorded staggering growth in the past two decades, and the industry is now worth more than US$100 billion a year to the Chinese economy.
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