China’s accomplishments in the realm of rural tourism have positioned the nation as a global leader, according to Sandra Calvao, Chief of Market Intelligence and Competitiveness at the World Tourism Organization (UNWTO). In a recent interview with Xinhua, Calvao expressed enthusiasm for the anticipated full recovery of China’s inbound and outbound tourism market, given its foundational importance in the global tourism industry.
Rural tourism has experienced a surge in popularity over the years, with more and more travelers seeking the tranquility of the countryside. The appeal lies in the lure of unspoiled nature, organic cuisine, and serene family getaways away from the hustle and bustle of city life. Recognizing the potential in this sector, the UNWTO inaugurated the Best Tourism Villages project in 2021. The initiative aims to acknowledge villages globally that demonstrate a commitment to fostering sustainable tourism.
China’s villages have left a notable mark on this project, with several communities such as Yucun in Zhejiang, Xidi in Anhui, Dazhai in Guangxi, and Jingzhu in Chongqing being recognized in the past two years. These villages exemplify China’s dedicated efforts towards rural tourism and sustainable development.
Calvao underscored the pivotal role of national policies in village development. She commended China for being one of the nations that prioritizes tourism’s role as a catalyst for rural development, demonstrated by its formulation of policies catering to this purpose. “The development of villages is an example of how China is using tourism to serve those who do not have access to other development opportunities to improve their lives,” she stated.
She further highlighted China’s investments in infrastructure development in rural areas as a critical factor in bolstering rural tourism. Another significant strength, according to Calvao, is China’s vast domestic tourism market, which ensures a consistent demand for tourism, thereby enabling the establishment of necessary infrastructure and services.
China’s prominence in the tourism industry extends beyond its robust economy. As the largest consumer of international travels, the nation’s development bears immense significance for the global tourism sector. In light of this, Calvao expressed a keen anticipation for the resurgence of China’s inbound and outbound tourism. “I think right now everyone is eagerly awaiting an increase in inbound and outbound tourism from China, and many destinations are eager for the early return of Chinese travelers,” she concluded.
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