Insights & Inspirations｜The Asia-Pacific and Global Tourism Outlook

In a pivotal segment of the 2023 WTA • Xianghu Dialogue titled “Win-Win Cooperation: Tourism Links the World”, Mr. Peter Semone, Chair of the Pacific Asia Travel Association (PATA), shared his insights on the “The Asia-Pacific and Global Tourism Outlook”.

Here are excerpts from his speech:

Tourism is not only a vital catalyst for economic prosperity but also plays a significant role in fulfilling people’s aspirations for a better life. In addition to bringing economic benefits and creating jobs, it enhances international exchanges and even plays a role in politics. Tourism is a transformative sector.

Six Key Areas for Future Tourism Development

1. People: Tourism serves as an excellent channel for communication and sharing experiences, significantly promoting cultural diversity. The essence of tourism lies in people, as seen in the rich cultural experiences like those offered by Hospitable Shandong and its Mount Tai culture. People are the foundation of the tourism industry.

2. Peace: Peace comes before tourism, and tourism can foster peace. The peaceful coexistence in the Asia-Pacific region is crucial for the healthy development of tourism. The relations between the U.S. and China are particularly vital for high-quality development in tourism and service trade across the Pacific region.

3. Planet: The climate change indicates that the earth is a “sick planet”. The development of tourism must minimize its impact on the environment.

4. Culture: Our cultures, heritage, and shared history are invaluable assets. Cultures and civilizations, developed over thousands of years through religion, language, and writing, are badges of honor that make us unique and must be protected. Without cultural diversity, we would live in a monotonous world. The sustainability of tourism relies on the preservation of culture and nature.

5. Cooperation: The World Tourism Alliance (WTA) exemplifies how partnerships can create a prosperous future for tourism in Asia and globally.

SEMONE outlined his vision for China’s tourism sector, encapsulating it in a “3+2” strategy, namely Three Opportunities and Two Supports.

Three Opportunities: Domestic, inbound, and outbound tourism.

Domestic Travel: China’s tourism industry has undergone significant changes in post-pandemic era. Chinese tourists are showing an unprecedented interest in domestic destinations, leading to the emergence of new tourist spots, such as Zibo, known as “China’s outdoor barbecue capital”.

Outbound Travel: In 2019, 155 million outbound trips were made by Chinese tourists. Taking Thailand, a country heavily reliant on tourism, as an example: nearly 30% of its inbound tourists were Chinese, a figure that has since dropped to 10%. This prompts the concern across Asia but the potential for the recovery of Chinese outbound tourism remains promising.

Inbound Travel: In the past six months, China’s inbound tourism has not shown significant growth.

He suggests exploring diverse methods to enhance cultural and tourism connections between countries and improve China’s appeal to international visitors. A notable challenge is the difficulty to get Chinese visas, along with the complexities foreign tourists face in using internet services and social media apps in China.

Two Supports: Green and digital growth.

China is a leader in in these areas. The country’s large pool of talented university graduates, proficient in various digital tools, should be leveraged in emerging tourism roles. The country’s strength in e-commerce, online payments, and ride-hailing services, coupled with the Belt and Road initiative, positions it for shared prosperity in Asia’s green and digital technology sectors. China is expected to play a more active role in the development of the global tourism industry.