Inbound tourists, once marginal, now golden

The China National Tourism Administration expects more than 137 million visits paid to China in 2016, an increase of 2.5 percent over the previous year.[Photo provided to China Daily]

Yu Liangbing, deputy general manager of inbound tourism for China CYTS Tours, said China saw three years of declines in inbound tourist numbers starting in 2012 because of air pollution, visa difficulties, currency exchange rates and the overall struggling global economic situation.

"It is expected that the performance of inbound tourism of CYTS will stay at the same level as last year," Yu said. "We expect to have 10 percent growth in 2017."

Ctrip is also taking steps for overseas expansion. It set up offices in Asian countries and regions to serve local tourists. Asian countries and regions are the largest area from which China's inbound tourism comes.

"In the future, we are not only providing service to foreign tourists who want to travel to China but will also provide services to foreign tourists who want to travel to other countries," said Zhu.

However, the number of overseas tourists flocking to China also creates challenges for tourism attractions. Yu of CYTS said that in the past more than 80 percent of overseas tourists came in groups, but now more than 70 percent come to China on their own.

"Chinese governments should improve their capability to accommodate overseas tourists, such as high quality restaurants, hotels, better connectivity and foreign language signs," said Zhu.