The Chinese delegation of 2011 is full of versatility The delegation led by Mr. Zhang Xilong Deputy Director-General the Department of Tourism Promotion & International Liaison of China National Tourism Administration consists of members of both tourism authority and private sector from CTS, Beijing, Hebei, Inner Mongolia, Fujian, Anhui, Henan, Guangdong, Guangxi, Hainan, Chongqing, Sichuan, Shaanxi, Ningxia, Qinghai & Xijiang municipality/province/autonomous region.

Chinese Cultural Year of 2011
The World Expo year of 2010 is followed by Chinese Cultural Year of 2011 as the theme to attract international visitors to China. China is well known as an ancient civilization in the Orient, and is always ready to welcome tourists who are ready to explore cultures on road. The Chinese living culture yet with
countless relics is itself a unique opportunity for the explorers.

Chinese cultural heritages listed by UNESCO have been symbolizing destinations for generations, these 28 sites are often the core of itineraries for tourist groups. The shows present and represent the elite heritages, Great Wall, Potala Palace and Forbidden City to name a few, and by which the ignited tourist products to the trade, media and public.

Chinese tourism industry develops rapidly, which is an important contribution to national economy
Tourism has been the most lively industry with great potential in the past three decades in China. In 2009, the State Council issued Opinions on Accelerating the Development of Tourism Industry, that legislatively proposed to make the tourism industry a strategic backbone industry of the national economy and make it a more satisfactory modern service industry to the people. Recovery of domestic, inbound and outbound tourism got ahead of the recovery from global financial crisis due to the effort of the industry.

The rapid development of tourism industry in China has improved the country’s investment circumstance, further opened its market to the world, drove the development of associated industries, boosted domestic demands and consumption, provided job opportunities, improved industrial structure and integrated regional economy, relieved poverty, plays a highly important role for the economic prosperity and connection of international cultures.

The prosperous year of 2010
In 2010, the total tourism generated revenue in China reached 1.57 trillion RMB (1USD=6.5RMB), increased by 21.7%.

According to UNWTO, the number of inbound overnight visitors to China was 55.7 million, 9.4% higher compared to 2009, international tourism revenue was 45.8 billion USD, a 15.5% increase.

Number of domestic tourists reached 2.1 billion, a 10.6% increase, and domestic tourism revenue was 1.26 trillion RMB, increased by 23.5%.

Outbound tourism has been growing steadily, China has taken over Japan as the biggest outbound tourist market in Asia with 57.4 million traveling abroad in 2010, 20.4% higher compared to 2009. As of the end of 2010, China has approved 140 countries and regions as ADS (Approved Destination Status) destinations, among which 110 have started operation. The UNWTO has announced China as the fourth biggest outbound market and anticipated it the number one market at 2015.

Scale of tourism industry and infrastructure expanding
As of the end of 2009, there are more than 300 thousand tourism enterprises and institutions, including 14,237 star-rated hotels (506 of 5-star, 1,984 of 4-star, 5,917 of 3-star), 20,399 travel agencies (1,069 are entitled to operate outbound tours), 4,000 A class tourism attractions (67of AAAAA), 144 tourism transportation companies, 13.5 million employees and 75.9 million associated employees, 1,733 tourism academies and institutions, with which 3.97 million people were trained in 2009.

Two-way tourism exchange between China and Australia
As exchanges in economy and culture grow between the two countries, two-way tourism exchange between China and Australia develops at double-digit rate. In 2010, number of Australian tourists to China reached 661 thousand, 17.8% higher than 2009, number of Chinese tourists to Australia reached 454 thousand, increased by 23.9%.

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