Integrating culture and tourism improves economy

China's efforts to integrate culture and tourism have enhanced socioeconomic development, improved travelers' experiences and increased the nation's cultural influence globally, the culture and tourism minister said on Wednesday.

Minister of Culture and Tourism Sun Yeli told the ongoing session of the Standing Committee of the National People's Congress that both the quality and results of culture and tourism development have seen remarkable improvement. He said rich cultural resources and ideas have enriched the tourism industry, while tourism has increased the appeal and influence of Chinese culture. His remarks were included in a report submitted to the committee for review.

Sun said the integration of culture and tourism has upgraded both sectors and turned them into new growth points for the economy.

In 2023, the cultural industry's gross value added reached 5.95 trillion yuan ($835 billion), accounting for 4.59 percent of the country's GDP. The tourism industry contributed 5.48 trillion yuan, about 4.24 percent of the GDP.

The integration of the two sectors has also enriched travel experiences and boosted consumption. Domestic tourism destinations received about 5.62 billion visits in 2023, generating 5.75 trillion yuan in spending, Sun said.

Cultural products and souvenirs with traditional Chinese elements are among the bestsellers.

Sun cited the National Museum of China's phoenix crown refrigerator magnet, a souvenir inspired by the phoenix crown from the Ming Dynasty (1368-1644). The museum launched the magnet in July 2024, and more than 2 million were sold within a year.

Sun also highlighted the role of cultural and tourism integration in promoting international exchanges and boosting China's cultural influence abroad. The Chinese mainland received 132 million inbound tourism-related visits in 2024, generating $94.2 billion in spending.

"'China travel' and 'China shopping' have become buzzwords worldwide, showing the nation's confidence in embracing the world," he said.

However, Sun acknowledged that there were challenges in the sector.

Some lower-level authorities lack effective mechanisms for integration, and the market still needs leading companies with strong competitiveness. Also, poor handling of cultural heritage protection and tourism development in some areas has led to over-commercialization or damage to ancient towns and streets, he said. And high-quality tourism products remain in short supply.

He noted that China lacks sound legal support for cultural and tourism integration, and further regulation is needed as violations of travelers' rights persist. There is also a shortage of talent in the field, including high-quality tour guides and museum interpreters.

"We need to develop more tour products with rich Chinese culture and strong international competitiveness to appeal to international travelers, and improve services in accommodation, transport, shopping and language guidance," Sun said.

To address the challenges, he said the ministry will improve working mechanisms and incorporate culture and tourism integration into national socioeconomic development and land spatial planning.

The ministry will also step up legislative efforts, fully implement the paid vacation mechanism, strengthen talent training and develop more tourism routes and destinations that showcase Chinese culture. Local governments will be encouraged to expand tour offerings and tap into cultural performances and popular television series to meet diverse travel demands.

Sun said the ministry will tighten supervision of the cultural and tourism market, organize consumption promotion programs and deepen cultural and tourism exchanges with other countries and regions. Efforts will also be made to improve services and create a more convenient environment for international travelers, he said.