Blue Book of China’s Tourism Economy (No.2)
China’s Tourism Performance: Review & Forecast (2009-2010)

Contents
• Preface
• Chapter One   General Analysis and Forecast of China's Tourism economy
I.  Overall operation of China’s tourism economy in 2009
(I)  Development environment
(II)  Basic performance
(III) Development features
II.  Analysis and forecast on development of the tourism economy in 2010
(I)  Status quo
(II)  Forecast
III.  Policy recommendations for development of the tourism economy in 2010
(I) Publicize and implement The State Council’s Opinions on Speeding up the Development of Tourism Industry and create excellent development atmosphere
(II) Enhance the quality of tourism services, standardize the order of the tourism market and speed up development of tourism consumption
(III) Optimize the layout, enhance the quality and transform the development mode of tourism
(IV) Properly handle the World Expo tourism and the study of the “Twelfth Five Year” Plan
(V) Promote the opening up to the outside world, strengthen cooperation across the Taiwan Strait and between Mainland, Taiwan, Hong Kong and Macao, and strengthen international tourism cooperation

• Chapter Two   Characteristics and Trends of Tourism Demand
I.  General tourism demand in 2009
(I)  Total volume
(II)  Structure
II.  Factors influencing tourism demand in 2009
(I)  External factors
(II)  Internal factors
III.  Development trends of tourism demand in 2010
(I)  Intent to travel
(II)  Opportunities faced by tourism demand
(III) Challenges faced by tourism demand
(IV) Tourism demand forecast for 2010 and the “Eleventh Five Year” Plan
IV.  Strategic recommendations for tourism demand management
(I) Focusing on expanding inbound tourism and fully implement the “Eleventh Five Year” Plan
(II) Fully implement and enforce “The State Council’s Opinions on Speeding up Development of the Tourism Industry”
(III) Resolutely implement the pre-determined target, guidelines and policies for expanding tourism consumption
(IV) Develop key markets and effectively maintain the stable operation of the tourism market
(V) Continue to intensify operation supervision and pre-warning for nationwide and regional tourism market

• Chapter Three   Analysis and Forecast of Tourism Enterprise Development in China
I.  Performance of tourism enterprises in 2009
(I)  Analysis of the prospects of tourism enterprises
(II)  Development trends of tourism enterprises
II.  Development forecast for tourism enterprises in 2010
(I)  The worst period is over and development prospects in 2010 is bright
(II)  The pace of enterprise integration has quickened and industrial concentration will be
further strengthened
(III) Industrial integration and development continually breed new tourism business modes
III.  Development of tourism enterprises and strategic recommendation for industrial operations
(I)  Strategic recommendation at the government level
(II)  Strategic recommendation at the tourism enterprise level

• Chapter Four   Structure and Trend of Regional Tourism Economy
I. Overall development of regional tourism
(I)  Eastern region still plays dominant role in China’s domestic tourism development
(II) Growth of inbound tourism in coastal provinces suffered setback, but still held the
dominant position in total volume
(III) Economically developed regions continue to keep the prominent position in outbound
tourism
(IV) Summary
II.  Innovations of and evaluation on regional tourism development policies
(I)  Innovated development has become an important means for local tourism to cope with
  the financial crisis
(II)  Innovated development highlights the comprehensive function of tourism in coping with
  the financial crisis
(III) Keep alert on the negative impact of related policies on the long-term development of
  the tourism industry
III.  Innovation cases of regional tourism development
(I)  Yunnan Province: Actively and steadfastly promote tourism “secondary business
  startup”
(II)  Dezhou City: Implement “large project action plan” to promote development of the
  tourism industry
(III) Mayang County: Coordinate development of county-based tourism by relying on a
“longevity brand”
IV.  Regional tourism development trends and policy recommendations for 2010
(I)  The environment and the trends of regional tourism development
(II)  Policy recommendations for regional tourism development in 2010

• Chapter Five  Present Status and Prospect for Tourism ent in Taiwan, Hong Kong, and Macao, China
I.  Status quo and outlook of tourism industry development in Taiwan
(I)  Development of Taiwan tourism market in 2009
(II)  Development of Taiwan tourism industry in 2009
(III) Prospects and outlook of Taiwan’s tourism industry development in 2010
II.  Status quo and outlook of tourism industry development in Hong Kong
(I)  Development of Hong Kong tourism market in 2009
(II)  Development of Hong Kong tourism industry in 2009
(III) Prospects and outlook of Hong Kong’s tourism industry development in 2010
III.  Status quo and outlook of tourism industry development in Macao
(I)  Development of Macao tourism market in 2009
(II)  Development of Macao tourism industry in 2009
(III) Prospects and outlook of Macao’s tourism industry development in 2010

• Chapter Six   China’s tourism in Global View
I.  Development of the world tourism industry in 2009 and trend forecast in 2010
(I)  The development of the world tourism industry slowed down evidently in 2009
(II)  Forecast on the development trend of the world tourism industry in 2010
II.  China’s standing in the development of the world tourism industry held steady and showed some improvement
(I)  The inbound market stayed stable in ranking, but its market share dropped and its
  growth slowed down
(II)  The outbound market maintained a relatively fast growth, which contributed to the
  recovery of the world tourism economy
(III) Tourism competitiveness has improved significantly
(IV) Development trend
III.  China’s international regional tourism cooperation conditions and outlook
(I)  Cooperation in international regional tourism in 2009
(II)  Outlook of China’s international cooperation in regional tourism in 2010
IV.  Development strategy
(I)  Further enhance China’s tourism competitiveness by making breakthroughs from the
  optimization of the development environment
(II) Promote international cooperation in regional tourism by focusing on building up
  international cooperation zone of regional tourism

• Chapter Seven   Impacts and Forecast of Major Events on Tndustry
I.  Impact of the global financial crisis on China’s tourism industry
(I)  Analysis and forecast of the impact of the global financial crisis on tourism industry
development
(II)  Comparison with the impact of the Asian financial crisis
II.  Impact of A/H1N1 influenza and other major incidents on China’s tourism sector
(I)  A/H1N1 influenza
(II)  Impact of other key incidents on tourism industry
III.  Quantified analysis of the impact of key incidents on the tourism industry
(I)  Data
(II)  Self relevance analysis
(III) Identification and establishment of models
(IV) Results and discussion
IV.  Outlook on key incidents in 2010 and policy recommendations
(I)  Outlook of key incidents
(II)  Policy recommendations

• Chapter Eight   Survey of Tourist Satisfaction and Construction of the Tourism Public Service System
I.  Analysis and survey on visitor satisfaction and policy recommendations
(I)  Overview of the satisfaction survey
(II)  Major conclusions of visitor satisfaction survey
(III) Strategic recommendations based on visitor satisfaction survey
II.  Construction and outlook of China’s tourism public service system
(I)  Status quo of tourism public service
(II)  Situation faced by the construction of tourism public service
(III) Development trend of tourism public service
(IV) Countermeasures

Editorial staff