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hina¡¯s tourism industry is entering a new phase of
Cstructural transformation as the government seeks
to balance market growth, regulatory oversight, and
sustainable development. In September 2025, the State
Council issued a comprehensive document titled Notice by
the General Office of the Ministry of Culture and Tourism
of Strengthening Industry Regulation to Further Regulate
the Order of the Tourism Market, a policy blueprint aimed
at improving service quality, enhancing consumer protection,
and tightening oversight of travel operators.
The policy signals Beijing¡¯s intent to modernize the tourism
industry in line with national strategies such as the ¡°Beautiful
China¡± initiative, rural revitalization, and the expansion of
domestic consumption. As China¡¯s middle class resumes
travel and international visitors return, both local and foreign
businesses are rethinking how to engage an increasingly
diverse and experience-driven market.
Key takeaways
? Domestic tourism has surpassed pre-pandemic levels,
driven by short-distance travel, cultural experiences, and
digital platforms.
? Inbound tourism is rebounding, aided by visa-free entry
programs and streamlined travel facilitation.
? New regulatory measures under the 2025 State Council
document prioritize sustainability, service quality, and data-
driven oversight.
? Foreign investors find growing opportunities in
destination management, theme parks, digital travel
services, and eco-tourism.
¡° China¡¯s tourism industry is ? Strategic success depends on local partnerships, digital
integration, and compliance with evolving cultural and
consumer standards.
undergoing a major structural Policy and regulatory landscape: Stronger oversight
shift as policymakers push for and data accountability
stronger regulation, higher The State Council¡¯s 2025 directive calls for unified national
oversight and comprehensive supervision of all tourism
service standards, and more operators, both offline and online. It directs the Ministry of
sustainable growth. New Culture and Tourism (MCT) to coordinate with digital regulators
to curb unfair practices and protect travelers¡¯ rights.
2025 directives are reshaping According to a report from LexChina, the new framework
how domestic and inbound centers on five priorities:
markets operate, creating both 1.Fair competition and market order ? banning predatory
compliance demands and fresh pricing and false promotions by online travel platforms.
opportunities for investors. As 2.Consumer protection ? mandating transparent pricing, clear
travel rebounds, businesses refund policies, and accessible complaint channels.
that embrace transparency, 3.Data transparency ? prohibiting ¡°big-data price
discrimination,¡± where online platforms charge different
digital integration, and prices based on user profiles.
ecological alignment are poised 4.Safety and quality standards ? improving oversight
to benefit most. of tour operators, accommodation providers, and
¡±
transport services.
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