Culture on the agenda

Zhang Xu, president of the World Tourism Alliance, says that the government has introduced a series of policies to deepen cultural system reforms and promote the healthy development of the cultural sector.

"Among these, the integration of culture and tourism has seen significant achievements," Zhang says.

In the first three quarters of 2024, the number of domestic trips reached 4.2 billion, an increase of 563 million compared to the same period of the previous year, representing year-on-year growth of 15.3 percent. Spending by domestic tourists amounted to 4.35 trillion yuan ($593.3 billion), an increase of 665 billion yuan year-on-year.

The development of new formats featuring the integration of tourism with cultural heritage, museums, performing arts, and film and television has played a crucial role in stimulating domestic demand, promoting employment, activating the market, and boosting confidence, Zhang says.