Dependency on scenic sites’ ticket sales is holding back domestic tourism market

THE RESULTS of a recent survey by the National Bureau of Statistics show that 72.3 percent people think the ticket prices for domestic scenic sites are too high, and the National Development and Reform Commission has instructed scenic attractions to markedly lower their entry ticket prices before September. Setting the deadline shows the top economic planner’s intention to let the people enjoy the National Day holiday and promote domestic travel and consumption. Legal Daily comments:

It is noteworthy that the commission emphasized in its notice that instead of relying on the revenue from the tourist sites they manage, local governments should instead create local tourism economies, since tourists today value the whole travel experience not just paying hurried visits to places of interest.

Local governments should realize that the main tourism revenue will no longer come from the selling of tickets to tourist attractions, but from visitor spending in restaurants, hotels and the other entertainment facilities and programs near the scenic spots.

Parent-child tourism, in-depth local culture experience tourism, health and leisure tourism and adventure tourism are popular forms of the modern tourism industry.

If local governments continue to insist on profiting from selling tickets to tourist attractions instead of improving the overall travel experience and service levels, more tourists will opt to travel overseas.

Many neighboring countries attract large numbers of Chinese tourists, even if their scenery and biodiversity are limited, and their historical legacy is less than China’s. They still win out by offering more considerate services for tourists and a better travel experience.

Chinese tourists made 130 million trips overseas last year, spending $115.29 billion, both of which ranked the highest in the world.

The operators of domestic public tourist sites should in the first place change their roles from being merely ticket sellers to being service providers. If they continue to charge high ticket prices without enhancing their services, they will only prompt Chinese tourists to travel overseas.