China, despite been long seen as a sightseeing destination, has been trying to build itself into a leisure and tourism center.
From local governments to travel service providers, they are all trying to upgrade their tourism facilities to welcome leisure travelers.
China National Travel Service (HK) Group Corporation said they will develop their leisure travel business and see it as a new growth point in the company's plan.
Xu Muhan, general manager of China National Travel Service Group, said this adjustment of strategy reflected the demand of high-end tourists as well as of travel service provider.
"For sightseeing tourists, they tend to stay for short period at the scenic spot, the majority of travel income comes from tickets of scenic spots," said Xu. "But to develop leisure travel, we can take advantage of our whole industry chain, including hotel, entertainment and shopping."
The capital of China, which is struggling to attract more overseas visitors, has also trying hard to leverage its leisure travel industry.
Song Yu, director of Beijing's tourism authority, said Beijing will also transform itself from a mere sightseeing destination into a comprehensive vacation destination by promoting leisure tourism, conference tourism and tailored tourism.
Beijing is currently bidding for the World Leisure Congress 2020.
Macao has also positioned its city as the world hub of leisure and tourism.
Zhang Lingyun, deputy dean of the Tourism Institute of Beijing Union University, said normally leisure-oriented tourism is related to the sea and beaches, or skiing and hot springs, none of which is Beijing or the majority Chinese cities' strong point.
Xu Muhan agreed that in China maybe only Hainan and Guangdong provinces have certain cities can meet the standard of the traditional vocational destinations.
"But I think the traditional standard for vocation and leisure travel does not suit China's situation," said Xu. "Chinese culture has a close link with mountains and hills. It represent a Chinese way of relaxing."
"I think mountains and hills are the untapped treasury of Chinese leisure travelling. We should not forget this and only focus on beaches or skiing."
suzhou@chinadaily.com.cn
By Su Zhou in Shanghai (chinadaily.com.cn)
