Research on Problems and Countermeasures in China's Tourism Services Exports

Hao Jie

Shanghai University of Political Science and Law

Abstract：

Tourism services trade increasingly signals cultural soft power and services competitiveness. China's inbound market has recovered strongly, driven by expanded visa-free policies and easier payment and customs procedures. Yet a large travel services deficit persists, source markets remain over-dependent on neighbouring Asia, and consumption is dominated by basic rather than high value-added services—the "large but not strong" pattern endures. This paper analyzes the current state and competitive position of China's tourism services trade, identifies structural problems across product mix, source markets, service quality, institutional coordination, and international cooperation, and proposes five remedies: supply-side structural reform; better service quality and internationally skilled talent; an enabling inbound-facilitation environment; precision international marketing; and deeper regional and international cooperation. The aim is to inform China's transition from a tourism giant to a tourism powerhouse.

Key Words：

tourism service trade; export; inbound tourism; trade deficit