How to attract more global tourists

One of the targets China has set itself in the 12th Five Year Plan (2011-2015) is to rebalance its economy to generate more wealth from its services sector. Tourism is one of the most important parts of the services sector and many Chinese cities, notably Shanghai, have set very ambitious targets for themselves to make tourism a major plank of their local economies.

The domestic tourism industry has been enjoying stellar growth after a brief lull because of the global financial crisis. But what about China's international tourism industry? It too has seen growth, but not to the extent that would suggest China is on the way to becoming the world's leading tourist destination.

Let's start with the positives. China is a stable country. It has a low crime rate, good transport links and decent signage in English for foreign tourists. It has its fair share of UNESCO World Heritage sites, natural and man-made both, and a vibrant culture. And it is part of the fastest growing economic region in the world with a growing middle class and fast rising incomes.