Marketing effort pays dividends

The Chinese mainland's global marketing effort since 2013 to increase inbound tourism is paying off. The country now ranks 17th in global travel and tourism competitiveness, up from 45th in 2013, according to the latest survey by the World Economic Forum.

In the Asia-Pacific region, the Chinese mainland was ranked sixth by the survey, which was released on Wednesday, behind Australia, Japan, Singapore, Hong Kong and New Zealand.

"The Chinese mainland is very rich in its natural and cultural resources, but many foreign visitors' perception of it as a tourism destination is limited to the Great Wall, Tian'anmen Square and the Temple of Heaven," said Yang Jinsong, a professor of international tourism at the China Tourism Academy. "The truth is there is more than the Imperial Palace to explore on the mainland."