China's government should develop tourism marketing globally to attract more foreign visitors, industry insiders said.

"The government should enhance its travel promotion to the rest of the world, (issuing) an invitation saying that we'd love to have you in China," Marriot International Inc's president and CEO Arne Sorenson said.

"When people travel abroad, what matters in the first place is that they know they are welcome."

Sorenson pointed to the United States as a country that has been proactive in promoting its destinations.

Marriot International's chief global communications officer Katheleen Matthews said Beijing's Olympics was successful, but the tourism promotion was not sustained.

The Chinese capital has ramped up tourism marketing globally since 2013. It has advertised on CNN and the National Geographic Channel, and has promoted visa wavers at Chinese embassies and consulates.

IHG's global chief executive Richard Solomons said the investment will help increase inbound tourism in the long term.

Sorenson said bilingual signage has made traveling in China easier for Western tourists. He believed China should improve its air quality to enhance its allure.

"The pollution is not an invitation but a warning," he said. "It's necessary to improve the air, which is going to take time, though."

Desiree Bollier, chief executive of Value Retail, one of Europe's largest discount outlet chains, believed a shortage of direct flights was a bigger problem.

"An easier and convenient journey for the travelers will help attract more foreign visitors," she said.

"The inbound tourism in your country is to grow massively."

- Zheng Xin

(China Daily 04/27/2014 page2)