The global inbound tourism market has seen significant growth over the past decades, becoming a key driver of world economic development. According to the UN World Tourism Organization, international tourist arrivals reached 1.4 billion in 2024, demonstrating strong momentum. For China, a civilization with a long history, inbound tourism has become a vital channel to showcase its high-level opening-up, with 132 million inbound visitors in 2024—up 60.8% year on year—fueled by policies easing visa, payment, and accommodation procedures.
Inbound Tourism’s Demand for Public Cultural Services
Public cultural services, led by the government and participated in by society, play an increasingly critical role in showcasing national images and promoting cultural exchange:
Cultural display: Facilities like museums, intangible heritage pavilions, and cultural centers serve as the first venues for foreign visitors to understand China’s history and traditions.
Experience enhancement: By helping visitors grasp cultural contexts, these services transform “sightseeing tours” into deep cultural experiences, extending stay durations.
Image building: They convey national culture, fostering an open and inclusive image to strengthen soft power.
Competitiveness boosting: High-quality services enrich cultural experiences, making destinations more attractive globally.
Challenges Faced by Public Cultural Services
Inbound tourism presents challenges rooted in diverse cultural expectations:
Language barriers and service lags: Insufficient multilingual signage, limited staff language skills, incompatible booking/payment systems for international visitors, and slow digitalization (e.g., scarce VR/AR applications).
Monotonous cultural expression: Over-reliance on static exhibitions, lack of interactive experiences, and insufficient focus on contemporary and regional cultures.
Low openness: Most services target local residents, with community-level cultural spaces needing more international accessibility.
Optimization Strategies
To meet the needs of inbound tourists, public cultural services require internationalized upgrades:
Enhance infrastructure internationalization: Implement full multilingual coverage in key areas (e.g., transportation hubs, scenic spots), establish multilingual tourist service centers, develop standardized signage systems, and provide multilingual guides/AI translation tools. Official tourism platforms should offer multilingual versions, while cultural venues can extend opening hours and adopt international payment-friendly booking systems.
This transformation aims to provide inbound visitors with accessible, understandable, and participatory cultural experiences, integrating China’s ecological and spiritual civilization achievements into global tourism exchanges.
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