New partnership

Chengdu has formed a partnership with leading online travel agencies, including Trip.com Group, to attract independent inbound travelers.

Themed tours, such as those featuring giant pandas and snow-capped mountains, have been developed based on the preferences of travelers from different countries.

"Everything is being done to develop products to cater to the various needs of inbound travelers," Guo said.

Data from Trip.com Group suggest that the recovery in inbound tourism is accelerating.

Bookings in the first 10 months of this year grew by 125 percent compared with the same period last year, and reached nearly 80 percent of the number in 2019, the agency reported, adding that its bookings in the third quarter rose by 34 percent from the second quarter.

The most popular destinations for inbound tourists include Chengdu, Shanghai, Beijing, Guangzhou, capital of Guangdong province, and Qingdao, Shandong province.

The major source countries for such arrivals are the US, Japan, South Korea, Australia, Malaysia, Thailand and the UK.

Leading players in the industry are also planning to benefit from the favorable travel policies.

For example, Trip.com Group has signed a three-year memorandum of understanding with the China International Culture Association to promote inbound tourism.

The travel agency will promote on its platforms the association's Nihao! (Hello!) China campaign, which aims to foster and promote cultural exchanges and establish friendships between China and visitors from around the world. It will also create content to showcase specific services related to China's rich history and cultural heritage.

In addition, Trip.com Group will collaborate with Chinese cultural centers, tourism boards and other organizations to promote the country's attractions and experiences.

James Liang, executive chairman of the board at Trip.com Group, said, "To boost inbound tourism, the group will use its technological expertise to enhance ease of access for incoming visitors.

"In addition, we will consolidate resources to foster tourism promotion, while highlighting China's distinctive tourism attractions to draw in global visitors."

Trip.com Group said demand for trips to China should rise shortly, due to the efforts made by the government and the industry to facilitate travel.

Liang said that in some major economies, inbound tourism revenue accounts for 1-3 percent of GDP, adding that if China's inbound tourism revenue reaches 1.5 percent of GDP, it could generate more than 1 trillion yuan ($139.8 billion) in market growth.