The company is now advancing hydrogen-powered cruise projects following its 2022 launch of one of the world's largest pure-electric sightseeing vessels.

The company sees positive achievements in transport-tourism integration, with its river cruise passenger volume expected to exceed 3 million in 2025, Zhang says.

However, he also recognizes there's room for improvements in integrating culture and tourism, noting that the full potential of world-class tourism resources remains underutilized.

Reflecting on past performance, river cruise passenger volume reached 2.78 million during the 14th Five-Year Plan period. Zhang acknowledges that cultural empowerment remains an area for improvement.

"We will further deepen our expertise in the cruise segment,"Zhang says.

"The shore is dotted with cultural and tourism projects, like scattered pearls. Our strategy is to use cruise routes as the thread that strings these pearls together into a valuable necklace," he adds.

Dai Bin, president of the China Tourism Academy, projects significant changes in tourist behavior and industry dynamics over the next five years.

"The demand for personalized, high-quality travel experiences is rising, with younger generations favoring independent itineraries and 'low-effort' tourism," Dai shared during a recent online lecture.

He cites examples such as travelers opting for flexible schedules and alternative sightseeing methods, like using escalators to reach mountain summits.

Meanwhile, the rising number of retirees will reshape the silver-haired tourism market.

"They may choose long-term stays in scenic areas or luxury train journeys, creating new opportunities for the industry," Dai adds.

The influx of young professionals, including post-90s and post-00s generations, into the tourism workforce will also drive change.

Their emphasis on work-life balance and tech-savviness will shift the industry's focus from investing in infrastructure to investing in people, Dai notes.

Dai points to the widespread adoption of AI, big data, and autonomous vehicles to optimize visitor flows and create immersive experiences.

"Technology itself has become a scenic attraction, as seen in renewable energy parks and smart tourism platforms," he says.

"By fostering cultural and technological empowerment, we can build a modern tourism system that supports high-quality growth and showcases China's image to the world."