Tian'anmen Square is a must-see for every visitor to Beijing.[Photo/China Daily]

China is home to the largest number－48－of UNESCO World Heritage Sites (that is right, some of Italy's 51 sites are also shared by other countries). Another 55 Chinese sites are on a tentative list.

Yet, it seems we are not marketing ourselves well. Just look at Dubai for inspiration.

The small city, with no World Heritage Site (there is just one in the entire United Arab Emirates, of which Dubai is the commercial capital), was able to attract more than 14 million tourists in 2015, including some 450,000 visitors from China.

Dubai's aptly named Department of Tourism and Commerce Marketing does a great job in attracting visitors. It has opened offices around the world, including four in China, to promote the city.

Even Iran, a relatively new destination for Chinese travelers, is planning to open three tourism offices in China by the end of the year.

In contrast, the CNTA has yet to open an office in the entire Middle East, a major source of global tourism.

There are other drawbacks too.

Industry sources say visa regulations and high fees are also deterring some potential foreign visitors, especially in Europe, from considering China.

A report released in January by the London-based BMI Research Group cited the visa regime as one of the weaknesses of the Chinese inbound market.

"Visa restrictions can deter potential visitors who may choose more accessible destinations," BMI's 2016 China Tourism Report said.

In the Beijing business district of Sanlitun, a huge billboard advertises the beauty of faraway Patagonia, a region shared by the South American countries of Chile and Argentina.

It reflects the insatiable appetite for foreign adventures among the Chinese.

The constant flow of Chinese tourists to other countries is not just a sign of rising affluence at home, it is also a sign that foreigners are doing their marketing job well.

With a new marketing strategy we could do the same, and do it better!