New standards for tourism sites to kick in

A new set of standards for rating the quality of tourist attractions nationwide will be implemented on March 1 next year.

The standards have been developed by the Ministry of Culture and Tourism and will be carried out by the National Standardization Administration to meet the market needs in the new era, with a focus on the service functions of tourist attractions, a people-centered approach and high-quality development, the ministry said.

The standards introduce prerequisite conditions for the classification of tourist attraction quality levels, including a basic guideline for sustainable and green development, the fundamental goal of providing high-quality facilities and experiences to meet public travel needs, a business approach that promotes honest operations, civilized tourism, green consumption and sustainable operations.

Tourist attractions must meet all these prerequisites before being eligible for quality-level classification. The new standards replace the current ones that have been in effect since 2003.

The 2003 national standards for rating the quality of tourist attractions have provided essential technical guidance for the scientific development and quality improvement of tourist attractions, playing a significant role in leading the standardized development of such sites, said an official with the resource development division of the Ministry of Culture and Tourism at a September session explaining the upcoming standards.

Over the years, the scale of China's rated tourist attractions has continuously expanded, with an increasingly diverse range of types, noticeably improved quality, broader development space and pluralistic management systems, making these attractions core elements driving the tourism industry, the official said.

However, China's economic and social conditions, tourism market demand, and the development of tourist attractions have undergone significant changes, calling for necessary revisions of the standards, according to the ministry.

The new standards clearly define the positioning of tourist attractions' functions and the essential elements of scenic spot development, while reinforcing the fundamental conditions based on the shared characteristics of tourist attractions and taking into account the individual differences among different levels of attractions.

"This creates a scientifically structured, complementary and coordinated content system, ensuring that the revisions form a coherent and unified whole," the official said.

According to the authorities, the new standards will continue the five-tier classification system from the 2003 version, where tourist attractions are rated from highest 5A to lowest 1A.

"The original standards have been implemented for many years, gaining strong market recognition and wide adoption, and the new ones build on the successful experiences of the 2003 version, retaining its reasonable content and preserving its basic framework and structure, ensuring continuity in the creation of A-level scenic spots," the official said.

At the same time, the standards have incorporated new elements such as cultural and tourism integration and smart tourism to address trends and demands, further refining the content, the official said.

Additionally, the new standards emphasize the unification of quality and utility, and highlight the exemplary role of high-level tourist attractions, especially 5A-level ones.

Compared with the 2003 standards, the new standards have significantly adjusted the basis for ratings.

The rating criteria will focus on nine aspects, including tourism resource value, tourism transportation, tourism facilities, visitor services, precautionary measures, cultural-tourism integration, smart tourism, resource and environmental protection, and comprehensive management.

The standards also emphasize the distinguishing characteristics and focus on tourist attractions of different qualities.

For 1A-rated attractions, the emphasis will be placed on tourism safety and environmental hygiene, and 2A-rated attractions will focus on tourism facilities and services that cater to the convenience of travelers.

Visitor services and comfortable experiences will be valued for 3A-rated attractions, while 4A-rated attractions should prioritize a comprehensive tourism system and high-quality services. The 5A-rated attractions should stand out for cultural uniqueness and smart tourism.

Authorities expect the new standards to better regulate, guide and promote the scientific construction and high-quality development of tourist attractions.

The goal is to comprehensively improve the management, services and operations of tourist attractions, accelerate ecological civilization, enhance smart technology applications, promote deep integration of culture and tourism, and strengthen the sustainable and high-quality development of attractions. This, in turn, will contribute to consumption upgrades, economic growth, job creation and improved quality of public life, as well as help showcase China's image, foster cultural exchanges and support the country's modernization, according to the authorities.

"The new standards focus on promoting the development of scenic areas from having individual elements to achieving high-quality development, adhering to a combination of tradition and innovation," noted Liu Min, a professor at the Tourism College of Beijing Union University.

"This is not only a proactive response to market development and the people's desire for a better life, but also a guide for the future management and service systems of scenic areas," Liu said.

She pointed out that the new standards show a clear shift and guidance regarding the characteristics and functions of scenic areas.

In recent years, spaces like resorts and leisure areas have developed rapidly, forming distinct and independent development and characteristics. However, the overlap between A-level tourist attractions and other tourist spaces has begun to emerge, Liu said.

"To address this, the new standards emphasize the unique characteristics of scenic areas, effectively distinguishing them from other tourist spaces and guiding the professional development of different sectors within the (tourism) market," she said.

For example, the new standards clarify that the primary function of tourist attractions is sightseeing, with a focus on tour facilities and services as key elements. They also place greater emphasis on the arrangement of sightseeing resources and the systematic construction of sightseeing functions, Liu explained.

Additionally, the new standards have specific requirements to highlight the public service function of scenic spots, including addressing the needs of the elderly, children and physically challenged, setting up volunteer stations, and organizing special events to boost local employment and income, she added.

Zhang Gongzan, an expert with the World Research Travel Organization founded in Canada, said that the revised standards reflect a new trend in tourism development, shifting from a focus on infrastructure-based "hardware" tourism to "service-centered" tourism.

"In the past, grand architecture and beautiful landscapes might have been the main attractions. However, today's visitors are more focused on the experiences and services they receive within a site. Therefore, high-quality, thoughtful and personalized services should become important criteria for evaluating tourist destinations," Zhang said.

He considers the revision a precise and scientific planning approach based on market demand and the unique characteristics of each tourist site.

The Ministry of Culture and Tourism will come up with detailed implementation guidelines and give instructions to culture and tourism authorities at various levels in carrying out the new standards.

At the same time, supervision and evaluation of the implementation of the new standards will be strengthened, the official added.

yangfeiyue@chinadaily.com.cn