UNWTO-WTCF City Tourism Performance Research Beijing Case Study Note: This document is a working paper 1 / 74 Contents Background .................................................................................................................... 4 1. Introduction to Beijing – the City .............................................................................. 5 2. Tourism Development in Beijing............................................................................... 8 2.1 Size of the Tourism Market ............................................................................. 8 2.2 Supply of Tourism Industry ............................................................................. 9 2.3 Investment in the Tourism Industry ............................................................... 13 2.4 Future Challenges .......................................................................................... 14 3. Findings of Beijing Tourism Performance Research(1): Destination Management 16 3.1 Destination Growth Strategy.......................................................................... 16 3.1.1 Destination Management Organization and Governance Structure.... 16 3.1.2 Vision for Tourism Development ....................................................... 21 3.1.3 Policies for Tourism Development ..................................................... 23 3.1.4 Sustainable Tourism Policy and Regulations ..................................... 25 3.1.5 Differentiation of the Destination ....................................................... 26 3.1.6 Public and Private Sectors Commitment/Involvement ....................... 27 3.1.7 Cross-regional Collaboration .............................................................. 28 3.1.8 Growth strategy and action plan ......................................................... 29 3.1.9 Performance Management and Measurement Tools........................... 30 3.2 Visitor Satisfaction......................................................................................... 32 3.2.1 The Evaluation System for Visitor Satisfaction in Beijing ................. 32 3.2.2 Quality Evaluation of the Operation System with Tourist Perception 34 4. Findings of Beijing Tourism Performance Research(2): Economic Perspective .... 37 4.1 Tourism Flows ............................................................................................... 37 4.1.1 Tourist Arrivals ................................................................................... 38 4.1.2 Inbound Tourists Flow ........................................................................ 38 4.1.3 Key Sources of Revenue ..................................................................... 40 4.1.4 Tourism Seasonality............................................................................ 43 4.1.5 Surveillance of Tourism Flows ........................................................... 45 4.2 Economic Impact ........................................................................................... 46 4.2.1 Economic Contribution of the Tourism Industry in Beijing ............... 46 4.2.2 Tourism jobs ......................................................................................... 1 4.2.3 Tourist Spending ................................................................................... 2 4.2.4 Tourism’s Impact on Poverty Alleviation and Income Generation ...... 2 5 Case Study: Best Practice ........................................................................................... 3 5.1 Public Tourism Services of the Imperial Palace Museum ............................... 3 5.1.1 The Imperial Palace Museum and Its Missions .................................... 4 5.1.2 Public Tourism Services of the Imperial Palace Museum .................... 5 5.2 Innovation of Beijing’s Tourism Industry in the Sharing Economy.............. 11 5.2.1 Online Short-term Apartment Renting ................................................ 11 5.2.2 Bike Sharing........................................................................................ 13 5.3 Eco-friendly Demonstration Zone of Yanqi Lake ......................................... 15 2 / 74 5.3.1 Low-carbon Tourism with the Support of Low-carbon and Eco-friendly Technologies ........................................................................... 15 5.3.2 Tourism Development ........................................................................ 19 Bibliography ................................................................................................................ 20 Annex ........................................................................................................................... 22 3 / 74 Background This research is part of the UNWTO-WTCF City Tourism Performance Research Survey, an instrument for evaluating tourism performance of cities worldwide based on collected data. As one of the 16 participating cities of the survey, Beijing has taken part in data collection and interview to present its performance in tourism development. The UNWTO-WTCF City Tourism Performance Research Survey includes five key performance areas: Destination Management, Economic Perspective, Social and Cultural, Environmental Perspective and Technology & New Business Models. Based on initial desk-based research and in consultation with Beijing Tourism Commission, two key performance areas have been identified for further studies, i.e. Destination Management and Economic Perspective. Data of the performance indicators under each performance criteria all came from official sources. In addition, on-site interviews were conducted with Beijing Tourism Commission, Beijing Tourism Association, Beijing Tourism Society as well as tourism-related businesses, experts and other tourism stakeholders to gain further understanding of the city’s tourism performance. The key statistics and survey results carried in this report are up to 2016 and some of the data are up to June 2017. 4 / 74 1. Introduction to Beijing – the City Beijing, the capital of the People’s Republic of China, is one of the four municipalities directly administered by the central government, one of the four ancient capitals and one of the five national core cities in China. According to its latest position, Beijing is the political and cultural center of China and the center for international exchange as well as science, technology and innovation. Situated in the northern part of the North China Plain, Beijing sits next to the Bohai Bay and on the back of the Yanshan Mountain. It faces the Liaodong Peninsula to the north and the Shandong Peninsula to the south. The city covers an area of 16,410 km2, including 6,338 km2 of plain, 38.6% of the total, and 10,072 km2 of mountains, 61.4% of the total. Beijing has a typical sub-humid continental monsoon climate of the North Temperate Zone, which provides four distinctive seasons, short in spring and autumn yet long in winter and summer. 5 / 74 Source: Mapping according to the Beijing - Tianjin - Hebei urban group Fig 1.1 Location of Beijing in the Integration of Beijing - Tianjin - Hebei According to the 2008/2010 China Human Development Report, Beijing ranks the second place among Chinese cities in Human Development Index (HDI). In 2016, Beijing registered CNY·2,489.93 billion (US$·374.99 billion1) of GDP. As of the end of 2016, the city had a total of 21.73 million of permanent residents, and a per capita GDP of CNY·115,000 (US$·17,319). As the main Chinese transport hub on land, Beijing provides convenient transport routes to economically advanced regions in the country, such as Southeast China and Southern China. Beijing-Shanghai railway and Beijing-Guangzhou railway are two major arteries in China’s transport system. The annual passenger throughput 1 It is based on the average exchange rate of RMB against the US dollar by 2016. 6 / 74 of Beijing Capital International Airport, China’s aviation gateway, surpassed 90 million on 14 December 2016. The new airport of Beijing, which is expected to be delivered in July 2019, will be the world’s largest aviation hub. With seven UNESCO heritage sites, Beijing is also the city with the largest number of world heritages globally. Beijing has 99 key cultural sites under state protection, five national geological parks, 15 national forest parks and 151 registered museums, including the National Museum of China, the largest museum in the world, and the Palace Museum, one of the world’s five largest museums. Table 1.1 Key Tourism Resources of Beijing World cultural The Imperial The Great Wall Peking Man Site at Zhoukoudian heritage Palace Museum Temple of The Summer The Ming Beijing-Hangzhou Heaven Palace Dynasty Tombs Grand Canal World geological Beijing Fangshan World China Yanqing World Geological Park park Geological Park National scenic area The Great Shihua Cave Eight Great Prince Gong’s Wall at Temples Mansion Badaling – Ming Dynasty Tombs Famous historical Guozijian Yandai Street Dashilan Di’an Men Nei and cultural street Street Street in China Famous historical Gubeikou Jiuduhe Town Ancient Town at Wangsiying and cultural town Town, Miyun Dongba in China County Famous historical Cuandixia Lingshui Liuliqu Village, XinchengziJijiaying, and cultural village Village, Village,Zhaitang Longquan Town Miyun County in China Zhaitang Town Town Candidate world Grand Canal Yunju Temple Sutra Cave and Ancient heritage sites Pagoda stone sutra Observatory Beihai Park Marco Polo Bridge Source: Beijing Tourism Commission 7 / 74 2. Tourism Development