ABSTRACT
China is rich in tourism resources. An incredible diversity of landscapes and cultures stretches across the vastness of the country. Every type of tourist will find something: densely crowded cities with modern skylines and old traditional structures, UNESCO-recognized natural and cultural heritage sites, agricultural villages nestled in lush tropical vegetation, nomadic horse riders galloping across open grasslands and deserts, snow-and ice-covered mountains offering challenging adventures for “new tourists,” and quality resorts with world-
class golf and other entertainment activities. Most of the many cultures are old and very traditional. There is great potential in China for specialized tourism, focusing on ethnic groups and colorful cultures, as well as environmental adventure. The growing market in ecotourism in the developed world will find considerable opportunities in China, as well.
