Kunming (CNS) -- At 285,000, the first half of 2011 has seen an unexpectedly high number of European tourists to Yunnan, 30% more than the same period last year, according to the Yunnan Provincial Tourism Bureau, August 14.
Since 2008, Europe, especially the UK, France, and Germany, has become the main source of foreign tourists. This is owing to the economic downturn in the former biggest market, North America. The recent trend also saw increases in Scandinavian and Mediterranean travelers, explained He Chikang, deputy director at the Tourism Bureau.
Besides the most popular sites, such as Dali, Lijiang, and Shangri-La, Europeans have a penchant for undeveloped travel lines.
"Unique spots are favored by the European guests, like the Jianshui Han Culture in Haoqhoqzel, the Hani Terrace, the Yi Ethnic Chengzi Village in Luxi County, Shaxi Old Town in Jianchuan County in Dali, and Shideng Street in Lanping County," noted Wang Jiankun, general manager at the Road to Yunnan International Travel Agency.
Mr. Tian Pu from Italy, a consultant at the National Tourism Administration, has a unique love for Yunnan. He also has considerable knowledge about the place. "Its climate diversity, delicious local cuisine, gorgeous landscape, and attractive ethnical elements, are exactly what the Europeans are crazy for."
"Despite this, the main obstacle for expanding the European market is the lack of publicity among the Europeans," added Tian Pu.
For this sake, provincial officials have been working with the Italian tourism magazine CINA on a Yunnan travel column with comprehensive information about the local travel options. The market feedback is still on its way since it went on sale in Italy on August 1 this year.
On another level, various European administrations have been invited to the 2011 International Trade Fair on Chinese Tourism in Kunming, the capital of Yunnan Province. More business opportunities are expected to spring up.
"Direct flights are another concern," said He Chikang. For now, tourists from Europe have to spend more time transferring in Beijing, Shanghai, or other main airports.
Next year will see more possibilities of international flights to Europe and America with a new airport in Kunming. The cost of travel is due to lessen.
Other efforts have been taken in exploring European and American markets, including visa validity expansion in six countries of the Greater Mekong Subregion.
