— China has formed the world’s largest domestic tourism market and is both the largest source of international tourists and a major destination. According to the “Annual Report on China’s Inbound Tourism Development 2025”, China received over 150 million inbound tourist visits in 2025, a year-on-year increase of more than 17%. This figure not only highlights the immense potential of China’s tourism market but also signals a profound transformation in the global tourism landscape.
How can one effectively enter the Chinese market? How can more Chinese travelers be attracted to spend around the world? The international development of the tourism market urgently requires guidance from professionals with a global perspective.
Cross-Cultural Thinking
As an expert with UN Tourism, Jia Yunfeng has deep professional expertise in tourism planning, urban development, and marketing promotion. He has engaged in extensive cooperation with multiple UN agencies, and this international platform has endowed him with a unique global perspective and professional caliber.
The UN platform has not only provided Jia Yunfeng with opportunities to engage with elite professionals in the global tourism industry, but also enabled him to accurately grasp consumer psychology and communication logic across different cultural backgrounds. Well-versed in the operational rules of international tourism, he has led or participated in cultural and tourism promotion projects in dozens of countries, including Canada, Norway, Australia, New Zealand, South Africa, and Spain. This global experience has made him a bridge connecting China with the world tourism market.
In terms of planning project collaboration, Jia Yunfeng has participated in multinational tourism expert teams to formulate international tourism strategies for Chinese provinces such as Shandong, Hainan, Heilongjiang, and Hubei. In 2015, under the guidance of UN Tourism, he authored the book “100 Million Tourists, 100 Million Opportunities, One Marketing Strategy”, systematically explaining China’s outbound tourism market and marketing logic to the international community, and providing independent intellectual contributions with a global perspective for the international tourism industry.
Cross-Disciplinary Scholar
If the UN platform has given Jia Yunfeng an international perspective, his academic research has provided him with profound theoretical foundations. Over 200 papers and 60 books — behind these numbers lies a scholar’s relentless dedication to the tourism industry.
“Tourism is not merely about seeing scenery; it is about finding a sense of inner belonging.” This is a viewpoint Jia Yunfeng presents in his monograph “Emotional Geography”. His “15-Minute Happiness Living Circle” theory transforms urban tourism from mere landmark check-ins into a part of residents’ daily lives. “Eyesthetics” redefines the ultimate pursuit of tourism experiences. “Urban Gathering Stage Economic” offers a completely new approach to city brand building.
As a visiting professor at over ten universities in Germany, Spain, and China, Jia Yunfeng seamlessly integrates theory and practice. In his classrooms, there are case studies from around the world alongside in-depth insights into China’s tourism market. Students say his lectures are like a journey of thought, allowing one to wander freely in an ocean of culture.
Cross-National Services
Jia Yunfeng has a deep understanding of the Chinese market. As a Chinese tourism expert, he profoundly understands the needs of Chinese tourists. He is dedicated not only to helping Chinese tourists explore the world but also to making more foreign tourism boards recognized by Chinese travelers — this is the core value of his cross-national cultural promotion.
As a marketing consultant to 15 provincial-level governments and over 400 city and county-level governments in China, Jia Yunfeng has participated in the planning and promotion of numerous city brands, successfully creating a series of nationally recognized government image brands, including those of Shandong, Henan, and Fujian. These city brands have not only enhanced local international recognition but also provided a new paradigm for global city brand building.
Standing on the threshold of 2026, China’s tourism market is embracing unprecedented development opportunities. For the global tourism industry, now is the best time to enter the Chinese market. Jia Yunfeng believes that what makes China’s tourism market unique is its combination of profound cultural heritage and modern development needs — this perfect fusion of tradition and modernity offers limitless possibilities for global tourism.
“The essence of tourism is connection — connecting people with people, connecting cultures with cultures, connecting the past with the future,” says Jia Yunfeng. In his view, the rise of China’s tourism market is not only an economic phenomenon but also an opportunity for cultural exchange. Through tourism, the world can better understand China, and China can better connect with the world.
China’s thriving tourism market is not only China’s opportunity but also the world’s opportunity. By choosing Jia Yunfeng as a partner, you will gain international-standard professional expertise, a global resource network, in-depth market insights, innovative theoretical guidance, and comprehensive consulting services. You will be able to better seize the development opportunities of China’s tourism market, achieve deep integration with the Chinese market, and secure a favorable position in the world’s largest tourism economy.
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