At the Dubai Culture and Tourism Innovation Summit, it was revealed that China's tourism industry has transitioned from relying on resources or capital to a phase centered on service as its core competitive advantage, entering an era of “service competition.” Personalization and quality are expected to become the core trends shaping the future of the tourism sector.
Cao Yiwei, Chairman of Leader international Tourism Group, stated that China's tourism industry has evolved from past challenges of “resource scarcity” and “price competition” to a phase of “value reformation,” formally entering the era of “service competition.” Chinese tourists have also evolved from price-sensitive consumers to value-recognizing consumers, pursuing “quality travel.” Based on this, travel agencies should remember that many destinations are places people visit only once in a lifetime. Therefore, delivering exceptional service for this one-time experience will be key to sustaining customer acquisition in the future. He emphasized that merely “price competition” only harms tourist rights and the industry's foundation, while only “service competition” can achieve a win-win for both the industry and consumers.
Current tourism consumption is shifting from “destination-based sightseeing” to “in-depth consumption prioritizing experiential value and safety.” Tony Ma, China Sales Director of Jumeirah Hotels Group, also noted that post-pandemic, personalized and premium trends have become particularly pronounced in the tourism market, driving service transformation within the industry. Taking hotels as an example, hiring Chinese-speaking staff to provide warm, barrier-free service has become increasingly common. Some hotels go further by employing butlers to meet the customized demands of high-end consumers, offering immersive high-end dining experiences that showcase unique local cultures, or creating exclusive personalized services tailored to different types of travelers.
Similarly, Wang Yuansheng, General Manager of DUBAI HIWAY Travel Group, predicts that personalization, quality enhancement, and digitalization will become the three core development trends in the tourism industry. Systematically modularized, process-driven products are no longer applicable. The industry now faces vertically segmented markets and rational Chinese tourists experiencing consumption downgrades. Therefore, each travel agency must identify its breakthrough points, direction, positioning, and pricing strategy. By focusing on niche channels, they should develop high-quality products with exceptional value for money while simultaneously building their brand to achieve differentiated competition. He recommends that the tourism industry cultivate systematic talent development and model innovation to build teams that combine professional service awareness with adaptability, precisely matching the evolving demands of the market.
Editor Ⅰ: Zhang Congxiao
Editor Ⅱ: Bao Gang
Editor Ⅲ: Liu Guosong
