How Can Gansu Province Increase Tourism Revenue?

Abstract

The government of Gansu Province, China, has set a strategic aim of becoming a strong tourism province, but it is facing new challenges, and neighboring provinces have also been implementing strategies to become popular and prosperous tourism provinces. How to take advantage of resources in the province, actively adapt to the needs of the tourism market, and seize the development opportunities to stand out, and how to use the tourism industry as a means of promoting the development of the provincial economy has become an important issue. At the same time, the outbreak of COVID-19 caused a sharp decline in tourism revenue. The Gansu government invited a study team to undertake research on tourism in the province and develop new strategic plans. The case puts students in the role of survey researchers hired by the Gansu government to analyze the strengths and weaknesses of Gansu’s tourism industry, evaluate comparisons with the neighboring six provinces, and propose strategic plans and suggestions to policymakers to increase Gansu’s tourism revenue and achieve the healthy and sustainable development of Gansu’s tourism industry.