From Overcrowding to Sustainability: China’s Mass Tourism Needs to Learn from Bhutan’s “Management of Demand”
Jiayin ｜ 17 Mar 2023
There is a Chinese idiom “人山人海 (People Mountain People Sea)” to describe the extreme influx of tourists during the peak holiday travel season. In fact, when you ask your Chinese friends about the Golden Week, most of them have experienced their body being pressed together like sardines in a can.
Overcrowding Takes a Toll on sustainability in China’s Travel Spots
Domestic tourist numbers are expected to reach around 4.55 billion in 2023, according to Reuters. With the relaxation of policies in the post-epidemic, tourism is expected to drive a record high in tourism this year. Nevertheless, disappointment with the trip experience seems to be the least of the impacts of the resurging mass tourism — After people hit the tourist spots, what they bring to the local area is an indelible impact on sustainable development
In popular destinations, such as the Great Wall, the pressure of mass tourism often places on historic structures and sites. Like the graffiti on the wall, the wear of the stones, all result in irrecoverable damage to historical relics. They are irrevocably altering the very fabric of history. The damage that tourists bring to historical attractions is not something that can be repaired with a fresh coat of paint.
The impact is not limited to historical landmarks and hot tourist spots. Kelvin Qin, whose hometown is located next to an outdated tourist attraction, Yuanjia Village (袁家村), let out a deep sigh when asked about the local impact. “You can hardly imagine how tourists can change a place, and I’m not talking about the positive economic impact.” He flipped through his album and pointed to the luxury hotels and themed farmhouses that are now abandoned. “This used to be a home for squirrels, but now [the animals are all] gone.” It’s a good sign that people are increasingly aware that the change in ecology always goes together with the economy. But when we turn our attention to the forgotten sites, the ecological situation is worse. As Yuanjia Village, when local tourism becomes a thing of the past, governments will be less likely to spend their tightened budgets on ecological restoration.
The current tourism strategy in China, described as “overcrowding” and “post-overcrowding”, does not ensure the viability of the sites in the future. A shift towards more responsible tourism practices is needed. As the industry recovers from pandemics and governments increasingly focus on sustainable development, now is a great time node for China to launch new approaches to sustainable practices and responsible tourism.
I asked Zichen, who is a typical Chinese tourist, disappointed with the management strategy of China tourism and willing to see a change. “If the Chinese authorities could take a longer-term view of their development goals, they would see that many countries around the world are way ahead in sustainability.” And she added, “I know that economic progress is the most crucial indicator these years. There are also countries that are not taking the economy as a scarification of environmental sustainability. Bhutan is an example.”
Insights from Bhutan’s “High-Value, Low-Impact” Tourism
Bhutan, sandwiched between two of the world’s most populous countries (China and India), is the first carbon-negative country in the world and is known for its commitment to sustainable development. Concentrating on “high-value, low-impact” tourism, it has developed a series of tourism policies that seeks to minimize the negative impact of tourism on its natural and cultural resources, while maximizing the economic benefits to its people. For instance, the government has set a limit on the number of tourists that can visit the country each year through a “minimum daily package” that requires tourists to pay $250 per day during peak season. According to the Bhutan Tourism Council, “the fees will contribute toward preserving cultural traditions, protecting the environment, and creating jobs that provide fair wages and working conditions.”
Meanwhile, Bhutan has also provided economic opportunities to communities while preserving their cultural and natural heritage. Specifically, the government has encouraged the development of homestays, eco-lodges, and other sustainable accommodation options that are owned and operated by local families. This approach has helped to distribute the economic benefits of tourism more evenly across the country and has provided opportunities for destination residents to participate in the management of their homes.
In a 2016 Ted Talk titled, “This country isn’t just carbon neutral — it’s carbon negative”, Tshering Tobgay — the former prime minister of Bhutan — ended with the message: “I invite you to help me, to carry this dream beyond our borders to all those who care about our planet’s future. After all, we’re here to dream together, work together, to protect our planet together. Because the reality is we are in it together.”
Looking back to China, as a behemoth of industrialization, the country aims to become the world tourism powerhouse by 2035, according to the 4th Five-Year Plan (2021–2025). “Modern tourism requires supply-side structural reform, high-quality tourism products, and integration with other industries”, the circular said. Yet another segment of the market, the demand side, also requires leadership attention. From overcrowding to sustainability, China still has a long way to go on the road to managing its tourists. Bhutan’s unique approach to regulating its tourism industry could serve as a valuable lesson for China’s mass tourism strategy.
