Commentary: Lesson from Disqualification of Shanhai Pass to Chinese Tourism Industry

File Photo of Shanhai Pass in the Great Wall of China, located in north China's Hebei province.

According to a notification issued by the National Tourism Administration on October 9, Shanhai Pass (one of the major passes in the Great Wall of China, located in north China’s Hebei province) is disqualified from the 5A scenic spots, the highest level in tourist attraction rating categories of China, for overpriced tickets and other problems. Another six scenic spots among which were Old Town of Lijiang, Xixi National Wetland Park, Oriental Pearl TV Tower and Ming Tombs were issued “serious warning” and were required to make modifications on a deadline. Shanhai Pass thus became the first 5A scenic spot being disqualified.

As tourist amount spikes in China, the complaints and disappointments on the domestic tourist sites are accumulating. During the National Day holiday (October 1 - October 7), tourist scams and rip-offs were reported in places all over the country. For example, the huge prawn bill in Qingdao, the overpriced Chinese traditional medicine sold in Jinggang Mountains and the “Lijiang wine shills”. The poor management and service in the tourist sites are not in line with Chinese people’s increasing consumption demand in the tourism industry.

File Photo: 5A scenic spot, the Potala Palace in Southwest China's Tibet

The domestic tourist sites cared all about “titles” instead of any quality service they can provide. They strived to get the “3A”, “4A” and “5A” qualifications. Once the qualification was granted, the tourist site would rest on the title and made no effort to provide visitors with good experience. Horrible sanitation, overpriced tickets, damaged facilities and poor services are common in Chinese tourist sites. Sightseeing spots were in a business expecting no return customers. No matter the tourists enjoy their experience or not, they rarely return. This provides excuse for poor management in lots of scenic spots.

The disqualification of Shanhai Pass is no doubt a hard lesson for China’s tourism industry. Tourist management departments of all levels should realize that only great management, reasonable prices and good services could help them keep the “titles” and get more visitors.

Chinese people are caring more about the experience they get at the scenic spots. However, the terrible incidents occurred on many tourists appalled the public. Despite being called "First Pass under Heaven", Shanhai Pass didn’t fulfill its rich historical and cultural heritage. The disqualification taught a lesson to management people in other tourist sites that they can’t rest on their laurels.

Local governments are also accountable in enhancing the reputation of Chinese tourism industry. For all tourist sites, the titles are not permanent. It can be awarded and cancelled. Firing the executives after the scam got reported is not enough. Practical work needs to be done in daily administration of the tourist sites to improve the service they provide to visitors. The current profit-driven mindset shall be replaced with customer-oriented services.

File Photo: 5A scenic spot Hengdian World Studios in East China's Zhejiang province

After Shanhai Pass being disqualified, the executives were removed from the positions and wrongdoings were stopped. Tourists’ disappointment is supervisory departments’ Achilles' Heel. It shall provide incentives to push innovation and modification in management and services. Lesson shall be learnt and tourists shall be put in the center of scenic spots’ work.

(Translated from Commentary 《景区要过好自己的“山海关”》, published on People's Daily, October 13, 2015)