旅游行业周刊：暑期旅游市场火热，旅游公共服务品质受重视

Investment Rating - The report does not explicitly provide an investment rating for the tourism industry. Core Insights - The tourism market in China is experiencing a strong recovery, with domestic travel expected to reach between 5 to 6 billion trips in 2024, reflecting a significant increase in travel demand and expectations for improved public services [6][7]. - The government has issued guidelines to enhance the quality of tourism public services, focusing on transportation, emergency rescue services, and overall service quality to meet rising consumer expectations [6][7]. - The report highlights a notable increase in inbound tourism, with a 152.7% year-on-year growth in foreign visitors in the first half of 2024, driven by visa-free policies [17][18]. Policy Dynamics - The "Guidance on Promoting High-Quality Development of Tourism Public Services" was released, aiming to establish a comprehensive and efficient public service system for tourism within 3 to 5 years [6]. - New national-level tourism leisure districts are being recognized to enhance cultural and recreational offerings [10]. - Various regions, including Jiangsu and Hainan, are canceling the requirement for real-name reservations at A-level tourist attractions to improve visitor access [13][14]. Data Dynamics - In the first half of 2024, 14.19 billion domestic trips were made, a 16.7% increase from the previous year [6]. - The number of inbound foreign visitors reached 14.635 million, with a significant portion entering under visa-free policies [17]. - The report notes a 28% increase in tourism orders from countries benefiting from the 72-hour or 144-hour visa-free transit policy [18]. Investment Dynamics - Zhejiang Lishui signed two major cultural tourism projects with a total investment of approximately 5.5 billion yuan [25]. - Hunan Tourism Group and Hunan Performing Arts Group signed a strategic cooperation agreement to enhance cultural tourism integration [26]. - A strategic partnership was established between Shenzhen Aoya Design Co., Ltd. and Suzhou High-tech Zone to promote cultural tourism development [27].