Shanxi is the birthplace of the Chinese nation with a long history. Coupled with the unique geographical environment, * * * has nurtured rich and unique tourism resources and entered the "Eleventh Five-Year Plan" period. With the rapid development of the national economy in the province, opening-up measures are gradually put in place and people's income is steadily increasing, which will lay a rich material foundation for the development of tourism. Therefore, Shanxi's tourism industry will face broader development space and new opportunities, and the development of Shanxi's tourism industry will enter a faster development period. (1) Building a harmonious society has brought new ideas to the development of tourism. The report of the 16th National Congress of the Communist Party of China, especially the decision of the Fourth Plenary Session of the 16th Central Committee, clearly put forward the construction of a socialist harmonious society, that is, a society with democracy and the rule of law, fairness and justice, honesty and friendship, vitality, stability and order, and harmony between man and nature. The connotation of building a harmonious socialist society is very rich. The establishment of this goal makes clear the importance of comprehensive, coordinated and sustainable economic and social development, emphasizes people-oriented, emphasizes the improvement of people's quality, the sublimation of interpersonal relationship and the harmony between man and nature. As we all know, the development and popularization of tourism and leisure activities has been a great and obvious change in China's social life since the reform and opening up more than 20 years ago. Tourism and leisure have become an integral part of the lives of many people, especially urban residents, and become one of the symbols of a well-off life. Tourism activities are people's sports and social activities. Therefore, on the one hand, tourism activities will promote the contact between man and nature, improve people's understanding and cognition of their own environment, and improve people's sense of responsibility; On the other hand, tourism activities will also promote exchanges between different social groups, enhance people's mutual understanding and enhance people's sense of identity. Through cleaning tourism products, tourism management and tourism behavior, we will create a social environment for the development of tourism in Shanxi Province in which man and nature live in harmony. (2) Fully implement Scientific Outlook on Development and create a new situation in tourism development. At the Third Plenary Session of the 16th CPC Central Committee, it was proposed to adhere to the people-oriented principle, establish a comprehensive, coordinated and sustainable development concept, and promote the all-round development of economy, society and people. This new Scientific Outlook on Development is people-oriented and aims to realize the all-round development of people and society. Under the guidance of this new concept of development, the central government put forward the basic principles of "five overall plans" for economic development. This basic principle of Scientific Outlook on Development and Harmony will guide the development of Shanxi tourism. "Coordinating urban and rural development" means that while continuing to pay attention to the development of various traditional tourism resources, we should pay attention to the development of agricultural tourism that is attractive to agricultural production, rural characteristics and farmers' lives, and promote the development of rural residents' tourism activities while meeting the tourism needs of urban residents, so that tourism can make greater contributions to solving the "three rural" problems. "Coordinating regional development" means to further promote the development of tourism in underdeveloped areas while developing tourism in developed areas, and to promote the transformation of tourism resources advantages in these areas into economic and industrial advantages. "Coordinating economic and social development" is to improve the contribution of tourism to the national economy, and at the same time give play to its functions in promoting employment, getting rid of poverty and improving people's quality of life. "Coordinating the harmonious development between man and nature" means paying attention to environmental protection and sustainable utilization of resources in the process of developing tourism, and can no longer continue the old development road of "pollution first, then treatment". "Coordinating domestic development and opening up" means giving full play to the leading and promoting role of tourism in opening up and encouraging domestic tourism enterprises to "go global" while stimulating domestic demand and promoting domestic economic and social development. Therefore, the development of tourism, like other industries, will pay more attention to balanced development, comprehensive benefits, coordinated interests and sustainable development. (3) The vast market space will create very favorable conditions for the development of Shanxi tourism. The construction of a well-off society has promoted the rapid and sustained growth of tourism consumption demand and will provide huge market demand for the development of tourism. During the "Eleventh Five-Year Plan" period, according to the forecast of the Provincial Tourism Bureau, the travel rate of domestic residents in Shanxi Province will increase from 92% in 2005 to 157% in 2065. In the next five years, the average annual growth rate of GDP in the province is expected to be above 10%, and the per capita GDP at the end of the period will reach about 2,000 US dollars, which is higher than the national average. Residents' consumption will be on the track of paying equal attention to physical consumption and service consumption, and tourism fever is also rapidly shifting from coastal areas to central and western regions. A broader market space will create favorable conditions for the rapid development of Shanxi's tourism industry, which will be the main guiding industry for consumption upgrading. (D) Tourism is listed as one of the four emerging industries in Shanxi Province, which will become the internal driving force for the development of tourism in Shanxi. The development of tourism conforms to the requirements of the transformation of Shanxi's economic growth mode and doing everything possible to expand employment. It is an important choice for Shanxi to expand its opening to the outside world, adjust its industrial structure, optimize its living environment and implement Scientific Outlook on Development. The provincial party committee and government have listed tourism as one of the leading pillar industries for key development. From a macro point of view, it will create internal motivation for the development of tourism in Shanxi Province. (5) The rapid economic growth and the improvement of infrastructure in the whole province will provide a strong guarantee for the leap-forward development of tourism. In the future, with the increase of fiscal revenue at all levels and the filling of social funds, it will become the basic condition for expanding tourism investment. During the Tenth Five-Year Plan period, the improvement of infrastructure such as transportation, communication and urban construction in Shanxi Province provided a platform for the development of tourism. Accelerating the process of new industrialization and characteristic urbanization in the whole province and raising the speed and quality of social and economic development to a new level will greatly enhance the market appeal of tourism products, lay the foundation for the upgrading of tourism industry and the construction of destination, and create conditions for the extraordinary development of tourism. (6) National regional tourism cooperation, the strategy of developing the western region, and the convening of the Olympic Games and the World Expo will bring new opportunities for further exerting the regional advantages of Shanxi's tourism industry. During the "Eleventh Five-Year Plan" period, the state will continue to implement the strategy of developing the western region and the central region, and put forward a strategic idea of coordinating the development of regional tourism and promoting the benign interaction between the eastern, central and western regions. Shanxi province's geographical position connects the east with the west, and it has the conditions to become the hub of tourism regional cooperation in the Central Plains. At the same time, the 2008 Beijing Olympic Games and the 20 10 Shanghai World Expo have also provided new opportunities for the all-round development of tourism in Shanxi Province. (7) The state attaches great importance to the development of cultural industries and the implementation of cultural relics protection strategies, which will add new connotations to the development of cultural tourism in Shanxi. The implementation of the national cultural revitalization strategy will make the image of Chinese civilization more vivid and prominent, and its attraction to tourists from all over the world will continue to increase. As a big province of cultural tourism resources, Shanxi's tourism products will also be integrated and upgraded, which will add intangible power to the development of tourism. Four. Tourism development prospects Tourism will always be a sunrise industry. Entering the 11th Five-Year Plan period, Shanxi's tourism industry is facing great development opportunities. With the development of economy, the further improvement of people's living standards, the increase of leisure time, the universal implementation of paid holidays and the improvement of tourism conditions, people's enthusiasm for tourism will be further revived. In the next 5- 10 years, the development trend of Shanxi's tourism industry is: the tourism market has broad prospects and huge demand potential, and Shanxi's tourism industry will maintain high-speed and stable growth, and will change from quantitative speed type to quality and efficiency type. According to the target set in the 11th Five-Year Plan for the Development of Tourism Industry in Shanxi Province, by the end of 20 10, the province's total tourism revenue will reach 80.09 billion yuan, the number of inbound tourists will reach 878,000, with an average annual growth rate of 16%, and the foreign exchange income from tourism will reach 330 million US dollars, with an average annual growth rate of 10%. Domestic tourism revenue reached 77.44 billion yuan, with an average annual growth rate of 22.4%. According to the forecast, in the next 5- 10 years, the development of tourism in Shanxi Province has the following characteristics. (1) The tourism market is huge, and the number of domestic tourists will increase rapidly. At present, the average annual growth rate of overseas tourism reception in Shanxi Province is 20.6%, and the average annual growth rate of domestic tourism reception is 17.6%. With the in-depth development of market economy, the number of tourists in Shanxi Province will continue to grow and maintain a high-speed trend. During the Eleventh Five-Year Plan period, the per capita GDP of Shanxi's economic development level was around 2000 US dollars. According to international experience, during this period, the population of seven provinces and cities around Shanxi Province was about 300 million. In 2005, Beijing, Tianjin, Shanghai and Shaanxi received 9.743 million overseas tourists. Southeast coastal provinces and cities have great potential for tourists because of convenient air transportation. Influenced by the cultural and landscape differences in China, Southeast Asian countries, Hong Kong, Macao and Taiwan have always been important destinations for tourists from China and Shanxi. In addition, with the rapid growth of tourism resources in the province, as long as the tourism image positioning and promotion work are done well, the number of tourists coming to Shanxi will increase exponentially. (2) Outbound tourism will grow steadily. In the next 5- 10 years, the outbound tourism in Shanxi Province will maintain a good development momentum, the main reasons are as follows: first, the national outbound tourism destinations will continue to expand; Second, in recent years, the state's foreign exchange management policies have been constantly adjusted, making outbound tourism activities more convenient. The former has changed the most, making the destination countries and regions of citizens' outbound tourism all over the world. The latter is the continuation of China's continuous relaxation of foreign exchange policy, especially since the beginning of 2005, the amount of RMB carried by China citizens each time they enter or leave the country has increased from 6,000 yuan to 20,000 yuan, which is unprecedented. In addition, RMB has actually circulated in some countries or regions, which will greatly facilitate China citizens to travel abroad or other consumption activities. The gradual introduction of macro-policies and measures and the continuous improvement of the outbound tourism environment will keep the number of outbound tourists in Shanxi Province growing steadily. (3) The service facilities and supporting measures of the tourism industry are improving day by day. During the "Eleventh Five-Year Plan" period, with the increasing investment of Shanxi Provincial Party Committee and provincial government in the tourism industry and the continuous innovation of the internal management mechanism of the tourism industry, while the number of travel agencies and hotels is gradually increasing, more attention will be paid to the improvement of internal management and service quality. The continuous improvement of tourism service facilities and supporting measures will attract more overseas tourists and improve their tourism quality. (D) Diversification of tourism consumption structure, gradually moving closer to the tourism consumption structure of developed provinces. It is predicted that in the next 5- 10 years, the per capita GNP of Shanxi Province will reach about 2,000 US dollars, and people will have universal travel motives. At present, the per capita GNP of Shanxi Province has just met the requirements of domestic tourism economic conditions, which has caused a general decline in people's tourism consumption level. With the improvement of people's income level in China, the level of tourism consumption will develop from a low level to a high level. When people go out to travel, they will ask for good food, good accommodation, air conditioning and soft sleeper, and some will ask for flying back and forth, from basic satisfaction to comfortable enjoyment. At present, in the tourism consumption structure of Shanxi Province, food, accommodation and transportation account for a large proportion, reaching 75%-85%, and tourism and entertainment account for 25%- 15%. In developed tourist areas, 60% of tourism consumption is used for sightseeing, shopping and entertainment. With the diversification and serialization of the production and development of tourism products in Shanxi Province and the further improvement of the investment structure of tourism supporting facilities, the proportion of tourism consumption in Shanxi Province will further increase in the future. (5) The tourism mode is developing from single to diversified, and the number of tourists traveling at their own expense will gradually increase. At present, people's travel mode is generally sightseeing, and their activities are poor and single. Some people summed it up as "visiting temples during the day, sleeping at night, tired during the day and bored at night". With the diversification of people's life content, it also requires the diversification of tourism content, and people should experience more beautiful experiences. Primary sightseeing can no longer meet people's needs, and thematic and special forms of tourism are increasing day by day, and the ornamental and entertaining tourism content will be greatly enhanced. In the future, people's travel mode will be mainly sightseeing, and it will develop into various forms such as holiday tourism, adventure tourism, folk tourism, eco-tourism, sports tourism, health rehabilitation tourism and gourmet tourism. The number of people traveling at their own expense will gradually increase, and public travel will still account for a certain proportion, but the share will gradually decrease. With the improvement of people's living standards, most people will travel at their own expense. (6) Tourism hotspots continue to heat up. During the Tenth Five-Year Plan period, there have been many bright spots and hot spots in Shanxi's tourism industry, and these hot spots will develop by leaps and bounds in the future. Among them, "red tourism", leisure tourism and holiday tourism are the most representative. The continuous introduction of these attractive tourism products will surely become a new hot spot of tourism in Shanxi Province in the future. (7) The position and role of tourism in the national economy is increasingly strengthened. With the development of tourism, the contribution of tourism to the national economy of Shanxi Province will be greater and greater, and tourism will play a decisive role in the tertiary industry, which will greatly promote the economic development of Shanxi Province. It is estimated that in the next 5- 10 years, the total tourism revenue will increase from the current 7. 1% to about 10%. V. Countermeasures for Tourism Development The Tenth Five-Year Plan period is the fastest and best period for tourism development in Shanxi Province. In the 11th Five-Year Plan, the provincial party committee and government set the overall goal of building a new pillar industry of tourism. With the adjustment of the industrial structure of the whole province and the gradual implementation of the strategy of developing the central region, the development of tourism should seize the good opportunity, adapt to the new situation, vigorously cultivate and develop Shanxi's pillar industry tourism, and make the development level and overall strength of Shanxi's tourism reach a new level. (1) Strengthen industrial planning and carefully construct new pillar industries. Tourism planning determines the direction and quality of building a strong tourism economy, and is the leader and soul of tourism development. Only under the guidance of scientific planning can we formulate products, services and management standards that meet the requirements of sustainable development and form characteristic tourism products and management systems; Only in this way can we continuously optimize product matching, improve the structure of tourists, extend the consumption chain, enhance the comprehensive benefits of tourism and effectively change the growth mode of tourism economy; Only in this way can we truly implement the fundamental requirements of "people-oriented" tourism development and make contributions to building a harmonious Shanxi, resource-saving and environment-friendly society. According to the 11th Five-Year Plan, it is necessary to plan key scenic spots, key routes and key projects. The preparation of industrial planning and scenic spot planning, first, should adhere to the concept of reform and opening up and "big tourism", adhere to the combination of opening up and attracting investment, combine with cultivating market players, combine with the regional economic development of the province, and combine with the main tasks and central work. In particular, the tourism development of Taihang Mountain and the old revolutionary base areas in northwest Shanxi should be paid more attention. Second, in the planning process, it is necessary to highlight regional characteristics, strengthen joint construction, reflect routes, fine products and characteristics, and incorporate leisure and holiday tourism according to market demand. Third, to fully reflect the integration between industries, we should not only consider the integration of tourism and its directly related services such as transportation, communication and commerce, but also pay attention to improving the correlation between tourism and local traditional primary and secondary industries. The design and development of tourism products should be based on the characteristics of tourism resources rather than administrative divisions. (II) Promoting the construction of tourism laws and regulations and optimizing the development environment of the industry During the Eleventh Five-Year Plan period, tourism departments at all levels should regard administration according to law as the key work at present and in the future, and put it on an important work schedule to pay close attention to it. First, through the full implementation of administration according to law, strengthen and improve the procedures and management of administrative licensing, improve and rationalize the system of associations and intermediary organizations, at the same time improve the ability of market guidance and supervision, effectively change the functions of economic management, mainly serve the market participants, and create a good development environment. The second is to establish the province's tourism administrative law enforcement system and administrative law enforcement responsibility system. Conscientiously implement the Regulations of Shanxi Province on Tourism and the Regulations of Shanxi Province on Promoting Tourism Development. Third, according to the requirements of market economy, we should carefully plan the name, trademark registration and product registration of scenic spots. Focusing on building tourism products. In the process of administration according to law, tourism departments at all levels should speed up the transformation of functions, attach importance to and strengthen investigation and research work, and lay a good foundation for the government at the same level to provide decision-making basis and guide work practice. (3) Attach importance to infrastructure construction and improve the overall quality of tourism. Tourism infrastructure is the foundation of tourism development. During the Eleventh Five-Year Plan period, governments at all levels should pay close attention to the construction of tourist destinations. According to the spatial layout determined by the "Eleventh Five-Year" tourism industry development plan of our province, we will integrate resources with the line as the model. First, speed up the construction of two tourist center cities, three tourist belts, four tourist economic belts, six boutique tourist routes and tourist parks. The second is to improve and upgrade the Universiade tourism economic belt that has begun to take shape, integrate and promote the development of new products in the Taihang tourism economic belt with great development potential, and actively make preparatory work for the tourism economic belt along the Yellow River to meet the requirements of forming tourism products when the highway along the Yellow River is opened. The third is to start the development of large-scale leisure and holiday tourism projects such as Guancen Mountain, Lishan Mountain, Wanrong Yellow River Beach and Datong extinct volcano group. The fourth is to do a good job in the construction of tourist toilets, tourist centers and traffic signs on tourist roads. (D) Strengthen the development of the tourism market, and make great breakthroughs in the theme image and brand building. To develop the tourism market, we should innovate ideas and means according to the new trend of modern tourism, continue to take "the ancient civilization of China, the scenery of Shanxi" as the tourism theme phenomenon, combine the tourism image with the overall image construction, implement the big marketing strategy, and form a new tourism image with clear theme, strong pertinence and influence on the market. In terms of theme image and brand building, first, it should not only reflect Shanxi's cultural and natural tourism characteristics, but also conform to tourism fashion; Both inheritance, innovation and development, in line with market requirements, easy to promote; Not only the theme is prominent, but also three-dimensional and multifaceted. Second, focus on planning and designing a series of fine tourist routes, such as Buddhist culture tour in northern Shaanxi, Pingyao ancient city tour, root-seeking tour in southern Shaanxi, Taihang Mountain scenic tour, Yellow River scenic tour and red tourism. (V) Accelerating market cultivation and institutional innovation, enhancing the vitality and vitality of industrial development, improving the operation mechanism of the tourism market, accelerating the cultivation of the main body of the tourism market, actively guiding the development of tourism enterprises, vigorously supporting the specialization of small and medium-sized enterprises, and promoting the rational division of labor in the market are a key task of the tourism management department of Shanxi Province during the Eleventh Five-Year Plan period. First, pay close attention to the construction of tourism credit system. It is necessary to improve the management means and functions of the tourism industry, promote the development of tourism intermediary organizations, and improve the management level and self-discipline ability of the industry. Second, it is necessary to strengthen norms and optimize the order of the province's tourism market. It is necessary to actively create a standard system and formulate the provincial local standard of "Star Rating of Tourist Hotels in Shanxi Province". The Detailed Rules for the Administration of Tourism Industry in Shanxi Province systematically regulates the management behavior of the industry from the aspects of the management of tourist star hotels, travel agencies, tour guides, tourism safety and the creation of excellent tourist cities in China. The third is to intensify market inspection and severely crack down on violations of discipline and discipline. Strengthen the market inspection of tourism administrative departments at all levels, find problems and correct them in time to ensure market order and tourism safety. Fourth, we will further promote the activities of creating excellent tourist cities in China. Publicity and implementation of the national "China excellent tourist city inspection standards". Fifth, actively cultivate and develop the hotel industry and travel agency industry. Actively cultivate and develop brand international travel agencies, and guide and support large enterprises in Shanxi Province. Sixth, do a good job in job training and comprehensively improve the service quality and management level of tourism enterprises.