ChinaNational Tourism Administration Agency (CNTA)
TheChina National Tourism Administration (CNTA) is regulated and fundedby the Chinese government and is responsible for developing,regulating and promoting the industry in China. As a governmentagency, it is subordinate to the state council and has itsheadquarters in Beijing with regional and provincial branchesthroughout China. The China National Tourism administration board wasformed in 1949 and does not have full authority of to enforceregulations, but acts under the directives of the state council andthe ministry. All provincial CNTA offices report directly to theCentral CNTA in Beijing.
Internationally,the CNTA has several offices overseas tasked with theresponsibilities of promoting tourism as well as controlling the flowof tourists in and out of China. The agency has a well coordinatedand organized structure that is used to market and promote tourismboth locally and internationally. In order to enhance effectivemanagement of local and foreign activities, the agency is structuredin many departments such as
Department of legal and policy affairs.
The comprehensive coordination department office.
Department of international liaison and tourism promotion.
Finance and development.
Department of planning.
Department of administration and quality standardization.
Department of affairs on tourism in Hong Kong.
Department of personnel, Taiwan and Macao.
Office of retired cadres’ party of committee.
Themain responsibilities of the office are to coordinate and plan thedevelopment of tourism industry, prepare programs, development thepolicies and standards. In addition, the agency drafts relevantregulation, laws, supervises the implementation of regional tourism.CNTA is charged with the role of establishing and organizing theimplementations of Strategies used for market development of outboundand inbound tourists, organizing external publicity and engaging inpromotional activities for the overall image of Chinese tourism. Inthis line, the agency also guides and regulates the work of Chinesetourist’s institutions abroad.
Theagency (CNTA) also organizes plan surveys, protection and developmentof tourism resources. In this scope the Agency is involved in thedevelopment of the layout of tourist regions, tourist routes, touristdestinations and guide to vacation business. The China NationalTourism Administration coordinates tourist statistics, supervises theoperations of the tourist economy, instructs and coordinates holidaytourism boards as well as releasing valuable trade information to therelevant stakeholders in the tourism sector (CNTA Information Center,2014 3).
Furthermore,the CNTA normalizes order in the tourist market, manages andsupervises the quality of legal rights and interests of consumers andoperators. Under this scope, the CNTA ensures that it normalizes theservices and the operations of other tourist enterprises andpractitioners this means taking an overall charge on thecoordination, supervision and the management of tourist safety andemergency issues. In order to facilitate order and security in thetourist market, the CNTA is responsible for guiding in theconstruction of infrastructure and the credibility of the touristsystem and all other operations of tourism business.
Similarly,the CNTA promotes international cooperation and communications thatrelates to tourism and coordinating the affairs that enhanceeffective cooperation among international tourist organizations. Inorder to achieve this, the CNTA establishes policies for outbound andinbound tourism, examining and approving foreign travel agenciesestablished in China. The agency also assesses the marketqualifications of foreign travel agencies engaged in domestic tourismwithin China. It establishes policies that govern tourism in HongKong, Taiwan and Macao and other mainland tourist destinationlocations. Lastly, the China national Tourism and Administrationagency organizes and instructs tourism training and education bystipulating qualifications and ranks of employees (CNTA InformationCenter, 2014 2).
ChinaNational Tourism Board is a subordinate institution under the Statecouncil which is headed by a councilor. The tourism agency is headedby a chairman and vice chairmen appointed by the State councilor. Theleadership of the agency is responsible for the National TourismAdministration work, while the vice chairmen are tasked with theresponsibilities of enhancing effective implementations of policiesand regulations enacted by the CNTA. In order to enhance activetourism activities both locally and internationally, the agency isallocated approximate $200 billion. The agency has establishedseveral oversee tourism offices for coordinating and marketing Chinaas a tourism destination country abroad.
Inaddition, the agency has several departments which are involved incoordinating, managing and supervising tourism activities locally andabroad. As such, the agency has thousands of staffs working locallyand abroad in different departments. The current marketing theme ofCNTA is to establish strategies and policies relevant in enhancingmarket development this is done through supervision and coordinationof tourist organizations that are directly involved with touristactivities. One of the main tasks of China National TourismAdministration office is to design, establish, protect and developtourist sites, destinations and other tourist resource areas. Chinais the fastest growing tourism destination in the world with manyunique natural and cultural sites that have created the need forgovernment efforts in enhancing sustainability of the resources (CNTAInformation Center, 2014 1).
Mostof the foreign tourists in China come from the United States and theEuropean countries. The tourists vary in ages and gender with mosttourists being youthful. The information on the CNTA website has beenput in simple English and Chinese language this is important inappealing to the international and local tourists. The information onthe agency website indicates a significant relationship with manyother international tourists’ agency websites. However, the websitehas not clearly indicated the interrelationship between the agencyand its constituents departments about the management structure.
CNTAInformation Center, ‘China National Tourism Administration,’2014, accessed from http://en.cnta.gov.cn/html/tjzlm/index.html.