China has put tourism at the top of its priorities, designating the sector a "key strategic industry", as a part of its attempt to transform its economy away from low-end manufacturing.
Significant inward investment is expected, with Thomas Cook eyeing acquisitions to bolster its China business.
"We can expect to see China become the No 1 country both in terms of receiving tourists and also of sending tourists abroad," said Taleb Rifai, the head of the UNWTO, saying he expected this to happen within "five to seven years". "China is full of attractions, from sea to mountain, and it has a culture that is tangible, from its food to its ancient history," he added.
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