The World Tourism Organization, a specialized agency of the United Nations, in January, predicted that tourism around the world is not expected to return to the pre-pandemic levels until 2024 at the earliest.

The measures specifically tailored for tourism sectors include extending the policy to temporarily refund travel agencies' service quality deposits in 2022, which was first implemented in 2020. The refund rate will remain at 80 percent for eligible travel agencies.

Banking and financial institutions are encouraged to increase the credit supply for the tourism industry and reduce, within reason, interest rates for new loans.

Qualified tourism businesses are encouraged to issue corporate credit bonds, and financing channels for tourism enterprises are allowed to expand. Banking and financial institutions are also encouraged to provide small loans to individual industrial and commercial merchants, such as tourism-related start-ups and themed homestays.

The measures will see a rain of support, easing the drought that has plagued the tourism sector over the past two years.

Wu Liyun, associate professor from the China Academy of Culture and Tourism with the Beijing International Studies University, believes the measures are practical and will benefit tourism enterprises by bringing more business opportunities.

"They can help reduce the financial pressure on the daily operations of tourism enterprises," Wu says.

"Also, some possible financial support will be in place, which is of great importance for sustainable development of the tourism companies."

Cheng Chaogong, a lead researcher from the tourism research institute of the Tongcheng International Travel Service, says the rescue policy has more tools with greater support, compared with previous measures.

The relief policy has also covered practically every link in the tourism industry chain, from travel agencies to many sub sectors, such as hotels and tourist resorts, Cheng adds.

The policy has shown the market players the determination of the government to help tide the tourism industry over during these tough times and will provide tourism personnel with confidence, says Dai Bin, president of the China Tourism Academy.

Dai expects the tourism industry to enter a strong period of recovery under the policy.

"The tourism market will face more difficulties and challenges, but the upward process of recovery will not stop," Dai says, adding that the fundamental needs for culture, leisure and science will be further released this year.

Consulting firm McKinsey and Co's latest survey indicates an emerging pattern of periods of suppressed travel demand followed by a quick recovery.

Although Chinese consumer confidence is growing, desire for travel has shown a faltering recovery due to sporadic COVID-19 outbreaks, according to the company's outlook for China tourism in 2022.

Consumer confidence is now at the highest level since the start of the pandemic, the outlook suggests. As confidence grows, consumer spending is also showing signs of recovery.

Furthermore, travelers' preferences are shifting, with implications for travel companies.

The latest McKinsey survey shows that travelers are looking forward to visiting new attractions, but due to travel policies, nearly half of respondents said a short trip to a new site is their No 1 choice.

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