China takes bigger role in global tourism standardization

For decades, China followed global tourism standards. Now, it is helping write them.

The International Organization for Standardization's Technical Committee on Tourism and Related Services (ISO/TC 228) held its annual plenary meeting in Hangzhou of eastern Zhejiang province from May 11 to 16.

A total of 68 overseas representatives from 33 countries and four international organizations, along with 37 Chinese representatives, registered for the conference. The event was divided into two phases — working group discussions and plenary sessions — and also included field visits to standardized tourism projects focusing on sectors such as rural tourism and smart tourism.

It is the first time the gathering took place in China. The international delegates concur that China is no longer just a participant, but an increasingly active contributor in shaping how the world travels.

For Manuel Otero, chairman of ISO/TC 228, the biggest surprise was not the meeting itself, but the city.

"I have only been in Hangzhou (during the visit), but for me it was really a surprise," Otero said. "I see a very modern city — something that I did not expect. Everything is really, very, very well done."

The committee visited a local vocational college — an experience Otero called the most important of the week.

"I know several colleges in Europe and the United States, what I saw here is absolutely with the highest standards," he said.

"The students are happy doing what they are doing. They smile, they have a good attitude, they have a good mood. We feel that they want to do it — and that is very important for professionals," he added.

Otero notes that China's engagement with ISO/TC 228 is deepening year by year.

"Every year, the number of Chinese experts is higher, and the proposals they make are more numerous," Otero said. "Every year we feel the willingness of China is increasing in standardization."

China has established a national tourism standards system covering travel agencies, guides, attractions, accommodation, and online travel platforms. It has also taken on a greater role internationally by co-leading 12 international standards and pre-research projects under ISO/TC 228, four of which have already been published.

"International standards are an important technical foundation for global governance and economic cooperation," said Sun Wei, deputy director-general of the Standards Innovative Management Department of State Administration for Market Regulation, China's national standards body.

"The vitality of standards lies in their implementation," Sun said.

Chen Dingkun, director-general of the Department of Science, Technology, and Education at the Ministry of Culture and Tourism, reaffirmed China's commitment to aligning domestic and international standards.

He cited international standards on tourism information services already being applied at a tourist information center in Hangzhou visited by delegates, as well as the recent adoption in China of an ISO standard on accessibility.

The plenary meeting reviewed the annual work of ISO/TC 228, introduced the latest ISO guidelines, and heard progress reports from various working groups and member states while discussing new proposals.

The Chinese delegation also proposed three new standards initiatives covering areas, including rural tourism and tourism marketing. The proposals received broad support from participating experts and will proceed to the formal voting stage after the conference in accordance with ISO procedures.

With 2025 global international tourist arrivals reaching 1.52 billion and tourism contributing 9.8 percent to the global GDP, according to UN Tourism, the meeting emphasized that the stakes are high and standardization is all the more important.