Introduction

Tourism diplomacy is promoting tourism resources and resolving a specific destination’s crisis or problem through peaceful negotiation between two or more nations or among nations using tourism’s soft power. Its peaceful discourse and adaptable approach enrich the theory of diplomacy and international relations, as well as the value and functions of tourism. Tourism diplomacy has long been practised in the international community; however, it emerged as an independent official concept following a proposal by the Chinese government in 2015. Currently, most research in China and abroad focus on tourism diplomacy as a form of public diplomacy to promote cross-cultural communication and national image; research should pay more attention to tourism diplomacy’s multilevel nature.

Tourism diplomacy began at the official level and spread to semi-official and civil groups. As forms of non-traditional diplomacy (public diplomacy), semi-official and civil levels of diplomacy have become increasingly important in today’s international arena; as a result, many studies have focused solely on public diplomacy, ignoring official tourism diplomacy. Tourism diplomacy’s functions have become more diverse as its depth and breadth have grown. That diversity is most visible in bridging gaps and fortifying alliances, boosting the economy and neo-colonialism, cultural exchanges and image building, and diplomatic retaliation and understanding.

Chinese Tourism Diplomacy

China has surpassed the United States as a tourism powerhouse. Notably, it has become a source of outbound tourists, with its visitors sought after by countries worldwide. COVID-19’s emergence has slowed current growth, but this is likely only temporary until the pandemic is contained. With this backdrop, it is unavoidable that the number of Chinese tourists and their economic impact will remain a major topic of discussion. The recent growth of tourism has resulted in the almost inevitable emergence of China’s tourism diplomacy as an evident and unavoidable intervention in statecraft. Chinese outbound tourists have become ambassadors for the country, its people, and its governing policies. In China’s tourism development history, the former China National Tourism Administration officially proposed the term “tourism diplomacy” in light of two factors. First, the Chinese government pursues an independent foreign policy of peace, which differs from previous international expositions of tourism politics from a power standpoint. Second, the sheer volume of Chinese outbound tourists and their enormous purchasing power form a solid practical foundation for China’s tourism diplomacy. With the concept of tourism diplomacy proposed and approved by government documents, tourism diplomacy has gained increasing attention from diplomatic, tourism, and academic circles.

The U.S. State Department on Tourism Diplomacy

Tourism is recognised by the United States State Department as “soft diplomacy,” exposing American culture’s vast and unique components to populations worldwide (including within the United States itself) and promoting greater cultural understanding. This cultural cross-pollination reflects both growing cultural enlightenment among destinations and a reaction to the sharp decline in international market share during the “lost decade” following 2001. In short, the industry recognised the importance of quickly reaching out to new and emerging markets. The arts were and continue to be an essential part of that outreach. This approach can take various forms, most notably appealing to/about ethnic and racial target audiences or marketing a diverse menu of tourism products and cultural themes that resonate with traveller demographics. The tourist of the future seeks authentic experiences that allow for personal involvement and highlight the diverse narratives that define the character of communities across America. Understanding the fundamental nature of each destination is only possible with the artist’s voice. In urban America, there is a continuing arts and culture renaissance, the focus of which is nurturing indigenous communities’ talents.

Diplomacy by tourism pillars 

This factor is associated with ensuring long-term development in terms of environmental, economic, political, technological, and social aspects, which are the primary influencers in establishing and improving a country’s tourism sector. A country’s national image is a synthesis of perceptions held by international citizens in their minds and hearts. It may include cultural activities, political etiquette, environmental policy, and the state’s history. Organising activities that will bring together all stakeholders, including state officials, community members, representatives, bureaucrats, diplomats, spokespeople, public figures, athletes, culture-oriented individuals, and academicians, is necessary. It promotes tourism resources, attracts more tourists and foreign direct investors, and solves specific problems or crises through peaceful negotiation between or among countries. Furthermore, increased awareness of and interest in cultural differences will usher in a period when much tourism will be centred on domestic and international tourists interested in learning about other cultural traditions.

Conclusion

Given the role of cultural diplomacy in tourism and the number of conflict zones has decreased dramatically over the last half-century, the question of whether tourism is a tool for peace or merely a byproduct of it arises. Tourism is widely acknowledged for promoting understanding, tolerance, and cross-cultural relationships. Politicians from Mahatma Gandhi to John F. Kennedy and Ronald Reagan have cited tourism’s ability to foster a more cooperative global environment. On the other hand, tourism can contribute to peace if we recognise that not all conflicts are destructive; some can be considered constructive if they help transform societies from tension and toward mutual understanding. For cultural tourism to reach its full potential in promoting peace, the industry must be willing to address some of the other negative externalities that have arisen due to its rapid growth.

VIP SPECIAL EDITION

ADVERTISE YOUR COMPANY INTERNATIONALLY IN OUR MAGAZINE GLOBAL MINDSET

PROTOCOLTODAY ACADEMY OF PROTOCOL & SOFT DIPLOMACY