Submit a Manuscript to the Journal


For a Special Issue on

Inbound Tourism to China

Manuscript deadline
31 January 2024

Cover image - Anatolia

Special Issue Editor(s)

Jun Wen, Edith Cowan University
[email protected]

Ian Phau, Curtin University
[email protected]

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Inbound Tourism to China

Special issue introduction and suggested topics

As the renowned ancient Chinese philosopher Confucius (trad. 551–479 BCE) wisely stated, “Everything has beauty, but not everyone sees it.” This quote is a timeless reminder that beauty abounds throughout life, including in tourism. This special issue celebrates China’s diverse tourism provisions with a focus on inbound tourism. By exploring the vast opportunities that await visitors to China, particularly since the COVID-19 pandemic was declassified as a public health emergency, this collection seeks to inspire readers to embark on transformative journeys and discover the hidden beauty of this captivating country.

Beauty can take myriad forms in tourism. Travellers typically pursue liberation from routine by exploring new horizons (Shin & Back 2020). China, with its rich history, stunning landscapes, and vibrant culture, offers abundant experiences that embody this sense of freedom. Tourists also generally enjoy seizing the moment: by being present during travel, they can better appreciate everyday beauty as they create lasting memories (Lau, Lee, & Phau, 2022; Phau & Prendergast, 2000; Quintal et al., 2019).

According to Blazyte (2023), international arrivals in China reached approximately 145.3 million in 2019, an increase from 141.2 million in the previous year. This figure dropped to 27.5 million amid the pandemic in 2020 and was projected to rise to nearly 32 million in 2021. As borders reopen, it is crucial to highlight the diversity in China’s tourism industry. This special issue showcases all that China has to offer tourists, from modern metropolitan cities like Beijing to rural areas such as Azheke Village in the Honghe region of Yunnan (e.g., Huang, Pang, & Bao, 2023). The country’s historical and cultural sites, such as Xi’an and Jiuzhaigou, also provide enriching experiences for visitors and are featured on UNESCO’s World Heritage List (n.d.). China’s many cultures, including the Miao, Dong, Shui, and Gejia minority groups in Guizhou and Tibet, present unique chances to explore different worlds within a single country (China Highlights, 2022, 2023). Lonely Planet has also recognized various points of interest in China, further highlighting its appeal to travellers.

China’s well-established travel infrastructure enables it to meet the demands of numerous tourist segments. For example, China has emerged as a top destination for elderly-friendly tourism thanks to a national commitment to healthy aging (Hu, Wen, & Abhishek, 2023): the country has striven to cultivate senior tourism by meeting older travellers’ needs and safeguarding their rights through targeted policies and financial support (Hu et al., 2023).

Extensive research has been conducted on tourism in China. However, studies have predominantly focused on outbound and domestic markets (e.g., Bavik, Correia, & Kozak, 2021; Wen & Kozak, 2022). The inbound tourism market is nonetheless vital for understanding national tourism dynamics (e.g., Chow & Tsui, 2019; Tang et al., 2019; Wu, Wall, & Tong, 2019; Ying, Wen, & Tan, 2020). As such, more efforts are needed to conceptualize China’s inbound tourism market and provide insights for stakeholders.

This special issue serves as a platform to profile China’s diverse tourism provisions through the lens of inbound tourism. It invites cutting-edge research, namely conceptual and empirical studies that contribute to theory, practice, and policy.

Suggested topics include but are not limited to the following:

  • Progress in Chinese tourism industry
  • The inbound tourism market
  • Inbound tourist behaviour
  • Luxury tourism
  • Cultural heritage tourism
  • Rural tourism
  • Emerging tourist sources for China’s inbound market
  • Health tourism
  • Traditional Chinese medicine tourism
  • Healthy food tourism
  • Senior tourism
  • Healthy aging and tourism

Guest editor biographies:

Dr. Jun Wen is a Lecturer in tourism and hospitality management at the School of Business and Law at Edith Cowan University, Australia. His current research interests lie in global health, tourism marketing, and travel medicine. In 2022, Dr. Wen was listed in the top 2% of scientists in the world per the Scopus Database in the “Sport, Leisure & Tourism” category during the calendar year of 2021. Dr. Wen’s research performance has earned him national and international acclaim; he was named one of Australia’s top 40 young researchers per The Australian Tourism Field Rising Star Award two years in a row (2020 and 2021). He is similarly passionate about sharing scientific research publicly through channels such as radio, live interviews, professional commentaries (e.g., in Times Higher Education, The Western Australian, Medical Forum, CGTN, and China Daily). Dr. Wen is an editorial member of several journals such as Journal of Hospitality and Tourism Management and Leisure Studies. He also serves as Associate Editor of Heliyon (Business and Economics section focusing on tourism and marketing) and Book Review Editor of Anatolia.

John Curtin Distinguished Professor Ian Phau holds multiple roles at Curtin University. He serves as the Marketing Discipline Lead and the Director of the Luxury Branding Research Centre, showcasing his leadership in the field. Additionally, he holds the esteemed position of Editor-in-Chief for Asia Pacific Journal of Marketing and Logistics. His research interests span various aspects of marketing, with specific foci on luxury branding, country image, brand counterfeiting, and luxury and sustainable tourism. Through his in-depth exploration of these areas, he contributes valuable insights to the academic community and helps shape the industry’s understanding of these complex topics. His notable achievements extend beyond academia; he maintains a strong presence in a wide range of industry sectors, demonstrating his ability to bridge the gap between industry and academia. With his extensive industry and research expertise, he has achieved considerable success in fostering synergizing these two realms.

About the journal:

Anatolia is a truly international tourism and hospitality research journal with considerable interest worldwide. It aims to provide an international platform for innovative studies that make a significant contribution to the understanding, practice, and education of tourism and hospitality operations. It does so through the publication of high-quality, up-to-date and timely research papers. Anatolia seeks to widen the limits of tourism and hospitality research by stimulating the submission of papers from both inter- and multi-disciplinary perspectives. For further info about the journal, please visit

Anatolia is listed Q1 in the category of Geography, Planning and Development (Scopus, CiteScore: 4.3) and Q2 in the category of Hospitality, Leisure, Sports and Tourism (WoS, IF: 2.6, JCR: 0.58).

Submission Instructions

Manuscript submission information:

All contributions must meet Anatolia’s quality standards. Papers submitted for consideration must not have been published, accepted for publication, or be under review for publication elsewhere. Papers intended for this special issue should be prepared according to the journal’s Instructions for Authors. To facilitate the review process, please also indicate in your cover letter that the submission is meant for the “Inbound tourism to China” issue. All papers will be peer reviewed.

We have aimed to streamline the submission process and request that you email your submission directly to both guest editors

Dr. Jun Wen, Edith Cowan University, Australia – [email protected]


Prof. Ian Phau, Curtin University, Australia - [email protected]

Your submission must include the following documents:

  • Cover letter
  • Title page
  • Manuscript
  • Author contribution statement
  • Author biography
  • Supplementary materials (optional)

Important dates:

An online webinar (to elaborate the expectations, requirements, and other aspects of this special issue) will be held in September 2023 (to be specified at a later date).

Full manuscript submission deadline: 31st January 2024

The issue will be due on 36(1), March 2025.

Note: Early submissions of full papers are encouraged and will be promptly processed by the guest editors.

Instructions for AuthorsSubmit an Article