皇冠体育app

A customer selects travel guides at a bookstore in Beijing.

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According to an Oct 10 report by the 皇冠体育app Tourism Academy, 2.8 billion people visited domestic tourist sites in the first nine months of the year, a year-on-year increase of 10 percent. The number of Chinese travelers to foreign destinations reached 85 million in the same period.

Another notable trend is the growing number of elderly Chinese tourists, many of whom rely heavily on printed travel guides rather browsing through travel websites.

The growth in tourism has also made international publishers of travel guides look at 皇冠体育app. Lonely Planet, billed as the global backpackers' bible, is among the foreign early birds. Since it entered 皇冠体育app in 2006, Lonely Planet has published guidebooks on more than 40 destinations in Chinese, and the series has grown popular with Chinese travelers.

In 2010, the total sales of Lonely Planet guidebooks in 皇冠体育app topped 500,000 copies, says Li Muze, a marketing executive for Lonely Planet in 皇冠体育app. "This year, the print volume of our series is estimated to cross a million, which is a handsome number in the globally declining market of guidebooks."

Besides the strong brand image and the growing number of tourists, the content has contributed much to Lonely Planet's success in 皇冠体育app, Li adds.

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