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A multi-pronged plan to reactivate the nation's SARS-battered tourism industry has been initiated by the China National Tourism Administration (CNTA).

According to the plan, which aims to rebuild the overall image of the tourism sector, the market is expected to fully recover by 2005.

Big promotion activities are envisaged in major overseas markets - advertisements will appear in leading newspapers and magazines in those countries and regions while promotional programs will be broadcast through CNN in North America and Asia.

"It is a must to increase investment in promotion," said a senior official with the CNTA. "Such a move will help restore confidence of overseas tourists."

Moreover, foreign reporters and travel agents will be invited to spread the word about the safety and the attractions of visiting the mainland.

The major focus of the recovery plan will be on key markets - Hong Kong, Macao, Taiwan, Japan, South Korea, Southeast Asia, Europe and North America.

Arrivals from Hong Kong, Macao and Taiwan accounted for 71 per cent of the number of overseas visitors last year; while those from Japan and South Korea accounted for 37.6 per cent of the total foreign arrivals.

In the second half of this year, three key tourism events will be held:

The World Tourism Organization will hold its 15th meeting in Beijing next month.

Tourism ministers of ASEAN (Association of Southeast Asian Nations), China, Japan and South Korea will also meet in the capital the same month.

In November, an international tourism fair will be held in Kunming, Southwest China's Yunnan Province.

He Guangwei, director of the CNTA, said a successful hosting of the three events would help build the international community's confidence.

Experts say although the tourism sector was the top victim of the SARS (severe acute respiratory syndrome) outbreak, the epidemic has not affected the fundamentals of the industry.

"There remains a strong demand in the market," He said, adding that China's social stability and people's increased income created the much-needed environment for rejuvenating the industry.

The World Trade Organization also noted that despite the negative impact of SARS, the prospect of China becoming the world's largest tourism destination and the fourth-biggest source of tourists by 2020 remains unchanged.

However, officials admit that SARS has made a huge dent in the industry.

He estimated that the sector suffered losses of 270 billion yuan (US$32.5 billion) from SARS. In May alone, the industry hit rock bottom when international arrivals dropped 71 per cent while revenue from international tourists dropped by 59 per cent.

In Beijing, the worst-affected city, tourism suffered 40 billion yuan (US$4.8 billion) losses, according to Wang Qing, an official with Beijing Municipal Tourism Bureau.

International arrivals will be sliced by half to only 1.54 million this year, Wang predicted.

He said the capital city is also launching a series of activities to spur recovery. Tourists from provinces bordering Beijing are coming back while international arrivals are expected to recover to normal level in the first half of next year.

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