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我国旅游业面临加入 ＷＴＯ、融入全球一体化经济和中国经济格局的嬗变，新的挑战近在眉睫。全球商品和服务供大于求，以创新谋生存、求发展已刻不容缓。创新不只是技术层面，它是包括管理创新、产品创新、服务创新、主题创新、营销创新和文化创新等在内的全面创新。在全球化购并浪潮的推动下，国际跨国旅游集团纷纷进入中国，单体旅游企业的生存空间将越来越小，因此，我国旅游企业必须进行跨城市、跨地区、跨行业系统和跨所有制的联合，形成规模竞争的优势。
China’s tourism industry is faced with the accession to the WTO, integration into the global integrated economy and the evolution of China’s economic pattern. The new challenge is imminent. Global supply of goods and services oversupply, seeking survival through innovation, and seeking development have become imperative. Innovation is not just a technical one. It is a comprehensive innovation that includes management innovation, product innovation, service innovation, thematic innovation, marketing innovation and cultural innovation. Driven by the wave of global mergers and acquisitions, international multinational tourism groups have entered China one after another, and the living space for single tourism enterprises will become smaller and smaller. Therefore, China’s tourism enterprises must carry out trans-city, trans-regional and cross-sectoral systems and cross-ownership United, the formation of the advantages of scale competition.