Mission: Serve the State and Public with High-quality Tourism Service
China Tourism Group is known for our lofty beliefs and high awareness of social responsibility. Since the early days of the Group's predecessor, the tenet of "Promote national glory, serve travelers, publicize famous tour spots, devote to freight transportation, propagate culture, and take on the responsibility to serve the public" has been instilled into our enterprise culture. During the 1931-1945 Anti-Japanese War, the Group's predecessor was engaged in transporting passengers and goods, carrying ordnance equipment, rescuing patriots, and carrying national treasures of the Forbidden City to prevent Japanese looting. In the days when the new-born People's Republic of China was isolated by the West, the Group undertook the tasks of transfer and reception of foreign dignitaries, guests of Ping Pong Diplomacy, and veterans visiting relatives. After the Reform and Opening Up, the Group pioneered entrepreneurship and built an Overseas Chinese Town on the wasteland of the former Bright Overseas Chinese Farm in Shenzhen, Shahe Branch. After the return of Hong Kong, the Group actively participated in the great practice of "One Country, Two Systems", and demonstrated its responsibility as a central enterprise with its contributions in historic events such as response to SARS, bird flu and Covid-19, the financial crisis, and violence control in Hong Kong. Our employees' devotion to the mission of "Serve the State and Public with High-quality Tourism Service" has never changed over the past century, and this tradition has guaranteed the development of the Group from a humble start to a leader in the tourism industry. Our values would leave far-reaching imprints in the soul of every staff.
Values: Integrity Operation and Quality Service
Integrity Operation: We uphold integrity as the very foundation of our business operations. We proactively foster a culture of rule of law, a spirit of contract, and a firm commitment to honoring agreements. Throughout the entire course of our business development and operations, we consistently reinforce our dedication to integrity-based operation—keeping our promises, treating others with sincerity, cherishing our reputation, and ensuring that our deeds match our words. We refrain from any illegal or non-compliant conduct, avoid all forms of fraud or exaggeration, and never make promises we cannot fulfill. We are devoted to shaping a personal, team, and corporate image that consumers can trust and rely upon, striving to be the most trustworthy enterprise for Chinese consumers and partners alike.
Quality Service: We are committed to making the people's aspiration for a better life through travel our ultimate goal, and regard elevating service quality as a key lever for driving high-quality corporate development. Benchmarking against industry leaders and world-class standards, we continuously respond to the increasingly sophisticated needs of consumers by strengthening our capabilities in innovation, creativity, attention to detail, and technology-enabled service delivery. We enhance the supply of high-quality, professional tourism products and services, and raise service standards across the entire value chain and at every touchpoint—particularly at customer-facing units. We actively champion the spirit of "tourism craftsmanship," fostering a culture that values professional excellence and service dedication. We remain wholeheartedly focused on our mission, striving to turn every small task into a masterpiece and every effort into perfection. Through warm and thoughtful service that exceeds expectations, we continuously improve consumer satisfaction.
Slogan: Explore the World with Us
Explore the World with Us: As the Group's brand slogan, it expresses the ideas of inheritance, care, tolerance, broadness, vision and transcendence, and explains a concept of limited journey and unlimited company.