Tourism can play a very important role in economic development—we will assume something tour-worthy is available. Southwest China wants to strengthen the tourism industry in small towns and big cities alike, and much of the development for tourism is on a scale for which only the Chinese government can take responsibility.
I want to look lower level needs, though, needs that can be worked on with something less than millions in funding. One big help a small foreign company could provide to help develop small town tourism is English. But not just teaching English, rather going beyond that and teaching foreign cultural awareness.
The need is certainly there. Without a doubt, improved skills in speaking the English language would be helpful for tour guides, guest house owners, and others directly inolved in communication with English speakers.
Beyond the actual need, the "felt need" is also there. That is vital. If people need medicine, for example, but do not feel like they need it, hard times are ahead. This point is barely worth mentioning, though. I do not think anybody would argue against China's immense felt need for English. It's like selling candy to children.
Moving beyond simply teaching English, I see a need that is not commonly stressed. Culture. You cannot separate language from culture. Some Western culture will be communicated unknowingly just in learning to speak English, but many facets of culture need further learning to be able to incorporate into action. And on top of that, it is not just one culture, but a huge spectrum of cultures, even if you only look into those from the West. Chinese do not frequetly think about the differences between their culture and those of the nations immediately surrounding them.
The application of this concept to tourism development is not too hard. I do not want to be dragged around all the sights and performances that could humanly be seen in one day. I do not want to rush through interesting cultures, take my snap shot, and jump back on the bus. I want to sit, listen, and watch. Chinese travel agents rarely would think of doing such a thing. That is not bad, but rather a reflection of different cultures interpreting the daily schedule.
What if cultural awareness and tourism English classes were combined into one? As Ken Fletcher, an experienced teacher in China, put it so well, "I don't teach English. I teach in English." Well, actually, his business in Liuzhou is now focused on translation and information services, but that is beside the point.
Use English to teach tourism. Kill two birds with one stone. And in the process, weave in some foreign culture and what foreigners want when they travel, and very quickly, the foreign tourists who visit that small town will be plesantly surprised and recommend the trip to their friends and family. That is developing the tourism industry.
