The former Ministry of Culture and National Tourism Administration have been integrated into one China National Tourism Administration, which was officially launched on April 8, as part of the State institutional reform plan. That the two institutions under the State Council joined hands is timely and imperative on three levels. First, with an eye on boosting citizens' confidence in Chinese culture and improving the country's soft power, the central government has introduced the amalgamation plan. It is a decision with grand vision in mind.

Second, the integration will help resolve the long-term issue of overlapping and unclear functions and lack of coordination between relevant departments at local governments.

Most importantly, as President Xi Jinping said in his report to the 19th National People's Congress, the principle contradiction the country faces is between unbalanced and inadequate development and the people's ever-growing need for a better life. With the improvement of financial situation and increase in tourism, Chinese citizens are no longer satisfied with superficial trips. Instead, they want to explore the history and culture behind the natural landscapes and tourist attractions.

In brief, the merger of the two institutions not only complies with the needs of the people, but also conforms to the development priority of the country; it is in the right time and place.

Certainly the new ministry will push forward the integrated development of cultural industry and tourism as the two teams join forces. It is expected to guide the development of two industries and motivate relevant enterprises, organizations and the public to advocate Chinese culture hidden in tourist resources.

Aiming for the integrated development of cultural industry and tourism, we need to pay attention to several points. First, the cultural riches in tourist attractions should be fully explored. Just as President Xi stressed in his speech at UNESCO headquarters in Paris, we should sort out traditional cultural resources, let the cultural relics stored in forbidden palaces, legacies disarrayed on the vast land, and the characters written in the ancient works come alive.

Second, modern technology should be used to facilitate the integrated development. For instance, a new app named Dashijie was developed to better explain and promote the profound culture behind tourist attractions, including the Confucius Temple in Qufu, Shandong province, making headway in this front.

Third, a new way of thinking should be adopted to revitalize the cultural assets in tourism. For example, Taoxichuan ceramics-themed community in Jingdezhen, Jiangxi province, was created on the site of an abandoned ceramics plant. Cultural centers, galleries and restaurants bustling with tourists have injected new vigor into the old ceramic plant.

Fourth, tourist brands should be established to promote the long-term development of cultural tourism. In this regard, Guizhou and Zhejiang province has set good examples with the establishment of tourist brands of "one cigarette, one tree and one mountain" and "impressions of West Lake" respectively.

As to the tourism experience of foreign tourists, special attention should be paid. First, the authority should enhance its communication and exchanges with relevant departments in other countries and understand foreign tourists' needs better. Second, the tourism service in China should be improved not only to cater to foreign tourists, but also for domestic tourists' sake. Third, effective way of spreading culture to foreign tourists should be discovered as we should truthfully present Chinese culture while using the language and expressions they prefer.

Wang Xuebin is an associate professor at Party School of the CPC Central Committee. The article is an excerpt of his interview with China Daily’s Liu Jianna.