在国际旅游市场竞争中,良好的国家旅游形象是争夺国际市场客源的最有利因素。当前我国旅游业出入境旅游发展极不平衡,旅游贸易逆差持续加大,打造知名国际旅游品牌、加强旅游宣传和管理,有利于塑造我国良好国家旅游形象,拓宽入境旅游市场、助力旅游业发展。 In the international tourism market competition, a good national tourism image is the most favorable factor for the tourists in the international market. At present, the development of tourism in our country’s tourism industry is extremely unbalanced. The deficit in tourism trade continues to increase. Building a well-known international tourism brand and strengthening tourism promotion and management will help to shape our country’s good tourist image, broaden the inbound tourism market and boost tourism development.