Research on cultural and tourism potential in Jiangsu province

Annually, a large number of Russian tourists come to China to get acquainted with its traditional culture. Jiangsu Province has significant tourism potential in this regard, but it is mainly visited by representatives of Japan, South Korea, the United States, Germany and other countries. There is a problem of increasing the attractiveness of the cultural heritage of Jiangsu Province for Russian tourists. In this article, the authors describe the current situation with the development of inbound tourism from Russia in Jiangsu Province and put forward proposals for its development, among them: branding of the region, development of popular national tourism destinations within a particular province, taking into account the needs and mentality of Russian travelers, the formation of integrated routes. It is emphasized that the predominant orientation of visitors from Russia to major cities requires intensification of work to inform potential travelers about the tourist resources of the Chinese regions using mass media and Internet platforms. Conclusion dwells upon the fact that the potential of Jiangsu Province in terms of tourism industry development is a promising topic for study.