"China friendly" program as an important tool for the development of tourism enterprises

The article considers the prospects of the “China Friendly” program for the development of service and tourism enterprises by attracting large groups of tourists from China and providing high-level services for them. Two main problems that prevent the provision of services to the Chinese at a high level have been identified: the language barrier and the low level of service. It is shown that the program introduced at service and tourism enterprises significantly helps to increase the flow of Chinese tourists, as it takes into account their cultural characteristics and mentality, and also helps to overcome the language barrier, which significantly affects the quality of the services provided. The significance of the program for the further development of the tourism market in Russia is revealed.