Traditional Chinese medicine as a tourism recovery drawcard to boost China's inbound tourism after COVID-19

ABSTRACT

Purpose: This paper explores the role of traditional Chinese medicine (TCM) as a tourism recovery drawcard to boost China's inbound tourism after COVID-19. Design/methodology/approach: This paper employed a mixed method involving a cross-disciplinary literature review along with reflections from experts in TCM and health communication to inform tourism management. Specifically, this paper examines TCM and its potential benefits as a medical tourism drawcard to combat COVID-19. The selected literature focusses on the image and merits of TCM to frame how this medical philosophy can be used to position China as a tourist destination. Reflections on the use of TCM as a tourism marketing tool can guide promotional strategies from the Chinese government and destination managers during and after COVID-19. Findings: The Chinese government, the tourism industry (e.g. destination managers), the media and tourists must focus on three aspects of the role of TCM to provide medical benefits to travellers amid COVID-19 and beyond, elevate China as a destination for global medical tourists and be leveraged as a tool for economic recovery. Practical implications The paper builds a tourism recovery framework for stakeholders to adopt tailored TCM communication strategies to boost its inbound tourism programme. Originality/value This paper is the first academic paper to review TCM comprehensively and critically in relation to China tourism and post-COVID-19 recovery measures. © 2021, Emerald Publishing Limited.