Li Jinzao, director of the China National Tourism Administration

More than 80 percent of Chinese tourists do not visit scenic spots when they go on vacation, according to Li.

"More tourists are now interested in visiting villages with well-protected natural landscapes, and they want to stay in local residents' cottages or apartments," he said. "So we need to build tourism destinations as a whole, not just focus on managing scenic spots. We need to reform tourism management."