In 2017, mainland Chinese made more than 130 million outbound trips, a 7 per cent increase from 2016. The Chinese government is aware of the negative image of Chinese tourists and has become concerned about the wider impact on the image of the country. It began to roll out measures to try to change this public perception. In 2013, it issued guidelines for “civilised travel” for its citizens. In 2015, the now dissolved China National Tourism Administration published a blacklist of travellers guilty of uncivilised behaviour to name and shame them. The administration, now merged into the Ministry of Culture and Tourism, encouraged Chinese citizens to take photos or videos of any inappropriate behaviour they spotted and pass it on to the authorities.
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