China sees slow growth of foreign visitors in 2013

Many Chinese cities are seeing rising pollution levels due to a combination of weather conditions and an increase in the burning of coal for municipal heating systems. That's been bad news for the country's tourism industry, which is trying to woo foreign visitors back to what's being called 'Beautiful China'.

The Forbidden City, once the Chinese Imperial Palace, is barely visible, shrouded in pollution.

Even in the summer months a heavy fog swirled around the historic compound.

China has the world's largest outbound tourism market, but in recent years it has seen slowing growth in the number of foreign visitors.

In the first seven months of 2013, nearly 15 million overseas tourists visited China, 5 percent fewer than the same period in 2012.

The slowdown in visitors is being felt most by those who make a living from the tourism industry.

"There have been fewer foreign tourists in the past two years, especially tourist groups from Europe and the US, they have all decreased. I hope they can bring more foreign tourists to Beijing. The more tourists, the more money I can make." said tricycle wheeler Wang Hongwei.

China's tourism authorities are now trying to lure back visitors with their global branding campaign "Beautiful China" to attract tourists from overseas, particularly those from Europe and North America.

But many, while having fallen for China's charms, are not bowled over by the "Beautiful China" branding:

"That's not a branding that fits China, and also, it's very bland. In other words, it's been used by many other places in the world. Said Alastair Morrison, president of International Tourism Studies Association.

Tourism officials in Shandong province, home of Confucius' birthplace and Tsingtao beer, is working with Google to act as a digital consultant to improve its advertising reach.

Following the example, some Chinese provincial and local governments are connecting with potential visitors abroad.

The advertising has won over tourists from the UK.

"I needed somewhere that was very tourist friendly and the south-west of China is very geared to that and lots of Chinese that are still in their ethnic groups and they're very happy and welcoming there." Said UK tourist Andrea Liu.

Travel and tourism generated nearly 9 percent of China's GDP in 2011, mostly propelled by its huge domestic market. China's tourism industry will be hoping the positive message will get across to others as they look to book their trips abroad for 2014.