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Chinese travel agencies are trying their best to make a fortune during the next so-called golden week as the National Day holidays approach.
As one of the sectors hit the hardest since late spring by the outbreak of SARS, the tourist industry's eagerness to make up for part of its losses is fully understandable.
It is estimated that the sector as a whole will suffer the enormous loss of 270 billion yuan (US$32.5 billion) this year due to the impact of SARS.
Apart from the National Day golden week at the beginning of October, there are golden weeks for May Day and Spring Festival.
The commercial benefits used to be all too obvious as hundreds of million of people flooded into shops and tourist sites during these periods.
However, this year's May Day holidays were an unprecedented nightmare for China's tourism sector. The SARS epidemic confined most people to their homes. A few brave people who ventured out marveled at the serenity of the famous scenic spots that were supposed to be packed with people during any holidays.
Following the announcement of the country's initial triumph over the potentially fatal epidemic in late June, the restaurant sector - also hit hard by SARS, responded quickly to make the most of a great surge in pent-up demand by providing customers with better ventilation and sanitary conditions.
The National Day holidays will undoubtedly offer tourist agencies a much-needed chance to recoup their losses.
The coming golden week will also serve as a litmus test for the tourism sector's ability to adapt to the increased requirements for public health.
The country's health authorities have been preparing preventive measures in case of a possible relapse of SARS this winter and next spring.
The tourist sector must ensure adequate sanitary standards for tourists in terms of travel, dining and accommodation.
Moreover, tourist agencies' eagerness to make a profit should not be interpreted as an excuse to cut corners on service.
After all, their survival hinges upon their ability to give tourists value for money.
(China Daily September 8, 2003)
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