Recently, the Beijing Municipal Bureau of Culture and Tourism and other departments jointly released the "Special Action Plan for Optimizing Inbound Tourism Services in Beijing", which introduces 22 practical measures in four aspects: product, promotion, service, and guarantee, providing reference for building a new ecology of inbound tourism that is "pleasing to the near and welcoming to the far". This action plan not only reflects the systematic thinking of urban governance on the development of inbound tourism, but also echoes the current needs of domestic and international economic development. In the current era of vibrant cultural and tourism consumption, how to make China's cultural and tourism market more internationally attractive is an important issue related to high-quality economic and social development. Tourism breaks down barriers of language, culture, and geography, and is the most natural and sincere way of connecting people. Providing excellent inbound tourism services is a vivid manifestation of China's high-level opening up to the outside world, a realistic path to activate global traffic, introduce international increment, and promote cultural exchange. It also helps to showcase the profoundness of China's excellent traditional culture and create more opportunities for telling the story of China well. Data shows that in the first five months of this year, the total number of foreigners entering Beijing port was 1.21 million, an increase of 40% over the same period last year. Among them, 690000 foreigners enjoyed visa free and transit visa free policies, twice as many as the same period last year. The growth of numbers has witnessed the strong development momentum of China's tourism market and its profound attraction to foreign tourists. A convenient entry mechanism is key for cross-border tourism. As of now, China has signed various visa free agreements with 157 countries, implemented unilateral visa free policies for 47 countries, and extended the duration of transit visa free stay in 54 countries to 240 hours. The level of facilitation of inbound tourism services continues to improve. The service experience determines the temperature of tourism. Key details such as smooth customs clearance, convenient payment, and timely tax refunds leave a good impression on inbound tourists. In recent years, cities such as Beijing and Chengdu have optimized their overseas bank card payment and "buy and refund" tax refund policies, upgraded their tourism hub connection systems, and combined AI translation and navigation platforms to achieve language barrier free communication. These seemingly insignificant services are precisely the most intuitive manifestation of cultural and tourism soft power. In addition, the cultural soft environment is also a key factor influencing tourists' willingness to come. Foreign tourists not only want to see the scenery, but also want to understand how Chinese people live. The Forbidden City, Stone Forest, Erhai Lake, Tulou, Ancient Alley... These traditional and modern elements together form a vivid image of China. Inbound tourism is a two-way journey of "human fireworks" and "international traffic". In recent years, tourism consumption has become an important manifestation of the upgrading of residents' consumption structure. More and more people are willing to pay for experiences and culture. Taking policies as a guide and actively creating a new ecology of cultural tourism is a positive response to this consumption trend. Encouraging tourists to stay and be willing to consume relies not only on policies and resources, but also on "human touch". From the welcome slogans at the airport, to the enthusiastic volunteers at the alley entrance, from the convenient tax refund app, to the hot snacks at the night market, these small experiences constitute warm memories of human fireworks and also stimulate tourists' willingness to consume. In addition, first tier cities such as Beijing and Shanghai are not only the embodiment and representative of Chinese cultural symbols, but also the bridgehead of China's opening up to the outside world. Building a new ecology for inbound tourism requires not only waiting for tourists to come, but also taking the initiative to "go out" and shape a good image. For example, using social media platforms such as short videos to create urban tourism "internet celebrity" routes is not only a cultural output, but also an effective way to explore the consumer market. From "seeing the scenery" to "seeing China", tourism is not only an economic activity, but also a window for national image and an important way for the world to understand China. The shift in demand from casual observation to immersive experience has pointed out the direction of transformation for the supply side of tourism products. Relevant departments and market entities should form a joint force and work together for a win-win situation, promoting the multidimensional integration of "scenic spots+cities", "festivals+consumption", and "culture+technology". There are several key points that urgently need to be broken through in creating a new tourism ecosystem. In terms of products, create more inbound tourism products that are rich in cultural depth and immersive experience. In terms of communication, actively building an international communication matrix, innovating communication discourse and methods, and telling Chinese stories well from the perspective of tourists. In terms of service, we will accelerate the construction of a "one-stop" entry service system, making payment, accommodation, transportation, and guidance more friendly. Of course, mechanism guarantee is also very necessary. Strengthening the collaborative mechanism of "tourism+diplomacy+industry", incorporating inbound tourism into the city's internationalization strategy and promoting it comprehensively, may gain greater development momentum and vitality. At present, inbound tourism is not just a consumption issue, but also a comprehensive presentation of a country's dissemination, influence, and affinity. Let us work together to promote tourism as a "window industry" of national soft power, and make it a "golden bond" for cultural exchange and mutual learning. (New Society)