Mission Statement, Vision, & Core Values (2026) of China Cyts Tours Holding Co., Ltd.

Born in 1980 and now steward of UNESCO-listed Wuzhen Water Town, China CYTS Tours Holding Co., Ltd. stands as a pillar of Chinese tourism-serving over 68 million travelers annually and holding the nation's sole Tourism Industry Quality Award while acting as Vice President of the China Tourism Association; driven by a mission to deliver high-quality, affordable trips with an 85% customer satisfaction index, CYTS poured RMB 500 million into technology and digital marketing in 2022, won the Green Travel Award for sustainability, forged 200+ strategic partnerships, and set targets such as a planned 20% increase in international packages for 2023 as it pursues a vision aligned with China's 14th Five-Year Plan to innovate, globalize, and fuse traditional culture with modern travel experiences-read on to explore how its mission, vision, and core values of innovation, customer-centricity, collaboration, sustainability, and integrity translate into concrete strategies and measurable impact

China Cyts Tours Holding Co., Ltd. (600138.SS) - Intro

• Founded: 1980
• Annual tourists served: >68 million
• Listed: Shanghai Stock Exchange (600138.SS)
• Flagship cultural asset: Wuzhen Water Town (UNESCO-listed heritage destination management)
• Industry recognition: Recipient of China's Tourism Industry Quality Award; Vice President of the China Tourism Association

• Business segments: Domestic & inbound tourism, outbound tourism, hotels & resorts, MICE, ticketing & transportation, logistics, online travel services, tailor-made & luxury travel.
• Geographic reach: Major Chinese cities and international presence across Asia, Europe and North America through partnerships and branch offices.

• Mission - Serve travelers with professionalism and cultural stewardship: deliver safe, high-quality travel services while preserving and promoting cultural and natural heritage.
• Vision - To be a globally respected Chinese tourism champion that blends heritage conservation, hospitality excellence and digital innovation to create lifelong travel experiences.
• Core values - Customer-first service; cultural respect and conservation; innovation and digital transformation; operational excellence; sustainable and responsible tourism.

• Digital transformation: ongoing investment in online platforms, mobile booking and data analytics to increase direct-sales penetration and improve margins; target to grow online bookings by double digits year-on-year.
• Asset-light expansion: shift toward management and franchising of hotels and scenic spots to optimize capital efficiency and ROE.
• Cultural tourism leadership: continued investment in Wuzhen and similar heritage assets to boost visitor yield and off-season occupancy rates.
• Sustainability: implement green operations across hotels and scenic sites with measurable energy and water reduction goals.

• Industry leadership: Vice President role in the China Tourism Association underscores CYTS's influence on national tourism policy and standards.
• Quality credentials: recipient of China's Tourism Industry Quality Award - used as a benchmark for service and operational quality across the group.

China Cyts Tours Holding Co., Ltd. (600138.SS) - Overview

Mission: China Cyts Tours Holding Co., Ltd. (600138.SS) delivers high-quality, affordable travel experiences designed to create positive impacts for customers and the environment. The company prioritizes customer satisfaction, continuous technological investment, sustainable operations, and international expansion while strengthening inbound tourism capabilities.

• Customer satisfaction index: 85% (reported through implemented feedback mechanisms).
• Technology & digital investment: >RMB 500 million allocated in 2022 for platform upgrades and digital marketing.
• Sustainability recognition: Recipient of the 'Green Travel Award' in 2022 for carbon-reduction initiatives.
• International expansion target: Increase international travel packages by 20% in 2023.

Vision

To be the leading integrated tourism service provider bridging Chinese outbound travelers and a sustainable global travel ecosystem, while becoming a recognized inbound-tourism facilitator for China.

Core Values

• Customer-first: use feedback loops and NPS-style tracking to refine services (current satisfaction index 85%).
• Affordability with quality: balance price sensitivity of mass-market travelers with curated service standards.
• Innovation: sustained capex into digital platforms and new service lines-RMB 500M+ in 2022.
• Sustainability: operational carbon-reduction programs and award-winning green practices.
• Global-mindedness: expand international packages and multilingual inbound capabilities.

Operational and Strategic Metrics

Key Initiatives Driving the Mission

• Digital transformation: platform UX redesign, CRM upgrades, and targeted digital marketing financed by the 2022 investment pool.
• Sustainable operations: route optimization, supplier sustainability standards, and carbon-offset partnerships that supported the Green Travel Award win.
• Product diversification: broadened international package roster (20% expansion target) and new experiential offerings to capture outbound demand.
• Inbound capacity building: development of multilingual booking interfaces and systematic guide training programs to support inbound tourism growth aligned with national priorities.

Further investor-focused context is available here: Exploring China Cyts Tours Holding Co., Ltd. Investor Profile: Who's Buying and Why?

China Cyts Tours Holding Co., Ltd. (600138.SS) - Mission Statement

• Deliver world-class integrated tourism services spanning travel agencies, destination management, hotels & resorts, and cultural travel experiences.
• Scale brand influence through strategic alliances, M&A, and channel diversification (online platforms, B2B partnerships, and global distribution networks).
• Prioritize innovation in product customization, data-driven personalization, and smart-tourism technologies to meet evolving traveler expectations.
• Commit to sustainability by integrating low-carbon practices, local community engagement, and protection of cultural heritage into tour operations.
• Lead inbound tourism revival in China by tailoring services for international travelers, improving multilingual service capabilities, and elevating service standards.

• Becoming a world-class integrated tourism service provider offering comprehensive and innovative travel solutions across leisure, cultural, MICE (meetings, incentives, conferences, exhibitions), and inbound tourism.
• Enhance brand influence and leverage strategic partnerships to expand service offerings and geographic reach domestically and internationally.
• Drive high-quality development with a focus on sustainability, digital transformation, and product diversification consistent with the 14th Five-Year Plan priorities.
• Continuously adapt to international traveler preferences by offering personalized and culturally immersive travel products that integrate traditional Chinese culture with modern travel experiences.

• Expand customized product lines: FIT, family, cultural-heritage routes, premium experiential travel and MICE solutions tailored to domestic and international clients.
• Digital ecosystem buildout: CRM-driven personalization, mobile booking, AI-assisted itinerary design, and data analytics to increase per-customer yield and repeat rate.
• Asset-light plus selective asset-heavy strategy: combine O2O travel distribution with targeted investments in strategically located hotels/resorts and cultural sites.
• Sustainability KPIs: energy use reduction targets, local supply-chain sourcing ratios, and community-engagement benchmarks for new destination projects.

• Alignment with China's 14th Five-Year Plan: contributing to domestic consumption growth, rural and cultural tourism development, and green transformation of the tourism industry.
• Responding to inbound opportunity: as international travel demand rebounds, the company aims to capture higher-margin inbound segments through partnerships with overseas tour operators and global distribution channels.
• Financial resilience: balancing revenue recovery (targeting multi-year return to pre-pandemic revenue levels) with margin improvement through product mix optimization and cost-control initiatives.

China Cyts Tours Holding Co., Ltd. (600138.SS) - Vision Statement

• Innovation: Fostered through R&D in digital travel platforms, AI-driven itinerary customization, and expanding experiential tourism products.
• Customer-centricity: Service design and operational KPIs prioritize Net Promoter Score (NPS) improvement, repeat-customer rates, and real-time feedback loops.
• Collaboration: Built on more than 200 strategic partnerships with local governments, hospitality providers, transport operators, and cultural institutions.
• Sustainability: Integrates low-impact travel offerings, conservation partnerships, and measurable carbon-reduction goals across operations.
• Integrity & Respect: Corporate governance, supplier codes of conduct, and transparent reporting underpin trust with customers and regulators.
• Excellence: Continuous improvement via staff training, service benchmarks, and quality audits to exceed industry standards.

Key quantitative indicators that anchor the vision and illustrate CYTS's scale and performance:

• Operational focus areas: digital transformation of booking channels, expansion of inbound and outbound experiential itineraries, and development of eco-friendly resort and leisure assets.
• Sustainability targets: reduce per-customer carbon footprint via greener transport options, partner with local conservation projects (e.g., reforestation initiatives amounting to 120,000 trees planted to date), and implement waste-reduction measures at owned properties.
• Customer metrics to track vision progress: NPS, repeat-customer rate (target >30%), average revenue per user (ARPU), and on-time service delivery rate (>98%).

Governance and ethical practices align with the vision through strengthened board oversight, compliance programs, and transparent stakeholder reporting that support long-term trust and resilience.

Further context on history, ownership and mission can be found here: China Cyts Tours Holding Co., Ltd.: History, Ownership, Mission, How It Works & Makes Money