Li Jinzao

Chairman of Chinese National Tourism Administration (CNTA)

Li Jinzao is Chairman of China National Tourism Administration and Chairman of Association for Tourism Exchange across the Taiwan Straits. He is a representative of the 16th and 17th National Congress of the Communist Party of China, a deputy to the 9th, 10th and 11th National People’s Congress of China and a member of the 9th All-China Youth Federation.

Li Jinzao has rich experience in working with both central and local governments. He graduated in 1988 from the Graduate School of China’s Academy of Social Science with a PhD Degree in Economics. After his graduation, he worked with the Research Institute for Fiscal Science (RIFS) of the Ministry of Finance of China and the Department of Restructuring and Regulation, National Planning Commission of China, with a special focus on macro-economic research and structural reform. In 1996 he was appointed Vice Mayor of Guilin City, a popular tourist destination for its picturesque landscape and then promoted to Mayor and then to Secretary of the Municipal Party Committee of Guilin and worked in that capacity until 2002. In his years working in Guilin, he played the vital role in the construction of a great number of tourism and municipal infrastructure projects, the most typical of which is the city’s scenic water system named “two rivers and four lakes”, giving a completely new outlook to the city and laying down a solid foundation for its transformation into a world-renowned tourism destination. From 2003 to 2011, Li Jinzao worked in different capacities in Guangxi Zhuang Autonomous Region, which lies in Southwestern part of China, as Chief of the Development Planning Commission, Director of the International Expo Affairs Bureau and Executive Vice Chairman of the People’s Government of Guangxi, and organized a series of large events including 6 consecutive China-ASEAN Expos and China-ASEAN Commerce and Investment Summit, which contributed to Guangxi’s opening-up to the outside world.

In October 2011, nominated by China’s leadership, Mr. Li returned to Beijing and took the office of Vice Minister of China’s Ministry of Commerce. His portfolio included commerce development and reform, foreign aid and the work of economic and trade cooperation with other countries under the “Belt and Road Initiatives”.

In October 2014, he was appointed Chairman of China National Tourism Administration. Upon taking office, he put forward the “515” strategy for China’s tourism development – focusing on the 5 objectives, namely, promoting travel etiquette among tourists, upholding market order, making travel and tourism safer and more convenient, and contributing to the national economy and the improved living standard of the people, 10 major tourism campaigns including “toilet revolution” and 52 supporting measures. To meet the demands of a mass tourism era, as well as to promote a comprehensive tourism management and development, in 2016, Mr. Li proposed to “promote the transformation of inland tourism from scenic tourism model to all-region tourism model”.