Local tourism authorities across China have stepped up enforcement efforts to stop illegal and dishonest practices in the tourism industry, aiming to protect travelers' rights and promote sustainable tourism development.

Hainan province, one of China's top tourist destinations known for its tropical scenery, reported a case on Sunday involving an unregistered yacht rental in the resort city of Sanya.

The case surfaced after travelers shared their experience on Xiaohongshu, or RedNote, a Chinese lifestyle platform.

According to a government release, three travelers booked a yacht tour in Sanya for 2,000 yuan ($245) through a middleman surnamed Liu on Feb 9. After their trip, they complained online on Feb 11 about their poor experience. Following an investigation, authorities ordered Liu to return his commission fee to the travelers.

The yacht company, Sanya Jijiu Yacht Company, was found to have used an unregistered yacht and has had its operations suspended for 15 days, according to the administrative enforcement bureau of the Hainan Department of Tourism, Culture, Radio, Television and Sports.

The bureau has urged other yachting companies in Sanya to ensure compliance with regulations and prevent unregistered yachts from being used for rentals. It also required companies to sign written contracts with travelers to clearly define the rights and responsibilities of both parties.

Meanwhile, authorities in Sichuan province have taken a zero-tolerance approach to violations of travelers' rights.

In a case reported on Sunday, a traveler posted a video on Douyin, China's version of TikTok, alleging that a tour guide pressured travelers into shopping by stopping their bus in a remote, snow-covered area.

The tour group of 25 travelers was on a three-day trip from Chengdu to the Aba Tibetan and Qiang autonomous prefecture from Feb 3 to 5. Their contract with the travel agency included designated shopping stops, and the group spent a total of 980 yuan at one of the stops on Feb 4.

The bus stopped for 25 minutes in a mountainous area on the morning of Feb 5 before continuing to other shopping points, where no additional purchases were made.

Authorities said the tour guide and bus driver are currently working with another group and will be investigated once their tour ends.

These cases reflect China's ongoing efforts to regulate the tourism market and enhance travelers' experiences by cracking down on illegal and unethical practices.

The Ministry of Culture and Tourism launched a campaign last year to enforce tourism regulations and publicly named dozens of companies for violations such as luring travelers with deceptively low prices, forcing shopping or operating international tours without proper qualifications.

In early 2023, the ministry issued a notice urging local authorities to improve tour guide services, crack down on illegal business practices and better handle tourism disputes to enhance the overall travel experience.

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