On October 25th, 2018, sponsored by Shanghai PalmYou Science and Technology Co., Ltd. and undertaken by China Travel Agent Travel Trade Media, “Enabling Big Data, Talking about the Future of Cultural Tourism-the PalmYou Arrangement Cultural Tourism Big Data Forum 2018”, was held in the Four Points by Sheraton Shanghai Daning Hotel, more than 300 colleagues in tourism industry from home and abroad gathered in Shanghai to talk about the future of tourism big data. Prof. Yao Yanbo was invited to attend the forum and gave a keynote speech titled “Building Tourist-Friendly Destinations Based on Big Data”.

Prof. Yao Yanbo explained how to use big data to create tourist-friendly destinations in three aspects. First, whether the present destination is friendly to tourists? From the perspective of tourists and destination managers, he expounded the industry pain points of tourists' travel and management; second, what is the tourist-friendly destination? Tourist-friendly destinations mainly include convenient tourism information acquisition channels, distinctive tourism destination images, friendly tourism service facilities, and high-quality tourism services; third, he described the construction of tourist-friendly destinations based on big data around three stages of before-travel, in-travel and after-travel.

“PalmYou Arrangement Cultural Tourism Big Data Forum 2018” is in response to the Shanghai Municipal Committee’s call for “ standing on the strategic positioning of Shanghai’s development, focusing on improving quality, deepening great tourism, and strengthening advantages and features, to make tourism as a golden signboard of Shanghai Service”. We need to think about how to use big data to benchmark international standards, and to promote tourism enterprises to grow steadily. In this context, the forum themed with “Enabling Big Data, Talking about the Future of Cultural Tourism”, sponsored by Shanghai PalmYou Science and Technology Co., Ltd. and undertaken by China Travel Agent Travel Trade Media, came into being. Over 300 representatives of tourism organizations and business leaders from home and abroad conducted in-depth discussions on multiple hot topics such as tourism big data, integration of culture and tourism , and risk prevention and control of travel agent.