Although I have been studying in a foreign university for several years, I miss and pay attention to my hometown Yunnan, especially Yunnan tourism. This summer vacation, I took the opportunity to go back to Kunming for a holiday and run in the province. While indulging in the beautiful scenery, I also saw some problems. This time I took the Dali-Lijiang-Shangri-La boutique route. Most people in our group are tourists from outside the province. During the whole trip, while admiring the beautiful scenery of Yunnan, they also spoke frankly about the problems existing in Yunnan tourism. Through observation and communication with them all the way, to sum up, the main problems I found are as follows:

First, the degree of development of tourism resources in Yunnan is uneven, and some places are overexploited and lose their unique charm. The most typical one is Old Town of Lijiang, which has completely turned into a tourist commodity street. The commercial atmosphere has replaced the quaint cultural atmosphere, and the noise has drowned the tranquility of the ancient snowy mountain city. The development of northwest Yunnan and other places is far from enough, and many scenic spots are too rough and artificially carved. Second, the tourist attractions are single and the playability is poor, so it is difficult to retain tourists. At every scenic spot, travel agencies often put passengers down to take some photos and drag them on the road. A typical "visit here" can only "see" but not "play". I made a rough calculation all the way, and at least half of the travel time was bumpy, tired and hurried in the car, which greatly reduced the fun of traveling. Third, many scenic spots are poorly managed and damaged to varying degrees. Bitahai in Shangri-La was seriously damaged, and lakes such as asphalt road and Chengjiang in Dali ancient city were polluted to varying degrees. Fourth, the publicity is not enough. Mainly manifested in the obvious lack of investment in Yunnan tourism publicity, publicity is concentrated in hot spots such as Lijiang and Shangri-La, most of which are still unknown, and foreign tourists have only an incomplete and vague impression of Yunnan tourism.

In view of the various problems existing in Yunnan's tourism industry, I think the main countermeasures are as follows: First, increase investment and give a certain tilt in policy. Second, carry out in-depth and sustainable development of tourism resources to realize the sustainable utilization of tourism resources in Yunnan. Third, strengthen the management of Yunnan tourism brands with modern management science. Fourth, make use of Yunnan's tourism advantages to develop Yunnan's tourism resources. For example, using neighboring countries in Southeast Asia to cooperate in transnational tourism. Fifth, increase publicity to improve the visibility of Yunnan tourism. If we can publicize the momentum and investment of Real Madrid in Kunming and Yunnan tourism with the help of various domestic and foreign media, Yunnan tourism will definitely go abroad with a clear and attractive image. Yunnan is rich in tourism resources. "Three Parallel Rivers" has just been successfully declared as a world heritage site, and Yunnan has a bright tourism prospect. If we take this opportunity to solve the problems that hinder the development of tourism one by one and take various measures to improve the comprehensive strength and brand value of Yunnan tourism, Yunnan tourism will definitely go up a storey still higher.