According to the authority, the total number of overseas tourists had been overall declining slightly from the year 2007 through 2014. Here are some possible reasons. First, due to RMB appreciation and the fluctuation of the exchange rate, the cost for travel to China goes up, and many potential visitors are thus turning to other destinations. Second, the economic recession in European and American countries leads people to spend less money in traveling while European and American guests contribute a large proportion to the country's inbound market. Third, the traditional travel itineraries and products lack novelty and competitiveness. Fourth, compared with other countries, Chinese authorities invest less effort in promoting inbound travel products. Fifth, the decline of the country's national image caused by corruption and other factors has had an adverse impact on inbound market. And last but not least, air pollution and food security problems arising in recent years cause some foreign visitors to worry about the travel conditions and cancel their plans for China.