The travel industry is a broad industry that includes major service industries such as tourism products, travel agents, destination marketing, suppliers, etc. (Knowles & Westcott, n.d. ). There is no universal definition to define tourism. However, Britannica interprets tourism as the ability to travel away from home to find relaxation, pleasure, engage in a service, or for recreational purposes (Walton, n.d.). Hotels, restaurants, attractions, events and conferences, and adventures are all examples of tourism sectors. The travel and tourism industry has a symbiotic relationship where both sectors rely on each other for success (Travel and Tourism Industry, n.d.). Every industry has a product or service that is sold. Unlike many other industries, travel and tourism products/services are intangible, meaning they cannot be touched. The success of a tourism product depends on whether it makes the customer feel good or not. People may love trying new things, but they may need motivation to purchase the intangible tourism product being sold, and this is where marketing comes in. In travel and tourism, marketing involves the use of strategic planning and development techniques to promote a destination or tourism-related product/service. Like travel and tourism, sales and marketing have a symbiotic relationship. Sales involve direct efforts to sell tourism products. Both sales and marketing work together to create and develop strategies to help the tourism product grow and generate revenue. To market successfully, marketers are required to conduct research. Marketers should determine both their target market and potential market. Like any other industry, there are some avoidable and unavoidable challenges. One of the biggest problems facing the travel and tourism industry is epidemics. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get Original Essay China is located on the Asian continent and covers 9,596,961 square kilometers of land and water, making the country the fourth largest nation in the world. China has 26 provinces, Beijing is the capital. China's overall population is 1.386 billion people. As of 2018, Beijing has 21.54 million people living in China. The currency of China is the Yuan Renminbi (CNY), more commonly known as Chinese money, which is equivalent to 0.14 of the US dollar. China is a country brimming with history dating back over 3,000 years, making the country famous for monuments that reflect the rich history. From the infamous Great Wall of China located on the northern borders, to the Forbidden City, home to thousands of historical antiques located in the country's capital, China has 55 world heritage sites (Top 6 Monuments of China, 2019). According to Statista, the tourism industry is one of the sectors that makes a substantial contribution to the global economy (Global Travel and Tourism Industry, 2018). Over the years, China has noticed the profitability of the industry and has used its resources to contribute to and benefit from the growing industry. Chinese people are earning more, which allows them to increase their spending and travel habits. In 2019, China ranked 4th in inbound tourist statistics, with revenue of $60.7 million (Mike, 2020). Unfortunately, epidemics have a negative effect on travel and tourism marketing in China because they disrupt markets and travel behavior patterns resulting in the decline of global travel,-19.