Since the merger of the former ministry of culture and the national tourism administration into the ministry of culture and tourism in 2018, the integration of culture and tourism has become a hot topic among government authorities, industry and academia. However, there are still many institutional obstacles to be overcome in the deep integration of culture and tourism in China. Moreover, one of the most important goals of cultural and tourism integration -- realizing the international development of cultural and tourism industry, has not been really brought into the mainstream issue by the government and all sectors of society.

Culture is the basic object of public service, and tourism should also be included in the public service guarantee system. Reading ten thousand books and traveling ten thousand miles are two basic ways for a person to improve self-cultivation through acquired experience. Therefore, it is an important mission of the modern society to provide and protect the basic rights and interests of the people with the pursuit of a better life. The premise of the charm of culture and tourism in the market and the development and growth in the industrial sense is to realize the integration and docking of the public service system and accelerate the exploration of the national park system. In our country, the public nature of culture has been paid attention to, but the understanding of the public nature of tourism is still insufficient, and overemphasis on its industrial attributes, and even some eager for quick success and immediate benefits, the performance is good mountains, good water and good humanities circle to earn monopoly interests, will eat, live, travel and entertainment into the tourism income.

The cultural and tourism industry is not only a green and environmental protection industry, but also an innovative industry to promote the employment of the country, spread the national image and enhance the cultural soft power. From the practice of countries or regions with good development of global culture and tourism, the comprehensive income of internationalization is an important indicator of whether cultural tourism can become a pillar industry. Cultural tourism is generally counted as service trade in the international market. The comprehensive income brought by international tourists and the foreign exchange income from cultural tourism products are typical economic benefits of cultural tourism. To look at from the dimension of the internationalization of China's tourism, although the tourism income together formed a huge economy, but if the visitors to leave the country with the international tourists consumption in our country the difference between the trade gap and related product or service will find that the development level of tourism industry in our country is a misfit. According to the United Nations world tourism organization, the total revenue of world tourism in 2017 was $1.34 trillion, of which Chinese tourists spent nearly $0.258 trillion. The United States is the country with the highest tourism revenue, about $0.2107 trillion. According to domestic statistics, 71.31 million outbound tourists visited China in the first half of 2018, up 15.0 percent from the same period in 2017. The number of inbound tourists was 69.23 million, down 0.4% year-on-year, indicating that the benefits brought by inbound tourism to China's economic growth are not commensurate with those brought by outbound tourism. From the perspective of trade in cultural services, in the first half of 2018, China exported us $3.29 billion of cultural services and imported us $14.04 billion of cultural services.

To effectively promote the integration of cultural and tourism, effectively improve the internationalization level and ability of the industry, is the current and future of China's cultural and tourism integration of the key proposition. Its scope involves many aspects, but the basic idea is to use through innovative and improve the quality of service to satisfy the domestic people's yearning for a better life, global visitors experience the Chinese cultural custom, consumption China tour products, create more employment opportunities for the Chinese people, the high quality of the power of China's economic development, fu can positively the international spread of Chinese culture. Specifically, in terms of culture, the first is to do a good job in protecting natural and cultural resources and providing relevant basic public services. Second, to protect citizens' basic cultural and tourism rights and interests. Third, we should continue to deepen the reform and opening up of the cultural tourism sector, promote and ensure the integrated growth of various market entities in the cultural and tourism industries, and encourage the development of the whole industry chain model of "cultural creativity + tourism services". Fourth, in the new era of globalization led by the "One Belt And One Road" initiative, we should enhance the value of tourism through culture and enhance the charm of culture through tourism.