The national Tourism Service Hotline 12301 Project was initiated by the China National Tourism Administration (CNTA) in 2008, and has been funded by the government. It is a nationwide tourism service platform for the administrative authority to strengthen public service functions, to integrate resources, and to improve the tourism environment. The project is focused on providing tourists from home and abroad with information services, with its basic services including assistance including inquiries, complaints, and tips.

On August 1, 2008, the CNTA held the Tourism Service Hotline 12301 Get-through Ceremony in Beijing. Since then, the system has run well, as telephone calls have noticeably increased, operators dealing with tourists’ basic inquiries effectively, with good attitude, appropriate speech, and rich tourism information. So far, the project has made remarkable achievements with all sides’ joint efforts.

At present, many provinces and cities are taking active acts to complete the project, among which some have finished the application record of the number and received local governments’ supporting funds. Some are actively applying to get through the hotline. Catching the opportunity of the 12301 public service platform development, some provinces have made breakthroughs in information structure, formation, capital and laid a foundation for the following all-out promotion.