With a predicted global nursing shortage, ensuring the provision of quality healthcare has become a pressing concern. In China, these concerns include the need to produce nurses trained to a level to support advancing nursing practice and a healthcare system that supports the growth and retention of nurses in China. This paper argues that the standard of nursing education in China plays a crucial role in preparing graduates to meet the health demands of China's growing population and the role that China can play into the future in the global progression of nursing. Collaboration between nursing authorities, educators, and legislators is required to support the progression of nursing worldwide.
PurposeThis paper explores the role of traditional Chinese medicine (TCM) as a tourism recovery drawcard to boost China's inbound tourism after COVID-19.Design/methodology/approachThis paper employed a mixed method involving a cross-disciplinary literature review along with reflections from experts in TCM and health communication to inform tourism management. Specifically, this paper examines TCM and its potential benefits as a medical tourism drawcard to combat COVID-19. The selected literature focusses on the image and merits of TCM to frame how this medical philosophy can be used to position China as a tourist destination. Reflections on the use of TCM as a tourism marketing tool can guide promotional strategies from the Chinese government and destination managers during and after COVID-19.FindingsThe Chinese government, the tourism industry (e.g. destination managers), the media and tourists must focus on three aspects of the role of TCM: to provide medical benefits to travellers amid COVID-19 and beyond, elevate China as a destination for global medical tourists and be leveraged as a tool for economic recovery.Practical implicationsThe paper builds a tourism recovery framework for stakeholders to adopt tailored TCM communication strategies to boost its inbound tourism programme.Originality/valueThis paper is the first academic paper to review TCM comprehensively and critically in relation to China tourism and post-COVID-19 recovery measures.
