旅游业被认为是 2 1世纪最富活力的朝阳产业 ,但是传统旅游面临着多种困境 ,可持续旅游和生　　态旅游也面临着许多难题。所以 ,有必要提出“大旅游”的旅游发展理念。“大旅游”概念是一个具有开放性的多向互动的具有综合效益的整体系统 ,具体包括旅游客体、旅游主体、旅游中介多个系统 ,具有一种新的价值取向 ,谋求的是综合整体效益。 2 1世纪的旅游发展战略必须以“大旅游”概念为指导 ,实施政府主导下的发展战略。 Tourism is considered to be the most dynamic sunrise industry in the 21st century. However, traditional tourism is faced with many difficulties, and sustainable tourism and ecotourism also face many challenges. Therefore, it is necessary to put forward the tourism development concept of “big tourism”. The concept of “big travel” is an open and multi-directional interactive system with integrated benefits, including multiple systems of tourist objects, tourism agents and travel agents. It has a new value orientation and seeks to integrate the overall benefits . In the first century, the strategy of tourism development must be guided by the concept of “grand tourism” and implement the government-led development strategy.