Are the scenic-area shuttle buses a convenience or a profit‑driven venture?

“Are scenic‑area shuttle buses a convenience or a profit‑driven scheme?” is a perennial topic of debate. During holidays, tourists frequently complain that some shuttle services charge exorbitant fares, impose long wait times, deliver a poor experience, and follow poorly designed routes. The original intent behind introducing shuttle buses in scenic areas was to protect the environment and enhance visitor satisfaction. To achieve this, scenic spots must implement measures such as optimizing dispatching, improving service quality, and setting reasonable fares, ensuring that these shuttles truly benefit travelers.

Is the gate getting farther and farther away?

These days, scenic areas are getting larger and larger, with their entrances often located far from the core attractions—this is a common observation among many visitors. Some destinations have relocated their visitor centers to peripheral locations, leaving their accompanying parking lots equally distant from the ticketing gates. As a result, shuttle services have become a standard ancillary offering at numerous sites.

During interviews, several tourism industry representatives told a China Tourism News reporter that relocating visitor centers should be assessed on a case-by-case basis, taking into account the specific circumstances of each scenic area. It is inappropriate to adopt a one-size-fits-all approach and assume that such relocations are deliberately undertaken solely to boost transportation revenues.

Zhang Xiaofeng, director of the Zhejiang Academy of Tourism Sciences, explained: “The relocation of visitor reception centers typically falls into three categories. For example, in scenic areas like Kanas in Xinjiang and Jiuzhaigou in Sichuan—both vast in size with widely dispersed attractions and lengthy sightseeing routes—shuttle buses operating between different access points are provided to enhance both ecological conservation and the visitor experience. Similarly, at sites such as the Mogao Caves in Dunhuang, Gansu, and the Terracotta Army at the Mausoleum of the First Qin Emperor in Xi’an, the large scale of the sites, coupled with stringent cultural‑heritage preservation requirements, necessitates locating visitor reception centers at a distance from the main entrance, requiring visitors to take shuttle services. A third scenario arises when there is no suitable construction land available near a scenic area; in such cases, a parking lot must be sited farther away, prompting the relocation of the visitor reception center accordingly.”

The circumstances of each scenic area vary widely, requiring a case-by-case analysis. During interviews, numerous operators noted that the issue of shuttle buses is closely linked to the challenge of parking. In the past, there were far fewer visitors, and even fewer driving tourists. As the self-drive tourism market has expanded, parking demand has surged, turning parking difficulties into a pressing concern.

Bi Donglin, general manager of the Zhangshiyan Scenic Area in Hebei Province, told reporters: “Our scenic area is characterized by continuous, terraced steep cliffs that stretch throughout, with towering mountains and deep valleys, making it impossible to build a large parking lot on site. To alleviate this challenge, in 2023, the Zhangshiyan Scenic Area coordinated with nearby villages to secure a land-use allocation for constructing a parking facility; accordingly, a shuttle service has been established and will be operated directly by the scenic area.”

Many operators note that some scenic areas, lacking any genuine need, deliberately relocate their visitor centers to remote locations, placing them far from the core attractions and thereby increasing tourists’ transportation costs.

Are prices getting more and more expensive?

Earlier, some netizens reported that visiting the Niubeishan Scenic Area in Sichuan not only requires a 160-yuan entrance ticket but also the mandatory purchase of an expensive shuttle‑bus pass, leading to the area being jokingly dubbed “Niubei Mountain—Expensive as Ox.” A staff member at the Niubeishan Scenic Area told reporters: “Currently, the entrance fee is 120 yuan, and the shuttle bus normally costs 80 yuan, though it’s temporarily free.”

Earlier, some travel bloggers complained that visitors to Qinghai’s Chaka Salt Lake had to pay 30 yuan for a shuttle bus. In response, the Ulan Chaka Salt Lake Scenic Area Protection, Utilization, and Management Committee issued an announcement stating that, in light of widespread visitor feedback and existing bottlenecks at the site, the 30-yuan fee for the tourist eco‑sightseeing shuttle at the Chaka Tourist Distribution Center has been abolished. Additionally, tour buses carrying 17 or more passengers will now be permitted to drive directly into the scenic area’s parking lot, while the committee is urging all scenic areas and service providers to enhance their service quality.

Shanxi’s Hukou Waterfall on the Yellow River had previously drawn complaints from tourists over the bundled sale of shuttle‑bus tickets. In response, a spokesperson for the scenic area explained that the online “ticket + shuttle” package was designed to offer visitors one‑stop service and streamline the ticket‑checking process. The景区 has since installed prominent notice boards at the visitor center, clearly displaying ticket prices and applicable discounts to enhance transparency and enable informed decision‑making. Reporters observed that the site now provides separate options for purchasing individual tickets as well as combined ticket–small‑transport packages. Additionally, rest areas and vantage points overlooking the Yellow River have been set up along the walking trails, allowing visitors to explore and enjoy the scenery at their own pace.

Zhan Dongmei, Director of the Research Management Department at the China Tourism Academy, stated: “Overall, at present, shuttle‑bus fares at China’s scenic spots are within a reasonable range. However, in some areas, due to inadequate planning or poor management, issues such as mandatory purchases still persist.”

“At present, many tourist‑oriented scenic areas have limited revenue streams beyond ticket sales, making it difficult to recoup their investment,” explained Bi Donglin. He added that current regulations prohibit ticket revenue from being counted as part of a listed company’s earnings, and that some attractions face constrained monetization options. To diversify their income, transportation services within the parks—such as shuttle buses and cable cars—have become key revenue drivers.

“You can’t expect a scenic area to immediately overhaul its shuttle‑bus services just because a tourist has posted online about issues. Decisions must be made after a comprehensive assessment of necessity and reasonableness. Tourism is an experience‑based industry; if visitors arrive in high spirits only to leave disappointed, it harms the destination’s brand and long-term sustainability,” said a well‑known head of a major scenic spot.

Is the experience getting worse and worse?

“If you’re traveling with elderly family members or young children, or if you’d rather not walk too much, the shuttle bus is a good option. But if you’re young and in good shape, I’d advise against buying a shuttle ticket—because after I did, I really regretted it,” said Wei Xiaonuo, a post‑2000s traveler. “My friends and I visited a spot in Shanxi, and one particular attraction was a must‑see. I splurged on a 15‑yuan shuttle ticket. Later, though, I realized the shuttle only runs from the boarding point to the first stop—a ride that takes less than five minutes. What’s more, once you enter the attraction’s main gate, there’s a temple at the end of two rows of pillars—well worth a visit. In the end, on the way back, we passed by a cultural‑creative shop, but taking the shuttle might have meant missing out on this interesting stop.”

“From the parking lot of a certain scenic area in Beijing to the entrance of the mountain, there are two options: either hike up the trail or walk to the shuttle‑bus stop and pay 10 yuan for a ride. The shuttle runs along a short route—just 300 meters—but it’s not accessible to wheelchairs, as the scenic area is built into the mountainside and lacks ramps for seniors and people with disabilities.” Ms. Wang, a visitor from Beijing, told our reporter that the lack of such facilities makes the site difficult to navigate for those with mobility challenges.

In Zhan Dongmei’s view, “the design of shuttle‑bus routes in scenic areas must comprehensively balance visitor experience, environmental conservation, and operational efficiency. Scenic areas should determine the demand for and frequency of shuttle services based on visitor numbers and their spatial distribution, analyze the locations of key attractions to ensure efficient connectivity, and take into account the needs of diverse visitor groups, such as seniors and persons with disabilities.”

Moreover, the stark seasonal differences in tourism lead to significant fluctuations in visitor numbers across different periods. During peak season, scenic areas often grapple with excessive visitor volumes and declining service quality. “Tourists prefer ‘fast travel, slow exploration’; well‑equipped attractions should adopt loop‑type routes to minimize redundant driving and boost efficiency. During peak periods, increase the number of vehicles and service frequencies, and leverage technologies like GPS to monitor vehicle locations in real time for flexible dispatching. Shuttle‑bus routes should extend to secondary attractions, offering visitors a wider range of sightseeing options.” In Bi Donglin’s view, this boils down to a shift in how scenic‑area management is approached.

“The reason tourists complain so much about shuttle buses at scenic areas is, at its core, a lack of a positive experience,” says Zhan Dongmei. She believes that visitors are willing to pay for products that deliver real value and meaningful experiences. The very complaints that tourists voice can serve as valuable touchpoints for the area’s improvement. Crucially, scenic spots must adopt the visitor’s perspective and approach service and management with care and dedication. At the same time, they should continue to innovate, offering tangible, immersive, and participatory experiences as well as creative cultural products.