As with many other industries, China is emerging as the great hope for a global tourism sector beset by challenges from recession to ash clouds and red-shirted uprisings.

In spite of their difficulties in other parts of the globe, most of the world's largest hotel chains have announced plans in recent weeks to expand significantly their presence throughout China, including in third and fourth-tier cities that most people outside the country have never heard of.

Marriott International, one of the world's largest hotel companies, expects to have 60 hotels open in China by the end of this year across six brands and will double that number to 120 properties within the next five years, JW Marriott Jr, chairman and chief executive, told reporters in Beijing this week.