The market of tourists is an important prerequisite for the development of tourism. Therefore, the intangible and non transport
nature of the tourism product determines the importance of tourism
promotion and market opening up. This paper, based on the analysis of the status quo of the
market of foreign tourists in Yunnan and the consumption level of foreign tourists, advances some measures for the opening up of the market of foreign tourists in Yunnan. The measures are as follows: 1) stress tourism characteristics in Yunnan and create striking tourism image; 2) adjust the composition of tourists and attract tourists of high quality; 3) make full use of media and bring forth new ways of tourism promotion; 4) employ the laws of market economy and establish the opening up system of tourism market; 5) quicken the pace of opening up to the outside world and strengthen regional tourism cooperation; 6) apply modern science and technology and speed up the fostering of marketing personnel;7) improve the ability to open up the market of foreign tourists.