Drastic measures will be implemented to sanitize China's public toilets, according to Li Jinzao, head of the National Tourism Administration.
Li aknowledged that dirty toilets have been holding back China's reputation as a well-regarded tourist destination.
According to Li, a low regard for toilets is deeply rooted in Chinese culture, so much so that even to mention them is considered crass in civilized discourses.
"But toilet is not a byword for filth, nor is it a garbage dump. It ought to be where people go for relaxation and enjoyment," Li said.
He related that there were foreign tourists at the Three Gorges in central China in 2013 who were effusive in praising almost every aspect of China's tourist facilities and services, except the public toilets.
The shame evoked is further compounded by overseas trips that expose Chinese tourists to strict sanitation and hygiene of countries like Germany and Japan.
High standards can be seen even in the most unlikely places overseas.
Li recalled that in a visit to a remote beach resort in the Philippines several years ago, he was expecting a primitive latrine in a wooden hut only to be amazed at the polished marble tiles and a sparkling white porcelain toilet.
The NTA head also recommended that equal attention be paid to proper "toilet manners" as many Chinese wouldn't bother to clean up after themselves in public toilets.
Li pointed out that men using urinals can avoid leaving puddles on washroom floors if they do as suggested by the ubiquitous slogans plastered on toilet walls: "One small step forward, a big step toward civilization."