| Tibet as the highest plateau in the world and largest Tibetan community, endowed with unique natural landscape and human culture, is becoming one of the most popular tourist destinations in the world. Xiya Travel Agency (XTA) established with the booming development of Tibetan tourism industry focuses on Exploration Tour (ET) without a good profit due to some limitations of infrastructures and its uncompetitive marketing strategies.According to the environment analysis and a market survey, this study shows that XTA has a good market opportunity but it should adjust its products and marketing strategies because its ET is unsafe, time-consuming and costly. I propose that XTA should adjust its main business from ET to a regular sight-seeing tour including some ET features and focus on young travelers between the ages of 25-45 years old with university degrees in eastern modern metropolises such as Beijing, Shanghai and Guangzhou. It should select several classical itineraries, establish secured service systems extending to conference service, reduce the total number of management personnel at Lhasa headquarters, increase marketing personnel, and establish representative offices in Beijing, Shanghai and Guangzhou. XTA should try to establish a cooperative relationship with government offices, universities, Labor Unions, communities and by direct marketing and profit sharing.This study makes efforts in establishing a universal making model that is easy to operate, employing 4P's marketing strategies for the business operations of XTA based on its own characteristics.
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