Abstract: This paper employs a data envelopment analysis (DEA) method and principal component regression (PCR) to analyze the technical efficiency of China’s regional tourism industry and its determinants, including 30 provinces (municipalities). It reflects the current development pattern of the domestic tourism industry and regional difference. It is found that the total efficiency level of central region is higher than the east and west region, while the pure technical efficiency is still the highest in the east. It is because of the unreasonable resources allocation, and the implement and deepening of the integrated cooperation of the regional tourism are extremely urgent. It also shows that the media reported and the technical efficiency are highly related, and the traveling propaganda and the region cooperation should be the key point in the work of the related government departments.