中國重返國際市場了嗎？多久以及達(dá)到何種程度？新時代會是什么樣子？我們應(yīng)該如何準(zhǔn)備？可持續(xù)發(fā)展如何與之契合？

Is China back in the international market? How soon and to what degree? What does the new era look like? How should we prepare for it? Where does the sustainability piece fit in the puzzle?

最近一場“2023年中國游客網(wǎng)絡(luò)研討會”探討了這些問題。該研討會由Tourism Webinar舉辦，吸引了世界各地的專家級發(fā)言人和與會者，包括聯(lián)合國世界旅游組織前秘書長塔勒布·瑞法依博士和世界旅游及旅行業(yè)理事會首任總裁Geoffrey Lipman。

The recent “China Tourists 2023 Webinar” addressed these questions and more. Presented by Tourism Webinar, the event attracted high-level speakers and attendees worldwide, including former UNWTO Secretary-General, Dr. Taleb Rifai and first WTTC President, Geoffrey Lipman.

Reza Soltani 博士組織了此次活動。Soltani 之前從事國際會議業(yè)務(wù)，疫情期間在比利時創(chuàng)辦了旅游網(wǎng)絡(luò)研討會，此后舉辦了50多場網(wǎng)絡(luò)研討會和專題討論會，涉及廣泛的主題。

Dr. Reza Soltani organized the event. Previously engaged in international conference business, Soltani founded Tourism Webinars based in Belgium during the pandemic and has since produced over 50 webinars and symposiums with a broad range of topics.

行業(yè)專家王立基教授為網(wǎng)絡(luò)研討會開場。他是總部在德國的中國出境旅游研究所（COTRI）的創(chuàng)始人兼首席執(zhí)行官。在長達(dá)45年的時間里，王立基深入融入進(jìn)中國旅游業(yè)，見證了中國出境旅游業(yè)從起步到頂峰和低谷的發(fā)展。

Industry expert, Prof. Dr. Wolfgang Georg Arlt kicked off the webinar. He is the Founder and CEO of the China Outbound Tourism Research Institute (COTRI) based in Germany. Deeply involved in the Chinese tourism circle over a 45-year span, Arlt has seen China’s outbound tourism development from its infancy to its pinnacle and rock bottom.

王立基介紹了三年疫情期間中國旅游業(yè)的舉措。COTRI預(yù)測2023年通過邊境口岸出入境人員將達(dá)到約1.1億人次，2030年約為2.28億人次；其中約50%將訪問香港特別行政區(qū)、澳門特別行政區(qū)和臺灣。

Arlt gave a recount of China’s travel industry practices during the three-year pandemic. COTRI forecasts about 110 million outbound border crossings in 2023, and about 228 million in 2030; About 50% of the trips would be visiting Hong Kong SAR, Macau SAR, and Taiwan.

王立基和Gary Bowerman最近共同撰寫并出版了《2023年中國出境旅游手冊：88種應(yīng)對新一波中國游客的實用方法》一書。Bowerman是Phocuswright的亞洲旅游分析師、Check in Asia總監(jiān)，也是東南亞旅游秀播客的聯(lián)合主持人。他討論了這本書的更多細(xì)節(jié)。

Arlt and Gary Bowerman recently co-authored and published the book, China Outbound Tourism Handbook 2023: 88 Practical Ways to Prepare for the New Wave of Chinese Visitors. Bowerman is an Asia Travel Analyst for Phocuswright, Director of Check-in Asia, and Co-host for the South East Asia Travel Show podcast. He discussed more details of the book.

2023年中國游客網(wǎng)絡(luò)研討會的其他發(fā)言人包括來自老撾、不丹、馬來西亞等的地區(qū)專家。尼泊爾旅游局的Shradha Shrestha介紹了“尼泊爾準(zhǔn)備好迎接中國”倡議，這是一項整合G2G、B2B、B2C和C2C的營銷方式。

Other speakers at the Chinese Tourists 2023 Webinar included regional experts from Laos, Bhutan, Malaysia, etc. Shradha Shrestha with Nepal Tourism Board introduced the “Nepal Ready for China” initiative, which is an integrated G2G, B2B, B2C and C2C promotional approach.

Destination Mekong首席執(zhí)行官Cathy Germier Hamel代表六個國家的組織發(fā)言。她強(qiáng)調(diào)，目的地需要注重價值而不是數(shù)額，質(zhì)量而不是數(shù)量。她表示，湄公河地區(qū)一直在努力為中國游客提供更好的探險旅行/生態(tài)旅游、文化遺產(chǎn)旅游、社區(qū)旅游等服務(wù)。

Cathy Germier-Hamel, CEO of Destination Mekong, based in Cambodia, spoke on behalf of the seven countries/regions organization. She emphasized that destinations need to focus on value over volume, and quality over quantity. She shared that the Mekong region has been working on better offerings in adventure travel/ecotourism, cultural heritage tourism, community-based tourism, etc. to Chinese visitors.

香港理工大學(xué)SHTM的Haiyan Song教授指出，2019年中國出境旅游占全球旅游支出的近20%。他介紹了中國前往亞洲國家/地區(qū)的出境旅游分析以及零售支出，并預(yù)告將于幾個月后發(fā)布的與WTTC關(guān)于全球旅游零售的聯(lián)合研究項目。

China’s outbound tourism accounted for nearly 20% of global tourism spending in 2019, cited by Professor Haiyan Song of SHTM, HK Polytechnic University. He presented the analysis of China’s outbound travel to Asian countries/regions along with retail expenditures, and he brought attention to a joint research project with WTTC on global retail tourism to be released in several months.

國際航空運(yùn)輸協(xié)會（IATA）前執(zhí)行董事、SUNx Malta現(xiàn)任總裁Geoffrey Lipman對在推動經(jīng)濟(jì)發(fā)展的同時涉及可持續(xù)性問題發(fā)表了強(qiáng)烈意見。作為可持續(xù)旅游全球中心特使和新的旅游業(yè)氣候變化專門委員會（TPCC）的負(fù)責(zé)人，Lipman敦促旅游業(yè)確保預(yù)測的增長在符合可持續(xù)發(fā)展目標(biāo)的意義上是可持續(xù)的，并支持巴黎協(xié)定將全球升溫限制在攝氏1.5度的目標(biāo)。

Former Executive Director of IATA and current President of SUNx Malta Geoffrey Lipman, spoke strongly about sustainability while driving economic terms. As an Envoy for Sustainable Tourism Global Center and lead for the new Tourism Panel on Climate Change (TPCC), Lipman urged the travel industry to ensure that predicted growth is sustainable in the sense of fitting into the SDGs and supporting the Paris 1.5 degrees maximum warming scenario.

中國文化和旅游部最近宣布，從2月6日起，開放面向20個國家的中國公民出境旅行團(tuán)試點(diǎn)。雖然有經(jīng)驗的旅行者和年輕旅游愛好者會選擇自由行和半定制旅行，但團(tuán)體游將繼續(xù)在青年群體和老年群體（在中國有2.8億55歲及以上人群）等細(xì)分市場占據(jù)穩(wěn)定的市場份額。

The Ministry of Culture and Tourism of China recently announced the opening of pilot outbound group tours for Chinese nationals to 20 countries, starting Feb. 6. While savvy travelers and young wanderlusts would opt for FIT and semi-customized travel, group tours will continue to hold a healthy market share with niche markets, such as youth groups and senior groups (55 and plus, with 280 million in China.)

此外，中國文旅部還發(fā)布了春節(jié)假期（1月21日至27日）旅游數(shù)據(jù)：國內(nèi)游客共計3.08億人次，比2022年增長23.1%，為2019年的88.6%；旅游支出總額為3758.4億元，較2022年增長30%，為2019年的73.1%。在某種程度上，這些數(shù)據(jù)部分反映了中國出境旅游的動態(tài)。

In addition, the Ministry released the week-long Spring Festival holidays (Jan. 21-27) travel data: Domestic travelers totaled 308 million, an increase of 23.1% from 2022 and at 88.6% of the 2019 level; Tourism spending totaled RMB 375.84 billion, 30% increase from 2022 and at 73.1% of 2019 level. In a way, these data partially reflect China’s outbound tourism dynamics.

來源：travelcommunication.net

作者：Haybina Hao

譯文：National Tourism News