（中英双语）China’s Outbound Tourism Is Beckoning. What’s Next?

中国重返国际市场了吗？多久以及达到何种程度？新时代会是什么样子？我们应该如何准备？可持续发展如何与之契合？

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?

最近一场“2023年中国游客网络研讨会”探讨了这些问题。该研讨会由Tourism Webinar举办，吸引了世界各地的专家级发言人和与会者，包括联合国世界旅游组织前秘书长塔勒布·瑞法依博士和世界旅游及旅行业理事会首任总裁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 博士组织了此次活动。Soltani 之前从事国际会议业务，疫情期间在比利时创办了旅游网络研讨会，此后举办了50多场网络研讨会和专题讨论会，涉及广泛的主题。

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.

行业专家王立基教授为网络研讨会开场。他是总部在德国的中国出境旅游研究所（COTRI）的创始人兼首席执行官。在长达45年的时间里，王立基深入融入进中国旅游业，见证了中国出境旅游业从起步到顶峰和低谷的发展。

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.

王立基介绍了三年疫情期间中国旅游业的举措。COTRI预测2023年通过边境口岸出入境人员将达到约1.1亿人次，2030年约为2.28亿人次；其中约50%将访问香港特别行政区、澳门特别行政区和台湾。

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最近共同撰写并出版了《2023年中国出境旅游手册：88种应对新一波中国游客的实用方法》一书。Bowerman是Phocuswright的亚洲旅游分析师、Check in Asia总监，也是东南亚旅游秀播客的联合主持人。他讨论了这本书的更多细节。

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年中国游客网络研讨会的其他发言人包括来自老挝、不丹、马来西亚等的地区专家。尼泊尔旅游局的Shradha Shrestha介绍了“尼泊尔准备好迎接中国”倡议，这是一项整合G2G、B2B、B2C和C2C的营销方式。

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首席执行官Cathy Germier Hamel代表六个国家的组织发言。她强调，目的地需要注重价值而不是数额，质量而不是数量。她表示，湄公河地区一直在努力为中国游客提供更好的探险旅行/生态旅游、文化遗产旅游、社区旅游等服务。

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.

香港理工大学SHTM的Haiyan Song教授指出，2019年中国出境旅游占全球旅游支出的近20%。他介绍了中国前往亚洲国家/地区的出境旅游分析以及零售支出，并预告将于几个月后发布的与WTTC关于全球旅游零售的联合研究项目。

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.

国际航空运输协会（IATA）前执行董事、SUNx Malta现任总裁Geoffrey Lipman对在推动经济发展的同时涉及可持续性问题发表了强烈意见。作为可持续旅游全球中心特使和新的旅游业气候变化专门委员会（TPCC）的负责人，Lipman敦促旅游业确保预测的增长在符合可持续发展目标的意义上是可持续的，并支持巴黎协定将全球升温限制在摄氏1.5度的目标。

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.

中国文化和旅游部最近宣布，从2月6日起，开放面向20个国家的中国公民出境旅行团试点。虽然有经验的旅行者和年轻旅游爱好者会选择自由行和半定制旅行，但团体游将继续在青年群体和老年群体（在中国有2.8亿55岁及以上人群）等细分市场占据稳定的市场份额。

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，中国文旅部还发布了春节假期（1月21日至27日）旅游数据：国内游客共计3.08亿人次，比2022年增长23.1%，为2019年的88.6%；旅游支出总额为3758.4亿元，较2022年增长30%，为2019年的73.1%。在某种程度上，这些数据部分反映了中国出境旅游的动态。

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.

来源：travelcommunication.net

作者：Haybina Hao

译文：National Tourism News