戴斌:文化的家国情怀与旅游的人间烟火_中国旅游研究院
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戴斌:文化的家国情怀与旅游的人间烟火
    2018-9-26 8:46:06     字号:[    ]

  9月27日,受文化和旅游部委派,我院戴斌院长、唐晓云总统计师、蒋依依所长出席第三届丝绸之路(敦煌)国际文化博览会。戴斌院长在丝绸之路文化与旅游论坛上做了题为“文化的家国情怀与旅游的人间烟火”的主旨演讲,中英文如下:



尊敬中国文化和旅游部雒树刚部长,

女士们,先生们,

下午好!


  9月27日是世界旅游日,敦煌是举世闻名的文化遗产,也是丝绸之路最重要的节点城市,在这个地方,这样的日子里召开沿线国家文化部长会议、文化和旅游论坛,确是令人感慨不已:诗和远方终于在一起了,文化事业的家国情怀和旅游发展的人间烟火终于在一起了。


  文化建设是人类命运共同体的基石和保障,更是承载和遂行国家战略的基础工程。在这条涉及60多个国家、46亿多人口、跨越东西方四大文明的丝绸之路上,分布有近80%、500多项的世界自然与文化遗产。历久弥新的优秀文化承载着人类文明演化的经典基因,理应为更大范围的人群所分享。弥足珍贵的国家记忆和日新月异的文化创造,更需要不同国家、不同地区、不同民族、不同文明之间的交流、对话与包容。我们欣喜地看到;习近平主席倡议并推动的“一带一路”五年来,丝绸之路再次以最美丽的方式打开。络绎不绝的游客跨越国境,到访沿线的城市和乡村,品味历史的质感,触摸生活的品质。埃及的金字塔、毛里求斯的红顶教堂、摩洛哥的库图比亚清真寺、南非的好望角、肯尼亚的东非大裂谷等非洲的人文地理标志景点已经成为网络上的搜索热词和刷屏图片。而在入境游客的评价中,中国梦、十三五、浦东、深圳、北斗导航、微信、广场舞等经济社会发展成就,正在与故宫、长城、兵马俑、中医药、功夫、京剧、春节等传统文化共同构成了当代中国的符号与标签。一个拥有五千年悠久历史又走向现代化的中国,一个饱经磨难又自强不息的中国,一个独立自主又开放包容的中国,正在与世界各国共筑面向未来的文化自信,并为国际旅游交流合作奠定坚实的共同价值基础。




  旅游是人文交流的高速路和立交桥,也是民心相通的加油站和体温计。2017年,44%的国际旅游者在沿线国家旅行,国际旅游服务贸易进出口超过5300亿美元;一带一路沿线国家到访中国的游客1064万人次,过去五年增长了17.7%,中国则为一带一路沿线国家带去游客2741万人次,过去五年增长了77%;80%的国内旅游者产生于沿线,中国的国内旅游就达到了50亿人次。目前,中国已经成为泰国、印尼、越南的最大客源国,而缅甸、俄罗斯、蒙古、印度等沿线国家也是增长最快的入境旅游客源市场。值得关注的是,40岁以下的中青年群体正在成为“一带一路”沿线国家的游客主力。45%访问非洲的中国游客出生于1970年中后期,在目的地的人均消费在2000美元以上。



  游客既关注文化遗产所承载的共同价值和家国情怀,也向往当代生活所散发的环境品质和人间烟火。从行前搜索和游后评论可以看出,除了签证、免税、气候与景点等基本信息外,游客更愿意融入目的地的公共休闲空间和日常生活场景中去。他们既要浏览异国他乡的秀美山川和波澜壮阔的历史画卷,也要不分时间和地点,就那么自然而地融入当地城乡居民的公共空间和日常生活。我们看到,无论是教堂、寺庙等宗教场所,戏剧场、美术馆等文化空间,还是购物店、特色餐馆、咖啡馆等商业环境,都有来自世界各地的游客身影。根据中国旅游研究院对一带一路沿线48个国家的专项调查,中国出境游客对25%的国家网络评价满意度超过了80分。其中,新加坡、马尔代夫、土耳其、伊朗、斯里兰卡、马来西亚、泰国、捷克、埃及等国家居于世界前列。


  女士们,先生们,


  推动一带一路沿线国家旅游交流的充分而均衡发展,建设基于共同价值的人类命运共同体,仍然是各位部长和公共机构的家国情怀。从数据来看,相对于中国与东亚、东南亚、南欧、西欧和北美成百上千万的互访人次,中国与中亚、西亚、中东欧,特别是非洲国家的旅游双向交流明显偏少。尽管中国已经连续9年超过美国成为非洲第一大贸易伙伴国,非洲正在成为中国游客日益青睐的出境旅游目的地,今年前八个月,中国赴非洲游客同比增长了70%,但是中非互访游客也只有142万人次。其中,中国游客旅非79.78万人次,非洲游客来华62.83万人次。在这个月初的中非合作论坛上,习近平主席提出打造中非命运共同体,重点实施“八大行动”,其中人文交流方面将实施50个文化和旅游项目,支持更多非洲国家成为中国公民组团出境旅游目的地。为此,我们需要更多双边和多边的旅游年、信息沟通和工作交流机制、国家宣传和旅游推广活动、专业机构和市场主体的务实合作。当前尤其需要在机场、铁路、高速公路、电信、互联网、金融支付、景区、酒店等旅游基础设施建设,在航权开放、签证便利化、驾照互认等政策协调,以及在标准化、导游培训、市场监管、出境游客安全保护和司法救济等方面开展务实合作,让更多国民可以在大地上自由行走和交流对话。




  完善一带一路沿线国家的中文接待环境,促进更多的“欢迎中国”项目落地,切实提升广大游客的满意度与获得感,仍然是市场主体创业创新的方向。在各国政府和国际社会的共同努力下,国民的旅游权利正在得到充分的保障,并成为美好生活的重要组成部分。他们愿意进入海外目的地公共空间和休闲场所,与城乡居民自由地交流并分享他们的品质生活。在目的地形象建设和推广方式上,除了传统的交易会、电视和平面媒体广告,我们还要借助线上博物馆和“武侠世界(Wuxia World)”这样的线上平台去吸引年轻客群。在这家拥有400万日活跃用户,读者分布在全球100多个国家和地区的网站论坛上,我曾经看过一条有趣的评论:“中国网络文学里的主人公,终于不再是干瘪的好好先生,积极阳光的风格令人耳目一新。”在旅游线路和产品设计上,我们需要在自然资源和历史文化资源之外,向美好生活要动力,培育更多主客共享的生活场景。在这方面,携程的定制旅游、途家的分享住宿、迎华的“欢迎中国”、租租车的海外自驾、不跟团的当地玩乐等项目都是很好的创新案例。当然,中国也欢迎托迈酷克等旅行商、谷歌等社交媒体、爱彼迎等旅游住宿平台、迪斯尼等主题公园,以及具有科技力量和文化内涵的商业机构助力入境旅游市场。事实上,对酒店、旅行社、主题公园等涉旅行业,我们保持并将不断扩大开放的政策力度。只有投资者、创业者和市场主体真正认同主客共享的旅游发展理念,并在商业实践中持续创新,游客才能感受家国天下的价值,才能触摸人间烟火的温暖。


  为映证和完善今天的会议主题,我的同事接下来还将发布一带一路旅游数据报告。作为国家级旅游专业智库,中国旅游研究院愿意与全球旅游学术共同体一道,共同推进文化和旅游融合发展的理论研究、智库建设和数据分析工作。为了让人民沿着一带一路更加自由地行走,为了让不同文明共商、共建、共享人类命运共同体的未来,我们一起努力!




Homeland Passion of Culture and the Excitement of Tourism

--Keynote for The Silk Road’s Culture and Tourism Forum

September 27th , 2018

·Bin Dai - President of China Tourism Academy


Esteemed Minister Shugang Luo of Ministry of Culture and Tourism,

Ladies and gentlemen,

Good afternoon!


September 27th is the World Tourism Day. Dunhuang is a globally renowned cultural heritage and also the most important city along the silk road. It is truly exciting to hold the multi-countries cultural ministers meeting and the culture and tourism forum at such a place and time. Poetry and the distant land are finally linked. The homeland passion of culture and the excitement of tourism are finally connected. 


Cultural development is the foundation and safeguard for human fate community and more of a basic engineering which national strategies are dependent upon. The silk road holds more than 60 countries and 4.6 billion people and spans across all four great civilizations of the world. It contains almost 80%, or more than 500 items, of the world’s natural and cultural heritage. Its everlastingly brilliant culture carries the classical genes of human civilization. It should rightfully be shared with a broader audience. Precious memories of the country and the evolving cultural innovation require communication, openness and acceptance among different countries, regions, ethnicities and civilizations. Delightfully we have found that, guided by “The Belt and Road” concept proposed by President Xi Jinping, the silk road has been reopened beautifully in recent 5 years. Endless streams of tourists have gone beyond the national boundaries and visited cities and villages on the silk road. They have tasted the rhythm of history and touched the quality of life. African attractions such as the Pyramids in Egypt, the Church at Cap Malheureux in Mauritius, the Koutoubia Mosque in Morocco, the Cape of Good Hope in South Africa and the East African Great Rift Valley in Kenya have become hot spots and images on the internet. In the comments from tourists who visited China, the Chinese dream, the 13th 5 year plan, Pudong, Shenzhen, Beidou Navigation, WeChat, public square dancing and other social economic achievements are becoming modern China’s cultural symbols and labels along with the Imperial Palace, the Great Wall, the Terracotta warriors, Chinese medicine, Kungfu, Beijing opera, the spring festival and other traditional heritages. China, a modernized country that boasts 5000 years of history, a country that has gone through twists and turns yet perpetuates striving, a country that is independent, open-minded and inclusive, is building future-proof cultural confidence with countries all over the world and laying the foundation of common values for international tourism collaboration. 


Tourism is the highway and overpass of cultural exchange, the gas station and temperature meter of people’s heart. In 2017, 44% of international travelers visited countries along the silk road. The commercial import and export of global tourist services exceeded 530 billion dollars; 10.64 million tourists visited China from countries along the “The Belt and Road”, with a 17.7% increase in the past 5 years. China has brought 27.41 million tourists to countries along the “The Belt and Road”, with a 77% increase in the past 5 years; 80% of Chinese tourists were from the shorelines. China’s domestic tourism witnessed more than 5 billion tourists. Nowadays, China has become the biggest source of tourists for Thailand, Indonesia and Vietnam. Myanmar, Russia, Mongolia, India and other countries along the silk road have also seen the fastest growths of international tourism. It should be noted that middle aged and young people below 40 years old have become the main sources of tourists in countries along “the Belt and Road”. 45% of Chinese tourists who have been to Africa were born in the mid and late 1970s. They spend more than 2000 US dollars on average at their destinations.


Tourists care about the common values and homeland passion carried by cultural heritages and also long for the environmental quality, excitement and experiences of the contemporary life. Based on their research before their trips and comments after their trips we can see that, other than basic information such as visas, tax exemption, climates and attractions, tourists are more willing to blend into the public leisure spaces and daily life situations at their destinations. They want to experience exotic scenery and spectacular history. They also want to naturally blend into the public spaces and daily lives of local inhabitants, regardless of time of location. We have seen tourists from all over the world in religious locations such as churches and temples, cultural spaces such as theaters and art galleries, as well as commercial environments such as shopping centers, special restaurants, coffee shops, etc. According to China Tourism Academy’s survey targeted at 48 countries along “The Belt and Road”. Chinese tourists have given 25% of those countries ratings higher than 80 points on the internet. Among them, Singapore, Maldives, Turkey, Iran, Sri Lanka, Malaysia,Thailand, Chech, Egypt and other countries are among the top places. 


Ladies and gentleman,


Promoting complete and balanced development of tourism in countries along “the Belt and Road” and building human fate community on the basis of common values are still the homeland passion for all of the ministers and public institutions. According to the statistics, compared to the millions of visitors between China, east Asia, southeast Asia, south Europe, west Europe and north America, the tourism exchange among China, middle Asia, west Asia, middle-east Europe, and especially African countries is obviously less popular. Although China has surpassed the US to become the biggest commercial partner with Africa in the last 9 years, Africa is becoming an increasingly popular traveling destination for Chinese tourists. In the earlier 8 months of this year, the amount of Chinese tourists traveling to Africa has had a year-on-year growth of 70%. Yet there have only been 1.42 millions of tourists between China and Africa. 797.8 thousands of Chinese tourists have visited Africa. 628.3 thousands of African tourists have visited China. During the China-Africa Cooperation Forum which took place earlier this month, President Xi Jinping suggested building a community with a common destiny between China and Africa. “The Eight Operations” should be executed with special attention. In terms of cultural exchange, 50 cultural and tourism projects will be created. More African countries will be supported to become traveling destinations for Chinese tourist groups. To achieve these goals, we need more bilateral and multilateral traveling years, information communication mechanisms, nationally organized activities that promote tourist, cooperation between specialized institutions and market subjects. Currently infrastructures for tourism such as airports, railways, highways, telecommunication, internet, financial payment, parks and hotels must be built. Productive collaborations need to be carried out on policy adjustments such as traffic authorization, simplifying the visa process, mutual acknowledgement of driving licenses, as well as on standardization, tour guide training, market supervision, tourists’ safety and legal assistance, in order to motivate more citizens to travel and speak up freely. 


Improving the Chinese reception environment in countries along “the Belt and Road”, promoting more “Welcome China” projects, and enhancing tourists’ sense of satisfaction and achievement, are still the general direction of business innovation. With the joint efforts of governments and international society, citizens’ tourism rights are sufficiently protected, making traveling an enjoyable part of their lives. They are willing to enter public spaces and leisure places at their destinations overseas, to freely communicate and share their lives with the locals. In order to build the images of those destinations and promote them, other than traditional trade meetings, television and print ads, we also need to seek help from online platforms such as online museums and “Wuxia World” to attract young consumers. I read an interesting comment on this online forum with 4 million active daily users and users across more than 100 countries and users. The comment says, “The protagonists of Chinese online literature are no longer uninteresting accommodating characters. Their positive and charming new styles are very refreshing.” In terms of traveling routes and product design, in addition to natural resources and historical cultural resources we need to look for inspiration from an enjoyable life. More daily scenarios shared by guests and hosts need to be developed. In this aspect, programs such as Ctrip’s customized travel, Tujia’s shared accommodation, “Welcome Chinese”, JoyMaster’s local amusement are all good examples of innovation. Of course, China also welcomes traveling agencies such as Thomas Cook, Social Media companies such as Google, accommodation platforms such as Airbnb, theme parks such as Disneyland and other commercial institutions with advanced technologies and cultural contents to collaborate in the international tourism market. In fact, for industries that are related to tourism such as hotels, traveling agencies, theme parks, we are developing more and more welcoming policies. Only when investors, entrepreneurs and market subjects acknowledge the developmental concept of shared tourism between hosts and guests, and continue to innovate in commercial practices, can tourists start to feel the whole world as their home, to relish the warm and excitement of the world. 


To complete and showcase the theme of today’s meeting, later my colleague will publish two reports which will be Integrated Research of Culture and Tourism, and Tourism Statistics around “The Belt and Road”. As a national expert think tank of tourism, the China Tourism Academy looks forward to working with tourism experts from all over the word, to push forward theoretical research on the integrated development of culture and tourism, think tank building and statistical analysis. Let’s strive together to make it possible for people to walk freely along “the Belt and Road”, and facilitate different civilizations to discuss, build and share the future of human fate community!

 

作者:戴斌

来源:中国旅游研究院

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