2014年2月27日（第一期） www.gitf.com.cn 主办：汉诺威米兰展览（上海）有限公司 协办:度假传播

2014, Brazil! Brazil!2014，巴西！巴西！ P18

Discover USA from the “Heart”从“心”发现美国 P06

Greece's Debut Show, Charming Aegean 希腊首次亮相 展现爱琴海魅力 P08

Explore the Mysterious Peru走进神秘的印加古国——秘鲁 P10

New Trend in Tourism in 2014

2014旅游升级新趋势 P12What Kind of Outbound Travel Service Do High-End Tourists Need?

高端游客需要什么样的出境游服务？P22

New Trends of MICE from 8 Buyers’ Perspective8大买家看会奖旅游新变化 P30

GITF2014 GRANDLY OPENS!2014广州国际旅游展开幕！

SHOW DAILYGITF官方微信

世界展会 全球商机News | 速报 GUANGZHOU INTERNATIONAL TRAVEL FAIR 2014 2014广州国际旅游展览会（GITF）2014年2月27日 27 February 201402 03

TODAY 今日看点

11:00 – 12:30

11:00 – 12:30

11:00 – 12:30

13:30 – 15:00

13:30 – 15:00

13:30 – 15:00

14:00 – 17:00

15:30 – 17:00

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湖南郴州旅游推介会

Chenzhou Tourism Promotion of Hunan, China

2014武汉新花城之旅（广州）旅游推介会

Tour Around the New Flower City of Wuhan 2014

阿联酋航空产品介绍

Emirates Airline Product Updates

美国，从“心”发现

United States, from the “Heart” Found

关岛旅游推介会

All about Guam

畅游俄罗斯

All about Russia

“意大利精华”旅游推广会

Italy Elite Tourism Promotion

2014广州国际旅游展览会

移动互联时代的景区智慧旅游高峰研讨会

We Travel

2014年4月增加至每周六班香港直达以色列的航班发布会

Sixth New Flight Announcement of EL AL Israel Airlines

广交会威斯汀酒店会议室 新港厅

Westin Conference Room Xingang Hall

广交会威斯汀酒店会议室 会展厅 A&B

Westin Conference Room Huizhan Hall A&B

16.2馆 贵宾休息室

Hall 16.2 VIP Lounge

广交会威斯汀酒店会议室 新港厅

Westin Conference Room Xingang Hall

广交会威斯汀酒店会议室 会展厅 A

Westin Conference Room Huizhan Hall A

广交会威斯汀酒店会议室 会展厅 B

Westin Conference Room Huizhan Hall B

16.2馆 贵宾休息室

Hall 16.2 VIP Lounge

广交会威斯汀酒店会议室 新港厅

Westin Conference Room Xingang Hall

广交会威斯汀酒店会议室 会展厅 A&B

Westin Conference Room Huizhan Hall A&B

TIME 时间 EVENT 活动内容 LOCATION 地点

ORGANIZED BY 主办

PUBLISHED BY 出版

CO-ORGANIZED BY 协办

GENERAL CONSULTANT 总顾问

CHIEF EDITOR 主编

EDITOR 编辑

TRANSLATION EDITOR 编译

汉诺威米兰展览（上海）有限公司 Hannover Milano Fairs Shanghai Ltd.

广州国际旅游展览会GITF

度假传播Holidaying Media (www.onholiday.cn)

James Fu 符禹

Cathy Cui 崔宜瑾

Iris Han 韩霭文/Vicko Li 李艳婷/Youni Qiu邱力/Alex Lin林逸朗/Coney

Zong宗婕聪/Jason Ye 叶晖/Addison Lan兰萌/Tracy Feng冯秋霞/Jean

Ma马富娟

Aliza Huang 黄丹霞/Debbie Wu 吴淑华

（展会内部交流文件）

INTERNAL INFORMATION

2014 年广州国际旅游展览会（简称：

GITF）今日在中国进出口商品交易会展

馆（琶洲展馆）盛大开幕。主办方汉诺

威米兰展览会（中国）有限公司总经理

符禹介绍 ：“本届广州国际旅游展共吸引

到来自 42 个国家和地区的 750 家展商，

国际参展比例突破 62%，展出面积 2.2

万平方米，各项数据均创下新高。”

展会于 2 月 27 日 -3 月 1 日在琶洲

展馆 C 区连展三天，按专业性划分为国

际旅游暨会奖旅游展示馆（16.2 馆）、国

内旅游展示馆（15.2 馆）和旅行社展示

馆（14.2 馆），广大市民和买家可根据需

求有针对性地进行参观。在国家旅游局将

2014 年定为“智慧旅游年”、广州市荣

膺“全国智慧旅游试点城市”的大背景下，

此次旅游展首次设立了“广州智慧旅游

GITF 2014 Highlights the New Theme of Smart Travel广州国际旅游展今日开幕 “智慧旅游”成果备受瞩目

“智慧旅游”成果扎堆亮相

国家旅游局去年底发布了《关于印

发 2014 中国旅游主题年宣传主题及宣传

口号的通知》，“美丽中国之旅——2014

智慧旅游年”成为今年的旅游宣传主题。

与此相呼应，本届展会首次设立“广州

智慧旅游展示区”，展示规模超过 700 平

方米。主办方组织近 30 家 4A 级以上景

区联合中国联通、南方新科、央视国际、

秒游、霍英东研究院、银旅通、天下门票、

都市圈等 10 多家技术支持企业共同展示

全国领先的智慧旅游应用成果。“云游广

州”（广州旅游官方微信号）、“广州一日

游”触摸屏自助报名系统、“沃游通”手

机客户端系统、“玩转广州塔”智能导览

系统等 4 个项目隆重上线。包括岭南印

象园营销管理系统、白云山风景区实时

监控系统、珠江夜游 pad、植物园微信

导览系统、国游公司会务机等科创项目

也扎堆亮相，并在展会现场进行新品发

布。广州市作为全国智慧旅游试点城市，

已经初步交出了令人满意的答卷。

此外，为配合“广州72小时过境免签”

政策，广州市旅游局在国际馆设立了宣传

展位，向更多海外观众传递入境广州的

优势信息 ；广州市政府外事办也在展会

现场向市民和观众宣传“海外领保政策”，

以加强安全意识教育。

国际参展比例突破62%

从本届旅游展的展商组成来看，国

际 展 商 比 例 继 续 扩 张， 达 到 前 所 未 有

的 62%。（2012 年 ：47% ；2013 年 ：

58%）来自 42 个国家和地区的 450 多

家新老境外展商倾力加盟。

值得一提的是主宾国巴西的表现，

10 家巴西旅游企业在现场设立 108 平方

米的大面积展位，以今年巴西世界杯和

2016 年巴西奥运会为契机，全面推广巴

西富饶的旅游资源。另外，2015 年意大

利米兰世博会组委会也把广州国际旅游

展当作优质的宣传窗口，组团前来。

今年境外特邀买家的数量和质量同

样令人期待。主办方通过严格筛选，从预

报名的境内外几千名买家中遴选出实力

雄厚、知名度高、具有购买需求的重量级

买家，多以世界五百强企业和世界级旅行

商为主，总计超过 700 家，其中有 53%

都是初次莅临广州国际旅游展。

从推介会洞察最优质旅游资源

与展会一样精彩的还有同期举办的

15 场推介会，活动主办方都是境内外旅

游的热门目的地城市，聚焦的也是旅游同

业最关注的话题，主题有《湖南郴州旅

游推介》、《2014 武汉新花城之旅（广州）

旅游推介会》、《阿联酋航空产品介绍》、

《美国，从“心”发现》、《关岛旅游推介

会》、《畅游俄罗斯》、《“意大利精华”旅

游推广会》等参与其中，不但能领略到

2014 年旅游产业的发展趋势，同时也有

机会洞察到最优质的旅游资源。

Spectacular lineup of smart travel

achievements

The Nat iona l Tour ism Bureau

released the Notice of Printing and

Distr ibut ing Theme and Slogan

of Chinese Tourism Theme Year

2014 at the end of 2013, whi le

Beaut i ful China,2014— Year of

Smart Travelbecame the themethis

year. Accordingly,GITF sets up a

display region of Guangzhou smart

travel for the first time, with an area

of over 700 square meters. The

organizerinvites nearly 30 scenic

areas with 4A-above grade, together

w i th more than 10 techno logy

supporters including China Unicom,

South New Tech, CCTV International,

51miaoyou.com, Fok Ying Tung

Research Institute, yocity.cn, tianker.

com.cn and o.cn, to jointly display

top application achievements of

Chinese smart travel, including:an

o f f i c i a l W e C h a t a c c o u n t o f

Guangzhou Tourism—Travell ing

in Guangzhou, touch screen self-

service registration system for one-

day tour in Guangzhou, Woyoutong

cl ient system of mobile phones

and smart guide system for visiting

Guangzhou Tower. Meanwhile, many

BRIGHT SPOT 本届亮点

展示区”，多款应用成果隆重上线，新品

发布会不断，成为本届展会的最大看点。

T h e o p e n i n g c e r e m o n y o f

Guangzhou International Travel Fair

2014(GITF), a grand event annually

held in Guangzhou, kicks off today at

China Import and Export Fair Pazhou

Complex. According to James Fu,

genera l manager o f Hannover

Milano Fairs China Ltd., “GITF

2014 attracts 750 exhibitors from 42

countriesand regions with over 62%

exhibitors from outside China and an

exhibition area of 22,000 sqm. All of

the figures reach a record high.”

The Fair, divided into International

Trade and MICE Hall (Hall16.2),

countriesand regions attend.Also

worth mentioning is the performance

of the guest country Brazil. A total of

more than 10 tourist companies from

Brazil set up a large booth covering

an area of 108 square meters. They

comprehensively promote the rich

tourism resources in Brazil by using

the World Cup and the 2016 Olympic

Games in Brazil as an opportunity. In

addition, the Organizing Committee

of Mi lan World Expo 2015 also

Domestic Hall (Hall 15.2) and Local

Agency Exhibition (Hall 14.2), will be

held in Area C of Pazhou Complex

from 27 February to 1 March. The

general public and buyers can take a

visit in line with their needs. As 2014

was set as the year of Smart Travel

by the National Tourism Bureau and

Guangzhou City becamea pilot city of

national smart travel, GITF launches

a separate display areaof Guangzhou

smart travel for the first time, in which

many application achievements and

new products will make their debut as

the biggest highlight of the fair.

innovative products and technologies

also debut in the fair, including

marketing management system of

Lingnan Impression Garden, real

time monitoring system of Baiyun

Mountain Scenic Area, night tour

pie of the Pearl River, WeChat

guide system of botanic garden and

business meetingmachine of Guoyou

Company. As the pilot city of Chinese

smart tourism, Guangzhou has made

satisfactory progress.

In addition, Tourism Administration

of Guangzhou Municipality sets up a

publicity booth in the International Hall

to introduce the advantages of entry

to Guangzhou under the "Guangzhou

72 hour transit visa-free" policy,

and the Foreign Affairs Office of

Guangzhou Municipal Government

also disseminates overseas consular

protection policy to the public on the

site to improve security awareness.

O v e r s e a s a t t e n d a n c e r a t i o

exceeding 62%

This year, the overseas attendance

ratio continuously rises and hits

a r e c o r d o f 6 2 % ( 2 0 1 2 : 4 7 % ;

2013:58%). A total of more than

450 overseas exhibitors from 42

organizes a group of exhibitors for

publicity.

The oversea buyers invited this

year are also extraordinary in both

quantity and quality. A group of

high-profile buyers with financial

strength and purchase demand are

elaborately selected from thousands

of candidates, and most of them

are the Fortune 500 companies and

world-class traveling agencies. The

total number reaches over 700, and

53% of them are here for the first

time.

C o n c u r r e n t s e m i n a r s t o

presentfinest tourism resources

Fifteen equally remarkable seminars

will be held during the same period,

i n c l u d i n g C h e n z h o u T o u r i s m

Promotion of Hunan, Tour Around

the New Flower Ci ty of Wuhan

2014, Emirates Air l ine Product

Updates, United states, from the

‘heart’ found, All about Guam,

All about Russia, Italy Elite Tourism

Promotion, We travel, Sixth New

Flight Announcement of EL AL Israel

Airl ines, Travel to Bazil, Luxury

Travel in Italy. All are held by popular

travelling destinations worldwide

and focus on hot topics. Participants

can have a good knowledge of the

development trend of tourism in 2014

and the insight into the finest tourism

resources.

*若有调整，以现场发布为准

*Preliminary Schedule, please check for detailed schedule on-site

世界展会 全球商机 GUANGZHOU INTERNATIONAL TRAVEL FAIR 2014 2014广州国际旅游展览会（GITF）2014年2月27日 27 February 2014 05 04 Wish | 展会寄语

华南唯一高端度假休闲文化传播机构The only high-end leisure vacation communications agency in South China

旅 游 文 化 营 销 专 家 ！The marketing expert of tourist culture！

www.onholiday.cn

《度假》月刊：华南唯一高端度假休闲文化读本，聚焦深度旅游、绿色时尚、健康生活。倡导能创造度假感的“精读、轻读”，图文作者、分享者均

来自中高端人群圈层，办“读者自己的杂志”。

Holidaying Monthly: the only high-end leisure vacation culture magazine in South China, focusing on in-depth travel, eco-fashion, and healthy life style. To advocate "intensive, easy reading” with a sense of holiday, with authors and sharers from the high-end circle , to create "the reader's own magazine."

度假新媒体：度假网站、微信公众平台、新浪官方微博联动，是目标人群实时的、互动的在线平台。

New media of Holidaying Media: website, Wechat public platform, Sina official Weibo, a real-time, interactive online platform for the target group.

品牌促进社：为品牌提供“文化营销”策划，包括品牌管理、营销策划推广、媒体传播策划、企业自媒体（杂志及新媒体）策划制作。

Brand Center: to offer "cultural marketing" planning, including brand management, marketing planning and promotion, media communication planning, enterprise we-media (magazine and new media) planning and production.

度假雅集：中高端会员俱乐部，不定期举办旅行线路体验、文化主题活动、品牌文化沙龙。

度假传播致力于成为境内外旅游机构在华南地区乃至大中华区最佳的旅游文化营销专家。

Holidaying Gathering: Club for high-end membership, to hold tour routes experience events, cultural activities, brand culture salon. Holidaying Media commits to become the best marketing expert in tourist culture for domestic and international tourist agencies in South China and even

地址：广州市麓苑路42号2号楼510室Address: Room510, Building 2, No.42, Luyuan Road, Guangzhou

电话/Tel：（8620） 83578535

电邮/Email: holidayingm@126.com

官方微信/Wechat：度假月刊 新浪官方微博/Weibo：度假月刊官方微信

Greater China.

度假传播将在16.2国际馆6B012展位上砌好香茶，恭迎来自

五大洲的朋友们一同体验广州独特的广府茶文化，3月1日还将

请来代表广州独特文化符号的“东山少爷”活雕像，欢迎亲临

体验百年前广州度假休闲文化的情怀。

Welcome to Brazil!I wish a renewed success to the Guangzhou International Travel Fair! ——Consul-General of Brazil Jose Vicente Lessa

祝广州旅展圆满成功，美国欢迎您！ ——Brand USA美国国家旅游局

祝广州国际旅游展成功举办，乘坐阿联酋航空飞向全球，共迎美好未来！ —— 阿联酋航空

传统与时尚的韩国欢迎您！ ——韩国旅游发展局广州办事处

关注高端旅游，旅展显风采。 ——意大利环意单团地接社

I wish GITF will mark the beginning of a prosperous year of the horse to us all. ——Jonathan Bental Director, IGTO Beijing

祝广州旅展大展宏图，骏业宏开！ ——江西长青国际旅行社有限公司

我们祝愿本届广州国际旅游展览会大获成功！希望这将成为通向加勒比的大门！发现古巴，享受更多！ ——古巴驻广州总领事馆

美丽中国新快线，浪漫武汉赏花游！ ——武汉旅游局

预祝广州旅展圆满成功，在这里了解意大利并欢迎来意大利！ —— 意大利国家旅游局中国代表处

Sri Lanka Tourism wishes a Great Success of the GITF 2014.Welcome to discover wonder of Asia and make a memorable holiday in Sri Lanka. ——Sri Lanka Tourism

预祝此次旅展成功举办，期待来年再相会！ ——山东航空彩虹国际旅行社有限公司

We appreciate the suppliers’ support of GITF 2014 so we can start business under one roof that takes us across China! ——China Travel Service (N.Z) Ltd.

I wish GITF to be a great surprise. ——Trend' Olot Groppoparisi Italy

Be a part of GITF and you’ll see more! ——PT Trimurti Express Wisata (Tritex)

世界展会 全球商机New Faces | 新面孔 06 GUANGZHOU INTERNATIONAL TRAVEL FAIR 2014 2014广州国际旅游展览会（GITF） 07

2014年2月27日 27 February 2014

从“心”发现美国

Discover USA from the “Heart”

美国地域辽阔，东临大西洋，西接太平洋，

跨度达数千英里。从阿拉斯加的冰川雪域，到

夏威夷的椰林海滩，从繁华摩登的都会纽约、

芝加哥，到令人喟叹的自然奇迹如黄石、大峡谷，

美国无论在自然还是人文方面，都拥有极其丰

富的旅游资源。随着中国游客赴美旅游人数的

不断攀升，越来越多中国游客希望更深入地体

验美国。今年首次参加广州国际旅展的 Brand

USA 美国国家旅游局将带领大家一起从“心”

发现美国。

The vast territory of the US runs across

thousands of miles from the Atlantic on

the east to the Pacific on the west. All the

natural and cultural attractions such as

the glaciers and snowy lands in Alaska,

coconut palms and beaches in Hawaii, the

glittering modern metropolises of New York

and Chicago, and stunning natural wonders

as Yellow Stone and the Grand Canyon are

evidence of the affluent tourism resources

in this country. As an increasing number of

Chinese guests entering the US, more and

more Chinese tourists want to experience

it at a deeper level. This year, Brand USA,

the national tourism administration of

America, joins GITF for the first time and

is ready to lead us to discover the US from

the “heart”.

对话美国国家旅游局 An interview with Brand USA

Q：今年美国国家旅游局的推广主题是

什么？

Ａ：Brand USA 美国国家旅游局今年

将特别推出10条经典的自驾线路，即

Discover America Road Trip系列，目

的是把最精彩的美国一一呈现给广大的

中国游客。

今年加入美国展团的合作伙伴对自

驾、自由行游客颇为关注，赫兹国际租

车也一同参展。十条 Discover America

Road Trip 的 线 路， 我 们 将 会 通 过

Brand USA 美国国家旅游局的官网、微

信、微博等平台发布。相信通过自驾游美

国，中国游客也可以更好地认识、了解美

国。今年我们还将推出一个与美食游相关

的项目。美国农业发达，全球各地的美食

在新大陆的土壤生根发芽，茁壮成长，让

美国成为一个美食家的天堂。加州美酒、

德州牛扒、纽约芝士蛋糕、波士顿龙虾、

南方烧烤等等土生土长的美式佳肴更是

让吃货们垂涎欲滴。

Q: 在去年开展多元化的推广上取得哪

些成绩？今年在大众旅游和小众旅游方

面，您期待和业界有哪些合作新举措？

Ａ：在美国旅游局和业界伙伴的大力推

动下，中国赴美游客人数由2012年的

147万增长到2013年的约200万，同比

增长超过30%。一年间，海南航空、夏

威夷航空、中国国际航空公司、美国航

空公司等多家航空公司已经或即将开通

中国飞往西雅图、芝加哥、波士顿、夏

威夷、达拉斯、旧金山等航线。中美之

间运力的增长，也将大大便利中国游客

赴美旅游。

大众游方面，我们与各目的地、景

区、酒店、航空公司、旅行社等密切合作，

开发出更多、更深度的线路与产品，供游

客选择。小众游方面，我们根据不同的市

场细分，推出各种主题，如以上所提及的

自驾、美食等，还有婚礼蜜月、户外、滑雪、

高尔夫等，也都将在我们的推广主题内。

Q：美国旅游产品哪些最受中国游客欢

迎？还有哪些更值得探索和大力推广？

A：美国旅游产品已从最初走马观花式的

扫盲游，向深度、广度发展。领略自然

风光、见识历史人文、家庭亲子度假、

爱侣婚礼蜜月、户外高尔夫等线路都广

受欢迎。美国的旅游资源丰富多元，我

们将陆续通过各种途径介绍给大家，让

中国游客发现前所未见的美利坚。

Q：会否针对华南地区制定相关战略？

Ａ ： 华南市场始终是我们非常重视的

一大客源输出地区，无论从出境人数的

规模，还是从产品策划的创新与多样性

上，华南市场一直走在前列。我们会在

力度与广度上加强与华南地区各大旅行

社及同业伙伴的合作，将新颖又接地气

的产品介绍给广大游客。比如今年南航

要开发纽约直飞航班，犹他州、亚利桑

那州、马萨诸塞州、密歇根州等非传统

旅游路线的目的地都会强化在华南市场

的推广力度，欢迎中国游客尝试不同的

旅游方式探索全新的美国。

Top 10 Discover America Road Trip

10条发现美国自驾线路 ·Kittery to Freeport 基特里-- 自由港

·Chicago to Los Angeles (Route 66) 芝加哥-洛杉矶（66号公路）

·Cruise the Pacific Coast Highway 太平洋海岸公路

·The Oregon Trail 俄勒冈小道

·The Blues Highway (Highway 61) 蓝调之路

·Texas BBQ Trail 德州烧烤之旅

·Hana Highway 哈纳公路

·Great River Road 大河之路

·Atlantic Coast – New York City to Key West 大西洋海岸 - 从纽约到基韦斯特

·Mountain Craft Beer Trail - 山地精酿啤酒之旅

姚扣林 Yao Koulin

Brand USA美国国家旅游局华东华

南代表

Representative of Brand USA in

Eastern and Southern China

Q: What is the promotion theme

of Brand USA this year?

A: Brand USA will present 10 classic

self-drive routes, the Discover

America Road Trip series, in the

hope of showing Chinese tourists the

best of America.

Our partners in the US exhibition

group this year pay special attention

to self-drivers and independent

travelers, among them is Hertz

Car Rental. We will publish the 10

Discover America Road Trip routes

on various platforms including Brand

USA website, Wechat and Weibo.

We are convinced that through self-

driving in the US, Chinese tourists

will gain a better understanding of the

country. Besides, we will also launch

a tourist project related to American

delicacies. America has highly-

developed agriculture; foods from all

over the globe can set root and thrive

here, which makes America the

heaven for gourmets. Local American

delicacies such as Californian wine,

Texas steak, New York cheese

cake, Boston lobster, Southern US

barbecue are ready to make eaters’

mouths watery.

Q : W h a t h a v e y o u g a i n e d

from the diversified promotion

e f f o r t s o f l a s t y e a r ? W h a t

m e a s u r e s a r e y o u g o i n g

t o i n t r o d u c e i n t h i s y e a r t o

collaboratively promote mass

tourism and the niche market

with the industry?

A: Through the relentless efforts of

Brand USA and our partners in the

tourist industry, Chinese visitors to

America has gone up to 2 million in

2013 from 1.47 million in 2012, with

an increase rate of over 30%. Within

a year, multiple airline companies

including Hainan Airlines, Hawaii

Airlines, Air China, American airlines

has opened or are set to open flights

between China and American cities

like Seattle, Chicago, Boston, Hawaii,

Dallas, and San Francisco. The

rise of transport capacity between

China and the US will provide great

convenience for Chinese travelers

who want to visit the US.

For mass tourism, we are conducting

close cooperation with destination

governments, scenic area, hotels,

a i r l i n e c o m p a n i e s , a n d t r a v e l

agenc ies, and are p lann ing to

develop more routes and products for

our clients to choose from. For small

groups, we will develop theme tours

according to different types of the

market. Self-drive and food tours, as

we mentioned above, will be among

the themes that we are to promote;

others include wedding, honeymoon,

outdoor activities, skiing, and golf.

Q : W h a t A m e r i c a n t o u r i s m

p r o d u c t s a r e b e s t r e c e i v e d

b y C h i n e s e t o u r i s t s ? A n y

others that you think are worth

exploring and marketing?

A: American tourism products have

entered a wider and more profound

level from the skimming tours at

the beginning. Exploring natural

scenery, v is i t ing histor ical and

cultural attractions, vacationing with

families, honeymoon trip with lover,

and outdoor golf playing in America

are popular among Chinese tourists.

We will introduce the rich and diverse

tourism resources of America to

the public bit by bit through various

approaches, and facilitate Chinese

visitors into discovering a fresh USA.

Q : W i l l y o u d e s i g n s p e c i f i c

strategies for southern China?

A : Southern China has always

been a huge source of customers

that we attach great importance to.

Southern China leads the market

whether i t comes to the size of

outbound travelers or the originality

and diversity of tourism products.

We are going to collaborate with

travel agencies and trade partners

in southern China in a broader and

deeper way, and introduce products

that are both novel and local to all

customers. China Southern Airlines

is opening direct f l ights to new

destinations in US like Utah, Arizona,

Massachusetts, and Michigan, and

we will step up the promotion of it in

the southern China market. Welcome

Chinese visitors to explore a fresh

America with dif ferent forms of

traveling.

世界展会 全球商机New Faces | 新面孔 08 GUANGZHOU INTERNATIONAL TRAVEL FAIR 2014 2014广州国际旅游展览会（GITF） 09

2014年2月27日 27 February 2014

希腊首次亮相 展现爱琴海魅力

Greece's Debut Show, Charming Aegean

美丽的自然风光，浓郁的文化氛围

造就了希腊独特的旅游资源优势。同时，

希腊的多元化岛屿和城市能够满足游客

的城市休息、购物游、休闲游、商务游

等各种需求。希腊不仅只有阳光和大海，

也有着悠久的历史文明及丰富的古迹，

在不同的角度体验希腊，你会发现，希

腊是一个独一无二的旅游目的地。

随着债务危机逐步缓解，希腊旅游

市场近 3 年来首次呈现火爆局面。据希

腊国家旅游协会官方数据统计，2013 年

5 月抵达希腊全国各地支线机场的外国

游客数量同比增加 20.5%，希腊全国各

地游客数量平均增加 17%。预计 2014

年赴希腊旅游的游客量将达到 1850 万

人次，旅游业收入达到 130 亿欧元，比

2013 年进一步增长。而中国赴希旅游的

人数也在每年递增 10% 左右，希腊旅游

产品在中国市场一直以来都保持着良好

的需求状态，因此希腊国家旅游组织对

作为今年首次亮相广州国际旅游展的展商，希腊旅游局将为旅展观众带来全面深入的希腊旅游文化推介，领略爱琴海的神之魅力。

In its debut show in Guangzhou International Travel Fair, Greek Tourism Organization will demonstrate the

visitors in-depth tour of the Greek cultural tourism, to enjoy the charm of Aegean Sea.

在中国市场的发展充满信心。

人文遗珠 众岛之国希腊文明已经有 5000 年的历史，在

漫长的年代里，先人们创造了光辉灿烂的

古典文化，为今天的希腊人留下了大量的

宝贵文化遗产，这也是希腊最重要的旅

游资源。“访古”是到希腊旅游的重要内容。

此外，由于地形复杂，希腊的自然

景观多种多样，为旅游者提供了大量各

具特色的旅游项目 ：在北希腊，有众多

设施齐备的滑雪胜地 ；在中希腊的山区，

喜爱登山的朋友可以大显身手。希腊海岸

线曲折，天然港湾和岛屿众多。平缓的

沙滩、碧蓝的海水，造就了希腊地处欧

洲巴尔干半岛的南部，爱琴海诸岛环绕

四周……3000 多个岛屿星罗棋布于爱琴

海和地中海中。其中四个最出色的小岛是：

米科诺斯岛、莱斯沃斯岛、纳克索斯岛

和圣托里尼岛。

希腊 旅游热点推介：神之乐园——奥林匹亚：奥林匹亚竞技

场位于伯罗奔尼撒半岛西部的奥林匹亚

村，离雅典370公里，是世界奥林匹克

运动的发源地。古代时期是宗教祭祀和

体育竞技中心之一。现存有古代的体育

场，宙斯神庙、赫拉神庙等遗迹。

史之长廊——罗德岛：罗德岛上留下的

是中古时代圣约翰十字军团所建筑的城

镇与堡垒，几乎所有的外国旅客都聚集

在此，区内的餐厅、旅社、艺品店、酒

吧及书店等等到处林立，令人目不暇

及，流连忘返。 晚上的罗德市是个夜空

璀璨的地方，缤纷多彩的移动式照明灯

打在古堡周遭的城墙上，更显示出雄伟

壮观，躺卧在城墙下的草坪上，就可以

聆听着露天音乐会的美妙乐章。

游之秘境——圣托里尼岛：有人说不到

圣托里尼岛，就不算到过希腊旅游。圣

托里尼又称希拉岛的圣托里尼，是传说

中柏拉图笔下的亚特兰提斯。近年来陆

续挖出的古代遗迹，每年总是吸引着成

千上万的游客前来探访。当然，白墙蓝

瓦的美丽建筑，以及火山断层的特殊景

观，都是不能错过的。

人之瑰宝 物之集散 ——雅典：雅典是

希腊的首都，也是希腊最大的城市和工

业中心。山海掩映，阳光璀璨，素以欧

洲文明的摇篮、丰富的历史遗迹而著

称，清新的空气、宜人的气候也闻名于

世。每年有600－700万世界各地的游

客前来观光或度假。雅典是希腊的古文

物中心，至今仍保存着很多古代文化遗

址，如今仍能显出当年的雄伟气概。而

雅典的博物馆也世界驰名。对于购物者

来说，雅典是一个充满了惊喜的城市。

在这里，可以买到独一无二的产品或是

廉价的物品。金银珠宝是雅典的特色产

品，具有独特的希腊风格。雅典的首饰

大都是当地的工匠手工制作的。

Beautiful natural scenery, rich cultural

atmosphere created a unique tourism

resources in Greece . Meanwhile, the

Greek islands and cities can meet

tourists’ various needs of leisure,

shopping and business trips and

so on. In addition to sunshine and

sea , Greece also has a long history

and rich heritage of civi l ization.

Experience at different angles, you

will find that Greece is a unique

tourist destination.

With the gradual ease of the debt

crisis , the Greek tourism market for

the first time in nearly three years

becomes very active. The number

of foreign tourists , according to the

Greek National Tourism Association

official statistics, in May 2013 arriving

in Greece’s regional a i rpor ts

increased by 20.5% , and the number

of tourists from all over Greece

average increased by 17 %. It is

estimated in 2014 that tourists will

reach 18.5 million, tourism revenue

will reach 13 billion euros, a further

increase over 2013. Whi le the

number of Chinese tourists visiting

Greece is also about 10% annual

increased, the Greek tourism product

in the Chinese market has always

maintained a good demand state.

Thus the Greek National Tourism

Organization is very confident of the

development in China market.

Cultural Pearl, An island

countryGreece has a history of 5,000 years,

in the long era, the f irst people

created a brilliant classical culture,

left a large number of precious

cultural heritage for the Greeks today,

which is Greece's most important

tourism resources. Visiting ancient

relics is an important part of tourism

in Greece.

In addit ion, due to the complex

terrain, Greece’s diverse natural

landscapes, provide tourists with a

lot of distinctive tourism projects: In

northern Greece, there are many

well-equipped ski resorts; visitors

can climb mountains in Mid-Greece.

Greece has tortuous coast l ine,

numerous natura l harbors and

islands. With gentle sandy beaches,

blue waters, a European Balkans

is located in southern Greece,

surrounded by the Aegean islands

...... more than 3,000 islands dotted in

the Aegean and the Mediterranean.

Four of the most outstanding islands

are: Mykonos, Lesbos, Naxos and

Santorini.

G r e e c e T o u r i s t H o t

Spots:God's paradise - Olympia

Located in the western Peloponnese

Olympia village, 370 km from Athens,

Olympia Arena is the birthplace of the

world Olympic movement. In ancient

times it is one of Religious worship

and the sports competition center.

Extant relics include ancient stadium,

the Temple of Zeus, Temple of Hera

and so on.

Gallery of History - Rhode Island

Rhodes island, leaving medieval

fortress towns and building by the

St. John's Cross Legion, where

almost all foreign tourists gather,

the restaurant district, hotels, art

shops, bars and bookstores, etc. are

everywhere, people linger and enjoy

here.

Rhodes a t n igh t i s b r igh t and

magnificent, colorful portable lighting

around drawing on the castle walls.

Lying on the lawn under the walls,

you can listen to wonderful music

from the open-air concert.

Mysterious Tour - Santorini Island

Some say Santorini is a must in

Greece’s tour. Santorini island, also

known as Sheila, is the legendary

Atlantis Plato described. The ancient

ruins gradually excavated the recent

years, always attracts thousands of

tourists come to visit every year. Of

course, the beauty of the white walls

and blue tile , and special landscape

of volcanic fault, are not to be missed.

Distribution of Treasures - Athens

Athens, the capital of Greece, is also

the largest city and industrial center

in Greece. Surrounded by mountains

and sea, bathed in bright sunshine,

the so-called cradle of European

civilization is well known for rich

historical sites, as well as for fresh

air and pleasant climate. There are

6-7 million visitors from allover the

world to come to visit every year.

Athens is Greece's ancient heritage

center, many ancient cultural sites

are st i l l preserved, where now

the majestic spirit is still shown.

Museums of Athens are wor ld

famous. For shoppers, Athens is a

city full of surprises. Here, you can

buy unique products or inexpensive

items. Jewelers as Athens specialty

products, has a unique Greek style.

Athens jewelry are mostly handmade

by local artisans.

世界展会 全球商机New Faces | 新面孔 10 GUANGZHOU INTERNATIONAL TRAVEL FAIR 2014 2014广州国际旅游展览会（GITF） 11

2014年2月27日 27 February 2014

走进神秘的印加古国——秘鲁

Explore the Mysterious Peru

Q：秘鲁旅游今年的推广主题是什么？在

展会中如何呈现呢？

A：秘鲁将展示被我们称为“皇冠上的明

珠”的马丘比丘。马丘比丘是世界新七

大奇迹之一。坐落于秘鲁高地，它是南

美最重要的考古发掘中心，也是秘鲁最

受欢迎的旅游目的地。

马 丘 比 丘 位 于 库 斯 科 地 区， 海 拔

2,430 米，位于神圣山谷旁的山脊上，它

是一座建于 15 世纪的印加古堡。大多数

考古学家认为马丘比丘是印加统治者帕

查库蒂（1438-1472）所建。它被认为

是“失落的印加城市”，也是为人们所熟

知的印加文明的代表。

Q：秘鲁在中国市场的战略是什么？

Vladimir Kocerha

Eco n o m ic a n d Co m m e rc ia l

Counselor of Peru in Shanghai

秘鲁是世界旅行者们心中的传奇国度。它不仅拥有多样的自然风光，还有着无数的人文景观。那些富裕浓郁殖民色彩的安第斯高原小镇建筑、远离尘

嚣的亚马逊丛林、被积雪覆盖的高山、长达 3220 千米的绵长海岸线，还有那些精彩的印加古迹都让人十分神往。这是秘鲁第一次参加广州旅展，就让我

们一起走进迷人的秘鲁吧！

Peru is legendary among world travelers looking for exciting new experiences. Stunningly endowed in both natural and man-

made attractions, including charming Andean highland towns with colonial architecture, remote jungle lodges in the Amazon

basin, soaring snowcapped mountains and volcanoes, a 3,220km Pacific coastline, and, of course, Machu Picchu and the

stunning legacies of the Incas and other sophisticated pre-Columbian civilizations. This year,Peru joins GITF for the first

time,let’s explore this charming country together!

A:This year Peru wil l showcase

Machu Picchu (马丘比丘), our “Jewel

of the Crown.”

Machu Picchu is one of the New

Seven Wonders o f the Wor ld .

Located in the highlands of Peru, it

is the most important archaeological

center in South America and the

most popular tourist destination in

Peru.

Machu Picchu is a 15th-century Inca

citadel located 2,430 meters above

sea level in the Cusco Region. It

hovers on a mountain ridge above the

Sacred Valley. Most archaeologists

believe that Machu Picchu was built

as an estate for the Inca emperor

Pachacutec (1438–1472). Often

referred to as the "Lost City of the

Incas", it is the most familiar icon of

Inca civilization.

Q:What will be Peru’s Chinese

market strategy layout?

A:If Chinese tourists want to visit

Latin America this year, -let’s say

for example- to attend the World

Cup in Brazil, they can come through

Peru, before or after.

We are aiming at becoming the hub

for Chinese travelers to Peru once

technology allows for direct flights

that cross over the Pacific from Asia

to South America. This is a matter of

time.

Therefore, as the number of Chinese

tourists grows and distances become

less cha l leng ing , Peru shou ld

become the natural port of entry for

Chinese travelers to the region. We

are getting ready to welcome you all.

Q:During this fair, what kind of

important issues will you discuss

with the travel industry?

A : T r a v e l l i n g a b r o a d r e q u i r e s

planning, part icularly when you

travel far away. This year our goal

is to establish important cooperation

partnerships between Chinese and

Peruvian travel agencies.

We wi l l be a lso promot ing our

important annual travel fair, Peru

Travel Mart (PTM), that will take

place in Lima between April 24 and

27.

PTM is in its twenty-first edition this

year and welcomes top leaders in the

Tourism and Air Transport business.

For information please visit us in our

booth, or at:

http://events.perutravelmart.com.pe/

en/events/registration/buyer

Q:Would you kindly introduce

to Chinese tourists the top five

feature resources in Peru?

A:We are attaching five photographs

of our iconic places to visit; these

would be our top five feature touristic

destinations in Peru.

a)Of course Machu Picchu is the

f i rs t one and Chinese tour is ts

shouldbe aware that this is the most

recognizable icon in South America.

b)Next, we have the Amazon River,

as it starts in Peru and flows through

most of the wild rainforest creating

exuberance and beauty.

c)Peru is also where travelers can

find the famous Nazca Lines that

date back to the third century B.C.

These enigmatic lines carved in the

coastal desert in Peru, south of our

capital Lima, are also a main tourist

attraction visited by thousands of

visitors every year.

d)We also have the Lake Titicaca, the

highest navigable lake in the world,

with its wonderful floating islands of

the Uros; a spectacle in itself.

e)Finally, -and last but not least-

there is Lima, our capital city that is

home to close to 9 million people.

Lima is one of the most vibrant

and modern urban centers in Latin

America, where you can find both

the new and the traditional. It has

become also a famous tour ism

destination for the best food in the

America.

A：若是中国游客今年想来拉美旅行，譬

如说来参加巴西世界杯，他们可以在赛

前或赛后到秘鲁旅行。我们的目标是在

亚洲南美直飞航线开通之时，让秘鲁成

为中国游客的集散中心。这些只是时间

问题。我们已做好迎接大家的准备了。

Q：在展会期间，你们将和业绩同仁就哪

些重要问题开展交流呢？

A：出国远行尤其需要预先计划。今年我

们的目标是建立中秘旅行机构间的重要

合作伙伴关系。我们也会为将于今年4月

24日至27日在利马举行的秘鲁旅游交易

会（PTM）进行宣传。

今年是秘鲁旅游交易会第 21 届，

我们非常欢迎旅游界的精英们和航空领

域的同行来参加。更多的资料请来我们

的展台，或者点击我们的网站 ：http://

events.perutravelmart.com.pe/en/

events/registration/buyer

Q：可否为中国游客介绍秘鲁五大著名旅

游资源？

A：我们会附上五张秘鲁的标识性地点的

图片，这些就是秘鲁五大最有代表性的

旅游目的地。

1）当然马丘比丘是南美最有名的景点，

也是中国游客最应该游览的秘鲁景点。

2）再者就是亚马逊河。它发源于秘鲁境

内，流经的热带雨林美不胜收。

3）游客们同样可以前往有着两千多年历

史的纳斯卡线条。这些神秘的线条被雕

刻在首都利马以南的海岸沙漠地带。纳

斯卡线条每年都会吸引着成千上万的游

客前来探秘。

4）秘鲁还有世界上最高的淡水湖——喀

喀湖，以及湖中漂浮的乌鲁斯群岛，非

常壮观。

5）最后，我还想推荐我们的首都利马。

利马是将近九百万人的家，也是拉美最

具活力、最现代的城市之一，它还是古

老和现代秘鲁的融合。在这里有着许多

著名旅游景点和非常美味的美洲食物。

Q:What is Peru 's market ing

theme? How to demonstrate it in

the exhibition hall?

对话秘鲁旅游局 Conversation with Economic and Commercial Counselor of Peru in Shanghai

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2014年2月27日 27 February 2014

A1：中国的出境旅游市场飞速发展，

在这个过程当中，市场也在不断成熟。

自去年新旅游法实施后，市场更是朝着

健康稳定的方向发展。目前整个市场除

了都在走品质旅游的道路外，市场细分

以及专业化程度也将不断加深。各种主

题旅游、深度旅游正在被越来越多朋友

接受以及喜爱，自由行的游客也在飞速

增长。以韩国来说，游客已经不满足首

尔、济州走马观花式的游览，所以我们

推出了各种体验式游览，希望游客能通

过真正参与从而了解当地人的生活以及

文化。如首尔北村韩屋村有很多传统的

手工作坊，游客不仅可以在那边买到手

工艺品，还可以在老师的指导下亲自制

作韩国的传统手工艺品，一举两得，又

特别有意思。

A2：今年是仁川亚运会年，所以我们今

年的推广主题主要围绕体育运动展开,重

点推出一些体育主题的旅游路线，如马

郭尚燮 Guo Shangxie

韩国旅游发展局广州办事处局长

Direc to r o f Korea Na t iona l

Tourism Organization Guangzhou

Office

2014旅游升级新趋势New Trend of Tourism in 2014

据 2014 全国旅游工作会议报告获悉，“2013 年我国旅游业总体保持平稳较快发展。国内外旅游市场继续

快速增长。”2013 年，新《旅游法》的出台，有效地规范了旅游市场 ；多国放宽对华签证政策进一步促使出境

游市场火爆 ；旅游业持续成为投资热点等等，这一系列事件给中国旅游市场带来深刻影响。在此环境下，2014

的中国旅游市场又将呈现哪些新变化和新趋势？有多年参展经验的展商们对此又有何看法？面对新的机遇和挑

战，他们又将如何突显自己的优势？

According to the report of the 2014 National Tourism Conference, “ in 2013 Chinese tourism keeps a

stable and quick development. Tourism markets at home and abroad keep increasing rapidly.” Last

year, a new tourism law was introduced and effectively keeps order in tourism market. Many countries

has relaxed their visa to Chinese citizens which delivered a boom in outbound tourism. In 2014,

are there going to emerge new changes and trend under such situation? What are sophisticated

exhibitors’ opinions about it? What are they going to do to stand out from other competitors faced to

these new opportunities and challenges?

Focus on Asian Games Related Theme Tourism注重体验式游览 主推亚运体育主题游

对话展商

Communicating with Exhibitors Q1.未来旅游市场呈现什么新趋势/最关注的方面？

Q2.今年的推广重点和亮点？

Q1:What do you think is the new trends/ which

aspects do you focus on most in the future

tourism marketing?

Q2:What’s the focus and highlight of this

year's promotion?

拉松以及亚运会观赛等。此外，我们仍

将继续推广韩国医疗观光旅游。

韩国人都非常热爱运动，所以每年有

各种类型的马拉松活动，尤其是春季和

秋季这两个最怡人的季节。我们联合广

州畅游国际旅行社共同组织游客前往韩

国参加 3 月首尔马拉松赛事，目前这个

路线在火热报名中。此外，4 月还有庆州

樱花马拉松以及6月济州岛的马拉松活动。

最重要的仁川亚运会将于 9 月举行，

那时正是韩国秋高气爽的季节，随后马

上就是中国的国庆黄金周，所以要去观

赛的游客现在就要开始准备了啊。

A1: Chinese outbound tour ism

is developing rapidly and at the

same time the market is maturing.

Last year a new tourism law was

introduced. Therefore, the tourism

market is heading to a good and

stable direction. Besides quality

tourism, all kinds of theme tourism

and thorough tourism have been

welcomed by more and more people.

And free independent travelers

are expanding quickly. Take Korea

as an example, travelers are not

satisfied with a hurried and rough

visit to Seoul, Cheju, so we have

introduced many kinds of experience

tour, hoping that travelers can really

understand local people’s life and

culture by participating with them. For

instance, in Bukchon Hanok Village in

Seoul exist a lot of traditional manual

workshops. Travelers not only can

buy Korean traditional handicrafts

but also can do it with the help of

teachers. It is very interesting.

A2:This year is the year of Inchon

Asian Games, so the theme of our

promotion is related to sports and put

great efforts into introducing some

sports related theme tourism, like

marathon and watching Asian Game,

etc. In addition, we stil l keep on

promoting medical tourism.

Korean have great enthusiasm

for sports.Therefore,there are a

variety of marathon,especially in

spring and autumn.Together with

Guangzhou travel agency，we are

going to organize Chinese travels to

Seoul to attend marathon in March.

Besides,there wi l l be Gyeongju

Cherry Marathon 2014 in April and

Jeju International Marathon in June.

The most important thing is that the

17th Asian Games will be held in

Inchon in September,it is a wonderful

season for travel.

对话韩国旅游局 Conversation with Korea National Tourism Organization Guangzhou Office

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2014年2月27日 27 February 2014

A1: 旅游产业展现出了很多变化和新趋

势，包括电子旅游业务的出现，自由行

游客群体的扩大，亚洲出入境旅游的发

展，各旅游地点间的不断增强的竞争，

要求以健康，购物和自然体验为目的，

以及社交媒体在旅游市场中的扮演角色

等等都可以被罗列出来成为旅游业中的

变化或者新趋势。相应的，各旅游目的

地在网上的展示和在社交媒体上提供信

息来促进游客做出旅行决定正在成为旅

游产业中的竞争优势。

A2：斯里兰卡旅游业的主题是“斯里兰

维玛 Mr Vimal

斯里兰卡驻华使馆公使衔参赞

Embassy of Sri Lanka in China

Minister Counsellor

Sri Lanka, “Wonder of Asia”多元化海岛游打造“亚洲奇迹”斯里兰卡

A1:人们对旅游的选择已经出现了重大的

改变，而且可以预期在今后将产生更多

变化。相比等着排队，旅游者们更倾向

于网上订酒店，预定航空公司或其他交

通方式，已经购买旅游套票。类似的，

他们喜欢自由行。因此，服务提供者和

目的地国家必须尽最大努力来满足游

客。现在游客对环境的责任越来越大，

今后对绿色旅游的需求将不断增长。

A2：2013-2014年，尼泊尔正在举办世

界第一峰珠穆朗玛峰第一次登顶的钻石

庆典。全年尼泊尔将全力推广其作为珠

穆朗玛峰所在地以及一个融合了自然，

Sunil Sharma

尼泊尔国家旅游局旅游推广部经理

Manager o f Nepa l Nat iona l

Tourism Promotion Department

Adventures in Nepal将环保融入旅行，主推探险和文化元素

卡：亚洲奇迹”。这个主题在中国不断

推广，通过介绍特定的旅游产品或者斯

里兰卡的吸引力来吸引中国游客。而且

我们已经设计了一个涉及多方面的旅游

推广计划，主要关注旅行社的目的地品

牌效应和商业网络。

A1： Tourism industry shows many

changes and new trends including

emergence o f ‘E-Tour ism’,

expansion of FITs (Free Independent

Travelers), expansion of outbound

and inbound destinations in Asia,

increas ing compet i t ion among

destinations, demand for health,

shopping, and nature or iented

tourism, role of social media in

tourism marketing etc can be listed

out as new change / trends in the

tourism industry. Accordingly, the

presence of travel destinations

online as well as in social media with

information readiness for travelers’

decision making is becoming a

competit ive edge in the tourism

industry.

A2: Theme of the Sri Lanka Tourism

is “Sri Lanka: Wonder of Asia”

and it is being promoted in China

by introducing specif ic tour ism

products or attractions of Sri Lanka

to attract Chinese travelers. And we

has planned a multifaceted tourism

p ro m o t io n ca m pa ig n in C h in a

focusing on destination branding and

business networking of travel agents.

文化和探险的独一无二旅游目的地。在

中国将重点推广其文化方面的特色。尼

泊尔旅游局的推广重点是尼泊尔的自

然，文化和探险。相应的，相关推广材

料也已经制作完成，专门迎合中国市场

的需求。

A1：People’s choice for travel

has changed significantly and it is

expected to make more changes in

the days ahead. Travelers prefer to

go online for booking hotels, airlines,

other means of transportation and

travel package rather than standing

in queue. Similarly, they want hassle

free travel. So the service providers

and the destination countries have

to be careful to ensure the utmost

satisfaction of the visitors. Now the

visitors have been more responsible

towards the environment and there

will be rise in the need of green

tourism in the days ahead.

A2：Nepal has been observing the

year 2013-2014 as the Diamond

Jubilee Celebration of the First

Ascent of the Mt. Everest , the

highest point on the earth. The whole

year round, Nepal will put its effort

to promote Nepal as the land of Mt.

Everest and a unique destination

with the complete fusion of Nature,

Culture and Adventure and cultural

aspects will be highlighted in China.

NTB’s focus shall be on nature,

culture and adventure of Nepal.

Accordingly promotional materials

have been made catering to the need

of Chinese Market.

对话斯里兰卡旅游局 Conversation with Sri Lanka in China Minister Counsellor

对话尼泊尔国家旅游局 Conversation with Nepal National Tourism Promotion Department

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2014年2月27日 27 February 2014

A1：近年来中国旅客的出境游需求越来

越大，2014年这个趋势仍会延续。尤

其是在二三线城市，出境游人数持续增

长，近一两年增长得特别快，越来越多

的中国人愿意出国旅游。中国旅客对出

境游的需求从一开始的“到此一游”渐

渐向深度游转化；一些定制的旅游线路

比如欧洲海岛游、世界杯赛事游、滑雪

线路游等等都是中国旅客新的关注点。

谈到乘机体验，中国旅客一向的关注点

都在机上餐食和机上娱乐方面。比如阿

李旬 Li Xun

阿联酋航空中国区副总裁

V ice pres ident o f Emi ra tes

Airlines, China

To Develop Extensive Airline Network 拓展全球航线网络 推广“你好未来”新品牌平台

A1：2014年的旅游市场会往散客出行以

及高端私人定制深度游、特色游、自驾

游为发展趋势。游客将会更注重旅游服

务的品质以及线路的特色。

A2：今年DISTA GROUP会推出美国

国家公园深度游、哈佛智慧与梦想夏令

营、皇家豪华游轮之旅，三部分作为主

打线路，配合美国旅游局，以美国，从

“心”出发为主题向广大同业朋友推广

高端、深度的北美之旅。另外，DISTA

GROUP今年在中国市场推广主要集中

在中高端的散客市场，这些客人具备一

定的消费能力，并特别关注旅游的品质

与体验，这也正好符合DISTA GROUP

曹静 Cao Jing

美国钻石国际旅行社营销中心总经理

Gneral Manager of Marketing

Department of American Diamond

International Travel Agency

Focusing on Promoting High-End Tourism of North America从“心”出发 重点推广高端、深度北美之旅

A1：今年是旅游法实施第二年，整个

旅游市场我们认为将会呈现以下特点：

一是游客的结构发生了变化，过去团队

的客人比较多，现在相对占比比较低一

些。二是游客对服务质量的要求比过去

要更高。对此我们今年在满足自驾游、

自由行游客这方面做了一些工作，加大

了旅游的公共服务、设施的投入和建

设，也强化了旅游服务质量的提升，同

时在景区也进行一系列的这种分流游

客，避免出现秩序混乱的这些手段。这

个旅游法的实施对整个旅游行业都是一

次考验。

A2：武汉市旅游局今年的推广重点仍然

是“大江 大湖 大武汉——武汉新花城”

张侠 Zhang Xia

武汉市旅游局局长

Director o f Wuhan Tour ism

Bureau

Wuhan ：Establish an Image of Flower City赏花游为重点 打造武汉新花城形象

城市主题形象的打造，同时我们也会重

点推介武汉日益丰富、特色鲜明的其他

旅游产品和线路，如汉秀剧场和万达电

影乐园。武汉正在创建全国的旅游标准

化的示范城市，今年我们将会按照旅游

标准化的工作要求，加强旅游公共服务

的建设，特别是在景区及道路的指示标

示方面加大投入力度。

A1: 2014 is the second year after the

introduction of the new tourism law.

We think there is going to be several

characteristics in the whole tourism

market. First, the organization of

travelers has changed. In the past,

group travelers were far more than

now. Second, travelers demand for

better service quality. We have done

something to satisfy self-driving tour

and free independent travelers. We

have increased investment in public

service, and facilities construction

and also emphasize the improvement

of travel service quality. Meanwhile,

we have launched some methods to

shunt tourists so as to avoid disorder.

The new tourism law is a challenge to

the whole tourism market.

A2:The focus of the promotion of

Wuhan Tour ism Administrat ion

is st i l l “ River, Lake, Wuhan—

A New Flower City”. At the same

t ime, we wi l l a lso stress other

special travel products and routes

in Wuhan, like the Hanxiou Theater

and Wanda c inema. Wuhan is

trying to establish itself as a national

tourism standardized demonstration

ci ty. This year we are going to

follow the requirements of tourism

standardization to elevate the public

service of tourism.We are going to

put a lot of resources to improve the

signs in scenic spots and roads.

的旅游理念：关注游客的旅游体验。在

新的一年，我们会研发更多新颖、精彩

的北美线路，并开展一系列的巡展、培

训、推广活动，让业界朋友更多的了解

及认识“北美品质旅游”的精髓。

A1: Free independent travelers

and high-end customized thorough

tourism, special tourism and self-

driving tour are going to be the new

trends of tourism market in 2014.

Travelers will pay more attention to

service quality and characteristics of

travel routes.

A2: DISTA GROUP is going to

launch thorough tourism of American

National Parks, Harvard Wisdom

and Dream Summer Camp and

Luxurious Royal Ship tourism. These

three parts are the main routes.

Cooperating with American Tourism

Administration, we want to introduce

to companies in the same industry

some high-end and thorough North

American tourism with the theme of

“ starting from the heart”. Besides,

DISTA GROUP focuses on middle

and advanced clients because they

are capable of large consumption

and pay great attention to the quality

and experience of tourism, which fits

the concept of DISTA GROUP—pay

attention to travelers’ experience.

In the new year, we will develop more

original and interesting travel routes

in North America and organize a

series of exhibition tour, training and

promotion activities show that more

and more people can understand the

essence of “North American Quality

Tourism.”

航连续多年被评选为最佳机上娱乐系统

的ice系统，以其丰富多彩的娱乐频道和

游戏节目，一直深受中国乘客欢迎。

A2：阿航一如始终致力于拓展全球航线

网络，进入2014年，我们刚在1月开通

了开通基辅（乌克兰）航线，2月10日开

通台北航线， 3月10日开通波士顿航线

（美国）。另外今年，我们将在中国推

广阿联酋航空的“你好未来”全新全球

品牌平台，这将其全球航空公司形象重

新定位为“全球交流及价值体验的推动

者”。同时，2014年是巴西世界杯年，

阿航将再度携手国际足联对此项国际体

育盛事作全方位的支持。

A 1 ： O u t b o u n d t r a v e l g a i n e d

its popularity recently in China,

particularly in the 2nd and 3rd Tier

cit ies. Chinese travelers are no

longer satisfied with the old-fashion

perception of travel –“到此一游（I

have been here）” and they now

value tailor-made travel experience,

such as European island relaxation ,

sport competition routes (FIFA World

Cup), ski resort routes etc. Inflight

catering and entertainment are

always Chinese tourist’ focus. For

example, Emirates’ award-winning

entertainment system-ice system is

always in the favorite list of Chinese

passengers thanks to its dozens of

movie channels and games.

A2：To offer easy access to six

con t inen ts fo r passengers by

developing our extensive network is

always Emirates promotion focus.

In 2014, we recently launched a

scheduled daily service to Kiev,

marking its first route to the Ukraine.

We will launch flights to Taipei in

February and flights to Boston in

March. To promote"Hello Tomorrow",

the l i festyle brand platform that

positions the global airline as the

enabler of global connectivity and

meaningful experiences. As an

official partner of the FIFA World

Cup, Emirates will be working closely

with FIFA again in 2014 for the World

Cup.

对话武汉市旅游局 Conversation with Wuhan Tourism Bureau

对话阿联酋航空 Conversation with Emirates Airlines China

对话美国钻石国际旅行社 Conversation with American Diamond International Travel Agency

GUANGZHOU INTERNATIONAL TRAVEL FAIR 2014 2014广州国际旅游展览会（GITF）世界展会 全球商机18 19 Focus | 焦点 2014年2月27日 27 February 2014

2014，巴西！巴西！

2014, Brazil! Brazil!

大力拓展中国旅游市场旅游业一直是巴西政府重点发展的

产业，目前赴巴西旅游的游客主要来自

美国、欧盟、阿根廷、乌拉圭等。据巴

西旅游部统计数据显示，2012 年巴西接

待的近 600 万游客中，有中国游客近 6.6

万名，约占巴西旅游客源的 1.16%，位

居主要客源国第十九位 ；虽然如此，但

中国游客人数比 2011 年是增长 18%，

可见，巴西逐渐成为中国游客热门的旅

游目的地之一。自 2014 年起，巴西政府

将把中国列为重点开发的旅游客源市场。

而随着 2014 年世界杯及 2016 年奥运会

的临近，预计会有更多的中国游客来巴

西。巴西旅游局将中国列为重点开发的

旅游客源市场，希望在未来几年，继续

推动中国游客数量增长。

乔西·维森特·莱萨

Jose Vicente Lessa

巴西总领事

Consul-General of Brazil

对话巴西总领事 乔西·维森特·莱萨

Conversation with Consul-General of Brazil Jose Vicente Lessa

巴西，一个桑巴和足球上舞动的国家，今年注定成为全世界瞩目的焦点。2014 年世界杯足球赛和 2016 年里约夏季奥运会两大盛事将在这

里举办，巴西已正式向全世界发出邀请，以其丰富的旅游资源和缤纷的节日盛事，展现巴西激情、热力、动感的无限魅力。

Brazil,a country of Samba and Soccer,destined to become the focus of the world this year.The 2014 World Cup and the

2016 Olympic Game will be held here.Brazil has officially sent out invitations to all over the world with her rich tourism

resources and interesting holiday events,to show her unlimited passion,enthusiasm,dynamism and charm.

Q:您对今年的广州国际旅游展有什么样

的预期呢？

A:这是一个盛大的旅游展会，为大家提

供了推广的平台和多方合作的机遇。因

为今年世界杯在巴西举行，对于巴西是

非常特殊的一年，希望通过旅展能更好

的推广巴西旅游，让更多的中国游客、

广东游客前往巴西旅行。

Q: 最受中国游客欢迎的巴西城市和景点

有哪些？您还有更好的推荐吗？

A:大家去得最多的城市是里约和圣保

罗，我们的阳光海滩和热带雨林非常吸

引中国的游客。而我非常推荐巴西的东

北部，那里有美丽的海滩，还有3月份的

巴西狂欢节，当然今年的世界杯也是不

可错过的盛事。

Q: 在重点推广今年巴西世界杯方面做了

哪些措施？

A: 首先是签证方面，持有世界杯门票、

受球队邀请或受FIFA邀请的游客将可

以享受世界杯期间特殊的签证待遇。其

次，大家最关心的安全问题，巴西政府

通过了一些新的法律，大力加强了安保

建设，会竭尽全力维护世界杯期间的治

安。巴西曾多次主办大型峰会，对于安

保建设非常有经验，也有信心。再者，

关于世界杯旅游住宿问题，尽管现在的

酒店已经非常紧张，但我相信人们的想

象力是无限的，游客们一定能找到住宿

的地方，当然提前预定酒店是更好的选

择。为了世界杯，巴西还全面整顿公共

交通，加强了国家的基础设施建设，另

外对足球场地也投入很大。

Q:What are your expectations

f o r t h i s y e a r ' s G u a n g z h o u

International Travel Fair ?

A: This is a grand tourism exhibition,

providing a platform for promotion

and cooperat ion opportuni t ies.

This year is very special for brazil

because the World Cup will be held in

Brazil, We do hope we can promote

Brazil’s tourism more effectively

through Guangzhou International

Travel Fair, and attract more Chinese

tourists, Guangdong tourists to visit

Brazil.

Q:Which cities and attractions in

Brazil are the most popular for

Chinese tourists ? Do you have

any better recommendations?

A: Most Chinese tourists choose Rio

and Sao Paulo, the sunny beaches

and rainforests are very attractive

to Chinese tourists. And I highly

recommend the northeast part of

Brazil where there are many beautiful

beaches ,as well as the Brazilian

Carnival in March.Of course, this

year's World Cup event can’t be

missed.

Q:What measures have been

made on promoting this year's

Brazil World Cup?

A:First of all,the World Cup tickets

holders and visitors invited by football

teams or FIFA will be able to enjoy

special VISA during the World Cup.

Secondly, for the most concerned

safety issues, Brazil Government

adopts a number of new laws,

strengthens the security construction,

and makes every effort to maintain

public security during the World

Cup. Brazil is very experienced and

confident on security construction

since a large of summits has been

h o s t e d . A g a i n , a b o u t t h e h o t e l

accommodation problem, I believe

that people's imagination is unlimited,

visitors will be able to find a place to

stay although hotel rooms are in short

during World Cup.Making reservation

in advance is a better choice indeed.

In addition the government of Brazil

reorganizes public transportation,

s t rengthens the in f rast ructure

construction and investment on the

football venues.

an important tourism source market

since 2014. With the 2014 World

Cup and the 2016 Olympic Games

approaching, more Chinese tourists

are expected to visit Brazil. The

Brazilian Ministry of Tourism focuses

on China as a key tourist market to

promote, and the number of Chinese

tourists is expected to increase

continuously in the next few years.

Get everything ready for

the World Cup The Brazilian government predicts

that tourism would account for 4.5%

of Brazilian GDP in 2014. There

will be 64 matches in 12 cities in

Brazil ,which will attract thousands

of tourists to Brazil for traveling and

watching games during the 2014

World Cup . In order to host the World

Cup, Brazil will carry out large-scale

rehabilitation and construction of

transportation system,hotels industry

and security in 12 cities. In terms

of venue construction, 12 venues

feature with beautiful appearance,

and completed function.Many venues

are launched with environmental

protection concept. Natal’s Arena

d a s D u n a s , B r a s i l i a ’ s M a n e

G a r r i n c h a , M a n a u s ’ s A r e n a

Amazonia, Cuiaba's Arena Pantanal

are applying for LEED certification

hoping eco-venue concept will carry

out during the World Cup and in the

future games.

Brazil introduces the corresponding

policies for the Visa issue most

concerned by Chinese tour ists

during the World Cup. FIFA decides

to identify the authenticity of tickets

with high-tech identity recognition

technology during the World Cup.The

tickets purchased through illegitimate

channels will be considered as illegal

tickets, which means the validity

of these tickets will be canceled.

Accord ing to V isa In format ion

announced by the Brazilian Embassy,

ticket-holders who purchase tickets

successful through official channels

will be available to race multiple entry

access to Brazil with "event visa"

during 3 months and waive visa fees.

It will be refused as long as the World

Cup tickets are identified purchasing

through illegal channels.

做好一切准备迎接世界杯盛宴巴西政府预测 2014 年旅游业将会占

到巴西国内生产总值的 4.5％。2014 年

巴西世界杯期间，共在巴西境内的 12 座

城市举办 64 场比赛，将会吸引数以万计

的游客到巴西旅游观赛。为了举办世界

杯，巴西将对 12 个城市的交通系统和旅

馆业进行大规模的改造和建设，并大力加

强了安保方面的建设。在场馆建设方面，

12 座球场各具特色，外观大气漂亮，功

能也很齐全，许多球场都推出环保理念。

纳塔尔沙丘球场、巴西利亚马内·加林

查球场、玛瑙斯亚马孙球场、库亚巴潘

塔纳尔球场等都特别申请了ＬＥＥＤ环

保认证，希望在世界杯期间及今后的比

赛中都贯穿“绿色”赛场的概念。

对于中国游客最关心的世界杯期间

的签证问题，巴西推出了相应政策。国际

足联决定在本届世界杯上采用高科技身

份识别技术辨别球票真伪，凡未通过合

法渠道购买门票将被视为非法购票，通

过非法途径购买的门票将被取消入场权。

根据巴西驻华大使馆签证处公布的签证

服务信息 ：通过官方渠道成功购票的持票

人，可获得赛事期间 3 个月多次往返巴

西的“赛事签证”，并免收签证费。一经

查验是通过非法渠道购买的世界杯门票，

将会被拒签。

Increasing expansion of

Chinese tourism marketThe Braz i l ian government has

always focused on the development

of tourism industry. Currently the

tourists who come to Brazil are

mainly from the United States,

the European Union, Argentina,

Uruguay and so on.According to

statistics of the Brazilian Ministry

of Tourism ,Brazil received nearly

66,000 Chinese tourists among 6

million tourists in 2012,accounting for

1.16% of the Brazilian tourists.China

ranks 19th among the main source

countries. Nevertheless, the number

of Chinese tourists in 2012 increases

18% compared to 2011, showing

that Brazil is becoming one of the

most popular tourist destinations

for Chinese tourists.The Brazilian

government will focus on China as

GUANGZHOU INTERNATIONAL TRAVEL FAIR 2014 2014广州国际旅游展览会（GITF）世界展会 全球商机20 21 Focus | 焦点 2014年2月27日 27 February 2014

米兰2015世界博览会 一段新奇的智慧之旅

Expo Milan 2015 A Journey of Innovation

魅力意大利 2014掀世博游热潮

Charming ItalyWorld Expo Tour Boom in 2014

世博游成2014推广重点根据意大利国家旅游局发布的数据，

2011 年意大利首次超过法国、德国，

以 38.2 万的中国游客入境量成为当年中

国游客入境人数最多欧洲国家。2012 年

中国游客入境人数突破了 43.3 万，意大

利稳坐最吸引中国游客的欧洲国家这一

位置。意大利国家旅游局于去年初发布

了《2014 年旅游展望》，把米兰世博会

旅游作为旅游推广的重点。2014 年将是

2015 米兰世博会的准备年，中国作为第

二大非东道主国家展馆，意大利国家旅

游局希望借世博会契机，吸引更多中国

游客前往旅游。

主打米兰及周边城镇游意大利旅游局今年将大力度推广一

些受关注度不是很高的旅游目的地，例

如米兰周边的皮埃蒙特大区的首府都灵。

2015 年世博会将在意大利米兰举行，势必掀起世博游热潮。今年作为世博会的准备年，意大利又将为中国游客带来什么样的精彩期待？

The 2015 World Expo will be held in Milan, Italy, is bound to set off the expo tour boom. In 2014 as a preparation year

for the World Expo , what surprise will Italy bring to Chinese tourists?

对话意大利国家旅游局中国代表处 Conversation with Italian Government Tourist Board in China

Q ： 对 今 年 广 州 国 际 旅 游 展

(GITF2014) 有什么期待？

A：首先，当然希望这次我们的意大利展

位在搭建设计上能有新的突破，吸引更

多关注。其次，希望能更好地为业内各

参展商提供直接有效的交流平台，促进

合作。再者，与媒体的合作，向公众宣

传介绍意大利的方方面面。

Q. 今年的推广重点是什么？

A：今年是2015米兰世博会的准备年，

推广的主题以EXPO为中心。我们会大

2015世界博览会将于5月1日至10月31日在意大利米兰举行。世博是一个每五年

都以全球并重为主题而把世界各地人民拢聚在一起的非比寻常的盛世。而 以“供养

地球，生命之源”为主题的2015米兰世博将要给世界各地的游客带来一次纵贯130

多个参展国家名副其实的历史文化创新之旅。

From 1st May to 31st October 2015, Milan will host the 2015 Universal

Exposition. Expos are extraordinary events, bringing people of the world

together every five years around a theme of global importance. The theme

of Expo Milano 2015, Feeding the Planet, Energy for Life, will offer visitors

a veritable journey around the world, through the cultures, histories and

innovations of over 130 participating countries.

对话意大利世博会 Conversation with Expo Milan 2015

Q：米兰世博将有什么样的精彩表现？

A：1. 2015的米兰世博将会接待来自世

界各地超过2000万的游客。此外，在占

地面积超过100万平方米的世博园中，超

过60多个展馆，和旨在展示世界各地文

化美食传统，更注重反映当地经济科学

和与食品生产及消耗有关联社会现象的

主题区域将会给世人展现一次独特超刺

激的体验。

2. 届时，场馆里还将有各式各样的小聚

会，围绕运河、水池展开的娱乐活动，

还会有植物园和富于益智教育意义的儿

童园地，此外还有其他基于各类主题多

感官互动的观光路线。

3. 2015米兰世博还会起到一个世界实验

室般的作用，世界各地的人民都会聚到

一起来畅想如何为自己和大家建造一个

推出众多游便利措施意大利向中国公民开展签证便利措

施，签发旅游签证的时间已经从 8 个工

作日缩短为 5 个，商务签证则在短短 48

小时内即可签发。另外，更多的世博会票

务政策及对大型旅行社旅游套餐优惠措

施也将在旅展推介会上公布。

World Expo tour,the focus

of promotion in 2014According to Italian Government

Tourist Board’s data, in 2011 Italy

excessed France and Germany for

the first time with its inbound Chinese

tourists reaching 382，000, which

topped i t among a l l European

countr ies. In 2012 the number

w e n t a b o v e 4 3 3 , 0 0 0 , I t a l y s i t

tight among European countries

to attract Chinese tourists most.

Italian Government Tourist Board

released"Tourism Outlook 2014" at

the beginning of last year, and placed

the Milan Expo Tour as the focus of

promotion. In 2014 as the year of

preparation for Milan Expo, Italian

Government Tourist Board would

like to take the opportunity to attract

more Chinese tourists, while China is

the second largest non-host national

pavilions .

Recommended tours of

Milan and surrounding

towns Italian Government Tourist Board

this year will make great efforts to

promote those tourist destinations

less concerned formerly, such as

Turin.

Numerous measures to

facilitate travel launched Italy has carried out visa facilitation

measures to Chinese citizens, by

which the time to issue a tourist visa

has been reduced from eight working

days to five, and the business visa

can be issued within 48 hours.

More Expo ticketing policies and

incentives for large scale of travel

tour packages will be published in

the Travel Fair promotion meeting.

力推广举办世博会的城市米兰以及周边

腹地的城镇。如米兰周边的皮埃蒙特大

区的首府都灵、利古里亚大区的五渔村

等都是世博游的重点推荐线路。

Q: What are your expectations

for the Guangzhou International

Travel Fair this year (GITF2014)?

A: First, of course, we hope that our

Italian booth has a new breakthrough

in the design and construction to

attract more attention. Secondly, we

hope to provide a better platform for

direct and effective communication

for the exhibitors, so as to promote

cooperat ion. Moreover , in the

media cooperation, GITF creates

t h i s p l a t f o r m f o r f a c e t o f a c e

communication directly to the public

about all aspects of Italy.

Q. What is the focus of this year's

promotion?

A: This year as the preparation for

the Milan Expo 2015, we focus on the

theme of EXPO. We will vigorously

promote Milan and the surrounding

hinterland towns. Turin, the capital

of Piedmont Torino surrounding

Milan,and Liguria's Cinque Terre

are all key recommendations of the

World Expo tour route.

美好的新世界。她给我们提供一个令人

无法抗拒独具风格的契机，使大家参与

到将这个星球塑造得舒适、健康、富足

和可持续发展具体的创造性行进中。

4. 世博园区布局是受古罗马城市中两条

相互垂直的大道卡尔多和德库玛努格局

所启发而设计的。道路两旁搭设了各国

的展馆，而处于这两条大道的交汇处是

意大利广场，就恰好象征着她是意大利

与世界的融合。

Q：What wil l happen at expo

milano 2015？

A：1. Expo Milano 2015 will draw

in over 20 million visitors from all

over the wor ld. The exposi t ion

site, covering an area of 1 million

square metres,will offer a unique

and stimulating setting amidst over

60 pavilions and thematic areas

dedicated to the cultural and culinary

traditions of theentire world, and

more generally to economic, scientific

and social issues related to the

production and consumption of food.

2. The site will be characterised

by spaces fo r ga ther ings and

entertainment, canals and pools

of water, botanical gardens and

educat ional areas for chi ldren,

a n d i n t e r a c t i v e m u l t i s e n s o r y

itineraries oriented around a number

of themes.

3. Expo Milano 2015 will be a global

laboratory where all people can come

together to imagine and build a new

and better world for all. It offers a

unique and unrepeatable opportunity

to part icipate in the creation of

concrete solutions to nurture our

planet in a proper, healthy, sufficient

and sustainable manner.

4. The site layout is inspired by an

ancient Roman city, with its two

perpendicular axes, the Cardo and

the Decumanus. Lined with the

various country pavi l ions,these

avenues intersect at Piazza Italia, the

symbolic meeting place between Italy

and the world.

世界展会 全球商机22 GUANGZHOU INTERNATIONAL TRAVEL FAIR 2014 2014广州国际旅游展览会（GITF） 23

Cover Feature | 封面专题 2014年2月27日 27 February 2014

张环 Giada Zhang

环意中国区服务中心负责人

Genera l Manager o f Ch ina

Service Center of Voglia D'Italia

Tour s.r.l.

Q：中国游客在高端出境游服务上最关注

的是什么？你对未来一年中国高端出境

游市场的发展趋势有何看法？

A：环意团队从1998年开始专注高端团

意大利地接服务，总结出高端游客对旅

行体验越来越关注，他们愿意付更多的

费用单独成团，获得更多的自由空间。

定制出行方案，实质上是在定制自己个

性化的旅行体验。近年来高端游客对旅

行体验的重视有增无减。高端游客对旅

游的理解逐渐突破吃、住、行及购物的

层次，开始向精神需求发展，意大利的

艺术及文化也将成为吸引更多的高端游

客前往重要因素。

Q: 环意在高端出境游方面有哪些优势？

有哪些新开发的高端旅游服务？

A：环意专注意大利地接服务，并只服务

于同业旅行社，环意的中国的旅行设计

师团队，在前期定制出行方案阶段的服

务，已有15年的经验积累，境外导游也

全面理解高端游客对服务高标准要求，

环意一直至力于为中国的旅行社的高端

团提供“更可控”的境外地接服务。

Q：2015意大利米兰世博会，环意对此

有什么准备策略？

A：研发更严谨地接流程和把细节服务

落实到每个环节，特别是在境外导游那

里，形成整体接待水准的提高，是环意

面对米兰世博会的前期准备，也是对同

业信任的切实回报。与此同时，环意在

意大利积极参与米兰世博会的政府相关

活动，希望能整合更有力的资源，为中

国同业服务，让复杂的事情变得简单。

高端游客需要什么样的出境游服务？

高水准接待服务迎接世博游

What Kind of Outbound Travel Service Do High-End Tourists Need?

Embrace Expo with High Standard Service

2013 年中国已经成为全球出境旅游

人数增长最快的国家之一。据相关数据

显示，2013 年中国公民出境旅游人数将

首次超过 9000 万人次。中国出境旅游

市场已经在绝对数量上超越德国与美国，

成为世界第一大出境旅游市场。随着多

国签证政策放宽，中国出境旅游的快速

增长势头迅猛，并呈散客化、小团化、

一地深度游、高端化发展的趋势，一些

能带来另类体验的旅行目的地更受高端

人群的关注。2014 年中国出境旅游人数

更有望突破 1 亿人次，未来 5 年将超过

4 亿人次。

据《中国高端旅游客户行为研究报

告》显示，欧洲仍是中国高收入人群出

境游的首选目的地，有 54% 的人计划在

未来一年内去欧洲旅游 ；其次是北美洲、

南美洲和亚洲，分别占 22%、19% 和

18%。富裕人群最喜欢的海岛是马尔代

夫，其次是夏威夷。

中国高端旅游品牌数量也将会继续

高速增长，国外高端旅游供应商密切关

注着中国市场。据业内专家分析，侧重

对话环意中国区 Conversation with China Service Center of Voglia D'Italia Tour s.r.l.

豪华享受的高端游和注重个性体验的高

端游将继续并存。随着市场的进一步细

分，加上新《旅游法》给整体旅游业带

来了规范的标准，还将有其他新形式的

高端游涌现，游客的个性化需求将逐步

提炼合并出共性，赋予高端旅游以标准化。

到底中国高端游客需要什么样的出

境游服务？旅行社、航空公司、旅游局、

领事馆等高端旅游供应商们对中国高端

出境旅游市场的发展趋势以及游客需求

作了深入探讨，并提出了各自的发展策略。

By 2013, China has ascended

among countries with fastest growth

in the number of outbound tourists

worldwide. Statistics show for the

f irst t ime the annual number of

Chinese citizens to travel abroad

will exceed 90 million in 2013. China

has overtaken Germany and US as

the largest outbound tourism market

when counting absolute numbers. As

visa policy of multiple countries are

conducted more flexibly, China’s

outbound tourism is developing

fast and furiously, and seeing more

individual customers, smaller groups,

and trends toward thorough tour

to single destination and high-end

service. Destinations that can bring

unusual exper ience earn more

attentions from high-end customers.

It is expected that outbound tourists

will surpass 100 million in 2014 and

the number will increase to over 400

million in the next 5 years.

T h e R e s e a r c h R e p o r t o n t h e

Behavior of Chinese High-end

Tourists indicates that Europe is still

the most popular destination among

China’s high-income travelers, with

54% plan to travel to Europe within

a year. The destinations that follow

are North America, South America,

and Asia, with 22%, 19%, and 18%

of respondents plan to travel within a

year respectively. The most favorable

island for the rich group is Maldives,

followed by Hawaii.

With more sub-division and the

standards that the new tourism law

brought to the industry, new forms

of high-end tours are expected to

emerge. The individualized demand

of tourists will be gradually studied，

the universality will be extracted, and

then standardizes high-end tourism.

W h a t k i n d o f o u t b o u n d t r a v e l

service do high-end tourists need?

High-end travel service providers

including travel agencies, airline

companies, tourism administrations,

and consulates are conducting in-

depth discussion about the trend of

China’s high-end outbound tourism

market development as well as the

need of tourists, and are proposing

their development strategies.

希望意大利能得到更多中国旅行社的重

视，有更多的高端游客在2015年来米兰

观看世博会，及进行深度游览，现实地

把“慢旅游”的理念传递到中国的南方

出境游市场。

意大利高端世博定制游推荐1.为米兰世博考察团定制米兰周边深度

游，体验科莫湖的静谧

2.参观米兰昂布罗修图书馆，解析神秘的

达芬奇密码原手稿

3.定制米兰周边深度游，驾临克莱莫那提

琴故乡，聆听一次声音的回响

Q: What do Chinese travelers

concern most about the service

of high-end outbound trips? How

do you view the development

of China’s high-end outbound

tourism market in the next year?

A: Voglia D'Italia has focused its

business on destination service of

high-end tours to Italy since 1998,

and learns that high-end customers

are paying increasing attention to

travel experience, which means they

are willing to pay more and form

their own group in order to earn

more freedom. Tailoring one’s

travel plan is actually tailoring one’s

individualized travel experience.

In recent years, the emphasis that

high-end customers place on travel

experience has only increased. Their

perception of traveling has gone

beyond mere food, hotel, sightseeing

and shopping and starts to highlight

spiritual needs. Therefore, the art

and culture of Italy wil l become

important attraction for more high-

end travelers.

Q: What advantages does Voglia

D'Italia has in high-end outbound

tourism? What are your newly

d e v e l o p e d h i g h - e n d t r a v e l

services?

A: Voglia D'Italia focuses on Italian

destination service and only serves

part ies of the same trade. Our

designer team located in China has

accumulated 15 years of experience

in tailoring travel plan at the first

phase, and our Italian guides fully

comprehend high-end customers’

high standard of demand. Voglia

D' I ta l ia has commit ted i tsel f to

providing more controllable foreign

destination reception service for

Chinese travel agencies.

Q: What are Voglia D'Italia’s

tactics to prepare for the 2015

Milan Expo?

A: Develop a more precise set

of reception procedure and fulfill

every section with detailed care,

especially the on-site guidance part.

To achieve an overall improvement

of our reception standard is Voglia

D'Italia’s early-stage preparations

for the Milan Expo and our concrete

return to trade partners. Meanwhile,

Voglia D'Italia has played an active

ro le in Expo-re lated act iv i t ies

organized by the government, hoping

to integrate resources in a more

efficient way so as to serve our

Chinese trade partners and make

things easier. We hope that Italy will

earn more attention from Chinese

travel agencies, so that more high-

end travelers will come to the Milan

Expo and conduct an in-depth trip

here, which helps deliver the concept

of slow traveling to southern China

outbound tourism market.

R e c o m m e n d a t i o n f o r

high-end tailored tours to

the Italian Expoa.In-depth tour to Milan and around

tailored for Milan Expo study groups,

taste the tranquilness of Lake Como.

b.Tour to The Biblioteca Ambrosiana

in Milan, explore the manuscript of

the mysterious Da Vinci Code.

c.Tailored in-depth tour to Milan and

around, visit Cremona, the hometown

of violin, and listen to the resounding

melody.

世界展会 全球商机24 GUANGZHOU INTERNATIONAL TRAVEL FAIR 2014 2014广州国际旅游展览会（GITF） 25

Cover Feature | 封面专题 2014年2月27日 27 February 2014

Jonathan Bental

IGTO北京办事处总监

Director, IGTO Beijing

Q: 您对今年的展会有着什么期待呢？

A：这是我们第一次参加广州旅展。在重

要的中国南方市场加强推广力度是我们

2014年的任务之一。我们期待着在展会

上向参观者展示真实的、多姿多彩的以

色列。以色列旅游资源丰富，可以满足

各种类型旅行者。以色列的展台上将有

以色列地接社、钻石公司、死海护肤产

品制造商和以色列的航空公司，他们都

非常期待在旅展中找到潜在合作伙伴。

Q: 今年以色列的旅游推广主题是什么？

你们将如何在旅展上呈现这个主题？

A：我们今年的推广主题是“发现真实的

以色列”，要知道人们对于以色列的主

要印象都来自于新闻，而以色列不仅仅

是那样的。我们的目标是展示以色列独

高端科技游带你认识真实的以色列Introduce You to the Real Israel

对话以色列国家旅游局 Conversation with IGTOBeijing

特的多样性。以色列可以让人们体验到

独特的精神氛围和积极的商业创新，以

色列与其他地方不同，她有着许多不同

的人种，不同的宗教信仰，也有着不同

的食物口味，我们非常欢迎中国游客来

探索真正的以色列。

Q: 请简要总结一下上一年的情况。中国

游客在以色列的消费呈现什么特征呢？

他们的需求跟以往相比有什么变化？以

色列有什么独特魅力是中国游客缺乏了

解的？

A：2013对以色列而言是一个了解中国

游客的转折点。中国到以游客人数增加

了30%，我们了解到中国游客这一群体

的复杂性和高要求。中国游客平均在以

逗留8.4晚，足迹遍布特拉维夫市、耶

路撒冷、死海、海法和加利利海。他们

还是在死海产品和钻石上消费最多的游

客。我认为中国旅游者可以更多尝试以

色列独特口味的食物。正如以色列人民

一样，以色列的餐饮也是一个文化和地

域的大熔炉，而正是这一点使我们成为

一个烹饪天堂。

Q：今年在中国市场的推广重点是什么？

在与业界合作方面有什么新的措施？

A：正如我之前提到的，今年我们在华会

集中推广“真实的以色列”。我们将投

入庞大的资源扩大我们在中国网络上的

知名度，以期吸引到日益壮大并且重要

的散客群体。我们还会为中国主要伙伴

的营销人员举行研讨会，以增进他们对

“真实的以色列”的认识并把这个概念

传递给中国的终端消费者。

Q：以色列在境外高端旅游方面有什么优

势？您对以色列作为境外高端旅游目的

地的市场趋势怎么看？

A：高端市场对我们而言很重要，这主要

是因为它能使人们了解以色列的技术创

新，从而带来巨大的潜在利益。一些中

国高层商业领袖对了解以色列如何进行

一流的技术创新感兴趣，我们今年会把

重点放在推广为他们而设的考察团。这

些旅游团将旨在向中国展示以色列的商

业智慧，让中国商界了解以色列的技术

和一些新兴公司。

Q：What do you expect from the

fair this year?

A：This will be our first year at GITF.

As one of our objectives for 2014 is

to enhance Israel’s exposure as

a unique tourist destination in the

important south China market, we are

looking forward to show we visitors

not only real Israel, but also the

diversity of Israel, Israel that offers

a verity of exceptional experiences

for a wide range of tourists, from the

leisure tourists, through the Christian

tourists, to the business travelers.

The Israel pavilion at GITF will host

land operators, diamond companies,

Dead Sea cosmet ics products

manufacturers, and Israel’s flight

companies which all look forward to

meeting potential partners during the

exhibition.

Q：What is this year’s theme of

Israel tourism promotion? How

would you demonstrate it at the

show?

A：Our marketing theme this year

would be “discover real Israel…”

as people mainly know the Israel

that showed on the news and not the

Israel that offers so much more. Our

goal is to demonstrate the unique

diversity of Israel. Israel that offers

spiritual experiences along with

progressive business innovation,

Israel that is composed by a mixture

of people, religions, and tastes like

no other place in the world, Israel

that warmly welcomes the Chinese

tourists to explore real Israel.

Q: Please briefly summarize for

last year, the characteristics of

Chinese tourists’ consumption

in Israel? Are there any changes

from previous requirements?

What is the unique charm Chinese

tourists lack in understanding?

A: 2013 was a turning point for Israel

when it comes to its understanding of

the Chinese tourists. We had a 30%

increase in the number of Chinese

travelling to Israel and we learned

how sophisticated and demanding

the Ch inese tour is ts are . The

Chinese tourists stayed in Israel for

an average of 8.4 nights, traveled to

Tel Aviv, Jerusalem, the Dead Sea,

Haifa, and the Sea of Galilee, and

spent more than any other tourists

in Israel on Dead Sea products and

diamonds. I believe that the Chinese

travel lers should open up a bi t

more towards Israel’s unique food

and tastes. Like Israel’s people,

Israel’s kitchen is a melting pot of

cultures and regions that turns Israel

to a culinary heaven.

Q: What is the focus of the

promotion in the Chinese market

this year? What kind of new

measures will be introduced in

working with the industry?

A :As is mentioned before we will

focus on promoting “real Israel”

this year in China. We will put great

resources in enhancing our online

presence on the Chinese internet to

reach the growing and very important

independent traveler segment. We

will also hold seminars for the sells

professionals of our leading partners

in China aiming at increasing their

understanding of the real Israel so

that they could introduce the real

Israel to end users around China.

Q: What are the advantages of the

high-end travel abroad for Israel?

What are your opinions about the

marketing trend of the high-end

travel abroad in Israel?

A :The high end market is very

impor tant for us main ly for i ts

potential interest in learning Israel’s

technological innovation. This year

we will focus on marketing learning

tours for senior Chinese business

leaders who may find interest in

learning how top notch technological

innovation was developed in Israel.

These tours will be designed to show

China how much Israel has to offer

business wise, aiming to expose

Israeli technologies and start-up

companies to the Chinese business

world.

世界展会 全球商机26 GUANGZHOU INTERNATIONAL TRAVEL FAIR 2014 2014广州国际旅游展览会（GITF） 27

Cover Feature | 封面专题 2014年2月27日 27 February 2014

Mr. Félix Raúl Rojas Cruz

古巴共和国驻广州总领事馆总领事

C o n s u l G e n e r a l , C o n s u l a t e

General of the Republic of Cuba

in Guangzhou

Q：近年中国游客古巴旅游的情况如何？

古巴在高端出境游方面有哪些优势？

A：我们期待随着人们对古巴越来越了

解，到访古巴的中国游客数量也会逐渐

增加。譬如，2012年访古的中国游客接

近19000人次，将近前年的两倍。虽然

这个数目与其他旅游目的地相比仍然很

少。2012年广东省访古游客数量与前年

相比达到60%的增长。

关于优势，除了阳光与海滩，古巴可

以满足游客在本土特色、异国风情以及原

创独特方面的要求。古巴拥有丰富的自

然资源，同时还拥有许多历史、人文遗产。

在这里，你还能感受到古巴人民的慷慨、

热情与好客。古巴是一个非常安全安定

的国家，这对于游客而言也是非常重要的。

我们不得不提的是古巴是第一个与

中国建交的拉美国家。到今天，两国之

间一直保持着非常好的关系。许多中国

商人都被古巴稳定的氛围以及逐渐更新

的经济转型政策所吸引。新近落成的距

离古巴首都哈瓦那只有 45 公里的马里埃

尔发展特区就为投资者们带来很多机会。

Q：古巴今年在中国市场的推广重点是什

么？希望与业界有哪些方面的深度合作？

A：古巴旅游推广的主题是向全世界展

现出古巴的真实面貌：美轮美奂的沙

滩、人文遗址、与华人有血缘关系的古

巴人、古巴雪茄以及古巴人民的热情好

客；等待着游客的还有众多的博物馆、

殖民时期的艺术杰作、平原和山地的美

丽风光、独特的历史等。至今在古巴仍

展现真实古巴为中国游客设置专属线路

Design Tailored Routes for Chinese Tourists

李旬 LI Xun

阿联酋航空中国区副总裁

Vice pres ident o f Emi ra tes

Airlines, China

Q：去年选择阿联酋航空的中国旅客增长

了多少？他们最关注的方面是什么？

A：阿航不会针对单一市场公布业绩表

现，但自阿航在中国开航以来，业绩一直

保持稳健的增长势头。目前平均上座率

在80%以上。我们非常满意阿航在中国

的表现，同时也对将来的发展抱有信心。

如果谈到乘机体验，中国旅客一向的关注

点都在机上餐食和机上娱乐方面。比如阿

航连续多年被评选为最佳机上娱乐系统的

ice系统，就以其丰富多彩的娱乐频道和

游戏节目，一直深受中国乘客的欢迎。此

外，我们深信我们A380机舱内的无线网

络服务也定会受到中国旅客的青睐。

Q：阿联酋航空在中国的高端出境游方面

具有怎样的优势？

A：1. 阿联酋航空享有得天独厚的地理

条件优势，得益于迪拜的“天空开放政

策”，阿航开发了一个高效的航空模式。

目前，阿航全球航线网络已遍及80个国

家的141个目的地，这张宽广的航线网络

为中国旅客们出境游提供了便捷的服务。

2. 阿联酋航空目前运营着世界上最大

的A380机队，世界上每3架正在飞行的

A380客机中就有一架属于阿航。每架

A380飞机都拥有机上行政酒廊，为商务

舱和头等舱的乘客提供会面、休闲放松以

及商务洽谈的空间。在头等舱内还设有两

间专供头等舱客人使用的机上水疗淋浴

房。所有A380的乘客都可以充分体验阿

航屡获殊荣的ice数码宽屏娱乐系统，收

看、收听多达1600个频道的节目。乘坐

A380的乘客还可以在机上享受畅通无阻

的Wi-Fi服务，随时随地联接互联网。

3. 在众多国际航空公司中，阿航是为数

不多的几家在总部以外仍致力于投资自建

专属贵宾休息设施的航空公司之一。为不

断拓展其贵宾休息室全球网络，让我们的

高端乘客可以在舒适、豪华的环境中等

待航班起飞，目前阿航专属贵宾休息室

发挥优势 提供不间断高端舒适乘机体验

Offer Unfailing High-end Airline Experience

对话阿联酋航空 Conversation with Emirates Airlines China

对话古巴共和国驻广州总领事馆 Conversation with Consulate General of the Republic of Cuba in Guangzhou

能找寻当时海盗以及黑奴（后被中国苦

力取代）的生活印记。综上所述，我们

要展现的是一个“真实的古巴”，这便

是我们的主题。

我们会继续创造更好的条件以吸引

中国的游客。古巴旅游业也对所有有兴趣

的投资者敞开大门。我们现在已经有专为

中国游客而设的旅游线路。我们在巴拉德

罗建有海鸥码头，那里可以停靠数百艘

游艇，简直是游艇的天堂。我们每年都

会举办许多有趣的活动，如哈瓦那国际

雪茄节、高尔夫邀请赛、深海钓鱼邀请赛、

水下摄影比赛。我们拥有几百个小岛可

以让游客感受高尔夫带来的快乐以及在

加勒比透明的海水当中游泳的畅快。

Q: Please tell us about Chinese

tourists in Cuba. What advantages

does Cuba have when it comes to

high-end outbound tourism?

A: As people learn more and more

about Cuba, we expect the number of

Chinese visitors in Cuba will gradually

rise. To give you some numbers,

there were near 1,9000 Chinese

travelers visited Cuba in 2012, almost

double that of 2011. However, we

are aware that this number is still

small when compared to those of

other destinations. The number of

Cantonese tourists to Cuba surged

by 60% in 2012.

In terms of advantages, Cuba

satisfies travelers’ demand for local

characteristics, exotic experience,

and originality, besides sunshine and

beaches. Cuba is a treasure-house

of natural resources, as well as

historic and cultural relics. Here you

can feel the generosity, enthusiasm,

and hospital i ty of Cuba people.

Besides, Cuba is a peaceful and

safe country, which is important for

tourists.

I have to mention that Cuba is the first

Latin American country to establish

diplomatic relation with China, and

we have been getting along very

well with each other. Many Chinese

businessmen are attracted by the

stable environment and updating

economic reform policies of Cuba.

For example, the newly-finished

Mariel Special Development Zone, 45

kilometers from the capital Havana,

has brought substantial opportunities

for investors.

Q: What is Cuba’s marketing

focus in China this year? In which

aspect do you expect to conduct

in-depth cooperation with the

industry?

A: The theme of Cuba’s tourism

promotion is to show the world the

real Cuba: picturesque beaches,

cultural relics, Cubans with Chinese

or ig in, Cuban cigar, museums,

masterpieces created during the

colonial period, beautiful plain and

hilly landscape, unique history, and

the hospitality of Cuban people.

Nowadays, one can still find the

footprints of pirates, black slaves,

and Chinese coolies in Cuba. To

sum up, showing the real Cuba is our

theme.

We will keep creating better condition

to appeal to Chinese tour is ts .

Cuban tourist industry is open to

all interested investors. We have

spared tailored routes for Chinese

travelers. We’ve bui l t Seagul l

Wharf in Varadero, which is capable

of holding hundreds of yachts and

therefore becomes the Yacht’s

H e a v e n . E v e r y y e a r w e h o l d

interesting events, like the Havana

Cigar Festival, Golf Tournament,

Deep-sea Fishing Tournament, and

Underwater Photography Contest.

The hundreds of islands in Cuba also

enable tourists to experience the joy

of playing golf and swimming in the

crystal seawater of the Caribbean.

总数多达30个。在迪拜国际机场的阿联

酋航空旗舰T3航站楼，阿航拥有2个贵宾

专属休息室，分别供头等舱乘客和商务

舱乘客使用。另外，在T1航站楼还有1个

贵宾休息室。阿联酋航空全球航线网络

其他专属休息室分布在奥克兰、曼谷、

北京、伯明翰、布里斯班、德里、迪拜

（4个）、杜塞尔多夫、法兰克福、汉

堡、香港、约翰内斯堡、吉隆坡、伦敦

盖特威克、伦敦希思罗、曼彻斯特、墨

尔本、慕尼黑、纽约肯尼迪、巴黎戴高

乐、珀斯、圣保罗、旧金山、新加坡、

悉尼、上海和苏黎世。

4. 所有阿联酋航空休息室都设有一个商

务中心，提供免费宽带上网、无线局域

网连接。阿联酋航空机场服务员工至始

至终管理着这些休息室，同时现场厨师

确保为所有乘客24小时提供多样的冷热

餐饮选择。餐饮区域还配设了全套酒吧

服务，提供包括香槟在内的各色酒类。

Q ： H o w m u c h g r o w t h d i d

Emirates Airlines record in the

amount of Chinese customers?

What did they concern most?

A：We do not publicize figures of

single market performance, but we

are maintaining stable growth. Since

Emirates launched routes in China,

the average attendance rate is above

80%. We are satisfied with what we

have done, and looking ahead, we

are optimistic to the future of the

Chinese market. Inflight catering

and enter ta inment are a lways

Chinese tourists’top concerns.

For example, Emirates’award-

winning entertainment system, the

ice system, is always in the favorite

list of Chinese passengers, thanks

to its dozens of movie channels and

games. Moreover, we believe that

the inflight Wi-Fi that we offer on our

A380 aircrafts will be welcomed by

Chinese tourists.

Q：For the trend of China’s

high-end outbound tour ism,

what advantages does Emirates

Airlines have in terms of high-end

airline tourism service?

A：1.Thanks to Dubai’s Open

S k y p o l i c y , E m i r a t e s h a s a n

advantaged geographic location

and has developed an effective

aviation model. Up till now, we have

developed an extensive network

to prov ide easy access to s ix

continents for passengers, covering

141 destinations in 80 countries and

regions. This board aviation network

is the Emirates’ commitment to

Chinese tourists’ outbound travel

plans.

2. Emirates currently operates the

world’s largest f leet of A380s,

every one of three operating A380

belongs to Emirates. Each Emirates

A380 offers an Onboard Lounge on

the upper deck for Premium Class

passengers to meet, relax and do

business. First Class passengers

have the added luxury o f two

Onboard Shower Spas. Passengers

across a l l cab ins can reve l in

more than 1,600 channels of ice,

Emirates’ award-winning Digital

Widescreen in-flight entertainment

s y s t e m . T h e y c a n a l s o s t a y

connected to the internet throughout

their journey with high speed Wi-Fi

access.

3.Emirates' First and Business Class

passengers can enjoy the premium

service from our lounge facilities. At

Dubai International Airport, Emirates

has two lounges located in its flagship

Terminal 3 – one for First Class and

one for Business Class passengers;

and a lounge in Terminal 1.Around

the a i r l i n e ’ s g lo ba l n e tw o rk ,

Emirates now operates around 30

dedicated lounges around its six-

continent network including lounges

in Auckland, Bangkok, Bei j ing,

Birmingham, Brisbane, Delhi, four

lounges in Duba i , Dusse ldor f ,

Frankfurt, Hamburg, Hong Kong,

Johannesburg, Kua la Lumpur ,

London Gatwick, London Heathrow,

Manchester, Munich, Melbourne,

New York - JFK, Paris - Charles

de Gaulle, Perth, San Francisco,

Singapore, Sydney, Shanghai and

Zurich.

4.The latest news and l i festyle

programmes from a selection of

global channels on plasma-screen

TVs are offered. Customers are also

able to enjoy an extensive menu of

complimentary hot and cold gourmet

dishes in a choice of formal or

informal seating. A complimentary

full bar service, including champagne

and premium spirits, is offered to

guests who can relax while enjoying

the facilities offered in the lounges.

Emi ra tes ' t rademark a t ten t ive

service from dedicated lounge staff

completes the facility.

世界展会 全球商机28 Trend | 趋势 GUANGZHOU INTERNATIONAL TRAVEL FAIR 2014 2014广州国际旅游展览会（GITF） 29 2014年2月27日 27 February 2014

2014会奖旅游趋势探讨Trends of MICE Tourism in 2014

Q：近年来，国内会奖旅游的发展趋势有

哪些特点？

A： 广州与北京、上海并列国内三大会

展中心城市，引领全国会展业的发展。

广交会、广州国际照明展规模更是位居

全球同类展会第一。广州在商业性、专

业性的会议展览上有极大优势，优质的

会展资源，良好的商业环境，广州会展

品牌已在全国形成影响力，连续三年荣

膺“中国最具活力会展城市”称号。

在奖励旅游方面，内地特色鲜明的奖

励旅游还不是很多，主要集中在大城市的

景点景区。广州在奖励旅游方面还需要

进一步提升，打造更多有特色有主题的

景点景区吸引更多的企业来做奖励旅游。

Q：在会奖旅游上，广州会引进什么新资

源以及会做什么推广策略？

A：去年，广州加入了中国会奖旅游城市

联盟，将通过跨地域合作方式，优化高

端旅游资源配置，着力建设成广州作为

世界一流的会奖旅游目的地。同时，我

们也会引进更多的国际性会议展览资源

到广州来举行，进一步拉动广州会展经

济的发展。

在推广方面，我们广州市旅游局将

加大力度对外宣传“广州——中国会展

近年，中国的会奖旅游发展迅速，每年以超过 20% 的市场增长速度发展，

已经成为我国旅游业增长的重要组成部分。随着中国经济的高速发展和国际化程

度的不断提高，会奖旅游的要求也在不断发生变化，国内今年会奖旅游的发展会

有什么样的趋势？广州会展旅游又有哪些优势和不足？广州旅游局副局长李志新

和《会议》杂志总编辑、中国会议产业大会秘书长、中国会展经济研究会副会长

王青道就此分别与本报发表了见解。

In recent years, MICE tourism has developed rapidly with an annual

growth rate of over 20%, and forms an important part of the growth

of Chinese tourism. As Chinese economy develops at a fast pace

and its globalization goes even further, the demand for MICE is

constantly changing.What trend will we see in the development of

MICE domestically this year? What are the strength and weakness

of the Exhibitions and Meetings tourism in Guangzhou? Li Zhixin,

deputy chief of the Guangzhou Tourism Bureau, and Wang Qingdao,

editor in chief of Meetings the magazine, secretary general of

China meetings Industry Convention, and vice chairman of China

Convention and Exhibition Society, shared their opinion with us.

Establish Guangzhou as the Capital of Exhibitions and Meetings发挥会展优势 打造广州“会展之都”名片

李志新 Li Zhixin

广州市旅游局副局长

Deputy Chief, Guangzhou Tourism Bureau

Q：近年来，国内会奖旅游的发展趋势有

哪些特点？

A：会奖，实际上包括会议、展览和奖

励旅游三个方面，业界所谈的“会奖旅

游”主要指的是“会议”和“奖励旅

游”两个方面，而且主要指的是企业的

会议和奖励旅游活动，也会包括一部分

社团的会议。总的来看，企业会奖市场

有几点发展趋势值得关注：一是数量增

多、规模增大。中国社会经济的快速发

展，正在造就比以往更多更具规模的各

类型企业，会议与奖励旅游活动——作

为企业管理与经营必不可少的手段，必

然也会不断增多。由于社团会议的主要

与会者也是企业，因此社团会议的发展

趋势与此大致相当。二是会奖活动对于

目的地及其设施及服务的要求越来越

高。随着中国社会经济的进步和国际化

程度的加深，会奖活动组织者对于目的

地、会奖设施、会奖公司等选择的要

求越来越高，由此引发的市场竞争也

一定会愈加激烈。更好的投资回报率

（ROI），将成为会奖接待与服务企业必

须要向客户呈交的答卷。三是以微信为

代表的移动互联的迅猛发展，将很大程

度上考验会奖活动组织者、会奖接待与

服务者的应变能力和创新能力。如何在

移动互联环境下为会奖活动参与者带来

全新的不同凡响的个人体验，已经成为

整个会奖旅游业界面临的一个紧迫而又

严峻的课题。

Q：在出境（出国）方面，会奖旅游市

场需求近年的趋势表现在哪里？在入境

（国内城市）方面，哪些城市的会奖旅

游是值得研究学习的典范？

A：由于各种原因，中国会奖旅游出境

市场的总量还不是很大，而奖励旅游在

其中占有较大的份额。随着我国社会经

济的进一步发展，中国会奖出境市场必

将迎来一个新的快速发展的历史时期。

而在目的地建设方面，中国与发达国家

甚至是一些新兴的发展中国家，还有较

大的差距。目前国内比较领先的会奖旅

游目的地有：北京、上海、成都、杭州

等。领先的会奖目的地的主要特征有：

政府比较重视、交通可进入性强、设施

China’s MICE Tourism Entering into a New Era of Rapid Growth 中国会奖旅游迎来快速发展新时期

王青道 Wang Qingdao

《会议》杂志总编辑 ，中国会议产业大会秘书长 ，中

国会展经济研究会副会长

the chief editor of the magazine Meeting, the

general secretary of Chinese Meeting industry,

the vice-president of Chinese Meeting and

Exhibition research institution.

之都”的优势。首先，广州已经拥有全

国最大的会展场馆设施，完全具备举办

一系列国际级会议的酒店设施和商旅服

务条件，对此，我们专门制作相关的手

册和宣传物料进行全面介绍推广，我们

在参加国际上的一些推介会的同时也会

带上这些资料为广州进一步推广。其次，

我们会积极向世界级的大公司企业推荐

广州的旅游资源。

Q: What are the characteristics

of the domestic development of

MICE in recent years?

A: Usually, when we talk about

MICE we are mainly focusing on

meetings, exhibitions, and incentive

tourism. Among them, meetings

and exhibitions are mainly held in

Beijing, Shanghai, and Guangzhou,

who form the three exhibi t ions

and meetings center and lead the

development of the industry in China.

The Canton Fair and the Guangzhou

International Lighting Exhibition top

the list of all trade meeting of the

same kind in terms of size. High

quality industrial resources, as well

as friendly business environment

here endow Guangzhou wi th a

decided edge for holding business

and professional meetings and

exhibitions. The size of Guangzhou

exhibitions and meetings industry

has formed influence nationwide,

and we have been credited as the

City with Most Dynamic Exhibitions

and Meetings Industry in China for

consecutive three years. Incentive

travel destinations with dist inct

features are rare in the mainland, and

they are mainly scenic areas in big

cities. To improve incentive tourism,

Guangzhou has to work further and

construct more scenic area and spots

with specific themes and unique

characteristics for attracting more

enterprises to choose Guangzhou as

incentive travel destination.

Q: What new resources and

tactics will Guangzhou introduce

to promote MICE tourism?

A: Last year, Guangzhou officially

joined the China MICE City Alliance.

Guangzhou is going to step up efforts

to build itself into a world-class MICE

travel destination by conducting

win-win cross-region collaboration

with other allies and optimize the

a l locat ion of h igh-end tour ism

resources. We will also introduce

more international meetings and

exhibitions to Guangzhou so as to

further spur the industry.

Guangzhou Tourism Bureau will

intensify i ts efforts to publ icize

G u a n g z h o u ’ s a d v a n t a g e s o f

being the Capital of Exhibitions and

Meetings. Guangzhou has already

had the largest exhibition venue in

China, and our hotels and business

travel services are fully qualified to

host international meetings. We have

produced brochures and publicity

materials in order to introduce and

promote our advantages, which also

become handy when we participate

in international marketing events.

Besides, we will also present the

tourism resources of Guangzhou to

world-class enterprises.

比较完善、专业服务具备一定能力、旅

游要素综合指标较高（比如休闲、度

假、旅游、美食、购物、娱乐等）等。

Q：您认为作为会奖旅游目的地，广州的

突出优势在哪里？不足在哪里？

A：在一般人看来，广州首先是一个商

务城市，一个商务旅行的目的地；然后

是一个展览城市，一个展览旅行的目的

地。由于展览活动从本质上属于商务活

动的一个组成部分，说到底广州还是一

个商务城市和商务旅行目的地。从会奖

细分市场分析，广州更适合成为一个理

想的会议目的地，因为有一部分会议与

商务活动是结合在一起的。

广州在带给奖励旅游活动参与者独

特体验方面需做的工作还很多。交通的

便利性、设施的多样性、城市的国内外

影响力等，都是广州的优势。然而，要

成为理想的会议与奖励旅游目的地城市，

广州至少还要在以下几个方面下工夫 ：政

府重视程度、会奖资源的整合与推广、休

闲娱乐购物等旅游要素的提炼与强化等。

Q: What are the characteristics of

the domestic marketing trend of

MICE?

A：When it comes to MICE,includes

three aspects, meeting, exhibition

and Incen-tive.The so-called MICE

mainly refers to “meeting” and

“Incen-tive”. More specifically it

refers to companies’ meeting and

Incen-tive, and some meetings of

associations are included as well.

I n g e n e r a l , t h e r e a r e s e v e r a l

developing trends of companies

deserve attention.

First , the number and scale of

companies are increasing.Chinese

society and economy are developing

rapidly, so various companies with

large scales appear at the same

time. Meanwhile, meeting and Incen-

tive, as an indispensable method

in administration and management

for a company, will be growing as

well. And thanks to the participants

of association meetings are also

companies, its developing trend is

similar to that of companies.

Second The requirements of the

destination of MICE and its facilities

and service are more strict. With

t h e d e v e l o p m e n t o f C h i n e s e

economy and Chinese companies’

international cooperation, clients

demand high qualified companies

o f M I C E , b e t t e r f a c i l i t i e s a n d

destinations. Therefore, it will cause

a severe competition in the market.

A higher ROI is going to be the

standard for the MICE reception and

service companies.

Third, the quick development of

mobile social media represented

by Wechat, brings a big challenge

to the innovation and the ability in

dealing with contingencies of MICE

organizers and reception service

providers. To offer MICE participants

a fresh new and unique personal

experience under the circumstance

of developing mobile internet has

become an emergent and tough

problem for the whole world of MICE.

Q: What are the manifestations

of the trend in tourism marketing

of outbound and inbound travel

in recent years? Which domestic

cities are worth studying from the

aspect of inbound MICE tourism?

A：Since var ious reasons, the

Chinese MICE market is not large.

Incen-tives occupy a large part of

it. With the development of Chinese

society and economy, this market

is going to enter a quick developing

t i m e . H o w e v e r , c o m p a r e d t o

developed countries and some start-

up developing countries, China fail

behind in destinations constructions.

So far Beijing, Shanghai, Chengdu

and Hangzhou can be considered

as advanced MICE destinations.

These dest inat ions have some

characteristics: local governments

pay attention to them; transportation

is very convenient; infrastructures

and facilities are well constructed;

they can provide professional service;

and they have an high index on

tourism elements, like gastronomy,

shopping, entertainment, travel and

so on.

Q: What do you think are the

advantages and disadvantages

of Guangzhou as a destination of

MICE?

A: Guangzhou first is a business

city, and a destination of business

tour for most people. Second it is

an exhibition city and a destination

of exhibition tour. Since exhibition is

actually a part of business activities,

as a matter of fact, Guangzhou is

a business city. According to the

analysis of subdivision of marketing

of MICE, Guangzhou can be an ideal

convention city, because a part of

meetings are combined with business

activities.

G u a n g z h o u n e e d s t o d o a l o t

i f i t w a n t s t o p r o v i d e I n c e n -

tives part icipants some special

exper iences. The convenience

of transportation, the diversity of

facilities and its influence at home

and abroad are its advantages.

However , to be an ideal MICE

destination, Guangzhou should invest

great resources into several things:

government’s sufficient attention,

the integration and promotion of

MICE resources, the reinforcement

and improvement of the relaxing,

shopping and entertaining elements.

世界展会 全球商机30 Buyers' Opinions | 买家观点 GUANGZHOU INTERNATIONAL TRAVEL FAIR 2014 2014广州国际旅游展览会（GITF） 31

2014年2月27日 27 February 2014

A1：针对组织者和参与者有不同的需

要，组织者要求高效的组织架构，完善

的设施和住宿条件，避免借助外来服

务。参与者，除了有吸引力的场所，还

要求有他们心仪的酒店，除了出席工作

会议，他们希望享受健身等设施。

A2：我们近段时间刚刚进军会奖旅游的

市场。面对世界危机，我们注重产品质

量和服务竞争力，能够开发一些中高端

客户。目前我们在四个国家管理8个机

A1：在会奖项目上，企业买家最关注的是能否推动本身的业务发展，扩大本身

的影响力和加强企业团队的凝聚力。举办会议是如此，搞奖励旅游亦是。作为

为会奖提供服务的公司，我们就要围绕顾客的需求发挥创意来包装服务产品。

当今创意已经是会奖服务的关键，行业之间的竞争也就是创意的竞争。

A2：由于港中旅的国企背景和多年的网络关系组成，会奖业务的客源主要是以

国企，香港政府，中资企业和香港的社团协会为主。近年来，我们也用了较大

的力量拓展海外市场，成功举办了一些较大型的国际会议和奖励旅游团，而海

外市场是港中旅力拓的主要市场之一，比重会越来越大。华语市场和外语市场

两条腿走路是港中旅发展会奖旅游的方针之一。港中旅的会奖发展将在发展国

内市场，本港市场的同时，努力开拓海外市场，朝规模化，专业化，国际化，

多元化，市场化的道路发展。

A1: When it comes to MICE, corporate buyers concern most about

whether the tour can promote the development of their business,

enhance their influence, and strengthen the cohesion of the team. It is

true with holding meetings as well as incentive tours. As a MICE service

provider, we need to utilize out creativity and design services that suit

our client’s requirements. At present, creativity has become the key

of MICE; the competition between service providers is a competition of

creativity.

A2: Because of HKCTS’s identity as a state-owned enterprise

and complex background formed by years of development, our

MICE customers are mainly state-owned enterprises, Hong Kong

government, China invested enterprises, and organizations in Hong

Kong. In recent years, we have put in great efforts to enhance overseas

business and successfully held some large-scale international

conferences and incentive tours. The oversea market in one of

HKCTS’s focus of expansion and will gain increasing weight in our

business. It is in the principle of our MICE business to develop Chinese

market and oversea market at the same time. HKCTS will strive to open

up the oversea market while maintaining development domestically. We

will build ourselves into a larger and more professional, internationalized,

and diversified service provider, and head to the bigger market.

Dr Maressa

Trend' Olot Groppoparisi Italy，

General Manager

计宪

香港中国旅行社有限公司旅商务会奖中心总经理

General Manager, MICE Center of China Travel

Service Hong Kong Limited George KAI

李兵 Li Bing

海南浪花商务旅行社有限公司副总经理

Hainan Langhua Business Travel

Service Co. Ltd.,Deputy General

Manager

旅行社买家看会奖旅游新趋势

New Trends of MICE from Travel Agency Buyers’ Perspective

作为高端旅游项目的会奖旅游（MICE）一直是旅游市场的重头戏。会奖旅游客户的关注点

与时俱进，更具多样性，这对当今国内外众多旅行社买家同行来说，既是机遇也是挑战。

A high-end tourism project, MICE has been the highlight of the tourism market.

MICE customers' concerns keep pace with the times, and grow more diversity.

For many of domestic and international travel agency buyers peers, it means

both an opportunity and a challenge.

对话买家 ConversationQ1. 在会奖旅游项目上，客户普遍最关注的是什么？这个关

注点近年有何变化？

Q2. 针对客户需求的变化，旅行社买家的战略将有何转变？

Q1. What is the customers’ most concern in

terms of MICE? Has it changed in recent years?

Q2. How will the travel agency buyers adjust

their strategy in response to the changes of

customers’ demand?

A1：我司企业客户最关注的是产品质量和价格，近年

来其对会奖旅游的关注程度逐渐提高。

A2：针对客户逐渐增加的需求点，我们会完善产品质

量，优化线路调整，微观调控价格。

A1: Our corporate clients are mostly concerned

about product quality and price. In recent years

they are paying more attention to MICE.

A2: For the corporate clients’demand, we will

improve our product quality, refine the tour routes,

and micro-adjust our price.

A1： 他们要寻求一种在非工作环境里从事的软冒险行

动，会奖旅游可以激励员工的团队合作精神。

A2： 近十年来，我们拥有一支经验丰富的团队，为新

西兰和澳洲的合作伙伴提供在中国举行的会奖旅游项目

提供热情服务。

A1：They are searching for more soft adventure

activities to challenge staff that contrast to the

office environment, yet they are team builders.

A2：We have an experienced team that have

worked together for nearly a decade with a

passion to coordinate with our New Zealand and

Australia partners for MICE events.

Boyce Barbara Ann

新西兰中国旅行社业务拓展经理

China Travel Service (N.Z) Ltd.，

Business Development Manager

A1：我们公司客户的共同特点是对接

待标准的要求很高，我们和客户的关注

点一直放在“细节”、“优质”和“顺

畅”这几个方面。目前旅游行业在各方

面收到较多的挑战，但从经验来看，高

端客户在会奖这个层面受到这些因素的

影响不大。

A2：我们在未来将更加关注客户的个性

化需求，实现差异化优势。例如去年我

们的一批客人要去格陵兰岛，由于季节

限制北欧当地的地接社都束手无策，我

们最终想办法专门租用了一架小型飞机

从雷克雅未克飞过去。个性化需求永远

是和高端客户形影不离的，把优质的服

务和产品差异化相结合则是针对高端客

户的核心竞争力。我们将继续发挥自身

优势，把市场重点继续向企业市场和高

端散客市场转移。另外，借助科技手段

卢立珉 Lu Limin

江西长青国际旅行社有限公司总经理

General Manager, Changqing

Internat ional Travel Service

Limited, Jiangxi

构，另外在主要城市有9个办事处。

A 1 ： T w o r e s p o n s e s , d i v i d i n g

c u s t o m e r s : o r g a n i z e r s a n d

participants. The organizers asking

efficient structures, complete with

facilities and of accommodations

complete, avoiding external services,

Participants, in addition to amazing

locations, ask hotels where they

want, in addition to attendance at

work sessions, they want to enjoy

wellness and other facilities.

A2: Recently we’ve entered the

MICE marke t . Fac ing a wor ld

cr isis, we focus on qual i ty and

competitiveness of services and

are able to develop som high-

end clients. Currently, we have

8 agencies in 4 countries and 9

representative offices in main cities.

A1：最初企业客户普遍看重的是价格。

后来随着时间的发展，企业越来越注重

接待的质量及标准，现在企业客户的关

注度又向着特色会奖及后续影响力方面

转移。随着各行业市场竞争的激烈化，

很多企业也期待在会奖活动发现新的商

机，有的是达到公司内部的管理及实际

工作的绩效提升，还有的是实现企业形

象和文化的宣传。

A2：针对现在客户越来越多的特色要

求，我们在立足接待质量的基础上，更

多地发展特色的旅游及奖励，以便适应

客户需求。我们公司在新的一年里还是

会在继续坚持我们的常规旅游、会奖线

路的基础上，发展更多的特色旅游、高

端旅游、自驾游、自由行市场等，开辟

A1：目前客户的需求点更加细化，而企业类客户的需

求点更会更加细致。企业针对内部和客户的需求点明显

会不一样。

A2：长久以来客户良好的口碑就是我们优势所在；在

公司未来的发展中，我们对客户的需求将做到更细分、

更定制化。

A1:Now the demand of customers is more refined,

and corporate customers require something

more detailed. For internal and their clients,

enterprise’s demand is not the same.

A2: For a long time, praise from customers have

been our advantage. For future development

of MICE, we wil l ref ine and customize our

cl ients’demand better, to improve service

satisfaction by committing to details.

尹甲振 Yin Jiazhen

山东航空彩虹国际旅行社总经理助

理、业务总监

Shandong Air l ines Rainbow

I n t e r n a t i o n a l T r a v e l

S e r v i c e , A s s i s t a n t G e n e r a l

Manager, Sales Director

宋希 Song Xi

辽宁省中国青年旅行社经理

China Youth Travel Service

Liaoning,Manager

一些国内外新颖的景点及线路，充实、

丰富旅游产品，希望在新的一年里能把

更多好的产品推荐给旅游者。

A1: Originally corporate customers

genera l l y focus on the p r i ce .

Later, they focus on the quality

and standards of the service. Now

they turn their attention toward the

MICE with distinguishing feature

and subsequent influence. With the

intense market competition, many

companies are looking forward to

seizing new opportunities in MICE,

such as maintaining its internal

m a n a g e m e n t , e n h a n c i n g t h e

working performance, and achieving

promotion of the corporate image

and culture.

A2: In response to these new

demands, we develop projects with

more distinguishing features, on

the basis of polishing our service.

In the new year, in addition to our

conventional MICE projects, we

are developing more distinguishing

tours, high-end travel, self drive

tour, backpacking, and introducing

new attractions and lines in domestic

and abroad market. We sincerely

hope that it will bring better tourism

recommendation to tourists.

A1：我们的客户主要来自贸易公司，由

于他们的合作伙伴在海外各国，所以通

常他们举办海外会奖旅游。目的就是让

他们的合作伙伴通过参观新地方，会有

不同体验，因此感觉更加舒适和放松。

我们的结论是，舒适和轻松是客户最关

注的。

A2：客户对我们的服务很满意。当然

在此过程中障碍是难免的，但到目前为

止，每次会奖项目都能赢得客户的赞

誉。我们的客户激赏我们的服务安排，

因为我们提供最佳解决方案，同时尽快

满足他们的要求。

Yong Foong Bie

PT Tr imurt i Express Wisata

(Tritex)，Managing Director

A1：Our clients mostly come from

trading company, usually they held

their MICE overseas,because they

had partners all over the world, their

intention by doing MICE overseas

is to let their partners have chance

to experience different feelings by

lisiting new places, so that they can

feel much more comfortable and

relax . In our conclusion, comfortable

and relaxing is what they would like

to focus on, so they will achieve

great results through the MICE.

A2：Clients are usually satisfied

with our performance and of course

in those events sometimes there

are a few obstacles to solve, but

so far everything is finished with

great compliments from our clients.

Our clients usually appreciate our

arrangement service because we

provided the best solutions to them

and of course fulfilled their request as

soon as possible.

实现服务水平的差异化也是未来一年我

们的重点发展方向。

A1: One thing that our customers

share is their high requirements

for reception service. Both our

clients and us place our focus on

"detail", "quality", and "smoothness".

Nowadays, as the tourist industry

is facing challenges from various

aspects,judging from our long-term

experience, we believe that these

challenges will not cast big impact on

high-end clients.

A2: We will pay increasing attention to

individualized needs of our customers

in the future, and gain differentiation

advantage. For instance, last year,

one group of customers had trouble

going to Greenland due to season

limit; even local tour operators could

do nothing about it, but we managed

to fly them to the destination from

Reykjavik by renting a small airplane.

Individualized needs always come

together with high-end customers,

and to combine high quality service

with differentiated products is our

core competence to attract high-end

customers. We will continue to bring

our advantages into full play and shift

our market focus towards enterprises

and high-end independent travelers.

Besides, realizing a differentiated

service standard with the assistance

of technology is also our focus in the

coming year.