旅游業(yè)數(shù)字化，東博會(huì)旅游展邁向E時(shí)代

黃利霞

近年來，中國(guó)與東盟旅游業(yè)發(fā)展迅速，中國(guó)與東盟各國(guó)已互為重要的旅游客源地。桂林作為廣西著名的歷史文化名城、生態(tài)山水名城，擁有寶貴的旅游資源。自2015年成為中國(guó)—東盟博覽會(huì)旅游展（以下簡(jiǎn)稱東博會(huì)旅游展）永久舉辦地以來，桂林市大力推動(dòng)與東盟各國(guó)的雙邊往來，廣泛開展旅游推介、文化交流、科技創(chuàng)新等多領(lǐng)域務(wù)實(shí)合作，為中國(guó)—東盟乃至全球旅游業(yè)互聯(lián)互通、交流合作、招商引資擴(kuò)展了新空間。

東博會(huì)旅游展是東博會(huì)“一主多專，巡展并行”辦展格局下的一個(gè)重要專業(yè)展，迄今已成功舉辦6屆。2020年?yáng)|博會(huì)旅游展，又為我們帶來哪些新收獲呢？

面向東盟，桂林旅游大放異彩

2016年是中國(guó)—東盟建立對(duì)話關(guān)系25周年，雙方在農(nóng)業(yè)、信息產(chǎn)業(yè)、交通、能源、文化、旅游等11個(gè)重點(diǎn)合作領(lǐng)域開展了友好務(wù)實(shí)的合作，累計(jì)雙向投資超過1600億美元。東博會(huì)旅游展以此為契機(jī)，搭建了立足中國(guó)—東盟、面向全球的集旅游展示、交流、交易于一體的權(quán)威平臺(tái)。

說到東博會(huì)旅游展，在桂林市委書記趙樂秦眼中，這個(gè)于2015年起永久落戶桂林的國(guó)際性展會(huì)，是桂林旅游轉(zhuǎn)型升級(jí)、加快發(fā)展的一個(gè)重大機(jī)遇。

自2014年桂林對(duì)51個(gè)國(guó)家正式實(shí)施72小時(shí)過境免簽政策，對(duì)東盟10國(guó)旅游團(tuán)實(shí)施6天入境免簽政策以來，每年到訪游客絡(luò)繹不絕。2019年，桂林累計(jì)接待游客1.38億人次，同比增長(zhǎng)26.74%;入境游客人數(shù)314.59萬(wàn)人次，同比增長(zhǎng)14.52%，旅游影響力和美譽(yù)度不斷攀升。

趙樂秦表示，5年來，桂林為建設(shè)桂林國(guó)際旅游勝地的合作平臺(tái)，加強(qiáng)旅游合作，推動(dòng)高效商務(wù)交流，促進(jìn)民心相通，旅游展常辦常新、成果豐碩，影響日益擴(kuò)大。旅游展累計(jì)吸引數(shù)千家企業(yè)和專業(yè)買家參展參會(huì)，舉辦貿(mào)易洽談超1.5萬(wàn)場(chǎng)次，參展商、專業(yè)觀眾、參觀公眾都逐年遞增，促成一大批旅游合作和經(jīng)貿(mào)往來項(xiàng)目。

2016年，東博會(huì)旅游展被印尼旅游部列為當(dāng)年計(jì)劃參加的亞太地區(qū)五大旅游展會(huì)之一，被柬埔寨旅游部列為重點(diǎn)參加的中國(guó)六大旅游展會(huì)之一。2018年，東博會(huì)旅游展突出經(jīng)貿(mào)對(duì)接，搭建旅游經(jīng)貿(mào)、文化交流平臺(tái)，設(shè)置廣西國(guó)際友城展區(qū)，菲律賓宿務(wù)省、泰國(guó)素叻他尼府等6個(gè)廣西境外友城參展參會(huì)。柬埔寨暹粒省省長(zhǎng)率團(tuán)參會(huì)，并在展會(huì)期間開展了民俗文化表演、旅游資源推介、貿(mào)易洽談等多項(xiàng)活動(dòng)。

“桂林將把握新發(fā)展階段、貫徹新發(fā)展理念、服務(wù)構(gòu)建新發(fā)展格局，以世界一流為目標(biāo)推動(dòng)桂林國(guó)際旅游勝地升級(jí)發(fā)展，在共建‘一帶一路、建設(shè)更為緊密的中國(guó)—東盟命運(yùn)共同體進(jìn)程中發(fā)揮更加積極的作用?！壁w樂秦說。

深化數(shù)字旅游，2020年旅游展耳目一新

時(shí)間來到2020年，第6屆東博會(huì)旅游展如期而至。人們驚喜地看到以各地獨(dú)具代表性的自然風(fēng)光、人文景觀為裝飾元素的展臺(tái)、琳瑯滿目的各類文創(chuàng)產(chǎn)品以及5G、VR、人工智能、大數(shù)據(jù)等先進(jìn)技術(shù)……

本屆東博會(huì)旅游展在2020中國(guó)—東盟數(shù)字經(jīng)濟(jì)合作年的背景下舉辦，以“共建‘一帶一路 共享數(shù)字旅游”為主題，深化中國(guó)—東盟數(shù)字旅游合作，展覽面積達(dá)2.5萬(wàn)平方米，設(shè)置“一帶一路”主題館、境外旅游專業(yè)展館、國(guó)際旅游商品展館、旅游消費(fèi)展館、廣西旅游形象展館、國(guó)內(nèi)旅游專業(yè)展館6類展區(qū)，首次采用“實(shí)體展+云上旅游展”的辦會(huì)形式，總展位數(shù)300個(gè)。共有49個(gè)國(guó)家和地區(qū)駐華機(jī)構(gòu)、中國(guó)20個(gè)?。ㄗ灾螀^(qū)、直轄市）、廣西14個(gè)市組團(tuán)參展參會(huì)，東盟10國(guó)全部特裝參展。參展企業(yè)約700家，特邀買家300名，注冊(cè)買家500名，專業(yè)觀眾約2000名。

“數(shù)字旅游”是本屆旅游展的關(guān)鍵詞之一，各展臺(tái)呼應(yīng)主題，運(yùn)用科技手段展現(xiàn)新技術(shù)與傳統(tǒng)旅游的融合。在桂林展館內(nèi)，“VR云游桂林”吸引眾多游客駐足，“用無人機(jī)拍攝的視角，可以讓人站在這里，就感覺像在景區(qū)一樣，身臨其境。”該展館負(fù)責(zé)人說。

除了國(guó)內(nèi)展臺(tái)，來自“一帶一路”沿線國(guó)家的展商、專業(yè)賣家也精心準(zhǔn)備，拿出了自己的主打產(chǎn)品?！斑@種木雕是100%以黑檀木制成的，黑檀木與黑木不同，樹木較小，生長(zhǎng)在比較干燥的地方，如喀麥隆、加蓬和赤道幾內(nèi)亞，是非洲珍貴木材。”在展區(qū)內(nèi)，一位來自非洲的小伙子介紹了自己的展品。在波蘭展臺(tái)，墻板上的旅游景點(diǎn)宣傳畫吸引了不少觀眾前來觀看、咨詢，有合作意向的企業(yè)已經(jīng)坐下來進(jìn)行商務(wù)洽談。

本屆東博會(huì)旅游展著重突出文化與旅游的融合發(fā)展，注重挖掘市場(chǎng)潛力。會(huì)期第一天舉辦的專業(yè)洽談會(huì)，吸引了近320家企業(yè)代表參加買賣雙方“一對(duì)一”貿(mào)易洽談，實(shí)現(xiàn)貿(mào)易洽談超過3000場(chǎng)次。會(huì)期還舉辦了系列專場(chǎng)旅游推介。主賓國(guó)菲律賓、主題省云南省先后舉辦了文化旅游推介活動(dòng)。除此以外，境外的澳大利亞、波蘭、克羅地亞、毛里求斯、斐濟(jì)、南太平洋島國(guó)等國(guó)家和地區(qū)，以及中國(guó)國(guó)內(nèi)的寧夏、貴州、寧波在展會(huì)期間舉辦了專場(chǎng)推介會(huì)。桂林市舉辦了旅游項(xiàng)目投資洽談會(huì)。通過對(duì)當(dāng)?shù)靥厣幕吐糜钨Y源、重點(diǎn)項(xiàng)目進(jìn)行展示和推介，深化政府與旅游企業(yè)間的交流合作，進(jìn)一步加強(qiáng)旅游優(yōu)勢(shì)互補(bǔ)。

菲律賓國(guó)家旅游局上海代表處旅游領(lǐng)事雷亞斯表示，此次推介會(huì)是菲律賓向國(guó)際旅游行業(yè)同行推廣本國(guó)特色旅游資源和互相交流的良機(jī)，很好地促進(jìn)了與中方及各有關(guān)國(guó)家間的互動(dòng)交流，是進(jìn)一步增進(jìn)菲中兩國(guó)旅游合作的橋梁。

除此以外，第十四屆聯(lián)合國(guó)世界旅游組織/亞太旅游協(xié)會(huì)旅游趨勢(shì)與展望國(guó)際論壇、中國(guó)—東盟數(shù)字文化旅游專業(yè)合作論壇、第十屆桂林國(guó)際山水文化旅游節(jié)也同期舉辦。

越來越多的實(shí)踐豐富著東博會(huì)旅游展的“桂林經(jīng)驗(yàn)”，給桂林這座城市增添了一張亮麗的名片。帶著促進(jìn)中國(guó)—東盟旅游合作的使命，帶著各界對(duì)桂林旅游業(yè)發(fā)展的期盼，桂林將繼續(xù)依托東博會(huì)旅游展的平臺(tái)，在中國(guó)—東盟合作的大舞臺(tái)中綻放自己的光彩。

In recent years， as the tourism industry in China and ASEAN has developed rapidly， China and ASEAN countries have become important tourist sources for each other. As a famous historical and cultural city， as well as an ecological landscape city in Guangxi， Guilin boasts many valuable tourism resources. Having been chosen as the permanent venue for China-ASEAN Expo Tourism Exhibition （CAEXPOTE）， Guilin pushed forward bilateral exchanges with ASEAN countries， carried out extensive and practical cooperation in tourism promotion， cultural exchanges， scientific and technological innovation and other fields， expanded new space for the connectivity， exchanges and cooperation， and investment promotion and capital introduction for the tourism industry of China and ASEAN and even the world.

So far， China-ASEAN Expo Tourism Exhibition as a crucial and professional exhibition has been successfully held for six sessions. What new harvest did we get from the 2020 CAEXPOTE？

Facing ASEAN， CAEXPOTE shines brilliantly

The year 2016 marked the 25th anniversary of China-ASEAN dialogue relations and the two sides conducted friendly and pragmatic cooperation in 11 key areas， including agriculture， information industry， transportation， energy， culture and tourism， with a cumulative two-way investment of over US$ 160 billion. Takes this as an opportunity， CAEXPOTE has built itself into an authoritative platform for tourism exhibition， exchange and trade， which is oriented towards China and ASEAN and even the whole world.

Zhao Leqin， Secretary of the CPC Guilin Committee， said CAEXPOTE， which has been permanently located in Guilin since 2015， is a major opportunity for the transformation， upgrading and accelerated development of Guilins tourism.

Since Guilin officially implemented the 72-hour transit visa exemption policy for 51 countries in 2014 and the six-day entry visa exemption policy for tour groups from 10 ASEAN countries， tourists have been coming to Guilin in an endless stream every year. In 2019， Guilin received 138 million tourists， up 26.74% year-on-year. The number of inbound tourists reached 3.1459 million， an increase of 14.52% year-on-year， and tourisms influence and reputation have been on the rise.

Zhao indicated that over the past five years， Guilin has exerted efforts to become a cooperation platform for international tourist attraction by strengthening tourism cooperation， promoting efficient business exchanges， and enhancing people-to-people exchanges. The CAEXPOTE was held innovatively with fruitful results and increasingly expanded influence. CAEXPOTE and more than 15，000 sessions of trade negotiations have attracted thousands of enterprises and professional buyers， and contributed to much tourism and economic and trade cooperation.

In 2016， the CAEXPOTE was listed by the Ministry of Tourism and Creative Economy of Indonesia as one of the top five tourism exhibitions in the Asia-Pacific region that year， and listed by the Ministry of Tourism of Cambodia as one of the top six tourism exhibitions in China. In 2018， the CAEXPOTE highlighted economic cooperation by building a platform for tourism， economy， trade and cultural exchanges， setting up the Pavilion for Guangxis six international sister cities， including Cebu of the Philippines， Surat Thani of Thailand， and promoting folk culture， tourism resources and trade negotiation. Besides， the governor of Siem Reap of Cambodia led a delegation to attend the CAEXPOTE.

“In the new development stage， Guilin will implement new development concept and build a new development pattern to promote the upgrading and development of tourism to build Guilin into a world-class international tourist attraction， and to play a more active role in the process of jointly building the Belt and Road and a closer China-ASEAN community with a shared future，” said Zhao.

Revitalizing CAEXPOTE with digital tourism

The 6th CAEXPOTE has been performed as scheduled， surprising its visitors with booths decorated with local natural and cultural landscapes， cultural and creative products， and technical tools such as 5G， VR， AI and big data.

Themed with “Jointly Build the Belt and Road and Share Digital Tourism”， the CAEXPOTE was held against the background of China-ASEAN Digital Economy Cooperation Year of 2020 and aimed to accelerate China-ASEAN digital tourism cooperation. Covering 25，000 square meters， the exhibition involved a total of 300 booths in 6 blocks， consisting of the Belt and Road pavilion， overseas tourism specialized pavilion， international tourism commodity pavilion， tourism consumption pavilion， Guangxi tourism pavilion， domestic tourism specialized pavilion. It was the first time that “physical+on-line tourism exhibition” was adopted. In total， institutions of 49 countries and regions in China and representatives of 20 provinces （including autonomous regions and municipalities directly under the central government） in China and of 14 cities in Guangxi attended the exhibition. All 10 ASEAN countries participated in specialized pavilions. The CAEXPOTE also attracted about 700 corporations， 300 specially invited buyers， 500 registered buyers and 2，000 professional visitors.

With “digital tourism” as one of the keywords of this exhibition， all booths employed sci-technical tools to show the integration of new technologies and conventional tourism. The “VR Tour around Guilin” in Guilin pavilion attracted many visitors. “Thanks to the view of unmanned aerial vehicle （UAV）， we can feel like being in the landscape while standing here，” said its manager.

In addition to domestic booths， products were also displayed by exhibitors and sellers from countries along the Belt and Road. “This wood carving is made of 100% ebony， which is smaller， different from blackwood， and grows in dry places， usually Cameroon， Gabon and Equatorial Guinea. It is a valuable wood from Africa，” introduced by an African young man. Posters at the Poland booth attracted many visitors， and some of the corporations even began to discuss cooperation.

This year， CAEXPOTE emphasized tapping the potential of tourism market by integrating culture and tourism. A fair held on the first day attracted representatives from almost 320 corporations， achieving over 3，000 “1 on 1” business talks. A series of cultural tourism promotion conferences were held by the Philippine and Yunnan Province. Beyond that， promotion conferences were also held by overseas countries and regions including Australia， Poland， Croatia， Mauritius， Fiji and island countries around South Atlantic Ocean， as well as Ningxia， Guizhou and Ningbo in China. Guilin City also performed the Tourism Project Investment Fair. Through promotion of local culture， tourism resources and key projects， cooperation and exchanges between government and tourism enterprises will be deeper.

Philippine Consulate General in Shanghai Tourism Attaché Ireneo Reyes suggested that this promotion conference provided a chance for the Philippines to enhance exchanges with its international counterparts by sharing local tourism resources， promoted exchanges between China and other relevant countries and contributed to the Philippines-China cooperation in tourism.

In the meantime， the 14th UNWTO/PATA Forum on Tourism Trends and Outlook， the China-ASEAN Forum on Digital Cultural Tourism Collaboration and the 10th Guilin International Scenery Culture & Tourism Festival were also held， performing many activities with local features.

CAEXPOTEs “Experience of Guilin” has been more and more enriched by such practices， making Guilins reputation more well-known. To enhance China-ASEAN tourism cooperation and fulfill expectations from other fields， Guilin will keep doing its best on this platform.