中國當下旅游發展有關問題與趨勢
——與聯合國世界旅游組織榮譽秘書長弗朗西斯科·弗朗加利對話
文丨吳軍林
今年9月23-25日，本人受河北省委省政府及河北省政府張慶偉省長邀請，參加了“首屆河北旅游產業發展大會”。在大會期間，我和國內外的政要及行業領導進行了廣泛交流與探討，并在此期間也學習到了不少新知識。
9月24日，我兩次和世界旅游組織榮譽秘書長弗朗西斯科·弗朗加利先生進行了交流與對話。特別是24日中午，我們倆單獨在清西陵景區皇家酒店共進午餐，邊吃邊聊。
弗朗加利先生是世界旅游組織前任秘書長，是全世界旅游業公認的德高望重的“老旅游人”，他本人對中國旅游事業發展很關心，同時也很熱愛中國。我作為一位1993年進入旅游業工作的“年輕老兵”，一直對弗朗加利先生心存敬意，這次一同受邀參加了在河北保定召開的“旅游產業發展大會”，借此機會我專門向這位精神矍鑠的老人進行了對話與學習。
我們主要就中國發展“全域旅游”、“河北旅游模式”和“中國旅游發展問題”等三個主要方面進行了交流，以下是弗朗西斯科·弗朗加利先生與本人的對話內容，現整理如下：
一、關于全域旅游：我們認為這個概念挺好，有前瞻性，有拉動效果，但是在中國許多風景很優美的地方是否要搞“全域旅游”這個問題值得思考。“全域旅游”千萬不能是“運動式”的，不能以“全域旅游”這一大概念發展商業性很強的配套工程，如：房地產項目、商業綜合體項目等。旅游是一個愉快和發現美的過程，過度的商業性配套開發會適得其反，會毀掉一個地域的旅游業，這樣的例子很多。
二、關于“河北旅游模式”：我們覺得這次河北省特別重視旅游業發展舉辦“大會”花了大力氣。據我們所知，河北是一個工業大省，鋼鐵、水泥等都是產業發展的重中之重，正因為工業，特別是這些環境污染嚴重的工業把河北旅游業淹沒了。其實河北旅游資源非常豐富，旅游市場潛力巨大，與中國首都北京近在咫尺。河北省應充分利用“冬奧會”在張家口舉辦這一良好契機，做好國際市場宣傳，在三五年內將“燕趙大地”的好山好水好風光叫唱消費市場，真正做出有示范意義的“河北旅游模式”。
三、關于中國旅游發展問題：我們覺得，當前中國旅游業發展概念大，戰線長，幾乎將中國現有能夠到達的省、市、自治區旅游目的地旅游業都被拉動起來。然而，中國旅游發展的關鍵本質是什么？是快速發展的經濟數字？是巨量的旅游人次？還是到處添堵的一年幾個黃金周？應該都不完全是。我們認為，中國旅游發展下一個主要目標還是要緊扣大力弘揚中華民族傳統文化，高揚中華民族愛國情懷，讓中國最具特色和最具魅力的文化旅游、生態旅游得到大力發展。人造的景點少點，那些鋼筋水泥的建筑少點，那些在國外到處都能買得到的快餐、禮盒、工藝品少點，中國是要發展真正的國際游客所需求的特色旅游新線路和真正能代表地域原生態文化和自然文明的旅游景點。旅游并非是一場開著跑車就能迅速到達目的地的生活方式，旅游是一種在快樂探索，學習追求，折騰和獵險等活動的全過程，旅游應該是要拒絕喧鬧，拒絕現代，拒絕“運動式”的在某一假期集中“到此一游”的行為方式。當下，中國的大眾旅游者也是特別喜歡個性化、原生態旅游產品的。
我們建議，中國旅游業發展要多重視旅游教育，旅游出版及旅游文化事業，更要重視各地“文化旅游”設施建設和文化產品打造，旅游軟實力發展作用會比旅游大項目投資更重要，有些重大硬體項目投資是個災難，對當地旅游業后續發展禍害不淺。
Related Issues and Trends of China Current Tourism Development
—Communication with Mr. Francesco Frangialli, HonorarySecretary-General, World Tourism Organization
During September 23 and 25, I was invited by Hebei provincial government and Zhang Qingwei, the governor of Hebei provincial government to attend"The First Conference of Hebei Tourism Industry Development”. During the conference, I communicated with government officials domestically and internationally and industry leaders and learned a lot.
On September 24, I discussed twice withMr. Francesco Frangialli, HonorarySecretary-General, World Tourism Organization. Especially on that afternoon, we shared lunch and chatted in Hotel Royal in western Qing tombs.
Mr. Francesco Frangialliisthe former Secretary-General of the World Tourism Organization and the venerable “experienced traveller” recognized by tourism industries around the world. He cares much about the development of China tourism industry, and loves China too. As a “young veteran” working in tourism industry since 1993, I respect Mr. Frangialli all the time. This time we were all invited to attend the “Tourism Conference” held in Baoding, Hebei province, I communicated with this sprightly old man specially taking advantage of this opportunity.
We mainly discussed about three aspects:“Global Tourism” Development in China, “Hebei Tourism Mode” and “Problems of China’s Tourism Development”. Below is the conversation content of Mr. Frangialli and I:
1. Global Tourism: It’s good and prospective. But we should consider whether we need to start “Global Tourism” in beautiful scenery areas. “Global Tourism” should not be movable or develop commercial auxiliary project, like commercial real estate project and so on. Tourism is a process to be happy and find beauty. Excessive commercial auxiliary project will ruin tourism industry. There are so many analogies for that.
2. Hebei Tourism Mode: Hebei province paid much attention on tourism industry this time. As we know, Hebei is a big industrial province with steel and cement as the key of industrial development. Hebei tourism industry is inundated by these severely polluted industry. In fact, Hebei is abundant in tourism resources and its tourism market has a tremendous potential, and is close to Beijing, the capital of China. Hebei province should make full use of the good opportunity that "Olympic Winter Games" will be held in Zhangjiakou and do a good job in international marketing, popularizing the beautiful scenery of Yan and Zhao areas within three to five years, really making "Hebei tourism mode" with demonstrated significance.
3. Problems of China’s Tourism Development: Currently, Chinese tourism industry is a big concept and has a long front, pulling tourism industry in almost all reachable tourist destinations in provinces, cities and autonomous regions in China. However, what’s the key and substance of the development of Chinese tourism industry? Rapidly developing economic figure? Huge amount of travelers? Or jam here and there in golden weeks per year? Not exactly. We think that the next main purpose of China’s tourism development is still focusing on carrying forward traditional Chinese culture and uplifting patriotism of Chinese nation, letting the most featured and attractive culture tourism and ecological tourism develop vigorously. Less man-made attractions, less reinforced concrete buildings, less fast food, gift boxes or crafts that are common in foreign countries. China is going to develop real special tourism lines that foreign tourists ask for and tourist attractions that can really represent the regional ecological culture and natural civilization. Tourism is not a lifestyle that driving fast to destination. Tourism is a process of happy exploring, learning, painstaking struggle and hunting. Tourism should be a behavior that rejects noise, rejects modern, rejectsmovable and concentrated on "visits" in holiday. Currently, Chinese mass tourists are specially fond of tourist products of uniqueness and original ecology.
China’s tourism development should pay more attention on tourism education, tourism publishing and tourism media business, and facilities construction of “Culture Tourism” everywhere and cultural products making. Soft power of tourism development plays a more important role than big tourism project investment. Some important hardware project investment is a disaster to the future development of local tourism industry.