東博會“博中有專” 旅游展里看商機

□ 文 /本刊記者 林芊芊

廣西桂林，一座旅游資源豐富的歷史文化名城、生態山水名城，一直居于廣西旅游產業發展的龍頭地位，也是中國旅游發展的縮影和“風向標”。于2015年起永久落戶于桂林的中國—東盟博覽會旅游展，是東博會首個專題展，也是東博會在主辦地廣西南寧之外舉辦的第一個專題展，開創了東博會異地舉辦專題展的新格局。

東博會旅游展迄今已成功舉辦四屆，其規格高、嘉賓多，國際性、開放性、專業性強，得到各界和業內的高度肯定。它不僅致力于打造東博會升級版，推動中國與東盟旅游合作向更大規模、更深層次、更高水平邁進，同時作為一個機制性平臺，還進一步推動了桂林與東盟各國在旅游、經貿等領域的合作邁向新高度。

東博會專題展異地放彩

“桂林好的地方那么多，我們在安排東博會旅游展嘉賓考察線路時，真希望能夠多放點景點、景區，可即便如此，還是無法滿足嘉賓們的需要。”2018年東博會旅游展備展之際，桂林市旅發委工作人員劉晗發出這樣的感嘆。

劉晗這一“喜悅的煩惱”，源于4年來桂林承辦東博會旅游展不斷提漲的底氣。如今，桂林以建設國際旅游勝地為契機，陸續引進的一大批消費層次豐富、產品體系完整的高端旅游項目，其舉辦東博會旅游展的實力與日俱增。隨著廣西首個通用航空機場在陽朔投入使用，“空中游漓江”航線開通，新加坡著名酒店品牌——悅榕莊陽朔度假酒店落成，桂林千古情景區和大型歌舞《桂林千古情》亮相，游客觀光桂林的選擇也越來越多。

在桂林市委書記趙樂秦眼中，東博會旅游展，這個于2015年起永久落戶桂林的國際性展會，是桂林旅游轉型升級加快發展的一個重大機遇。

這是東博會在主辦地廣西南寧之外舉辦的第一個專題展，開創了東博會異地舉辦專題展的新格局。廣西是中國—東盟合作的前沿，旅游是雙邊最便捷、最有效也最能產生效益的產業合作，依靠豐富的旅游資源及特有的區位優勢，廣西與東盟國家之間的旅游交流合作步入快速發展的時代。而桂林是廣西旅游的龍頭，做好東盟旅游這篇文章，搭建起中國與東盟旅游合作全新平臺，進而密切中國與東盟各國的經貿關系，這恰是國家和廣西政府把旅游展永久落戶桂林的初衷。

“把旅游展打造成中國與東盟旅游合作交流的國際性知名展會，建成具有區域特色、面向全球開放的旅游合作平臺，是桂林今后必須堅定的努力方向。”趙樂秦說。

桂林旅游向東盟

自從桂林對51個國家正式實施72小時過境免簽政策，對東盟10國旅游團實施6天入境免簽政策以來，其每年接待旅游總人數近4000萬，其中入境游客超過200萬，旅游影響力和美譽度不斷攀升。另一方面，在承辦東博會旅游展之前，桂林已打造了一批頗具影響力的本土會展品牌，如中國桂林國際旅游博覽會、博鰲亞洲旅游論壇、世界旅游趨勢與展望國際論壇等多個國內外大型知名旅游展會和論壇，鍛煉出一支專業會展人才隊伍，積累了豐富的辦展辦會經驗。

01 / 桂林夜景

02 /《印象·劉三姐》演出亮相2018東博會旅游展

因此，東博會旅游展的落戶不僅進一步提升了桂林承辦國際國內大型展會活動的綜合能力和水平，也為桂林發揮優勢聯動東盟創造了良好的機制平臺。桂林與東盟國家一批境外知名旅游集團和機構合作開展了“本土化營銷”，深化了區域旅游合作。利用“聯盟代理”的新思路，在馬來西亞和印尼成立的“桂林旅游大聯盟”，不斷吸收穆斯林旅行商加盟，專門設計桂林線路，向桂林輸送穆斯林游客。此外，桂林旅游部門還堅持每年參加馬來西亞、印尼、新加坡等國家的旅游展會，使桂林旅游在東盟市場的競爭力和影響力日漸提升，一批又一批東盟游客紛至沓來。在旅游展的機制平臺下，中國旅游研究院副院長李仲廣建議，可以桂林和香港為軸心，構建中國和東盟的國際旅游線路，將線路擴展到新加坡、泰國等地。

而桂林亦在建設國際旅游勝地、國家可持續發展議程、創新示范區和國家健康旅游示范基地的征程中，全面借助東博會旅游展等多個國際平臺，主動適應國內外旅游發展新趨勢，推進旅游綜合改革和旅游業態創新，為廣西乃至中國的旅游產業發展創造了許多可復制、可推廣的“桂林經驗”。

旅游展中看商機

海南三亞市旅游委副主任王菲菲猶記得，2015年三亞組成促銷團參加首屆東博會旅游展時，以“針對東南亞客源鞏固已有的成熟市場、開辟冷市場”為策略進行的該市旅游目的地營銷。那一屆旅游展上，由于東盟10國全部參展，三亞加大了在新加坡的宣傳促銷力度，并針對泰國游客市場推介展銷海南僑鄉、黎苗等具有文化特色的旅游產品。東博會旅游展的國際性和專業性，讓三亞參展商收獲頗豐。

彼時，設置在展會現場的952平方米的獨立貿易配對洽談區，被近400家企業充分利用，實現的貿易洽談次數超過3600場。專業洽談取得了實實在在的效果，也讓很多參展商和專業買家對參展成果很滿意，紛紛表示“明年還來！”

往后的幾屆東博會旅游展，買家數量、質量明顯提升，旅游展的專業性也進一步凸顯。不僅在開館儀式、展覽內容設置、展會主題活動等方面突出當屆主題，同時遵循主賓國機制，邀請東盟10國輪流出任旅游展主賓國。而根據展區規劃和展覽內容的劃分，最初的國際旅游專業展、國內旅游專業展、廣西旅游形象展、國際旅游商品展和旅游消費展亦不斷拓展，逐年增添新元素，展出旅游形象、旅游消費、旅游科技以及旅游商品等內容，并同期舉辦旅游專業論壇。2016年，東博會旅游展被印尼旅游部列為當年計劃參加的亞太地區五大旅游展會之一，被柬埔寨旅游部列為重點參加的中國六大旅游展會之一。

時間來到2018年，第4屆東博會旅游展如期而至。人們驚喜地看到：桂林以主題形象館的方式驚艷亮相；新增的廣西魅力友城展區里，來自異國友城的參展商用流利的漢語向人們推介自己國家的景點和文旅周邊產品；“技術與創新促進可持續旅游發展”的主題，在論壇上被國際旅游業界熱議……

越來越多的實踐豐富著東博會旅游展的“桂林經驗”，也給桂林這座城市增添了一張亮麗的名片。帶著促進中國—東盟旅游合作的使命，帶著各界對桂林旅游業發展的期盼，桂林將繼續依托東博會旅游展平臺，在中國—東盟合作的大舞臺中綻放自己的光彩。

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Professional CAEXPO Tourism Exhibition Bearing Great Business Opportunities

Written by Lin Qianqian / Translated by Mo Tingting

The show at the CAEXPO Tourism Exhibition

Guilin, a famous historical and cultural city in Guangxi, with rich tourism resources and charming landscapes, has played a leading role in Guangxi’s tourism industry, and also been the epitome of China’s tourism development. The CAEXPO Tourism Exhibition (CAEXPOTE), which has been permanently settled in Guilin since 2015, is the fi rst special exhibition of CAEXPO and the first one held outside Nanning, the permanent home of CAEXPO,creating a new pattern of CAEXPO.

The CAEXPOTE, which has been successfully held for four times and highly recognized by all walks of life and the industry, is not only committed to building an upgraded version of CAEXPO and promoting China-ASEAN tourism cooperation with a larger scale, as well as a deeper and higher level, but also serving as a platform to further promote Guilin’s cooperation with ASEAN countries in such fi elds as tourism, economy and trade.

The special exhibition of CAEXPO held outside Nanning

“There are so many beautiful places in Guilin that we really hope to arrange more scenic spots in the tour route for guests of CAEXPOTE,but even so, we still can’t meet the needs of all guests,” said Liu Han, a staff of Guilin Tourism Development Committee.

At present, Guilin, taking the opportunity of building an international tourist resort, has introduced a large number of high-end tourism projects with rich consumption levels and complete product systems,

which is continuously enhancing its foundation for hosting the CAEXPOTE. With the opening of Guangxi’s first general aviation airport in Yangshuo, the opening of “Air Tour of Lijiang River”, the completion of Banyan Tree Yangshuo (a famous hotel brand in Singapore),the appearance of Guilin Romance Park and the large singing and dancing performanceThe Romance Show of Guilin, tourists have more and more choices when they visit Guilin.

In the eyes of Zhao Leqin, Secretary of Guilin Municipal Committee of the CPC,CAEXPOTE, the first thematic exhibition of CAEXPO held outside Nanning and permanently settled in Guilin since 2015, is a major opportunity for Guilin to accelerate its tourism transformation and upgrading.

Guangxi is at the forefront of the China-ASEAN cooperation, while tourism is the most effective and convenient way to make bilateral cooperation. Relying on the abundant tourism resources and unique geographical advantages,tourism exchanges and cooperation between Guangxi and ASEAN countries have entered the era of rapid development. Moreover,Guilin, the bellwether of Guangxi’s tourism,should play a leading role in building a brand new platform for China-ASEAN tourism cooperation, and enhancing economic and trade relations between China and ASEAN countries,which is the original intention of China to locate tourism exhibition in Guilin.

“To build the tourism exhibition into an international well-known exhibition of China-ASEAN tourism cooperation and exchange,and a tourism cooperation platform opening to the world with regional characteristics is the development direction Guilin must firmly adhere to in the future,” said Zhao Leqin.

Guilin’s tourism oriented towards ASEAN

Since Guilin officially implemented the 72-hour transit visa-free policy for 51 countries and the 6-day entry visafree policy for tourist groups of 10 ASEAN countries,it has received nearly 40 million tourists every year,including more than 2 million inbound tourists, with constantly rising in fl uence and reputation. Furthermore,to take the initiative to undertake the CAEXPOTE, Guilin has built a batch of in fl uential exhibition brands, such as China Guilin International Tourism Fair and Boao Asia Tourism Forum, and built a professional exhibition team with rich experience in organizing exhibitions.

Therefore, the settlement of CAEXPOTE has not only further improved Guilin’s comprehensive ability to host large international and domestic exhibition activities,but also created a good mechanism platform for Guilin to give full play to its advantages oriented towards ASEAN. Now, Guilin has cooperated with a number of well-known overseas tourism groups and institutions of ASEAN countries to carry out “localized marketing”and deepen regional tourism cooperation. With the new idea of “Alliance Agent”, and the “Guilin Tourism Grand Alliance” established in Malaysia and Indonesia,Guilin has been constantly attracting Muslim tour operators, and specially designed routes to transport Muslim tourists to Guilin. In addition, the tourism department of Guilin also insists on participating in tourism exhibitions of Malaysia, Indonesia, Singapore and other countries every year, which makes Guilin’s competitiveness and influence in ASEAN market increase day by day. Under the mechanism platform of the CAEXPOTE, Li Zhongguang, Vice President of China Tourism Research Institute, suggested that Guilin and Hong Kong can be used as the axis to build international tourism routes between China and ASEAN and then expand the routes to other places.

At present, Guilin has been on the agenda of the construction of international tourism resort, the innovation demonstration area and national health tourism demonstration base. By virtue of the CAEXPOTE and other international platforms, Guilin has taken the initiative to adapt to the new trend of development of tourism at home and abroad, promoted tourism comprehensive reform and innovation of tourism forms,and created many replicable “Guilin Experience” for Guangxi and even the whole country.

Business opportunities of CAEXPOTE

Wang Feifei, Deputy Director of Sanya Tourism Commission, remembered that at the first CAEXPOTE in 2015, Sanya has increased its publicity and promotion efforts towards Singapore, and displayed the charm of Hainan, the hometown of overseas Chinese, Li and Miao ethnic group and other tourism products with cultural characteristics for the Thai tourist market, which has bene fi ted Sanya’s exhibitors a lot.

In addition, the 952-square-meter independent trade matching negotiation area set at the exhibition area has been fully utilized by nearly 400 enterprises. Professional negotiations have achieved real results, and many exhibitors and professional buyers are very satis fi ed with the results of the CAEXPOTE.

In the following years, the number and quality of buyers have been significantly increased, and the speciality of CAEXPOTE has been further highlighted. CAEXPOTE has not only highlighted the theme of the opening ceremony, exhibition content setting, exhibition theme activities and other aspects, but also followed the principle to invite 10 ASEAN countries to take turns as the guest of honor of the tourism exhibition. And according to the division of exhibition planning and content, CAEXPOTE has innovated the initial international tourism exhibition,domestic tourism exhibition, Guangxi tourism exhibition,international tourism commodities fair and tourism consumption exhibition. In 2016, the CAEXPOTE was listed by the Ministry of Tourism of Indonesia as one of the fi ve major tourism exhibitions in the Asia-Paci fi c region, and by the Ministry of Tourism of Cambodia as one of the six major tourism exhibitions in China.

In 2018, you can see fi nd at the fourth CAEXPOTE: The amazing appearance of Guilin’s thematic image pavilion,the newly added charming sister cities exhibition areas of Guangxi, and the hot theme of “technology and innovation promoting sustainable tourism development”.More and more practices have enriched the “Guilin Experience” of the CAEXPOTE, and created a bright card for Guilin. With the mission of promoting China-ASEAN tourism cooperation and the expectation of all walks of life for the development of Guilin’s tourism industry, Guilin will continue to rely on the platform of CAEXPOTE and bear a rosy future in China-ASEAN cooperation.