免签,仿佛是国内推动入境游的主轴线。
继延长对法国等12个国免签政策出台后,外交部领事司发布消息显示,中方决定扩大免签国家范围,对新西兰、澳大利亚、波兰3个国家持普通护照人员试行免签政策。其中6月17日当天,澳大利亚免签消息发布仅半小时,澳大利亚游客在Trip.com搜索中国相关关键词热度,环比前一天增长超80%,可见外国人对来华的情绪高涨。
国家移民管理局公布的第一季度工作主要数据显示,累计签发外国人签证证件达到46.6万人次,免签入境外国人达到198.8万人次,分别同比增加118.8%和266.1%。
亮眼的数据表明,入境游正在呈现出蓬勃之姿,社交平台上也能看到许多“外国人扎堆”的短视频,入境游到底恢复到什么样的水平?平台热度背后,旅游企业可以为挖掘更大的发展空间做出什么努力?
作者 | 何雯静
策划 | 许玥
01
顺着免签一路爬坡
自2023年开始,伴随一波又一波政策红利落实,国内入境游数据整体表现出稳步攀升姿态,单方面免签政策实施以来,外国人出入境呈现高开高走态势。
今年年初,中国旅游研究院就给出了一个乐观预判:“据初步估计,2024年,外国人入境市场有望恢复到2019年的五成,港澳台入境市场实现全面恢复。”
最先感知到入境游恢复的是交通,航班管家提供的数据显示,截至6月26日,今年累计入境游航班量接近16万班次,恢复至2019年同期约70%。其中港澳台约2.9万班次,其他国家约13万班次,其他国家班次较2023年同期增幅超过185%,涨势喜人。
邮轮也有好消息,4月初,“迈希夫五号”搭载来自德国、奥地利、瑞士等国的2500余名欧洲游客停靠上海吴淞口国际邮轮港。这意味着入境游重启以来,国内最大规模海外旅游团登陆。多家媒体报道称,预计上海全年将接待18艘邮轮、游客数量超4万人。
旅行团是入境游回温的标志之一,多家旅行社出现爆单情况。中青旅首席品牌官徐晓磊在《焦点访谈》中曾表示,仅3、4月份,中青旅就累计接待数个千人大团;据广之旅入境游业务负责人方方透露,截至今年5月,广之旅已经陆续接待多个过百人的国际商务大团。
旅行社生意旺起来,导游跟着忙碌起来。常驻成都的小语种导游说,“从6月到10月底的行程都被排满了。”兼职导游的费用也水涨船高,广州一名从事俄语导游的从业者表示,广交会期间,日薪基本在800元左右,最高可以达到1000元。
外国人涌入,景区、博物馆、酒店也纷纷顺势推出便捷措施。如上海博物馆,针对团队游、自由行游客,都分别开放了电话预约渠道,以及凭有效邮箱注册登录官网预约系统渠道。
支付方面向来是入境游的老大难,西安联合了景点、银行等多方力量,通过增加外币现钞业务网点、提供外卡支付pos机、支持多个国际APP扫码支付等方式,着力打造外宾支付服务示范区。其他城市也推出了类似的便捷措施。
尽管国家移民管理局暂未公布二季度出入境相关数据,单看国家移民局通报的五一、端午两个假期数据,外国出入境分别达到了77.9万人次、50.7万人次,较去年同期均有明显增长。不难预估,2024年入境游市场会顺着免签红利一路爬坡。
02
“China Travel”成流量密码?
据蓝鲸新闻报道,今年免签入境的外国人数量约是去年同期的10倍。国内媒体、内容平台也有不少叫好的视频。
比如知名博主高佑思的B站账号"歪果仁研究所",多条外国人游中国视频里,外国人都表示对中国旅游体验的认可。其中一条俄罗斯游客在上海特种兵旅游的视频,其浏览量高达180万。
B站其他外国人开设的账号,对中国旅游也是赞不绝口。国内市场重视入境游,内容平台一片叫好并不奇怪,但“China Travel”真的是流量密码吗?海外平台的答案可能更有说服力。
在TikTok上搜索“144小时过境免签”、“China Travel”词条,多条高赞视频映入眼帘,诸如外国小哥899美元游中国、跟着中国人探索长沙和张家界、打卡大理洱海小麦田等视频都获得数千乃至上百万点赞。
除了展示中国风景和自己亲身体验总结的旅游攻略,还有人感叹中国的科技进步,当老外亲眼目睹中国的无人机送货服务时,博主惊呼“China is already in 2030”。
老牌视频平台YouTube里,“unexpected” “never expected” “not what we expected”则是标题中的高频词汇。
其中一条标题为“为什么没人想让我们去中国”的视频,累计播放量达138万次。账号“JetLag Warriors”由一对全职旅行夫妇运营,借着“144小时过境免签”的便利,这对夫妇从去年12月开始,先后游历了中国34个城市。截至目前,该账号里中国专栏累计播放量已经超过560万次,远超账号里其他国家系列视频。
YouTube相关视频下的评论区十分热闹,有人分享自己在中国定居数十年的经历,也有人感叹自己看到的中国和早前看到的媒体报道截然不同,还有人向博主科普中国菜系,其舆论氛围都相对友好。
如今,海外媒体的舆论风向也朝着正面评价方向转变。比如欧洲新闻网认为“免签政策释放了中国进一步对外开放、欢迎更多游客到访中国的积极信号”;西班牙《国家报》认为,“中国展示出持续扩大对外开放的诚意”。对于中国在支付环境、便捷预约等促进入境游作出的努力,美国旅行行业网站Skift也给出了肯定。
03
爆火之余,路还很远
有意思的是,外国博主发布的中国旅行视频,其出游方式似乎和常规的景点打卡大不相同。博主们大多在逛超市、坐地铁、参加新年活动,仿佛在融入当地,在体验中国生活。
复旦大学张志安教授认为这并非坏事,他指出,“China travel”视频的走红是以普通人的、生活化的镜头拍摄中国,一定会丰富中国在全球的可见性。
在各大媒体发布的新闻中可以看到,海外旅行团中,老人占比明显偏高,而他们的旅游节目大多以景点参观、缆车索道等走量型的传统方式为主,路线基本与国内团客无异。
年轻外国游客所钟爱的潜水、冲浪、滑雪等高品质度假活动,国内虽有类似的景点,但整体上还未成气候。不过,也有业内人士认为,尽管景点指引上普遍加入了多个语种介绍,部分景区或旅游服务机构还会提供免费交通接送、e-sim卡上网服务、多样化餐饮等一站式服务,但这都不能弥补休闲度假产品的短板。
“国内度假的天花板是三亚,它对标的是普吉岛、迈阿密,但明显现在水平还相差甚远,你不可能让老外天天窝在酒店度假。”旅游专家周鸣岐如是说。度假氛围不足,就很难刺激高净值人群来消费,旅行团就容易偏向于中低端体验,如简单的旅游观光、地标建筑打卡、固定团餐等。
走量则意味着低价。据国家统计局数据显示,2015-2019年期间,入境旅游收入从1137亿美元逐年上涨至1313亿美元,每年涨幅不到1%,整体涨幅仅15%。其旅游消费力不仅相比国内消费属于凤毛麟角,其人均消费还相当于“穷游”水平。
不可否认,多重利好政策推动,和旅游企业合力推动下,入境游热度达到前所未有的高度,《2024年旅游业发展指数》显示,中国在促进旅游业发展方面位列全球第八,是前十名中唯一的发展中经济体。
携程集团联合创始人梁建章曾公开表示,如果中国入境游收入能占GDP1.5%,将带来超万亿元增量空间。如今,从政策层面,到旅游企业,再到个人都在合力推动入境游的齿轮。大家的共同目标,不仅是为了让世界看到真实、立体的中国,更是为了托举起中国的旅游经济。
Mom and Dad, I'm in China! Why has China Travel suddenly become a traffic password Fenglv Observation
Following the extension of visa free policies for 12 countries including France, the Consular department of the Ministry of Foreign Affairs has announced that China has decided to expand the scope of visa free countries and implement visa free policies for ordinary passport holders from three countries: New Zealand, Australia, and Poland. On June 17th, just half an hour after the announcement of Australia's visa free policy, Australian tourists searched for keywords related to China on Trip.com, which increased by over 80% compared to the previous day, indicating a high level of sentiment among foreigners towards coming to China.
The main data released by the National Immigration Administration for the first quarter shows that a total of 466000 foreign visa documents have been issued, and 1.988 million foreign nationals have been granted visa free entry, an increase of 118.8% and 266.1% respectively year-on-year.
The impressive data shows that inbound tourism is showing a thriving trend, and many short videos of "foreigners flocking" can also be seen on social media platforms. What level of recovery has inbound tourism reached? Behind the popularity of the platform, what efforts can tourism enterprises make to explore greater development space?
Author | He Wenjing
Planning | Xu Yue
01
Climb the slope along the visa free route
Starting from 2023, with the implementation of wave after wave of policy dividends, the overall domestic inbound tourism data has shown a steady upward trend. Since the implementation of the unilateral visa free policy, the entry and exit of foreigners has shown a high opening and high moving trend.
At the beginning of this year, the China Tourism Research Institute made an optimistic prediction: "According to preliminary estimates, by 2024, the foreign entry market is expected to recover to 50% of 2019, and the Hong Kong, Macao, and Taiwan entry markets will achieve comprehensive recovery
The first thing to perceive the recovery of inbound tourism is transportation. according to data provided by the flight manager, as of June 26th, the cumulative number of inbound tourism flights this year is close to 160000, which has recovered to about 70% of the same period in 2019. Among them, there are about 29000 flights from Hong Kong, Macau, and Taiwan, and about 130000 flights from other countries. The number of flights from other countries has increased by more than 185% compared to the same period in 2023, showing a promising upward trend.
There is also good news for cruise ships. In early April, the "Meishifu V" carrying more than 2500 European tourists from Germany, Austria, Switzerland and other countries docked at the Wusongkou International Cruise Port in Shanghai. This means that since the restart of inbound tourism, the largest overseas tour group in China has landed. Multiple media reports indicate that Shanghai is expected to receive 18 cruise ships and over 40000 tourists throughout the year.
A tour group is one of the signs of inbound tourism returning to Wenzhou, and many travel agencies have experienced a surge in orders. Xu Xiaolei, Chief Brand officer of China Youth Travel Service, once stated in "Focus Interview" that in March and April alone, China Youth Travel Service had received several thousand delegations; According to Fang Fang, the person in charge of inbound tourism business at Guangzhou Travel, as of May this year, Guangzhou Travel has received multiple international business groups of over 100 people.
The business of travel agencies is booming, and tour guides are busy with it. A small language tour guide stationed in Chengdu said, "The itinerary from June to the end of October is fully booked." The cost of part-time tour guides has also skyrocketed. A practitioner of Russian tour guides in Guangzhou said that during the Canton Fair, the daily salary is basically around 800 yuan, and the highest can reach 1000 yuan.
Foreigners have flooded in, and scenic spots, museums, and hotels have also taken advantage of this trend by introducing convenient measures. For example, the Shanghai Museum has opened telephone reservation channels for group tours and independent travelers, as well as channels for registering and logging into the official website reservation system with valid email addresses.
Payment has always been a major challenge for inbound tourism. Xi'an has joined forces with scenic spots, banks, and other parties to create a demonstration zone for foreign guest payment services by increasing foreign currency cash business outlets, providing POS machines for foreign card payments, and supporting multiple international APP QR code payments. Other cities have also introduced similar convenience measures.
Although the National Immigration Administration has not yet released data on entry and exit for the second quarter, looking solely at the May Day and Dragon Boat festival holiday data reported by the National Immigration Administration, the number of foreign arrivals and departures reached 779000 and 507000 respectively, showing a significant increase compared to the same period last year. It is not difficult to predict that the inbound tourism market will climb along with the visa free dividend in 2024.
02
Is' China Travel 'a traffic password?
According to Blue Whale News, the number of foreigners entering the country without a visa this year is about 10 times that of the same period last year. There are also many well received videos in domestic media and content platforms.
For example, the well-known blogger Gao Yousi's Bilibili account "Wai Guo Ren Research Institute" has shown recognition of the Chinese tourism experience in multiple videos of foreigners traveling to China. One of the videos of Russian tourists traveling with special forces in Shanghai has a view count of up to 1.8 million.
The accounts opened by other foreigners on Bilibili are also full of praise for Chinese tourism. The domestic market attaches great importance to inbound tourism, and it is not surprising that content platforms are widely praised, but is "China Travel" really a traffic password? The answer from overseas platforms may be more convincing.
Search for the terms "144 hour transit visa free" and "China Travel" on TikTok, and multiple highly liked videos will come into view, such as a foreign guy's $899 trip to China, following Chinese people to explore Changsha and Zhangjiajie, and checking in on Dali Erhai wheat fields, all of which have received thousands or even millions of likes.
In addition to showcasing Chinese scenery and summarizing personal experiences, some people also marvel at China's technological progress. When foreigners witness China's drone delivery services, bloggers exclaim, "China is already in 2030.
In the old video platform YouTube, "unexpected", "never expected", and "not what we expected" are high-frequency words in the title.
One of the videos titled 'Why Nobody Wants Us to Go to China' has accumulated 1.38 million views. The account "JetLag Warriors" is operated by a full-time traveling couple who, with the convenience of "144 hour visa free transit", have traveled to 34 cities in China since December last year. As of now, the cumulative views of the Chinese column in this account have exceeded 5.6 million times, far exceeding other country series videos in the account.
The comment section under YouTube related videos is very lively. Some people share their experiences of settling in China for decades, while others lament that the China they see is completely different from the media reports they saw earlier. Some people also popularize Chinese cuisine to bloggers, and the public opinion atmosphere is relatively friendly.
Nowadays, the public opinion of overseas media is also shifting towards positive evaluations. For example, the European News Network believes that "the visa free policy sends a positive signal that China is further opening up to the outside world and welcoming more tourists to visit China"; The Spanish newspaper El Pais believes that 'China has demonstrated its sincerity in continuously expanding its opening-up to the outside world'. Skift, a travel industry website in the United States, also acknowledges China's efforts in promoting inbound tourism through payment environment and convenient booking.
03
Besides the explosion, the road is still far away
It is interesting that the Chinese travel videos posted by foreign bloggers seem to have a very different way of traveling compared to regular tourist attractions. Most bloggers are strolling through supermarkets, taking the subway, and participating in New Year's events, as if they are immersing themselves in the local culture and experiencing Chinese life.
Professor Zhang Zhi'an from Fudan University believes that this is not a bad thing. He pointed out that the popularity of the "China travel" video is due to the use of ordinary people's, life oriented shots of China, which will definitely enrich China's visibility in the world.
In the news released by major media outlets, it can be seen that the proportion of elderly people in overseas tour groups is significantly higher, and their travel programs mostly rely on traditional methods such as visiting tourist attractions and cable cars, with routes similar to those of domestic tour groups.
The high-quality vacation activities such as diving, surfing, skiing, etc. that young foreign tourists love, although there are similar attractions in China, have not yet become popular overall. However, some industry insiders believe that although scenic spot guides generally include introductions in multiple languages, and some scenic spots or tourism service agencies also provide one-stop services such as free transportation, e-sim card internet access, and diversified catering, these cannot make up for the shortcomings of leisure and vacation products.
The ceiling of domestic vacation is Sanya, which benchmarks against Phuket and Miami, but obviously the level is still far behind. You can't let foreigners stay in hotels for vacation every day, "said tourism expert Zhou Mingqi. Lack of vacation atmosphere makes it difficult to stimulate high net worth individuals to consume, and travel groups tend to lean towards mid to low end experiences such as simple sightseeing, landmark building check-in, and fixed group meals.
Volume implies low prices. According to data from the National Bureau of Statistics, from 2015 to 2019, inbound tourism revenue increased annually from 113.7 billion US dollars to 131.3 billion US dollars, with an annual increase of less than 1% and an overall increase of only 15%. Its tourism consumption power is not only rare compared to domestic consumption, but its per capita consumption is also equivalent to the level of "poor tourism".
It cannot be denied that with the promotion of multiple favorable policies and the joint efforts of tourism enterprises, the popularity of inbound tourism has reached an unprecedented height. According to the 2024 Tourism Development Index, China ranks eighth in the world in promoting tourism development and is the only developing economy among the top ten.
Liang Jianzhang, co-founder of Ctrip Group, has publicly stated that if China's inbound tourism revenue can account for 1.5% of GDP, it will bring more than trillions of yuan in incremental space. Nowadays, from the policy level, to tourism enterprises, and even individuals, they are all working together to promote the gears of inbound tourism. Our common goal is not only to show the world the real and three-dimensional China, but also to boost China's tourism economy.
句子成分分析:(划分说明) 提示:框中标识可点击
Following the extension (of visa) free policies for 12 countries including France, || the Consular Department (of the Ministry (of Foreign Affairs)) hasannounced | that China has decided to expand the scope (of visa (free countriesand implement visa free policies (for ordinary passport holders (from threecountries)))): New Zealand, Australia, and Poland.
句子语法结构详解:
* Following 为动名词,在句中作主语。
* 第1个 free 为谓语,采用一般现在时。
* announced 为谓语,采用现在完成时。
* that 为连词,引导宾语从句。
* decided 为谓语,采用现在完成时。
* to expand 为不定式,作宾语。
* 第2个 free 开头为定语从句,引导词 that 被省略。
* 第3个 free 为谓语,采用一般现在时。
* has 为助动词。the 为定冠词。
句子相关词汇解释:
Phrase:
New Zealand | 新西兰 |
Vocabulary:
follow ['fɔlәu] | vt. | 1) 跟随(……之后), 跟着 2) 按照,遵照,听从 |
extension [ik'stenʃәn] | n. | 1) 延期,宽限的时间 2) 扩张,扩充 |
visa ['vi:zә] | n. | (护照的)签证 |
free [fri:] | vt. | 1) 释放,使自由 2) 解放,使摆脱 |
a. | 1) 自由的(不是囚犯或奴隶) 2) 免费的,不收费的 | |
vt. | 1) 释放,使自由 2) 解放,使摆脱 | |
policy ['pɔlisi] | n. | 1) 政策,方针 2) 原则,为人之道 |
country ['kʌntri] | n. | 1) 国家 2) 乡村 |
including | prep. | 包括…在内 |
France [frɑ:ns] | n. | 法国 |
consular ['kɔnsjulә] | a. | 领事的 |
department [di'pɑ:tmәnt] | n. | 部门,处,系,局,司 |
ministry ['ministri] | n. | 1) (政府的)部 2) (the Ministry)(尤指基督教新教的)全体牧师 |
foreign ['fɔ:rin] | a. | 1) 外国的 2) 涉外的, 外交的 |
affair [ә'fєә] | n. | 1) 事件,事情 2) (affairs)公共事务,政治事务 |
announce [ә'nauns] | vt. | 1) 宣布,宣告(决定、计划等) 2) 通知 |
China ['tʃainә] | n. | 中国 |
decide [di'said] | vt. | 1) 对……作出抉择,决定,选定 2) 作裁决,下判决 |
expand [ik'spænd] | vt. | 1) 扩展,发展(业务) 2) 扩大,增加,增强(尺码、数量或重要性) |
scope [skәup] | n. | 1) 范围 2) 能力,机会 |
and [ænd] | conj. | 1) 和, 与, 同, 并 2) 然后,接着 |
implement ['implimәnt] | n. | 工具,器具,(常指)简单的户外用具 |
ordinary ['ɔ:dinәri] | a. | 1) 普通的,平常的,一般的,平凡的 2) 平庸的,平淡无奇的 |
passport ['pæspɔ:t] | n. | 1) 护照 2) 途径,路子,手段 |
holder ['hәuldә] | n. | 1) 持有者,拥有者 2) 支托(或握持)……之物 |
three [θri:] | num | 三 |
Australia [ɔ'streiljә] | n. | 澳大利亚 |
Poland ['pәulәnd] | n. | 波兰 |
句子成分分析:(划分说明) 提示:框中标识可点击
The impressive data shows | that inbound tourism is showing a thriving trend,|| and many short videos (of "foreigners flocking") can also be seen [on socialmedia platforms].
What level (of recovery) has inbound tourism reached?
句子语法结构详解:
(seen 为 see 的过去分词。media 为 medium 的复数形式。)
* shows 为谓语,采用一般现在时。动词采用第三人称单数形式。
* that 为连词,引导宾语从句。
* showing 为谓语,采用现在进行时。
* thriving 为动名词,与 trend 构成合成名词。
* and 为并列连词,连接并列句。
* flocking 为现在分词,作后置定语。
* seen 为谓语,采用被动语态。
* what 为疑问代词,引导特殊疑问句。
* reached 为谓语,采用现在完成时。
* can 为情态动词。is, be, has 为助动词。the 为定冠词。a 为不定冠词。
句子相关词汇解释:
Vocabulary:
impressive [im'presiv] | a. | (事物或人)令人赞叹的,令人敬佩的 |
data ['deitә] | n. | 数据;资料,材料 |
show [ʃәu] | vt. | 1) 显示出,流露出(情感、表情等) 2) 表明,显示, 证明 |
inbound ['in'baund] | a. | 到达的;归航的 |
tourism ['tuәrizm] | n. | 旅游业,观光业 |
show [ʃәu] | vt. | 1) 显示出,流露出(情感、表情等) 2) 表明,显示, 证明 |
thrive [θraiv] | vi. | 兴旺发达,繁荣,蓬勃发展,旺盛,茁壮成长 |
trend [trend] | n. | 趋势,趋向,倾向,动态,动向 |
many ['meni] | a. | 许多, 很多 |
short [ʃɔ:t] | a. | 1) 短的 2) 个子矮的 |
video ['vidiәu] | n. | 1) 录像 2) 录像带 |
foreigner ['fɔ:rinә] | n. | 1) 外国人 2) 外来人 |
flock [flɔk] | vi. | 群集,聚集,蜂拥 |
also ['ɔ:lsәu] | ad. | 而且;此外;也;同样 |
see [si:] | vt. | 1) 看见,见到,看出 2) 观看(比赛、电视节目、演出等) |
social ['sәuʃәl] | a. | 1) 社会的 2) 社会上的,社会地位的 |
medium ['mi:diәm] | n. | 1) (传播信息的)媒介,手段,方法 2) 手段,工具,方法 |
platform ['plætfɔ:m] | n. | 1) 站台,月台 2) 讲台,舞台 |
level ['levl] | n. | 1) 水平,级别,层次 2) 水平高度 |
recovery [ri'kʌvәri] | n. | 1) 恢复,痊愈 2) 改善,回升,复苏 |
reach [ri:tʃ] | vt. | 1) 达到,提升到,进入(新水平/阶段) 2) 到达, 抵达(某地,某点位) |
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