中国当下旅游发展有关问题与趋势
——与联合国世界旅游组织荣誉秘书长弗朗西斯科·弗朗加利对话
文丨吴军林
今年9月23-25日，本人受河北省委省政府及河北省政府张庆伟省长邀请，参加了“首届河北旅游产业发展大会”。在大会期间，我和国内外的政要及行业领导进行了广泛交流与探讨，并在此期间也学习到了不少新知识。
9月24日，我两次和世界旅游组织荣誉秘书长弗朗西斯科·弗朗加利先生进行了交流与对话。特别是24日中午，我们俩单独在清西陵景区皇家酒店共进午餐，边吃边聊。
弗朗加利先生是世界旅游组织前任秘书长，是全世界旅游业公认的德高望重的“老旅游人”，他本人对中国旅游事业发展很关心，同时也很热爱中国。我作为一位1993年进入旅游业工作的“年轻老兵”，一直对弗朗加利先生心存敬意，这次一同受邀参加了在河北保定召开的“旅游产业发展大会”，借此机会我专门向这位精神矍铄的老人进行了对话与学习。
我们主要就中国发展“全域旅游”、“河北旅游模式”和“中国旅游发展问题”等三个主要方面进行了交流，以下是弗朗西斯科·弗朗加利先生与本人的对话内容，现整理如下：
一、关于全域旅游：我们认为这个概念挺好，有前瞻性，有拉动效果，但是在中国许多风景很优美的地方是否要搞“全域旅游”这个问题值得思考。“全域旅游”千万不能是“运动式”的，不能以“全域旅游”这一大概念发展商业性很强的配套工程，如：房地产项目、商业综合体项目等。旅游是一个愉快和发现美的过程，过度的商业性配套开发会适得其反，会毁掉一个地域的旅游业，这样的例子很多。
二、关于“河北旅游模式”：我们觉得这次河北省特别重视旅游业发展举办“大会”花了大力气。据我们所知，河北是一个工业大省，钢铁、水泥等都是产业发展的重中之重，正因为工业，特别是这些环境污染严重的工业把河北旅游业淹没了。其实河北旅游资源非常丰富，旅游市场潜力巨大，与中国首都北京近在咫尺。河北省应充分利用“冬奥会”在张家口举办这一良好契机，做好国际市场宣传，在三五年内将“燕赵大地”的好山好水好风光叫唱消费市场，真正做出有示范意义的“河北旅游模式”。
三、关于中国旅游发展问题：我们觉得，当前中国旅游业发展概念大，战线长，几乎将中国现有能够到达的省、市、自治区旅游目的地旅游业都被拉动起来。然而，中国旅游发展的关键本质是什么？是快速发展的经济数字？是巨量的旅游人次？还是到处添堵的一年几个黄金周？应该都不完全是。我们认为，中国旅游发展下一个主要目标还是要紧扣大力弘扬中华民族传统文化，高扬中华民族爱国情怀，让中国最具特色和最具魅力的文化旅游、生态旅游得到大力发展。人造的景点少点，那些钢筋水泥的建筑少点，那些在国外到处都能买得到的快餐、礼盒、工艺品少点，中国是要发展真正的国际游客所需求的特色旅游新线路和真正能代表地域原生态文化和自然文明的旅游景点。旅游并非是一场开着跑车就能迅速到达目的地的生活方式，旅游是一种在快乐探索，学习追求，折腾和猎险等活动的全过程，旅游应该是要拒绝喧闹，拒绝现代，拒绝“运动式”的在某一假期集中“到此一游”的行为方式。当下，中国的大众旅游者也是特别喜欢个性化、原生态旅游产品的。
我们建议，中国旅游业发展要多重视旅游教育，旅游出版及旅游文化事业，更要重视各地“文化旅游”设施建设和文化产品打造，旅游软实力发展作用会比旅游大项目投资更重要，有些重大硬体项目投资是个灾难，对当地旅游业后续发展祸害不浅。
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.