戴斌 | 从美丽中国到真正的亚洲
    2021-11-25 10:28:19     字号:[    ]
11月21日,第十一届马中企业家大会在线举办。戴斌院长应邀参会并发表题为《从美丽中国到真正的亚洲——RCEP框架下的中马文化交流与旅游合作》的演讲。全文如下:


各位旅业同仁、商界朋友,
上午好!
Dear colleagues and friends in tourism industry,
Good morning,

自上个世纪九十年代开始,马来西亚就是中国公民出国旅游的首选目的地。很长一段时间里,“新马泰”——新加坡、马来西亚和泰国,就是出国旅游的代名词。中国也是三千万马来西亚人民,特别是华人华侨观光休闲和商务旅行的主要目的地国家。在疫情之前的十年时间里,中马双边互访游客和旅游消费均保持着持续增长的态势,双向游客往来年均增长超过5.8%,其中中国公民赴马来西亚的游客年均增长9.9%。2019年,中国访问马来西亚的游客达到创记录的311.4万人次,旅游消费超过36亿美元。马来西亚访问中国的游客为138.4万人次,旅游消费近20亿美元。[1]2019年,访问中国的马来西亚游客的满意度为81.73,在全球客源国排名第13位。[2]游客普遍认为中国居民的态度友好,排名各分项指数的第一位,给出了89.06的高分。统计数据和直观感受充分表明,中马两国互为重要的旅游客源市场和国际旅游目的地,具有“民相亲、心相通”的广泛民意基础。

Malaysia has been the preferred destination for Chinese citizens traveling abroad since the 1990s. "XIN-MA-TAI", which is Singapore, Malaysia and Thailand, was synonymous with traveling abroad for a long time. China was also the main destination country for 30 million Malaysian people, especially the overseas Chinese, for sightseeing, leisure and business travel. In the decade prior to the COVID-19, bilateral visits and tourism spending between China and Malaysia have maintained a continuous growth trend. Two-way tourist exchanges between China and Malaysia grew at an average annual rate of over 5.8%, and Chinese arrivals to Malaysia grew at an average annual rate of 9.9%. In 2019, Chinese arrivals to Malaysia reached a recorded 3.114 million and tourism spending exceeded 3.6 billion USD. Malaysian tourists to China were 1.384 million, with tourism spending of nearly 2 billion USD. The satisfaction level of Malaysian tourists visited China in 2019 was 81.73, ranking 13th among global source countries. Tourists universally acknowledged that Chinese residents were friendly, which ranked first among all sub-indices and received a high score of 89.06. The statistics and intuitive perception fully demonstrate that China and Malaysia are important tourism source markets and international tourism destinations for each other, and have a broad public opinion foundation of "people being close and hearts being connected".

受益于两国的政治互信、文化交流和地缘相近的优势,中马两国的投资、贸易和经济往来更加频繁。2020年,中国连续第12年成为马来西亚最大贸易伙伴,也是马来西亚最大出口目的地和进口来源地。在过去的一年中,尽管有新冠疫情的影响,中马两国贸易额仍然同比增长了5.7%,达到1311.6亿美元。其中,中国对马出口564.3亿美元,占马来西亚进口总额逾五分之一;中国自马进口747.3亿美元,占马来西亚出口总额近六分之一。[3]中国对马贸易逆差183亿元,其中旅游服务贸易对逆差的贡献接近9%。从投资领域来看,截至2020年年底,中国对马来西亚直接投资累计172.6亿美元。投资领域更趋多元化,涵盖产业园区、基础设施、装备制造、信息通信、数字经济等。据马方统计,中国已超越美国、新加坡等国,连续四年成为马来西亚制造业最大投资来源地。

Benefiting from the mutual political trust, cultural exchanges and geographical proximity between the two countries, investment, trade and economic exchanges between China and Malaysia have become more frequent. In 2020, China was Malaysia's largest trading partner for the 12th consecutive year, as well as the largest export destination and import source for Malaysia. In the past year, despite the impact of the COVID-19, trade between China and Malaysia still increased by 5.7% year-on-year to 131.16 billion USD. China's exports to Malaysia were 56.43 billion USD, accounting for more than one-fifth of Malaysia's total imports. China's imports from Malaysia were 74.73 billion USD, occupied nearly one-sixth of Malaysia's total exports. China's trade deficit with Malaysia was 18.3 billion USD, of which trade in tourism services contributes nearly 9% to the deficit. In terms of investment areas, China's direct investment in Malaysia accumulated to 17.26 billion USD by the end of 2020. The investment areas are more diversified, covering industrial parks, infrastructure, equipment manufacturing, information and communication, digital economy, etc. According to the Malaysia’s statistics, China has surpassed the United States, Singapore and other countries to be the largest source of investment in Malaysia's manufacturing industry for four consecutive years.

旅游有扩大消费、增加就业和拉动经济增长的产业属性,也有提升素质、增进理解、满足人民对美好生活需要的文化属性。全面建成小康社会的中国,出境旅游者越来越关注对目的地国家和地区的生态环境,越来越愿意深度参与目的地国家和地区的品质生活,也越来越看重旅游业在人文交流方面的功能与作用。2019年5月15日,习近平主席出席亚洲文明对话大会并发表主旨演讲,“激发人们的创新创造活力,最直接的方法莫过于走入不同文明,发现别人的优长启发自己的思维。中国愿意同各国实施亚洲旅游促进计划,为促进亚洲经济发展,增进人民友谊贡献更大力量”。围绕这一目标,需要中国、马来西亚和亚洲各国各地区的相向而行。

Tourism has the industrial attributes of expanding consumption, increasing employment and boosting economic growth, as well as the cultural attributes of improving quality, enhancing understanding and satisfying people's needs for a better life. In China, which has built a moderately well-off society in all aspects, outbound travelers are increasingly concerned about the ecological environment of destination countries and regions, increasingly willing to deeply participate in the quality living in destination countries and regions, and increasingly value the function and role of tourism in humanistic exchanges. On May 15, 2019, President Xi Jinping attended the Conference on Dialogue of Asian Civilization and delivered a keynote speech. "There is no more direct way to stimulate people's innovative and creative energy than to walk into different civilizations and discover the strengths of others to inspire their own thinking. China is willing to implement an Asia tourism promotion plan with other countries, and contribute more to promote the economic development of Asia and enhance people's friendship." To achieve this goal, China, Malaysia and other Asian countries and regions need to work together.

各位旅业同仁,商界朋友,
Colleagues and friends in tourism industry,

受新冠疫情的影响,亚洲和全球旅游业都经历了前所未所有的萧条和最为艰难的复苏,都保持了难能可贵的信心和创业创新的勇气。根据马来西亚旅游部最新公布的数据显示,2020年赴马来西亚观光的国际游客达433万人次,同比下降83.4%;旅游总收入达127亿令吉(约194.79亿元人民币),同比下降85.3%。截止2021年10月,前往马来西亚的国际游客仅约5万人次。中国的入出境旅游市场也处于全面停滞的状态,今年的前十个月,访问马来西亚的游客不到4000人。[4]尽管如此,统计数据和跟踪调查表明,人们一天都没有停止对美好生活和出境旅行的向往,旅游推广机构、航空公司、酒店和度假村、旅行服务商的交流合作的意愿一天比一天强烈。在过去的几个月里,从一系列双边和多边旅游活动来看,专业智库、行业协会、投资机构和市场主体开始关注疫情防控常态化形势下国际旅游市场的复苏前景。除了签证、海关、移民、安全、“疫苗护照”等公共政策的议题,业界还加强了旅游市场规模、消费结构和消费行为的预研预判,以及生态、研学、邮轮、度假、自驾车、温泉康养等专项旅游产品的研发和市场导入方案。

Affected by the COVID-19, Asian and global tourism industry have experienced an unprecedented recession and the most difficult recovery, but have maintained a remarkable level of confidence and entrepreneurial courage. According to the latest data released by the Malaysian Ministry of Tourism, international tourists visiting Malaysia in 2020 reached 4.33 million, down 83.4% year-on-year. The total tourism revenue reached 12.7 billion RM (approximately 19.479 billion RMB), down 85.3% year-on-year. As of October 2021, only about 50,000 international tourists visited Malaysia. China's inbound and outbound tourism market was also at a complete standstill, with less than 4,000 tourists visited Malaysia in the first ten months of this year. Nevertheless, statistics and tracking surveys indicate that the desire for a better life and outbound travel does not stop for a day, and the willingness to exchange and cooperate among tourism promotion agencies, airlines, hotels and resorts, and travel service providers is getting stronger every day. In the past few months, judging from a series of bilateral and multilateral tourism events, professional think tanks, industry associations, investment institutions and market players began to pay attention to the prospects of the international tourism market recovery under the situation of regular pandemic prevention and control. In addition to public policy issues such as visas, customs, immigration, security, and "vaccine passports," the industry has strengthened its research and forecasting of tourism market size, consumption structure and consumer behavior, as well as niche tourism products development and market introduction including ecology, research and study, cruise, vacation, self-driving, and spa and recreation.

旅游业的复苏、繁荣和可持续发展,从来都离不公共领域的制度创新,也离不开私营机构的投资、贸易和商业合作。即将于2022年1月1日起生效的RCEP(区域全面经济伙伴关系协定)是一个全面、现代、高质量和互惠的自由贸易协定,也是全球人口最多,经贸规模最大,最具有发展潜力的自由贸易协定。我们知道,货物贸易是与包括旅游在内的服务贸易相辅相成和相互促进的。就服务贸易而言,各成员国在RCEP项下的的开放水平都显著高于各自的“10+1”水平。中国在世界贸易组织承诺的基础上,新增开放22个部门,提高了37个部门的承诺水平。其他成员国也在中方关注的建筑、工程、旅游、金融、运输、物流等领域,承诺提供更大程度的市场准入。

The recovery, prosperity and sustainable development of tourism relies on institutional innovation in the public sector and also calls for investment, trade and business cooperation from the private sector. The RCEP (Regional Comprehensive Economic Partnership Agreement), which will take effect on January 1, 2022, is a comprehensive, modern, high-quality and mutually beneficial free trade agreement. RCEP is also a free trade agreement that covers the largest population in the world, possesses the largest economic and trade scale, and preserves great potential for development. It is well known that trade in goods is complementary and mutually reinforcing with trade in services, including tourism. In terms of trade in services, the openness level of each member country under RCEP is significantly higher than their respective "10+1" levels. On the basis of World Trade Organization commitments, China has added 22 new sectors and raises the level of commitments in 37 sectors. In the areas of construction, engineering, tourism, finance, transportation and logistics, which are of concern to China, other member countries have also pledged to provide greater market access.

可以预期,RCEP将为中马两国的文化交流和旅游合作带来全新的机遇。这些机遇包括但不限于:免签、落地签以及配套的旅游、餐饮等消费优惠将给中马两国人民在区域内的旅行带来更多便利;超过90%以上产品实行零关税,将为旅游购物提供更多的消费选择;统一而透明的投资规则将极大优化区域内营商环境,大幅降低私营机构在投资和经贸往来方面的制度成本;中马两国均承诺在RCEP框架下对于域内各国投资者、公司内部流动人员、合同服务提供者、随行配偶及家属等各类商业人员,可能获得一定的居留期限,享受签证便利,开展各种贸易投资活动。当然,我们也需要关注自贸协定的批准、协调、落实和完善进程的诸多挑战。

It can be expected that RCEP will bring brand new opportunities for cultural exchanges and tourism cooperation between China and Malaysia. These opportunities include, but are not limited to: visa waivers, visa-on-arrival and accompanying tourism, food and beverage and other consumer benefits will bring more convenience to the people of China and Malaysia in the region. More than 90% of products with zero tariffs will provide more consumer choices for travel and shopping. Unified and transparent investment rules will greatly optimize the business environment in the region and significantly reduce institutional costs for private sector investment and trade transactions. Under the RCEP framework, China and Malaysia have committed that for all types of business personnel in the domain, including investors from foreign countries, intra-company mobility, contract service providers, accompanying spouses and family members, etc., may be granted a certain period of stay, enjoy preferential visa policies, and carry out various trade and investment activities. Of course, we also need to pay attention to diverse challenges of the process of ratification, coordination, implementation and improvement of the free trade agreement.

各位旅业同仁、商界朋友,
Colleagues and friends in tourism industry,

中马两国要进一步深化文化交流和旅游合作,持续巩固双方互为重要的旅游客源地和旅游目的地。文化交流不能只有传统的项目,还要有现代的内容,特别是面向青少年群体的当代生活方式,都是新时代要着力传递的内容。没有高品质的生活方式、全球化的要素流动和法治化的营商环境,就不会有高质量的旅游交流和跨境投资。政府间旅游合作的重点要从团队游转向个人游,统筹观光旅游和商务旅行,实施更为便利的签证政策和购物免退税政策,比如RCEP框架下的签证互认,以及商务旅行和休闲度假的便利化政策。中马两国还可以联合东盟和RCEP的其它成员国,面向全球市场开发“一程多站”的跨国旅游线路,让“美丽中国(Beautiful China)”携手“真正的亚洲(Malaysia, Truly Asia)”成为经典的跨国旅游线路。

China and Malaysia should further deepen cultural exchanges and tourism cooperation, and continue to consolidate each other as important tourist sources and destinations. Cultural exchanges cannot only have traditional programs, but also modern content, especially contemporary lifestyles for youth groups, all of which are to be focused on delivering in the new era. Without a high quality lifestyle, globalized factor flows and a business environment based on legalization, there will be no high quality tourism exchanges and cross-border investments. The focus of government-to-government tourism cooperation should shift from package tour to individual travel, integrate sightseeing and business travel, and implement more convenient visa policies, duty-free and tax refund policy for shopping, such as mutual recognition of visas under the RCEP framework, and facilitation policies for business travel and leisure vacations. China and Malaysia can also make joint efforts with ASEAN and other RCEP member countries to develop "multi-destination" transnational tourism itineraries for the global market, so that "Beautiful China" can join hands with "Malaysia, Truly Asia" to be a classic transnational tour.

中马两国要进一步扩大地方交流和城市合作,有效缩减出境旅游者的决策过程和旅行成本。随着国民出境旅游经验的丰富,城市作为独立的旅游目的地形象更加凸显。中国游客说起兰卡威、吉隆坡、马六甲、沙巴、槟城等城市,以及神山、姆鲁国家公园、双峰塔、玲珑谷等景点,如同马来西亚人说起中国的北京、上海、广州、深圳、厦门等城市和故宫、土楼、黄山、兵马俑、广州塔等景点一样熟悉,仿佛随时可以过去串个门。为适应旅游目的地从国家到城市再到景点的空间尺度不断缩小的趋势,要进一步凸显城市在海外旅游推广体系中的功能和作用。广告、路演和专题推广可以再下沉一些,直接指向社区居民和消费终端。为迎接更多的国际游客到访,我们还需要在城市之间加密定期航班和旅游包机业务。

China and Malaysia should further expand cooperation at local and city level to effectively speed up the decision-making process and reduce travel costs for outbound travelers. As citizens have more experience traveling abroad, the image of cities as independent destinations has become more prominent. Cities such as Langkawi, Kuala Lumpur, Malacca, Sabah and Penang, and attractions such as Mount Kinabalu, Gunung Mulu National Park, Petronas Twin Towers and Lembah Lenggongto to chinese tourists become as familiar as cities like Beijing, Shanghai, Guangzhou, Shenzhen and Xiamen and attractions like the Forbidden City, Tulou, Mount Huang, Terracotta Warriors and the Guangzhou Tower to Malaysians. It seems as if they could go over there at any time. In order to accommodate the trend of shrinking spatial scale of tourist destinations from countries to cities to attractions, the functions and roles of cities in the overseas tourism promotion should be further highlighted. Advertising, roadshows and thematic promotions could dive into community residents and consumer terminals directly. With the purpose of welcoming more international tourists, it is needed to volume up the quantity of regular flights and tourism charter business between cities.

中马两国进一步研发生态旅游产品和康养旅游项目,以满足游客对安全和健康的追求。随着中国旅游经验的成熟,旅游者的脚步自然就会慢下来,从拍照打卡式的线路串烧转向对某个城市和度假区的深度体验。经过这次疫情,旅游更是回不到过去了。人们的旅行方式、决策机制和消费结构都将会发生重大的改变,生态、健康和亲情在出游动机和目的地选择中开始变得越来越重要。出境旅游者不仅要有阳光、沙滩、蓝天、白天,还要有美食、住宿、娱乐和购物等高品质的生活环境。只有适应这些变化的旅游目的地才可能在全球旅游目的地竞争中胜出,只有适应这些变化的旅游项目才会有可持续发展的可能。

China and Malaysia should further develop eco-tourism products and recreation tourism projects to cater tourists' quest for safety and health. As the Chinese travel experience matures, travelers will naturally slow down, moving from photo-posting-style route to in-depth experiences of a particular city and resort. After the pandemic, travel is even less likely to return to the past. People's travel patterns, decision-making mechanisms and consumption structures will change significantly, with ecology, health and family becoming increasingly important in travel motivation and destination choice. Outbound travelers ask for not only sun, sand, blue sky and daylight, but also a high quality of life environment with food, accommodation, entertainment and shopping. Only destinations that adapt to these changes are likely to win the global destination competition, and only tourism programs that adapt to these changes will have the potential for sustainable development.

中马两国要进一步促进旅游领域的项目投资、创业创新、自然人流动、中小微型企业的数字化转型,以及教育、科技、数据和智库合作。面对消费需求和市场环境变化,无论是投资机构、跨国公司,还是服务游客出行和接待的中小微型企业,都需要更大力度的政策支持和商业生态的创业创新。在此进程中,加强公共和私营机构之间的交流合作,扩大案例和数据的分享,以及专业人员的往来,将是我们共同的责任。中国旅游研究院(文化和旅游部数据中心)愿意与马来西亚商会加强合作,携手同行,为中马两国旅游业的复苏、创新和可持续发展的美好明天而努力奋斗。

China and Malaysia should further promote project investment, entrepreneurial innovation, movement of natural person, digital transformation of MSMEs in the tourism sector, as well as cooperation in education, technology, data and think tanks. In the face of changing consumer demand and market conditions, investment institutions, transnational corporations, and MSMEs serving tourist travel and hospitality are in need of greater policy support and entrepreneurial innovation in the business ecosystem. In this process, it will be our common responsibility to strengthen the exchange and cooperation between public and private institutions, expand the sharing of cases and data, and the exchange of professionals. China Tourism Academy (Data Center of Ministry of Culture and Tourism) is willing to strengthen cooperation with the Malaysian Chamber of Commerce and work hand in hand for a better tomorrow of recovery, innovation and sustainable development of tourism in China and Malaysia.



[1] 数据来源:中华人民共和国文化和旅游部2019年文化和旅游发展统计公报。(Data source: Statistical Bulletin on Culture and Tourism Development in 2019, Ministry of Culture and Tourism of the People's Republic of China).


[2] 数据来源:中国旅游研究院(文化和旅游部数据中心)游客满意度调查数据库。(Data source: Visitor Satisfaction Survey Database, China Tourism Academy (Data Center of the Ministry of Culture and Tourism).


[3] 数据来源于中国商务部和海关的公开统计数据。(Data source: open statistics from the Chinese Ministry of Commerce and Customs)


[4] 数据来源于马来西亚旅游部官方网站。(Data source: Official website of Ministry of Tourism Malaysia)

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