"One Island Connects the World, New Global Travel" 2024 Overseas Travel Agents Hainan Tour Marketing Event Held in Sanya

On June 25, the "One Island Connecting the World, New Global Travel" 2024 Overseas Travel Agents Hainan Tour Marketing Event, co-organized by the China Tourism Academy, Hainan Provincial Department of Tourism, Culture, Radio, Film and Television, and Sanya Municipal People's Government, was held in Sanya. More than 300 people, including international tourism organizations, representatives of overseas travel agents, representatives of domestic travel agents, representatives of provincial and municipal cultural and tourism departments (bureaus), representatives of Hainan's municipal and county cultural and tourism bureaus, tourism industry associations, experts and scholars, and media reporters, attended the event.

With the theme of "One Island Connecting the World, New Global Travel", the event will be carried out through keynote speeches, experience sharing, results release, exchanges and dialogues. It aims to implement the spirit of General Secretary Xi Jinping's important speeches and instructions on culture and tourism work, implement the spirit of the National Tourism Development Conference, and promote the implementation of the "Inbound Tourism Promotion Plan" issued by the Ministry of Culture and Tourism. It will help Hainan Province build an international tourism consumption center, promote high-quality development of the integration of culture and tourism, promote economic development, showcase China's image, and enhance mutual learning among civilizations.

Liu Xiaoming, Governor of the People's Government of Hainan Province, Zhu Shanzhong, Tourism Ambassador of the United Nations World Tourism Organization, Yin Libo, Vice Governor of the People's Government of Hainan Province, Dai Bin, President of the China Tourism Academy, Shi Zeyi, Deputy Director of the International Exchange and Cooperation Bureau of the Ministry of Culture and Tourism, China Tourism Group Liu Kun, member of the Party Committee and deputy general manager, Fu Xuanchao, secretary-general of the Hainan Provincial People's Government, Wan Qing, deputy director of the Sino-foreign Cultural Exchange Center, Chen Tiejun, director of the Hainan Provincial Department of Tourism, Culture, Radio, Television and Sports, Chen Xi, deputy secretary of the Sanya Municipal Party Committee and Mayor, the world Li Baochun, Executive Deputy Secretary-General of the Tourism Cities Federation, Franka Gulin, Chairman of the European Tourism Council China, Yang Wenjiao, Assistant Secretary-General of the World Tourism Alliance, Xu Wangmeilun, Chairman of the Hong Kong Tourism Industry Council, Vice President and General Manager of the Government Cooperation Department of Ctrip Group Zhang Xu, President of South Korea Model Tourism Group Liu Intae and others participated in the opening ceremony-related activities.

On the morning of June 25, Liu Xiaoming, Governor of the People's Government of Hainan Province, Mr. Zhu Shanzhong, Tourism Ambassador of the United Nations World Tourism Organization, and Liu Rentai, President of Korea Model Tourism Group, delivered speeches.

Liu Xiaoming, Governor of Hainan Provincial People's Government, said that the 2024 Overseas Travel Agents Hainan Tour is an important opportunity to promote Hainan's resources and bring tourists in. He hopes that travel agents from all over the world will deeply experience Hainan's tourism and cultural resources, jointly promote Hainan tourism, shape Hainan's new image as an international tourist destination, promote international tourism exchanges between China and foreign countries, and let global tourists further know Hainan, understand Hainan, and fall in love with Hainan.

Zhu Shanzhong, Tourism Ambassador of the United Nations World Tourism Organization, said that the travel agent exchange and cooperation conference held here today is very important for promoting tourism exchanges and economic development between China and overseas. Liu Rentai, President of Korea's Mode Tourism Group, said that he is willing to work with Chinese travel agents to create more comfortable and convenient travel for international tourists. Chen Tiejun, Director of the Hainan Provincial Department of Tourism, Culture, Radio, Film and Television and Sports, shared Hainan's attractive tourism products and services in "Sunny Hainan Welcomes You-Hainan Tourism and Culture Promotion", showing a series of achievements in the construction of an international tourism consumption center. Dai Bin, President of the China Tourism Research Institute, delivered a keynote speech entitled "Hainan, Travel Agents and Tourism Power". Dai Bin pointed out that Hainan is a historical textbook of China's tourism development, a practical model of contemporary tourism, and a strategic space for future tourism. Building an international tourist destination and a world-class tourism enterprise requires industrial policies and government actions, social investment and project construction, and travel agents who link customer sources and resources. President Dai Bin emphasized that in the future, a more open attitude will be adopted to attract people from all over the world to visit, and China's share in the global tourism market will continue to increase. In the future, we will improve the richness of tourism products and the warmth of tourism services, so that every inbound tourist can travel, visit and live conveniently in China. In the future, we will also cultivate world-class tourism groups and promote more competitive investment institutions and market players to communicate and cooperate with international travel agencies.

Dr. Liu Xiangyan of the China Tourism Academy released the "Inbound Tourism Development Report - Recovery and Outlook". The report pointed out that the convenience of inbound tourism in China is improving rapidly. Inbound destinations including Hainan have launched tourism experience projects and activities with local characteristics and cultural heritage, which greatly enriched the cultural and tourism scenes and consumption content that inbound tourists can experience. The research team remains optimistic about the recovery prospects of inbound tourism.

Dr. Yu Chao of the China Tourism Academy released the "Hainan International Tourism Consumption Center Construction Report". The report pointed out that Hainan has embarked on a development practice path from a national model to a world-class international tourism consumption center, and the future is promising.

On the afternoon of June 25, an exchange and dialogue event on Hainan's international tourism destination was held, hosted by Dr. Yang Jinsong, Director of the International Institute of the China Tourism Academy.

In the results release of this session, Dr. Liu Xiangyan released typical inbound tourism routes and attractive cities.

During the exchange and dialogue session on the theme of "Marketing Innovation and the Construction of China's Inbound Tourism Destination", Dr. Yang Jinsong had in-depth discussions with Wang Jiansheng, President of the Hainan Tourism Development Research Association, Zhang Shuo, Secretary General of the Tourism Enterprise Branch of the World Tourism Cities Federation, Zhao Hongyu, Chief Operating Officer of Tuyi (China), Li Tongyi, CEO of Digital China, Huang Zhen, Director of Accor Greater China, and Olga Kovhsanova, Global Digital Marketing Director of Mino Hotel Group, around the theme. Li Tongyi emphasized the need to go out and introduce new media marketing, integrate resources and shape brands, and think about how to keep people in Hainan. Zhao Hongyu believes that marketing innovation needs to focus on human travel goals, focusing on "all aspirations for a better life; exploration of unknown cultural fields; and pursuit and experience of a happy life". Wang Jiansheng believes that "government attention is crucial for promoting inbound tourism, and the introduction of the international market has a strong leading and driving effect on domestic tourism, whether in terms of products, services, or even marketing." Olga Kovhsanova proposed that "the high-value content provided by search engines and the new trend of traffic led by videos will make more people understand and willing to explore new tourist destinations and try new tourism products." Zhang Shuo proposed that "communication and exchange between world tourist cities is, in a sense, the promotion of inbound tourism, which is the promotion of inbound tourism in their own cities." Huang Zhen shared Agoda's experience in marketing innovation. To bring tourists back to their destination, it is necessary to rebuild brand awareness

In the exchange and dialogue session with the theme of "Hainan Urban Cultural Tourism Consumption", Dr. Yang Jinsong met with Chen Yao, President of Hainan Tourism Development Research Institute, Franka Gulin, Chairman of the European Tourism Council China, and Japan Transportation Corporation (JTB) Advanced Market Consultant Temesgen Assefa and Sun Yunlei, general manager of Mafengwo Destination Industry Innovation/Dean of the Destination Research Institute, conducted in-depth discussions on the theme. Franka Gulin said that to build an international tourism consumption center, you must first know what you are and what you have. Then Gulin shared his thoughts on the construction of an international tourism consumption center. Chen Yao emphasized that to study what we can provide for inbound tourists, we must not only focus on the development of hardware, but also the improvement of soft power is more important. Temesgen Assefa believes that "Hainan's construction of an international tourism consumption center also needs to consider sustainable development issues, and technology is the best way to solve overtourism." Sun Yunlei proposed, "China's new generation of young people travel Consumption methods and needs have gradually converged with international standards. Cultural tourism consumption has presented new ways and directions, which has also affected inbound tourists and inspired inspiration for inbound tourism product innovation and destination construction. We must start from customer acquisition methods and new directions. Look for breakthroughs in technology empowerment and other aspects. "

Contributor | Institute of International Studies (Institute of Hong Kong, Macao and Taiwan Studies)

Editor | Liu Xin Source | China Tourism Academy (Data Center of the Ministry of Culture and Tourism) Please indicate the source for reprinting