The "One Island Connecting the World for New Global Travel" 2024 Overseas Travel Merchant Southbound Marketing Event was held in Sanya

On June 25th, the "One Island Connecting the World, New Global Travel" 2024 Overseas Travel Merchant Southbound Marketing Event, jointly hosted by China Tourism Research Institute, Hainan Provincial Department of Tourism, Culture, Radio, Television and Sports, and Sanya Municipal People's Government, was held in Sanya City. More than 300 people participated in the event, including representatives from tourism international organizations, overseas travel agents, domestic travel agents, cultural and tourism departments (bureaus) of various provinces and cities, tourism bureaus of various cities and counties in Hainan, tourism industry associations, experts, scholars, and media reporters.

Liu Xiaoming, Governor of Hainan Province, Zhu Shanzhong, Tourism Ambassador of the United Nations World Tourism Organization, Yin Libo, Deputy Governor of Hainan Province, Dai Bin, President of the China Tourism Research Institute, Shi Zeyi, Deputy Director of the International Exchange and Cooperation Bureau of the Ministry of Culture and Tourism, Liu Kun, Member of the Party Committee and Deputy General Manager of China Tourism Group, Fu Xuanchao, Secretary General of Hainan Provincial People's Government, Wan Zhi, Deputy Director of the China Foreign Cultural Exchange Center, Chen Tiejun, Director of the Tourism and Culture Radio, Television and Sports Department of Hainan Province, Chen Xi, Deputy Secretary of Sanya Municipal Party Committee and Mayor, Li Baochun, Executive Deputy Secretary General of the World Tourism Cities Federation, Franka Gulin, Chairman of the European Tourism Commission in China, Yang Wenjiao, Assistant Secretary General of the World Tourism Alliance, and Chairman of the Hong Kong Tourism Industry Council Xu Wangmeilun, Vice President of Ctrip Group and General Manager of Government Cooperation Department Zhang Xu, Yoo In tae, President of Korea's Mood Tourism Group, and others participated in the opening ceremony related activities.

On the morning of June 25th, Liu Xiaoming, Governor of Hainan Province, Mr. Zhu Shanzhong, Tourism Ambassador of the United Nations World Tourism Organization, and Yoo In tae, President of Mood Tourism Group in South Korea, delivered speeches.

Liu Xiaoming, the Governor of Hainan Provincial People's Government, stated that the 2024 overseas travel business trip to the south is an important opportunity for Hainan's resources to go global and attract tourists to come in. I hope that travel business friends from all over the world can deeply experience Hainan's tourism and cultural resources, collaborate in promoting Hainan tourism, shape a new image of Hainan as an international tourist destination, promote international tourism exchanges between China and foreign countries, and enable global tourists to further understand and appreciate Hainan, and fall in love with Hainan.

The Tourism Ambassador of the United Nations World Tourism Organization, Zhu Shanzhong, stated that the Travel Business Exchange and Cooperation Conference held here today is very important for promoting tourism exchanges and economic development between China and overseas. Yoo In tae, President of South Korea's Mood Tourism Group, expressed willingness to work with Chinese travel companies to create more comfortable and convenient travel for international tourists. Chen Tiejun, Director of the Tourism, Culture, Radio, Television and Sports Department of Hainan Province, shared Hainan's highly attractive tourism products and services in the "Sunshine Hainan Welcomes You - Hainan Tourism and Culture Promotion", showcasing 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 titled "Hainan, Travel Agents, and Tourism Power". Dai Bin pointed out that Hainan is a historical textbook for China's tourism development, a practical model for contemporary tourism, and a strategic space for future tourism. Building international tourism destinations and world-class tourism enterprises requires industrial policies and government actions, social investment and project construction, as well as travel merchants who connect customer sources and resources. Dean Dai Bin emphasized that in the future, China will attract people from all over the world and regions to visit with a more open attitude, and continue to increase its share in the global tourism market. In the future, we need to increase the abundance of tourism products and the warmth of tourism services, so that every inbound tourist in China can conveniently travel, explore, and live. In the future, we will cultivate world-class tourism groups and promote more competitive investment institutions and market entities to exchange and cooperate with international travel merchants.

Dr. Liu Xiangyan from the China Tourism Research Institute has released the "Report on the Development of Inbound Tourism - Recovery and Prospects". The report points out that the convenience of inbound tourism in China is rapidly improving, with destinations including Hainan launching tourism experience projects and activities rich in local characteristics and cultural heritage, greatly enriching the cultural and tourism scenes and consumption content that inbound tourists can experience. The research team remains optimistic about the prospects for the recovery of inbound tourism.

Dr. Yu Chao from the China Tourism Research Institute has released the report on the construction of the Hainan International Tourism Consumption Center. The report points out that Hainan has embarked on a development practice path from a national sample to an internationally first-class international tourism consumption center, and the future is promising.

On the afternoon of June 25th, an international tourism destination exchange and dialogue activity was held in Hainan, which was chaired by Dr. Yang Jinsong, Director of the International Institute of the China Tourism Research Institute.

In the results release of this section, 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

During the exchange and dialogue session on the theme of "Hainan Urban Cultural and Tourism Consumption", Dr. Yang Jinsong had in-depth discussions with Chen Yao, President of Hainan Tourism Development Research Institute, Franka Gulin, Chairman of the European Tourism Commission China Region, Temesgen Assefa, Senior Market Advisor of Japan Transport Corporation (JTB), and Sun Yunlei, General Manager of Mafengwo Destination Industry Innovation/Dean of Destination Research Institute, on the theme. Franka Gulin stated that the construction of an international tourism consumption center first requires understanding what it is and what it has. Subsequently, Gulin shared her thoughts on the construction of an international tourism consumption center. Chen Yao emphasized that in order to study what we can provide for inbound tourists, we should not only focus on hardware development, but also on improving our soft power. Temesgen Assefa believes that "the construction of an international tourism consumption center in Hainan also needs to consider sustainable development issues, and technology is the best way to solve excessive tourism," Sun Yunlei proposed. "The way and demand of China's new generation of young people's tourism consumption have gradually converged and integrated with the international community, and cultural and tourism consumption has presented new ways and directions, which has also affected inbound tourists and inspired innovation in inbound tourism products and destination construction. We need to find breakthroughs in customer acquisition methods, technological empowerment, and other aspects

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

Editor in Chief | Liu Xin Source | China Tourism Research Institute (Data Center of the Ministry of Culture and Tourism) Please indicate the source when reprinting