戴斌 | 推动中国－东盟旅游高质量交流和高水平合作

2025年8月8日，应泰国驻广州总领事馆邀请，我院戴斌院长出席东盟-中国旅游合作研讨会，并应邀发表主题演讲《推动中国-东盟旅游高质量交流和高水平合作》。全文分享如下：

尊敬的沈勇俊总领事，

各位旅游业界同仁、媒体朋友，

大家好！

自1996年，中国与东盟建立全面对话伙伴关系，双方战略互信持续深化，2021年升级为全面战略伙伴关系。检视中国与东盟及其成员国所签署的170余份联合声明、倡议、协议及行动计划，均将旅游合作列为重要内容。在此进程中，地方政府和旅游业界日益成为推动中国与东盟旅游合作走深走实的重要力量，百余份文件明确了地方省市在旅游资源开发、跨境旅游便利化、旅游线路推广、联合营销及市场监管等领域的深度合作。广西壮族自治区与越南广宁、谅山、高平、河江四省积极开展边境旅游合作，推动设立中国（凭祥）－越南（文朗）跨境旅游合作区，合作运营德天（板约）瀑布跨境旅游合作区。中国旅游集团在新加坡、泰国、柬埔寨等国积极推进酒店、免税零售等项目的投资建设，携程旗下的海外平台Trip.com在泰国设立亚洲直播中心，并参与越南共享住宿企业M Village的融资。中资企业还投资了暹粒吴哥国际机场等基础设施，稳步构建双边旅游合作的市场基础。

东盟国家一直都是中国入境旅游的核心客源市场。2010年，东盟国家来华旅游人数只有575万人次，2019年增加到2594万人次，年均增长达18%。2019年，东盟国家游客占中国的外国人入境旅游市场80%以上。2024年，老挝、泰国、马来西亚、新加坡和印度尼西亚来华旅游人次数均已超过2019年水平。

图1  2010年以来东盟各国来华旅游人次数

数据来源：中国旅游研究院、文化和旅游部、UN Tourism。

注：疫情期间数据不显示；2023-2024年，文莱、柬埔寨和菲律宾来华旅游数据缺失；2016年以后入境旅游统计数据包括边境旅游。

东盟国家也是中国公民出境旅游的主要目的地。2010年，中国公民访问东盟国家的游客人次为542万人次，2019年增长到3228万人次，年均增长达22%。其中，赴东盟旅游的中国游客中，超过八成到访了泰国、越南、新加坡、马来西亚和柬埔寨。中国是新加坡、泰国、柬埔寨和越南的第一大客源市场，是印度尼西亚、菲律宾、老挝、缅甸、文莱的第二大客源市场。2023年以来，泰国、越南、新加坡、马来西亚是我国游客到访最多的东盟国家。

中国和东盟互访游客整体保持较高的满意度水平。中国旅游研究院游客满意度专项调查显示，2013年到2025年上半年，中国游客对新加坡、马来西亚、印度尼西亚、柬埔寨、泰国、菲律宾和越南7个东盟国家的综合满意度呈现波动上升趋势，对购物、目的地形象、景点、住宿等评价较高。2024年至2025上半年，泰国、新加坡、菲律宾、马来西亚、印度尼西亚等东盟主要国家来华游客整体满意度较高，处于满意区间，对中国的交通、住宿、餐饮给予了较高评价。

中国与东盟地缘相近、人文相通、政治互信、经贸往来频繁，旅游合作前景广阔。中国人口超过14亿，东盟人口近7亿，合计占全球人口的比重超过四分之一，庞大的人口基数为旅游往来奠定了稳固的客源基础。中国和东盟分别是全球第二和第五大经济体，一直保持较快增速。据国际货币基金组织（IMF）数据，2024年，中国、越南、菲律宾、印度尼西亚、马来西亚和柬埔寨的GDP增速均在5%及以上。中国和东盟连续五年互为最大贸易伙伴。较快的经济增长和频繁的贸易往来有效推动了中国和东盟出境旅游和入境旅游接待的持续增长。中国已与泰国、新加坡和马来西亚实现全面互免签证，中国和文莱公民持普通护照也可免签入境对方国家。今年年初，中国对东盟十国旅游团（2人及以上）实行西双版纳入境144小时免签政策。中国还对东盟国家商务人员及其核心家庭成员实行五年多次往返签。中老铁路的开通显著带动了中老旅游互访。2024年，中国公民赴老挝旅游人数创下历史新高，老挝来华旅游人数增长了110%。得益于金融部门的合作，跨境移动支付的互联互通显著提升了游客消费体验。

2024年，中国和东盟旅游互访规模约3500万人次，较2023年同比增长96%。东盟来华旅游1400余万人次，较2023年几乎翻了一番。其中，越南来华旅游规模最大，其次是缅甸、马来西亚、新加坡和泰国；中国公民赴东盟旅游超过2000万人次，同比增长93%。其中，泰国接待的中国游客最多，其次是马来西亚、越南和新加坡。初步估算，2025年上半年，中国和东盟旅游互访规模在2000万左右，预计2025年全年互访规模将进一步恢复，2026年或将创下历史新高。

各位同仁、各位朋友，

希望中国和东盟进一步创新、优化并落实人文交流与旅游合作机制。落实《中国—东盟关于深化人文交流合作的联合声明》，建立中国东盟旅游部长会议机制，重点提升签证、支付和免退税便利化水平。举办中国－东盟旅游合作论坛，为区域内政产学研合作搭建平台，发布中国－东盟旅游合作报告，促进数据共享，合作开展旅游政策研究。通过专题研讨，促进地方和市场主体对话，结合已有品牌旅游展会，为市场主体交易洽谈搭建对接平台。用好已经连续举办十年的中国—东盟博览会旅游展。2024年，中国参展商超过了5600人。相对而言，东盟参展商只有300人，急需破解“内热外冷、政热经冷”的局面。要尽快设置多语种的专门网页，及时公布历年参展商名录，畅通投资机构、经营主体参展报名和会后联络方式，不断增加参展机构的获得感和满意度。

在国家层面上要重点加强旅游安全合作。中国和东盟的旅游往来易受电信诈骗、公共安全、地区冲突和地缘政治等因素影响。过去两年，缅甸、泰国、菲律宾等中国公民传统出境旅游目的地的安全风险，已对双方旅游交流合作带来了实质性冲击。2024年，中国公民赴菲律宾和缅甸旅游人数只恢复到2019年的20%和10%。2025年上半年，中国赴泰国旅游人次同比下降34%。必须尽快改变这一局面，重构“安全+品质”的旅游目的地形象。

希望更加重视并发挥地方层面的旅游合作主动性。扩大和深化边境旅游试验区和跨境旅游合作区建设。继续深化广西防城港边境旅游试验区建设，在简化团队游客通关手续的同时，进一步优化境外车辆入出境及轮渡乘客的通关流程。研究建立南海边境旅游示范区，允许往返香港、深圳、厦门、福州和东盟国家的邮轮、轮渡等在西沙永兴岛等限定区域内停靠，并组织旅客登岛游览。基于德天（板约）瀑布跨境旅游合作区的实践经验，建设中老跨境旅游合作区。依托中国和老挝磨憨－磨丁经济合作区，推动建设中老磨憨磨丁跨境旅游合作区，研究实施“列车通关”便利化试点，在车厢内办理入出境通关手续；以中老铁路为纽带，打造“中老跨境旅游黄金线路”，整合云南省与老挝沿线优质文旅资源，提升中老跨境旅游的品牌影响力。

希望深化文旅融合发展，借助节事活动和文创产品提升旅游吸引力和服务品质。2024年3月，新加坡获得了泰勒·斯威夫特（“霉霉”）在东南亚六场演唱会的独家举办权，吸引了包括中国和东盟各国在内的大量歌迷前往，显著拉动了航空、酒店、主题公园等旅游消费。泰国授予泡泡玛特旗下拉布布“神奇泰国体验官”称号，推出“拉布布奇遇泰国”项目。中国和东盟各国旅游机构应联合起来，加强对年轻客群的旅游行为和消费偏好研究，构建具有全球传播力的文化旅游符号、项目、产品和服务体系。

To promote high-quality tourism exchange and high-level cooperation between China and ASEAN

August 8, 2025  Guangzhou

Dear Consul General Mr. Kajtiti Wiwatwanont,

Colleagues in the tourism industry and friends in the media,

Hello everyone! 

In 1996, China and ASEAN established a comprehensive dialogue partnership, and their strategic mutual trust has continued to deepen, evolving into a comprehensive strategic partnership in 2021. A review of the over 170 joint declarations, initiatives, agreements, and action plans signed between China, ASEAN, and its member countries reveals that tourism cooperation has been consistently highlighted as a key focus. In this process, local governments and the tourism industry have increasingly become important forces driving the deepening and solidifying of China-ASEAN tourism cooperation. Over a hundred documents have clearly outlined the in-depth collaboration between local provinces and cities in areas such as tourism resource development, cross-border tourism facilitation, promotion of tourism routes, joint marketing, and market regulation. The Guangxi Zhuang Autonomous Region has actively engaged in border tourism cooperation with Vietnam's Quang Ninh, Lang Son, Cao Bang, and Ha Giang provinces, working to establish the China (Pingxiang)-Vietnam (Van Lang) Cross-Border Tourism Cooperation Zone and jointly operate the Detian (Ban Gioc) Waterfall Cross-Border Tourism Cooperation Zone. The China Tourism Group actively promoted investment in hotel and duty-free retail projects in Singapore, Thailand, Cambodia, and other countries. Ctrip's overseas platform Trip.com established an Asian live broadcast center in Thailand and participated in financing for Vietnam's shared accommodation enterprise M Village. Chinese-funded enterprises have also invested in infrastructure such as Siem Reap Angkor International Airport, steadily laying the market foundation for bilateral tourism cooperation.

Dear colleagues and friends,

ASEAN countries have long been a core source market for inbound tourism to China. In 2010, the number of tourist arrivals from ASEAN countries to China was 5.75 million, which rose to 25.94 million in 2019, representing an average annual growth rate of 18%. In 2019, tourists from ASEAN countries accounted for over 80% of China's total foreign tourist market. In 2024, the number of tourists from Laos, Thailand, Malaysia, Singapore, and Indonesia visiting China has already surpassed pre-pandemic levels in 2019.

ASEAN countries are also the primary outbound tourism destinations for Chinese citizens. In 2010, Chinese citizens made 5.42 million visits to ASEAN countries, which increased to 32.28 million in 2019, with an average annual growth rate of 22%. Among Chinese tourists visiting ASEAN, over 80% traveled to Thailand, Vietnam, Singapore, Malaysia, and Cambodia. China is the largest source market for Singapore, Thailand, Cambodia, and Vietnam, and the second largest for Indonesia, the Philippines, Laos, Myanmar, and Brunei. Since 2023, Thailand, Vietnam, Singapore, and Malaysia have been the most visited ASEAN countries by Chinese tourists.

Satisfaction levels among tourists traveling between China and ASEAN member states are consistently high. According to a special survey on tourist satisfaction conducted by the China Tourism Academy, from 2013 to the first half of 2025, Chinese tourists' overall satisfaction with seven ASEAN countries—Singapore, Malaysia, Indonesia, Cambodia, Thailand, the Philippines, and Vietnam—showed a fluctuating upward trend. Chinese travelers gave relatively high ratings for shopping, destination image, attractions, and accommodation. From 2024 to the first half of 2025, inbound tourists from major ASEAN countries including Thailand, Singapore, the Philippines, Malaysia, and Indonesia also reported generally high satisfaction levels with their travel experience in China, falling within the "satisfied" range. These tourists particularly appreciated aspects such as transportation, accommodation, and catering in China.

China and ASEAN share geographical proximity, cultural affinity, political mutual trust, and frequent economic and trade exchanges, creating broad prospects for tourism cooperation. With a population exceeding 1.4 billion in China and nearly 700 million in ASEAN, the combined population accounts for over a quarter of the global total. This massive population base provides a solid foundation for tourism exchanges. China and ASEAN are the world's second and fifth largest economies, respectively, and have maintained relatively rapid growth. According to data from the International Monetary Fund (IMF), in 2024, the GDP growth rates of China, Vietnam, the Philippines, Indonesia, Malaysia, and Cambodia were all at or above 5%. China and ASEAN have been each other's largest trading partners for five consecutive years. Robust economic growth and frequent trade exchanges have effectively driven continuous growth in tourism exchange between China and ASEAN.

China has established full mutual visa exemption agreements with Thailand, Singapore, and Malaysia. Citizens holding ordinary passports from China and Brunei can also enter each other's countries visa-free. At the beginning of this year, China implemented a 144-hour visa-free policy for tour groups (of two or more people) from the ten ASEAN countries entering through Xishuangbanna. Additionally, China grants five-year multiple-entry visas to businesspeople and their core family members from ASEAN countries.

The opening of the China-Laos Railway has significantly boosted bilateral tourism. In 2024, the number of Chinese citizens traveling to Laos hit a historical high, while the number of Lao tourists visiting China increased by 110%. Thanks to cooperation in the financial sector, the interoperability of cross-border mobile payments has significantly improved the consumer experience for travelers.

In 2024, the total number of mutual visits between China and ASEAN reached approximately 35 million, a 96% increase compared to 2023. Over 14 million visits were made by ASEAN tourists to China, nearly doubling from the previous year. Among these, Vietnam had the largest number of tourists visiting China, followed by Myanmar, Malaysia, Singapore, and Thailand. Chinese citizens made over 20 million visits to ASEAN countries, a 93% year-on-year increase. Thailand received the most Chinese tourists, followed by Malaysia, Vietnam, and Singapore. Preliminary estimates suggest that in the first half of 2025, tourism flows between China and ASEAN reached around 20 million visits. The full-year total for 2025 is expected to further recover, and 2026 may even set a new historical record.

Dear colleagues and friends,

We hope that China and ASEAN will further innovate, optimize, and implement the mechanisms for cultural exchange and tourism cooperation. Efforts should be made to carry out the ASEAN-China Joint Statement on Deepening Cooperation in People-to-People Exchanges, establish a China-ASEAN Ministers' Meeting on tourism, and focus on improving facilitation in visa policies, payment systems, and tax-free shopping and reimbursement processes. A China-ASEAN Tourism Cooperation Forum is recommended to be held to provide a platform for collaboration among governments, industries, academia, and research institutions in the region. This forum may also release a China-ASEAN Tourism Cooperation Report, promote data sharing, and jointly conduct tourism policy research. Themed seminars are to be organized to promote dialogue among local governments and market players. Existing branded tourism expos can serve as docking platforms for trade negotiations among market participants. We may make good use of the China-ASEAN Expo Tourism Exhibition, which has been held for ten consecutive years. In 2024, the number of Chinese exhibitors exceeded 5,600. In contrast, ASEAN exhibitors numbered only 300—highlighting the urgent need to address the imbalance of "strong domestic interest but weak international response, and active governmental engagement but lukewarm economic participation." It is also recommended to establish a dedicated multilingual website as soon as possible, promptly publish the list of past exhibitors, and open up convenient channels for investment institutions and business entities to register for participation and maintain contact after the events. These steps will help continuously enhance exhibitors' sense of fulfillment and satisfaction.

At the national level, greater emphasis is recommended to be placed on strengthening tourism safety cooperation. Tourism exchanges between China and ASEAN are vulnerable to factors such as telecom fraud, public security issues, regional conflicts, and geopolitical tensions. Over the past two years, safety risks in traditional outbound destinations for Chinese citizens—such as Myanmar, Thailand, and the Philippines—have had a substantial negative impact on bilateral tourism cooperation. In 2024, the number of Chinese tourists to the Philippines and Myanmar recovered to only 20% and 10% of 2019 levels, respectively. In the first half of 2025, Chinese visits to Thailand declined by 34% year-on-year. This situation must be urgently addressed by reshaping the image of ASEAN destinations as both safe and high-quality travel choices.

Greater attention should be given to leveraging the proactive role of local-level tourism cooperation. Efforts should be made to expand and deepen the development of border tourism pilot zones and cross-border tourism cooperation zones. The construction of the Fangchenggang Border Tourism Pilot Zone in Guangxi should continue to be deepened. While simplifying customs clearance procedures for tour groups, further optimization is needed for the entry and exit processes of foreign vehicles and ferry passengers. Research may be conducted into establishing a South China Sea Border Tourism Demonstration Zone, allowing cruise ships and ferries traveling between Hong Kong, Shenzhen, Xiamen, Fuzhou, and ASEAN countries to dock in designated areas such as Yongxing Island in the Xisha (Paracel) Islands, with organized island tours for visitors.

Drawing on the experience of the Detian (Ban Gioc) Waterfall Cross-Border Tourism Cooperation Zone, a China-Laos cross-border tourism cooperation zone can be developed. Based on the Mohan–Boten Economic Cooperation Zone between China and Laos, efforts may be made to promote the establishment of the Mohan–Boten Cross-Border Tourism Cooperation Zone. A pilot program for "onboard customs clearance" should be explored, allowing passengers to complete entry and exit procedures within the train compartments. With the China-Laos Railway as a backbone, a "Golden Route of China-Laos Cross-Border Tourism" can be created by integrating high-quality cultural and tourism resources from Yunnan Province and Laos along the route, thereby enhancing the brand influence of China-Laos cross-border tourism.

Efforts should be made to deepen the integration of culture and tourism, leveraging festivals, events, and cultural and creative products to enhance tourism appeal and service quality. In March 2024, Singapore secured the exclusive rights to host all six of Taylor Swift's Southeast Asia concerts, attracting a large number of fans from China and ASEAN countries. This significantly boosted tourism-related consumption in sectors such as aviation, hotels, and theme parks. Thailand granted the title of "Amazing Thailand Experience Officer" to Labubu, a character under Pop Mart, and launched the "Labubu's Thai Adventure" campaign. Tourism agencies from China and ASEAN countries should join forces to strengthen research on the travel behaviors and consumption preferences of young travelers, and work together to build a globally influential system of cultural tourism symbols, projects, products, and services.

作者｜戴斌

责编｜刘鑫

来源｜中国旅游研究院（文化和旅游部数据中心）

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