旅游业数字化，东博会旅游展迈向E时代

黄利霞

近年来，中国与东盟旅游业发展迅速，中国与东盟各国已互为重要的旅游客源地。桂林作为广西著名的历史文化名城、生态山水名城，拥有宝贵的旅游资源。自2015年成为中国—东盟博览会旅游展（以下简称东博会旅游展）永久举办地以来，桂林市大力推动与东盟各国的双边往来，广泛开展旅游推介、文化交流、科技创新等多领域务实合作，为中国—东盟乃至全球旅游业互联互通、交流合作、招商引资扩展了新空间。

东博会旅游展是东博会“一主多专，巡展并行”办展格局下的一个重要专业展，迄今已成功举办6届。2020年东博会旅游展，又为我们带来哪些新收获呢？

面向东盟，桂林旅游大放异彩

2016年是中国—东盟建立对话关系25周年，双方在农业、信息产业、交通、能源、文化、旅游等11个重点合作领域开展了友好务实的合作，累计双向投资超过1600亿美元。东博会旅游展以此为契机，搭建了立足中国—东盟、面向全球的集旅游展示、交流、交易于一体的权威平台。

说到东博会旅游展，在桂林市委书记赵乐秦眼中，这个于2015年起永久落户桂林的国际性展会，是桂林旅游转型升级、加快发展的一个重大机遇。

自2014年桂林对51个国家正式实施72小时过境免签政策，对东盟10国旅游团实施6天入境免签政策以来，每年到访游客络绎不绝。2019年，桂林累计接待游客1.38亿人次，同比增长26.74%;入境游客人数314.59万人次，同比增长14.52%，旅游影响力和美誉度不断攀升。

赵乐秦表示，5年来，桂林为建设桂林国际旅游胜地的合作平台，加强旅游合作，推动高效商务交流，促进民心相通，旅游展常办常新、成果丰硕，影响日益扩大。旅游展累计吸引数千家企业和专业买家参展参会，举办贸易洽谈超1.5万场次，参展商、专业观众、参观公众都逐年递增，促成一大批旅游合作和经贸往来项目。

2016年，东博会旅游展被印尼旅游部列为当年计划参加的亚太地区五大旅游展会之一，被柬埔寨旅游部列为重点参加的中国六大旅游展会之一。2018年，东博会旅游展突出经贸对接，搭建旅游经贸、文化交流平台，设置广西国际友城展区，菲律宾宿务省、泰国素叻他尼府等6个广西境外友城参展参会。柬埔寨暹粒省省长率团参会，并在展会期间开展了民俗文化表演、旅游资源推介、贸易洽谈等多项活动。

“桂林将把握新发展阶段、贯彻新发展理念、服务构建新发展格局，以世界一流为目标推动桂林国际旅游胜地升级发展，在共建‘一带一路、建设更为紧密的中国—东盟命运共同体进程中发挥更加积极的作用。”赵乐秦说。

深化數字旅游，2020年旅游展耳目一新

时间来到2020年，第6届东博会旅游展如期而至。人们惊喜地看到以各地独具代表性的自然风光、人文景观为装饰元素的展台、琳琅满目的各类文创产品以及5G、VR、人工智能、大数据等先进技术……

本届东博会旅游展在2020中国—东盟数字经济合作年的背景下举办，以“共建‘一带一路 共享数字旅游”为主题，深化中国—东盟数字旅游合作，展览面积达2.5万平方米，设置“一带一路”主题馆、境外旅游专业展馆、国际旅游商品展馆、旅游消费展馆、广西旅游形象展馆、国内旅游专业展馆6类展区，首次采用“实体展+云上旅游展”的办会形式，总展位数300个。共有49个国家和地区驻华机构、中国20个省（自治区、直辖市）、广西14个市组团参展参会，东盟10国全部特装参展。参展企业约700家，特邀买家300名，注册买家500名，专业观众约2000名。

“数字旅游”是本届旅游展的关键词之一，各展台呼应主题，运用科技手段展现新技术与传统旅游的融合。在桂林展馆内，“VR云游桂林”吸引众多游客驻足，“用无人机拍摄的视角，可以让人站在这里，就感觉像在景区一样，身临其境。”该展馆负责人说。

除了国内展台，来自“一带一路”沿线国家的展商、专业卖家也精心准备，拿出了自己的主打产品。“这种木雕是100%以黑檀木制成的，黑檀木与黑木不同，树木较小，生长在比较干燥的地方，如喀麦隆、加蓬和赤道几内亚，是非洲珍贵木材。”在展区内，一位来自非洲的小伙子介绍了自己的展品。在波兰展台，墙板上的旅游景点宣传画吸引了不少观众前来观看、咨询，有合作意向的企业已经坐下来进行商务洽谈。

本届东博会旅游展着重突出文化与旅游的融合发展，注重挖掘市场潜力。会期第一天举办的专业洽谈会，吸引了近320家企业代表参加买卖双方“一对一”贸易洽谈，实现贸易洽谈超过3000场次。会期还举办了系列专场旅游推介。主宾国菲律宾、主题省云南省先后举办了文化旅游推介活动。除此以外，境外的澳大利亚、波兰、克罗地亚、毛里求斯、斐济、南太平洋岛国等国家和地区，以及中国国内的宁夏、贵州、宁波在展会期间举办了专场推介会。桂林市举办了旅游项目投资洽谈会。通过对当地特色文化和旅游资源、重点项目进行展示和推介，深化政府与旅游企业间的交流合作，进一步加强旅游优势互补。

菲律宾国家旅游局上海代表处旅游领事雷亚斯表示，此次推介会是菲律宾向国际旅游行业同行推广本国特色旅游资源和互相交流的良机，很好地促进了与中方及各有关国家间的互动交流，是进一步增进菲中两国旅游合作的桥梁。

除此以外，第十四届联合国世界旅游组织/亚太旅游协会旅游趋势与展望国际论坛、中国—东盟数字文化旅游专业合作论坛、第十届桂林国际山水文化旅游节也同期举办。

越来越多的实践丰富着东博会旅游展的“桂林经验”，给桂林这座城市增添了一张亮丽的名片。带着促进中国—东盟旅游合作的使命，带着各界对桂林旅游业发展的期盼，桂林将继续依托东博会旅游展的平台，在中国—东盟合作的大舞台中绽放自己的光彩。

In recent years， as the tourism industry in China and ASEAN has developed rapidly， China and ASEAN countries have become important tourist sources for each other. As a famous historical and cultural city， as well as an ecological landscape city in Guangxi， Guilin boasts many valuable tourism resources. Having been chosen as the permanent venue for China-ASEAN Expo Tourism Exhibition （CAEXPOTE）， Guilin pushed forward bilateral exchanges with ASEAN countries， carried out extensive and practical cooperation in tourism promotion， cultural exchanges， scientific and technological innovation and other fields， expanded new space for the connectivity， exchanges and cooperation， and investment promotion and capital introduction for the tourism industry of China and ASEAN and even the world.

So far， China-ASEAN Expo Tourism Exhibition as a crucial and professional exhibition has been successfully held for six sessions. What new harvest did we get from the 2020 CAEXPOTE？

Facing ASEAN， CAEXPOTE shines brilliantly

The year 2016 marked the 25th anniversary of China-ASEAN dialogue relations and the two sides conducted friendly and pragmatic cooperation in 11 key areas， including agriculture， information industry， transportation， energy， culture and tourism， with a cumulative two-way investment of over US$ 160 billion. Takes this as an opportunity， CAEXPOTE has built itself into an authoritative platform for tourism exhibition， exchange and trade， which is oriented towards China and ASEAN and even the whole world.

Zhao Leqin， Secretary of the CPC Guilin Committee， said CAEXPOTE， which has been permanently located in Guilin since 2015， is a major opportunity for the transformation， upgrading and accelerated development of Guilins tourism.

Since Guilin officially implemented the 72-hour transit visa exemption policy for 51 countries in 2014 and the six-day entry visa exemption policy for tour groups from 10 ASEAN countries， tourists have been coming to Guilin in an endless stream every year. In 2019， Guilin received 138 million tourists， up 26.74% year-on-year. The number of inbound tourists reached 3.1459 million， an increase of 14.52% year-on-year， and tourisms influence and reputation have been on the rise.

Zhao indicated that over the past five years， Guilin has exerted efforts to become a cooperation platform for international tourist attraction by strengthening tourism cooperation， promoting efficient business exchanges， and enhancing people-to-people exchanges. The CAEXPOTE was held innovatively with fruitful results and increasingly expanded influence. CAEXPOTE and more than 15，000 sessions of trade negotiations have attracted thousands of enterprises and professional buyers， and contributed to much tourism and economic and trade cooperation.

In 2016， the CAEXPOTE was listed by the Ministry of Tourism and Creative Economy of Indonesia as one of the top five tourism exhibitions in the Asia-Pacific region that year， and listed by the Ministry of Tourism of Cambodia as one of the top six tourism exhibitions in China. In 2018， the CAEXPOTE highlighted economic cooperation by building a platform for tourism， economy， trade and cultural exchanges， setting up the Pavilion for Guangxis six international sister cities， including Cebu of the Philippines， Surat Thani of Thailand， and promoting folk culture， tourism resources and trade negotiation. Besides， the governor of Siem Reap of Cambodia led a delegation to attend the CAEXPOTE.

“In the new development stage， Guilin will implement new development concept and build a new development pattern to promote the upgrading and development of tourism to build Guilin into a world-class international tourist attraction， and to play a more active role in the process of jointly building the Belt and Road and a closer China-ASEAN community with a shared future，” said Zhao.

Revitalizing CAEXPOTE with digital tourism

The 6th CAEXPOTE has been performed as scheduled， surprising its visitors with booths decorated with local natural and cultural landscapes， cultural and creative products， and technical tools such as 5G， VR， AI and big data.

Themed with “Jointly Build the Belt and Road and Share Digital Tourism”， the CAEXPOTE was held against the background of China-ASEAN Digital Economy Cooperation Year of 2020 and aimed to accelerate China-ASEAN digital tourism cooperation. Covering 25，000 square meters， the exhibition involved a total of 300 booths in 6 blocks， consisting of the Belt and Road pavilion， overseas tourism specialized pavilion， international tourism commodity pavilion， tourism consumption pavilion， Guangxi tourism pavilion， domestic tourism specialized pavilion. It was the first time that “physical+on-line tourism exhibition” was adopted. In total， institutions of 49 countries and regions in China and representatives of 20 provinces （including autonomous regions and municipalities directly under the central government） in China and of 14 cities in Guangxi attended the exhibition. All 10 ASEAN countries participated in specialized pavilions. The CAEXPOTE also attracted about 700 corporations， 300 specially invited buyers， 500 registered buyers and 2，000 professional visitors.

With “digital tourism” as one of the keywords of this exhibition， all booths employed sci-technical tools to show the integration of new technologies and conventional tourism. The “VR Tour around Guilin” in Guilin pavilion attracted many visitors. “Thanks to the view of unmanned aerial vehicle （UAV）， we can feel like being in the landscape while standing here，” said its manager.

In addition to domestic booths， products were also displayed by exhibitors and sellers from countries along the Belt and Road. “This wood carving is made of 100% ebony， which is smaller， different from blackwood， and grows in dry places， usually Cameroon， Gabon and Equatorial Guinea. It is a valuable wood from Africa，” introduced by an African young man. Posters at the Poland booth attracted many visitors， and some of the corporations even began to discuss cooperation.

This year， CAEXPOTE emphasized tapping the potential of tourism market by integrating culture and tourism. A fair held on the first day attracted representatives from almost 320 corporations， achieving over 3，000 “1 on 1” business talks. A series of cultural tourism promotion conferences were held by the Philippine and Yunnan Province. Beyond that， promotion conferences were also held by overseas countries and regions including Australia， Poland， Croatia， Mauritius， Fiji and island countries around South Atlantic Ocean， as well as Ningxia， Guizhou and Ningbo in China. Guilin City also performed the Tourism Project Investment Fair. Through promotion of local culture， tourism resources and key projects， cooperation and exchanges between government and tourism enterprises will be deeper.

Philippine Consulate General in Shanghai Tourism Attaché Ireneo Reyes suggested that this promotion conference provided a chance for the Philippines to enhance exchanges with its international counterparts by sharing local tourism resources， promoted exchanges between China and other relevant countries and contributed to the Philippines-China cooperation in tourism.

In the meantime， the 14th UNWTO/PATA Forum on Tourism Trends and Outlook， the China-ASEAN Forum on Digital Cultural Tourism Collaboration and the 10th Guilin International Scenery Culture & Tourism Festival were also held， performing many activities with local features.

CAEXPOTEs “Experience of Guilin” has been more and more enriched by such practices， making Guilins reputation more well-known. To enhance China-ASEAN tourism cooperation and fulfill expectations from other fields， Guilin will keep doing its best on this platform.