杭州市旅委主任 李虹的讲话.docx

1、杭州市旅委主任 李虹的讲话中国最佳旅游城市杭州旅游情况介绍杭州市旅委主任 李虹（2007年9月13日）各位领导、各位旅游界同仁：大家下午好！非常高兴能在北京与参加杭州旅游推广会的朋友们见面。在这里，我首先代表杭州市旅游委员会对大家的到来表示热烈的欢迎！2007年，是杭州旅游确立品牌、抢抓机遇的一年。今年上半年，杭州市确立了“东方休闲之都 品质生活之城”的城市旅游品牌，又被联合国世界旅游组织、中国国家旅游局联合授予“中国最佳旅游城市”称号。为了迎接北京2008年奥运会，为奥运旅游做好配套工作，杭州市旅游委员会在20042006年顺利实施了杭州市第一轮旅游国际化方案。经过2年的努力，杭州旅游基本实

2、现了从国内游“一轮独大”向国内游和入境游“两轮驱动”转变，和从观光游“一枝独秀”向观光、休闲、会展“三位一体”的转变。2006年杭州市接待入境过夜旅游者182.02万人次，同比增长20.3%；旅游外汇收入9.09亿美元，同比增长19.9%；接待国内游客3682.14万人次，同比增长12.7%；实现国内旅游收入471.24亿元，同比增长16.8%；全年旅游总收入543.69亿元，同比增长16.9%。今年，杭州市又提出了杭州市新一轮旅游国际化行动方案，着力实现杭州旅游品质“八大提升”，在国内国际进一步提升杭州的知名度和美誉度。杭州旅游今天的成就，离不开诸位的帮助；杭州旅游将来的发展，更离不开诸位的

3、努力。杭州也正不断推陈出新，相信杭州景区的提升改造、周边区域大批新景点的开发都会给大家带来新的惊喜。现在，我将向大家介绍一些杭州的最新变化。一、杭州城市品牌与旅游品牌首先，我想给大家介绍一下杭州城市品牌与旅游品牌。1、生活品质之城2007年1月，杭州确立城市品牌为“生活品质之城”。杭州物产丰富，不仅有以西湖为代表的一流山水资源，更有以良渚文化、吴越文化和南宋文化为代表的丰富历史积淀，具有共建共享“生活品质之城”的天然优势和历史基础。杭州市共建共享生活品质之城的主要目标是要实现经济生活品质、文化生活品质、政治生活品质、社会生活品质、环境生活品质的提升。落实到旅游行业，市旅委提出杭州旅2、以培育六

4、大潜力行业为契机，打造杭州旅游新亮点。今年杭州将强化比较优势，着力发展疗养、演艺、美食、茶楼、化妆、保健“六大杭州特色潜力行业”。根据新一轮的旅游国际化行动方案，六大特色潜力行业都将与旅游结合，演变成杭州旅游的新方式。针对发展疗养行业，我们将推出SPA、温泉等疗养产品。针对发展演艺行业，发展旅游餐饮和旅游观演结合的方式，延长游客停留时间，尤其是今年推出了由著名导演张艺谋执导的印象西湖，是呈现水墨西湖效果的国际水准山水实景演出。针对发展茶楼行业，在已形成的“A8艺术公社”、“LOFT49”等创意产业园区内建立茶馆，发展中国式的星巴克模式。针对发展化妆行业，推出让游客走进化妆品企业的体验活动。针对

5、发展保健行业，将与美食和疗养行业结合，开发药膳等产品。目前有些产品已经开始操作，并向国际市场推出。事实上，为了让游客更好地体验杭州的休闲生活，杭州自2005年1月1日起已经向国际市场陆续推出100个社会资源国际旅游访问点，涉及社会文化、工农业生产、市民生活等多个方面。其中广兴堂国医馆已于2005年推出具有疗效的美味药膳，至今已接待外国游客5000多人次。今年年底，杭州还将推出一批反映“生活品质”的访问点。3、以十大休闲基地为节点，形成乡村休闲旅游网。杭州乡村旅游产品注重与旅游景区（点）的有机结合，充分挖掘民俗文化内涵，保持浓郁乡土气息，已形成了包括自然生态游、乡村休闲游、农业观光游、农家度假游

6、、民俗文化游等五大主要类型。尤其是大杭州1小时半交通圈已经形成，极大地改善了杭州乡村旅游点的可进入性。杭州城市周边拥有丰富的乡村休闲旅游资源：以高尔夫高端旅游产品为代表的富春山居休闲区，以滨水休闲度假为主题的西溪国家湿地公园、千岛湖旅游度假基地、新安江避暑胜地、余杭南湖滨水度假基地，以山地休闲度假为主题的天目山休闲度假基地、大明山高山度假基地，以温泉休闲度假为主题的湘湖休闲度假基地、大清谷度假基地。这十大休闲基地基本覆盖了杭州各个区、县、市，加上周边多个乡村旅游点，形成了各具特色的乡村休闲旅游网络。三、会展奖励旅游：节庆会展如火如荼作为商务会展旅游城市，杭州具有明显的区位优势与经济优势。杭州地

7、处长三角南翼，毗邻上海，公路、铁路、航空交通网络健全，经济发达，市场繁荣，被业内的一些重要媒体评为2005年度中国会展业会展城市最佳服务奖、2005年度中国会展业会展城市最佳办展环境奖。目前杭州具有室内展览总面积8.04万平方米，已建有杭州和平国际会展中心、杭州国际会议展览中心、浙江世界贸易中心等专业展览场馆。自2000年杭州恢复西湖博览会以来，西博会发动龙头带动带动作用，实现了杭州会展业的快速发展。2005年，举办了国际茶业大会暨茶-咖啡展览会；国际旅游小姐冠军总决赛、西湖论剑、网商大会、第55届中国国际医药原材料、中间体、包装、设备交易会，2005文化多样性与休闲发展国际论坛等。2006年

8、举办了首届世界佛教论坛、第二届国际动漫节、第九届世界休闲大会、第二届西溪湿地论坛、第十五届金鸡百花电影节、2006国际基因组学大会、国际花园城市决赛、第四届中国投资环境论坛等。杭州还成功举办了2006杭州世界休闲博览会暨第八届西湖博览会，为期184天，共接待入境游客102.55万人次。自2006年休博会开始，会展旅游系列产品的构建对吸引境外游客、扩大城市国际影响力，发挥了重要作用。2007年第九届西湖博览会将于10月27日至11月5日举行，今年的西博会整合展览资源，依托杭州特色产业打造“生活品质”类会展。今年，杭州继续力推杭州深度游产品，有依托西博会的“西博之旅”，有发掘休闲文化的“新概念之旅

9、”，有整合江南名胜的“长三角华东游”等。尤其是随着今年年初杭徽高速公路的开通，上海杭州黄山这条“名城名湖名山”旅游线广受关注。而明年跨海大桥的建成，也将使“环杭州湾”旅游线成为热点。欢迎北京市旅游局和北京的旅行商与我们联手推广杭州，鼓励游客发现不一样的杭州！谢谢！Hangzhou, The Best Tourism CityLI HongDirector of Hangzhou Tourism Committee September 13, 2007Honored leaders, honored guests from tourism industry,Good afternoon！I am

10、 very glad to meet you friends in Beijing. Firstly, I, the representative of Hangzhou Tourism Commission, would like to say welcome to all of you!The year 2007 is a significant year that Hangzhou tourism confirms its brands and seizes opportunities. In the first half of this year, Hangzhou city conf

11、irmed its city tourism brand, which is Oriental Capital of Leisure, City of Quality Life, and was awarded as The Best Tourism City of China by the United Nations World Tourism Organization and the National Tourism Administration of the Peoples Republic of China. In order to prepare for 2008 Beijing

12、Olympics and Olympics Tourism, Hangzhou Tourism Commission implemented Hangzhou Tourism Internationalization Strategy (The First Stage) between the year 2004 and 2006. After two years, Hangzhou tourism achieved two changes: (1) from driven by domestic market to driven by both domestic market and ove

13、rseas market; (2) from famous for scenic tourism to famous for scenic tourism, leisure tourism and MICE tourism. In 2006, the number of overseas tourists who stayed overnight in Hangzhou is 1,820,200 with an increase of 20.3% over the previous year; foreign tourism income is USD 909,000,000 with an

14、increase of 19.9% over the previous year; the number of domestic tourists is 36,821,400 with an increase of 12.7% over the previous year; domestic tourism income is RMB 471,240,000,000 with an increase of 16.8% over the previous year; and the all-year tourism revenue is 54,369,000,000 with an increa

15、se of 16.9% over the previous year. In 2007, Hangzhou put forward Hangzhou Tourism Internationalization Strategy (The Second Stage), stresses the Eight Promotions of Hangzhou Tourism Quality, and enhances brand presence.The achievement of Hangzhou tourism today relies on you all. And the development

16、 of Hangzhou tourism in future also needs your help. Hangzhou is now bringing some new tourist attractions for you.1. City Brand and Tourism BrandFirstly, let me introduce the city brand and tourism brand of Hangzhou.1.1 City of Life QualityIn January 2007, Hangzhou confirmed its city brand, which i

17、s City of Life Quality.Hangzhou has abundant resources. As regards natural resources, there are first-class water resources and hill resources, which can be represented by the West Lake scenic area. As regards historical resources, there are rich historical relics, which are famous for Liangzhu Anci

18、ent Culture, Wuyue Culture and Southern Song Dynasty Culture.Building and Enjoying City of Life Quality aims at achieving economic life quality, cultural life quality, political life quality, social life quality and ecological life quality. To achieve the aim, Hangzhou Tourism Commission put forward

19、 Eight Promotions of Hangzhou Tourism Quality.1.2 Oriental Capital of LeisureHangzhou was awarded as Oriental Capital of Leisure on the 2006 Hangzhou World Leisure EXPO. The 2006 Hangzhou World Leisure EXPO started the trend of leisure tourism in China. During the last 2 years, Hangzhou has being an

20、 active promoter of leisure ideas, leisure tourism in city centre and countryside, leisure industries. And then, the functions and qualities of leisure tourism in Hangzhou is improved.1.3 The Best Tourism City of ChinaOn Feb 8th, 2007, the National Tourism Administration of the Peoples Republic of C

21、hina and the United Nations World Tourism Organization held the awarding ceremony of the best tourism city. Hangzhou is awarded as The Best Tourism City of China (2006), which is the highest honor of China Tourism from the UNWTO.Since 2003, Hangzhou has put forward the ecological strategy, tourism w

22、esternization strategy and tourism internationalization strategy, and has implemented the West Lake Comprehensive Protection Project, the Xixi Wetland Comprehensive Protection Project and the Grand Canal (Hangzhou section) Comprehensive Protection Project graduately. Hangzhou tourism has developed c

23、ontinuously and quickly since then. So, when the officials of the CNTA and professors of the UNWTO visited Hangzhou, Hangzhou was praised highly and won the title of The Best Tourism City of China as the first one between three candidates.2. Scenic Tourism and Leisure TourismHangzhou has five kinds

24、of water resources, which are sea, river, brook, rivulet and lake. Moreover, Hangzhou also has long history and deep cultures. Recently, Hangzhou makes efforts to find the historical and cultural links between attractions and combines scenic tourism and leisure tourism perfectly.2.1 Emphasizing on t

25、he West Lake, the Xixi Wetland and the Grand Canal (Hangzhou section) to achieve scenic attractions leisuralization.The West Lake is the most famous scenic spot of Hangzhou. Since 2002, Hangzhou has implemented the West Lake Comprehensive Protection Project, including the south line combination proj

26、ect, west area comprehensive protection project, new Hubin construction, Meijiawu tea culture village Restoration, Beishan the rapid development of MICE. In 2005, we have held International Tea and Coffee Expo, International Miss Tourism Competition, E-commerce Forum, the 55th International Medicine

27、 Raw and Processed materials, Packaging and Equipment Trade Fair, China, Culture Diversity and Leisure Industry Development International Forum 2005. In 2006, we have held the First World Buddhism Forum, the Second International Cartoon Festival, the Ninth World Leisure Conference, the Second Xixi W

28、etland Forum, the 15th Golden Rooster and Hundred Flowers Film Festival, the International Genome Conference 2006, the International Garden City Competition and the Fourth China Investment Environment Forum etc. Hangzhou has successfully held World Leisure Expo 2006, Hangzhou, China. During the expo

29、, the number of income tourists reaches 1,025,500. Since 2006, the serious MICE products play a very important role for attracting international tourists and extending international influence. The Ninth Westlake Expo will hold from Oct.27 to Nov.5 in Hangzhou. The expo of this year will combine exhi

30、bitions resources and create “high quality” exhibition with the support of Hangzhou special industries Hangzhou will keep on promoting Hangzhou extensive products, “Westlake Expo Tour”, “New Concept Tour” etc. With the completion of Hangzhou-Anhui high way, a new itinerary called Famous City, Lake a

31、nd Mountain attracts more and more attention, this itinerary includes Shanghai, Hangzhou and Yellow Mountain. And next year, with the completion of Sea-across bridge, a itinerary of around Hangzhou Bay will be a hotspot. We are expecting for the close cooperation with Beijing Tourism Bureau and travel agencies to promote Hangzhou, and encourage our customers to find a distinct and interesting Hangzhou through their own experience. Thanks!