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10月3號到5號，由UNWTO、歐盟、歐洲旅游協會主辦，歐洲鄉村旅游承辦的第六屆歐洲鄉村旅游峰會在立陶宛召開，執惠創始人兼CEO劉照慧受邀出席并發表演講《中歐鄉村旅游交流須考慮三大因素》。

劉照慧認為，中國旅游經過近40年躍遷式發展，有三大變化因素值得歐洲思考。歐洲鄉村旅游對中國鄉村旅游的發展有借鑒意義，中歐應該在從發展模式到文化互動層面尋找中歐旅游交流更好的角度，不僅僅是中歐兩大旅游目的地互送游客那么簡單，需要更開放、更創新、更深度、更廣泛的交流，不管官方還是產業。他希望中歐能在更高層面上互享兩大文明體的優秀成果和體驗彼此的美好生活方式。

以下為劉照慧演講全文：

女士們、先生們，很榮幸受邀參加2018歐洲鄉村旅游大會，我是來自中國文旅媒體執惠的創始人兼CEO劉照慧，大家可以叫我Leo。我演講的題目是《中歐鄉村旅游交流要考慮的三大因素》。旅游業的重要性已經不言而喻，文化展示、環境保護、和平與安全、就業、經濟增長、發展。全世界旅游業的發展解決了1/10的就業、世界出口額的7%，服務業出口額的30%，高達1.6萬億美元的出口額，貢獻了全世界10%的GDP。

Ladies and Gentlemen，

Good morning! It is a great honor to be invited to attend the 2018 European Rural Tourism Congress. I am Liu Zhaohui, founder and CEO of China Travel Media. You may call me Leo. The topic of my speech is Three Changes Should be Taken into Consideration for the Sino-EU Rural Tourism Communication. The importance of tourism has become self-evident, cultural exhibition, environmental protection, peace and security, jobs, economic growth, development. The development of the world's tourism industry has solved 1/10 of the employment, 7% of the world's exports, 30% of the service sector's exports, as high as $1.6 trillion in exports, contributing 10% of the world's GDP.

對中國來說，今年的旅游業的一件大事就是文化部與國家旅游局的合并，成為文化和旅游部。我們堅信文化與旅游的不可分割，旅游與生活方式的水乳交融，詩和遠方終成眷屬。旅游是文化的載體，文化是旅游的內容和品質，生活方式不過是我們在庸常生活中以旅游的方式感受文化，度過更豐盛，更有意義人生的一種途徑。

For China, one of the major events in the tourism industry this year is the merger of the Ministry of Culture and the National Tourism Administration as the Ministry of Culture and Tourism. We strongly believe that culture and tourism are inseparable, tourism is an integral part of lifestyle, and that an ideal life with both poem and travelling will eventually be achieved. Tourism is a carrier of culture, whereas culture provides content for and enhances the quality of tourism. Lifestyle is simply an effective means to experience culture in our everyday life via tourism so as to help us lead a more colorful and meaningful life.

因素一：改革開放四十年，中國旅游也正經歷躍遷式發展

FACTOR #1

Chinese Tourism Has Been Escalating Since the Reform and Opening up for Forty Years 

今年是改革開放四十周年，中國取得的偉大經濟成就舉世矚目。中國國民生產總值從1978年的3645億迅速攀升到2017年的82.7萬億， 增長了226倍。中國GDP占世界經濟比重從1978年不足2%，增長到2017年的15%左右，穩居世界第二。可以說，當今的中國是一個名符其實的全球性經濟大國，中國也迎來了偉大復興的最好歷史時期。

This year marks the 40th anniversary of China’s reform and opening up policy. Tremendous achievements have been made over the past 40 years. National Gross Product has soared from 364.6 billion RMB to 82.7 trillion RMB, an increase of 226 times; and its share in the global economy has grown to roughly 15 percent, up from less than 2% in 1978, steadily holding the second place in the world. Currently, China is, in every sense, an influential global economy, and has entered the best period during which the goal of national rejuvenation will be achieved.

中國人民享受到了改革開放的紅利，開始走向更富裕、更多元化消費的生活，人民對生活的追求從“有沒有”變成了“好不好”，高品質生活開始成為新的追求目標，對美好生活的向往成為社會共識。

Chinese people have benefited a great deal from reform and opening up and began leading a better life with more diversified spending options. Since their criteria of living a better life has shifted from quantity to quality, pursuing high quality life has become their new goal. In general, aspiring to a better life has become a consensus in the society.

中國旅游業也在這四十年中飛速發展。早在1978年，鄧小平就發出了“旅游事業大有文章可做，要突出地搞，加快地搞”的號召。1979年，鄧小平以75歲高齡徒步登上黃山之巔，親手拉開中國旅游業發展的歷史大幕。從新中國成立到1978年，旅游業作為中國外交事業的延伸和補充，更多承擔的是民間外交接待的功能，其實并不具備現代產業的特征。1949年到1977年，全國入境游客接待量總計不到70萬人次。而同一時期，世界旅游業經歷了加速發展的黃金30年，全球國際旅游收入增長了近33倍。就現代旅游業的起點而言，中國比西方國家晚了整整近百年。

Meanwhile, China’s tourism industry has also experienced rapid growth during this period. As early as 1978, Deng Xiaoping proposed that “Since the tourism affairs have great potential, we should place it on a higher priority and speed up its development”. In 1979, he climbed to the top of Huangshan Mountain at the age of 75, which was seen as a milestone event in the development of China’s tourism industry. From the founding of People’s Republic of China to 1978, the tourism industry in China served only as extension and supplement of China’s diplomatic affairs and mainly functioned as role of people’s diplomacy, without any trace of industry features by modern standards. From 1949 to 1977, the total number of inbound visitors was less than 700000. By comparison, the global tourism industry has been growing rapidly for 30 years, and the international tourism income increased by nearly 33 times during this period. As far as starting point of the modern tourism industry is concerned, China has lagged behind western countries for nearly a century. 

自改革開放后旅游業才迅速成為中國經濟的一大支柱。1999年黃金周正式啟動, 中國旅游業近二十年生機盎然。國民人均旅游頻次從1989的0.2次增長到2017年的3.7次。國內游從1984年均2億人次擴大到2017年50億人次,  而2017年旅游總收入達到5.4萬億，旅游投資高達1.5萬億。當然，我們也不能忘記雖然2017年中國旅游總人次已經排名世界第一，中國出境花費繼續領跑世界，但收入卻僅為美國的2/3。

Only after reform and opening up policy was implemented did the tourism industry has become one of pillar industries for China’s economy. Since the official launch of Golden Week Festival in 1999, the tourism industry in China has been prosperous for almost 20 years. The average number of tourist visits has risen from 0.2 in 1989 to 3.7 of 2017. The total number of domestic visitors has expanded from 200 million in 1984 to 5 billion of 2017. In 2017, the total tourism income reached 5.4 trillion RMB and tourism investments stood at 1.5 trillion RMB. While the total number of Chinese domestic and outbound visitors has secured the first position in the world, and China continues to lead global outbound travel in terms of expenditure. we should bear in mind that its total tourism income is only two thirds of that in America. 

其實，中國改革開放取得的成績不過是全球經濟近250年來躍遷式發展的一個突出樣本。根據加州大學伯克利分校經濟學家（J.Bradford Delong）的研究，在人類歷史上，從舊石器時代到公元2000年的250萬年間，人類花了99.4%的時間，完成了3%財富的積累。人類97%的財富，是在過去250年，也就是0.01%的時間里創造的。

In fact, China's achievements in reform and opening up are only a prominent sample over the course of the rapid development of global economy in the past 250 years. According to a study by J. Bradford Delong, an economist at University of California, Berkeley, in human history of the 2.5 million years from the Old Stone Age to 2000, it takes 99.4 % of the time to accumulate 3 % of the total wealth, while the rest of the wealth built by human being has been created in the past 250 years, which only accounts for 0.01 % of the total time.

這個躍遷有著深層的原因，250年前，以亞當·斯密的《國富論》為代表，市場經濟機制形成，勞動生產力獲得極大的提高； 三次工業革命推動了新能源新技術的使用，交通便利化，全球貿易頻率加速；而在互聯網技術推動的信息革命及數字化浪潮下，全球貿易更加廣泛和深入。250年前，人類能夠消費的商品種類僅有數百種，而現在達到上億種。

There are underlying causes for the changes. 250 years ago, as the market-oriented economy mechanism driven by classic works like Adam Smith’s Wealth of Nations, came into being, the productive forces have improved significantly. Thanks to three industrial revolutions, new energies and technologies have been widely used, transportation has been facilitated, thus accelerating the process of global transactions. With the wide spread of Internet–based information revolution and digitalization, global trades has grown wider and deeper. 250 years ago, only several hundreds of commodities are available for human being, while the number of commodity categories today has reached hundred million.

在大規模戰爭得到有效抑制，貿易全球化、城鎮化、人口規模因素、互聯網、人工智能、區塊鏈、物聯網等新技術等眾多因素的快速推動下，全球經濟達到了有史以來最好的發展時期。隨之而來的則是從消費升級到消費躍遷的自然呈現。

A number of other factors also contributed a lot. For example, large-scale wars have been effectively contained. Thanks to the wide spread of trade globalization and urbanization, and the adoption of technologies like Internet, artificial intelligence, block chain, Internet of Things, the global economy has entered a period with the best growth opportunities. A natural outcome of consumers’ spending power to a new level followed. 

因素二：中國新消費群體的代際更迭

FACTOR #2

The Demographic shifts of the consumption preferences of young Chinese tourist

消費升級已經成為了一個熱門詞匯和一種商業趨勢，從國家層面看，消費升級在切實地發生。從消費總量上看，居民消費支出占國民經濟的比重有了明顯提高；從消費結構上看，中國居民衣食類消費比重持續減少，服務類消費比重在不斷提升。

Consumption upgrade has become a buzz word as well as a business trend. From national perspective, consumption upgrade is actually happening across the country. As far as total consumer spending is concerned, the proportion of consumer spending to gross national product has increased remarkably. With regards to consumption structure, the proportion of people’s spending on clothes and food has further declined, while the proportion of service-based spending has continuously increased.

根據《中國統計年鑒》中的劃分方式和統計數據，占全國人口20%的高收入群體2016年人均可支配收入達到59259元。20%是什么概念？就是中國國擁有一個人口堪比美國的強購買力群體，那么國內消費升級如火如荼就很容易解釋了，因為他們才是飛機高鐵頭等艙爆滿、奢飾品擁躉、五星級酒店常客、出國買遍全球主力軍。

According to the grouping method and statistics of China Statistical Yearbook, the average per capita disposable income of high income demographic, which accounts for 20% of the national population, reached 59259 RMB in 2016. What does 20% mean? It means that China has a large demographic whose purchasing power as strong as that of Americans. This is the reason why the trend of spending more becomes so obvious in China, for these people are not only frequent customers of first class cabins at airplanes and high-speed trains, luxury stores, or five-star hotels, but also go on a shopping spree across every corner of the world. 

事實上中國改革開放四十年積累的社會財富和消費需求的洪流呈現出堰塞湖式效應，上一代集聚的財富在下一代更年輕群體身上急劇釋放，國人在短短四十年的時間里要完全對等，甚至超過歐美經過上百年積累至今的生活方式和生活水準。中國的奢飾品消費者平均比歐美年輕十歲以上，我們要用一樣的包，開更好的車，更具移動化、體驗化、個性化的度假方式。這就給文旅供給側改革帶來極大的挑戰，中國消費者的消費習慣不是慢慢養成，而是結構性的改變，中國消費者中的富裕階層幾乎在一夜間拋棄了以往的生活方式，全面進入甚至超過歐美發達國家消費水平。

The social wealth and consumption demand accumulated over the past 40 years after reform and opening up has shown the barrier lake effect, which means the wealth amassed by the previous generation needs to be consumed in a faster pace by the younger generation. That is to say, Chinese people need, in a short period of 40 years, to catch up with, even surpass westerners who have built their lifestyle and living standards for about one hundred years. Although the Chinese luxury consumers are generally at least 10 years younger than their European and American counterparts, they use the same brand bags, drive better cars, and go on a vacation that focuses more on mobile bookings, good experience and personalization. This presents a great challenge to the supply-side reform of cultural tourism. Instead of cultivating consumer habit in a gradual way, Chinese consumers are experiencing structural changes. As a result, the more affluent consumers seem to have made a break with their past lifestyle in a very short period time and entered a stage in which their purchasing power is as strong as, even stronger than their counterparts in European and American countries.

研究顯示，中國互聯網原住民一代擁有相通的價值觀，通過網絡平臺表達和傳播。千禧一代還擁有網絡時代之前的記憶，但是互聯網原住民一代卻是實實在在的數字原生代，年齡最大的也僅僅和谷歌同歲。

和追求“酷”的千禧一代相比，互聯網原住民一代的座右銘是“獨特即是新酷”。另外，互聯網原住民一代消費者將產品視作“酷”的表現工具——表達他們的個性和獨特性。

Our study found a unique set of shared Gen Z values, expressed and amplified by those digital technology platforms. Although Millennials still remember a world prior to personal technology and digital platforms, Gen Z are true digital natives, with the oldest born in the same year Google was established. Gen Z are more private than Millennial in sharing content, preferring small, closed communities or direct messaging, such as Snapchat, whereas Millennials share more broadly on social media. Likewise, Gen Z are members of the first post-race, post-gender generation, living in an age of marriage equality and gender-neutral bathrooms. This tolerance means that compared to Millennials, who followed major trends of “cool,” the Gen Z motto is “Unique is the new cool.” Furthermore, Gen Z consumers use products as tools to express that cool—to express their individuality and unique sense of identity.

因素三：促進中歐鄉村旅游交流需要創新的模式

FACTOR #3

European Rural Tourism Needs More Innovative Development Mode to Promote Sino-EU Communication

首先要理解中國鄉村旅游承擔的新使命，其中之一就是中國鄉村旅游已經能成為中國現代服務業產業升級的主力軍之一

A Powerhouse for Upgrading China’s Modern Service Industry

當我們在談消費升級、消費躍遷時，我們也應該一起思考下中國文旅大消費產業的新使命。在中國經濟的下一個20年里，增量部分相當大的比重會在服務業，其在中國經濟構成里會超過60%、70%，目前剛過50%。文旅大消費產業的融合與升級將決定中國未來服務業的體量和質地。我們今天再談論的文旅已經發生了極大的變化，旅游與教育、體育、文娛、地產、康養、農業等產業的跨界融合將是大勢所趨，新思想、新實踐、新模式、新范式將層出不窮，產業的整合與重組也將更頻繁的發生。因此整個產業將出現更多的跨界融合。鄉村旅游是中國文旅大消費產業的重要組成部分，文旅大消費產業占中國GDP總量的10%以上，也勢必擔當起中國現代服務業升級的重任。

When we talk about the changes of consumer spending power, we should also think about the new missions of cultural tourism mega consumption industry in China. In the next 20 years of China’s economic growth, a quite large proportion of the addressable market will be from the service industry, which will account for 60-70% of China’s economy, as opposed to the current 50%. In a way, the scale and quality of the service industry in China largely depends on how Integration and upgrade of the cultural tourism mega consumption industry evolve. In fact, the cultural tourism we are talking about now has undergone great changes. Integrating tourism with such areas as education, sports, culture and entertainment, real estate, healthcare, agriculture will become a trend, new thoughts, new practices, new models, new forms of business will spring up, and integration and consolidation deals will happen more frequently in this industry. Therefore, there will be more integration among different industries. It is estimated that the cultural tourism megaconsumption industry makes up more than 10% of GDP in China, it will serve as a powerhouse in the process of upgrading China’s modern service industry.

其次中國鄉村旅游是中國鄉村振興的抓手

A Major Force for the Rural Revitalization Strategy

1978年，中國農村人口占總人口80%，是典型農業國家。當時農村居民家庭的人均生活消費支出為僅為116塊，不足20刀，恩格爾系數高達67.7%，到2017年時，這一數字分別變為10955元和31.2%，增長了94倍，7億人口脫貧。2017年中國人均GDP達到8836美元，即將達到中等收入國家陷阱的門檻。

In 1978, with the rural population responsible for 80% of the total population, China is a typical agricultural nation. At that time, the average daily spend of rural residential families was merely 116 RMB, shy of 20 dollars, with Engel coefficient as high as 67.7%. In 2017, per capita spend increased by 94 times to 10955 RMB, Engel coefficient dropped to 31.2%, and a total of 700 million people were lifted out of poverty. As of 2017, China’s per capita GDP topped 8836 US dollars, almost reaching the threshold set for so-called middle income trap countries.

改革開放是從安徽鳳陽的小崗村開始，市場經濟的實踐給中國農村注入了活力，40年后我們回到鄉村，回到民宿集群，田園綜合體，特色小鎮。寄望于鄉村振興作為國家經濟結構調整，城鄉結構二元化問題解決的抓手。文旅大消費產業都勢將在鄉村振興的大戰略中扮演更重要的角色。“中國高度重視生態環境保護，秉持綠水青山就是金山銀山的理念，倡導人與自然和諧共生，堅持走綠色發展和可持續發展之路。”

The reform and opening up policy was first experimented at Xiaogang Village, Fengyang county of Anhui Province. Since then, putting market economy into practice served as a shot in the arm for the economic development of the rural areas in China. 40 years later, we shift our focus back on the rural areas, on alternative home clusterings, pastoral complex and featured towns. The Chinese central government holds high hopes for the rural revitalization strategy, seeing it an important solution to national economic restructuring and urban-rural structural problem. There is no doubt that the cultural tourism megaconsumption industry will play a key role in implementing the rural revitalization strategy, especially in poverty alleviation through tourism.

“China highly values ecological and environmental protection. Guided by the conviction that lucid waters and lush mountains are invaluable assets（by President XI Jinping), the country advocates harmonious coexistence between humans and nature, and sticks to the path of green and sustainable development.”

當我們都在思考文旅大消費產業的市場、模式、商品時，我們也應該更深層的思考它所承載的文化使命。文旅中的一物一景，一磚一瓦，一個儀式，一個風俗，無不滲透著文化的元素，我們對目的地的探訪，人與人的交流，無不體現著文化交流的美好。文旅是構建人類命運共同體最為柔性，最容易被接受，也最美好的方式。文旅大消費做到可感、可觸、可消費既是產業訴求也是發展之道。

When we think about the potential market, models and merchandises brought by the cultural tourism mega consumption industry, we should also think further over the cultural missions carried with this industry. Cultural elements can be found in every landscape of attractions, even in a ceremony or a traditional practice. When we visit tourist destinations or exchange ideas with other people, we can feel the beauty of cultural exchanges. Cultural tourism is the most flexible, easiest, and best way to build a community of shared future for human. Being sensible, touchable, and consumable is not only what the cultural tourism industry needs, but also an effective means to develop the booming tourism market.   

現代社會城市化的進程讓我們失去很多美好，我們在城市里的生活在人造虛擬的空間里，實際上是一種非常不真實的狀態，在這個一切物質化、匆忙的社會中我們的靈魂要有所安放，《美國大城市的衰落》應引以為戒。

We have suffered from many losses in the process of urbanization in modern society. It seems that we are living cities where all the space is virtual and fabricated, which gives unreal state. In a hustling and material-focused society, we should find our souls a comfortable place and avoid the tragedy depicted in the book Death and Life of Great American Cities.

當我們比從前更有錢、更富足，機器越來越聰明時，人們對幸福的追求會超越消費主義，這也是亞里士多德“幸福主義”思想“回歸”的原因。

As we become richer and more self-sufficient and the machines get smarter, the pursuit of happiness goes beyond consumptionism. This is the reason why Aristotle’s Theory on Happiness returned. 

150年前，英國社會學家埃比尼澤.霍華德在他的名著《明日的田園城市》中寫道：“把一切最生動活波的城市生活的優點和美麗，愉快的鄉村環境和諧地組合在一起。這種生活的現實性將是一種“磁鐵”，它將產生我們夢寐以求的效果---人民自發地從擁擠的城市投入大地母親的仁慈懷抱，這個生命、快樂、財富和力量的源泉......這種愉快的結合將迸發出新的希望、新的生活、新的文明。

150 years ago, in his book Garden Cities of To-Morrow , British sociologist Sir Ebenezer Howard wrote: “all the advantages of the most energetic and active town life, with all the beauty and delight of the country, may be secured in perfect combination; and the certainty of being able to live this life will be the magnet which will produce the effect for which we are all striving — the spontaneous movement of the people from our crowded cities to the bosom of our kindly mother earth, at once the source of life, of happiness, of wealth, and of power... out of this joyous union will spring a new hope, a new life, a new civilization.”

我想這是歐洲鄉村旅游對中國的吸引力，發展模式到文化互動，也是中歐旅游交流更好的角度，不僅僅是中歐兩大旅游目的地互送游客那么簡單，我們需要更開放、更創新、更深度、更廣泛的交流，不管官方還是產業，都是如此。我衷心的希望中國的鄉村有朝一日也像歐洲的鄉村那么美，產業那么發達，能在更高層面上互享兩大文明體的優秀成果和體驗彼此的美好生活方式。謝謝大家！

I think this is the attraction of European rural tourism to China, from the development model to cultural interaction, but also a better perspective for Sino-European tourism exchanges. It is not only as simple as sending tourists to each other between the two major tourist destinations in China and Europe. We need more open, innovative, deeper and wider exchanges, both official and industrial. I sincerely hope that the countryside of China will one day be as beautiful and industrialized as the countryside of Europe, so that we can share in a higher level the outstanding achievements of the two civilizations and experience each other's beautiful way of life. Thank you!

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鄉村旅游 行業洞見

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