經部領導批準,戴斌同志赴澳門參加由澳門特別行政區政府主辦、中國•全聯旅游業商會協辦的第七屆世界旅游經濟論壇,并發表題為“迎接世界旅游休閑中心的大灣區時代”的主題演講。中英文如下:

  女士們,先生們,

  旅游休閑是澳門經濟可持續發展的重要基石,也是中央政府重點支持的區域發展戰略。近年來,特區政府和社會各界同心協力,穩步推進世界旅游休閑中心建設,成就斐然。憑有限空間的娛樂、休閑、文化資源和貿易物流中心地位,吸引了世界各地的游客心往身至。2017年澳門接待入境游客人數超過3200萬,同比增長5.4%,過夜入境游客超過1700萬,同比增長高達9.9%。這確是件值得包括澳門同胞在內的每一個中國人都感到驕傲和自豪的事情。

  誰的萬丈紅塵,不是他人的蓬頭垢面。澳門取得的這些成績,離不開城市領導者和公共部門旅游規律的把握,離不開市民和社會各界對“景觀之上是生活”、對“主客共享”等當代旅游休閑理念的共識和努力。去年11月份,澳門被聯合國教科文組織評為“創意城市美食之都”。游客來到澳門可以與市民共享的覆蓋全境免費Wifigo,可以在政府辦公的地方享受公共圖書館,可以在關口免費獲取世界文化遺產地圖信息。游客對澳門的人情味和包容性的正面評價之多,令我們專業研究機構都由衷地贊嘆。比如,“最讓我感動的是有次跟一個出租車師傅聊天,他問我是不是澳門人,我說不是,但是有ID。他一臉你白癡的樣子說,有ID就是澳門人啦。感覺比國內很多地方都包容”。人是最美麗的風景,在澳門得到了最好的詮釋。

  澳門與內地、澳門與香港密切的旅游交流和務實合作,為世界旅游休閑中心奠定了穩定的市場基礎。2017年內地到訪澳門旅游人數2220萬人次,占澳門入境旅游市場的68.1%,澳門居民赴內地旅游人數2215萬人次,占內地入境旅游市場的16%。港澳互訪游客數量雖然近年來有所下降,但仍然是各自僅次于內地的第二大客源市場。

  女士們,先生們,

  看到成就的同時,我們也關注澳門旅游休閑業今后的發展方向和可能的提升空間。從數據結構上看,首次訪澳人數比重高達59.3%,兩次到訪問的比重為21.9%。一日游比重高達47.1%,其中一半的游客平均停留時間在6小時以內。2005年的游客人均消費1526澳門元,2017年的數據是1990澳門元,考慮到物價上漲和匯率走弱的因素,幾乎沒有上升。

  從中國旅游研究院重點監測的內地出境旅游者滿意度評價來看,澳門在旅游目的地樣本國家和地區的排名處于中等偏弱的位置,總體得分的提升空間有限。從網上評價來看,內地游客對本地旅游預訂、旅行服務、住宿品質,特別是當地居民態度一直評價很高,對餐飲、交通和價格指數評價也不錯,但是對景區、休閑娛樂、購物和行業管理的評價相對偏低。究其原因,應與面積相對狹小、容量相對有限、產業結構相對單一有很大關系。游客做澳門攻略時最關注的幾個問題均與此有關:一天時間如何玩出最澳門的感覺?澳門一日游的最佳路線是什么?去賭場賭一把是什么體驗?支付寶或者微信支付便利嗎?晚上有什么地方好玩又安全的?對標志性景點大三巴的評價主要則是“人從眾”,只是首次到訪游客的打卡點,對于購物環境反映比較集中的是性價比偏低,店大欺客。

  女士們,先生們,

  隨著港珠澳大橋的通車和粵港澳大灣區國家戰略的實施,澳門與香港和珠三角城市群的人員往來將更加頻繁,旅游交流的空間將進一步擴大,產業合作的基礎將進一步增強,中央政府對澳門的支持力度會進一步加大。無論是世界旅游休閑中心的建設,還是澳門未來旅游發展戰略的謀劃,都需要在國家戰略的大背景下,結合即將形成的“黃金三小時旅游圈”深化研究和重新思考。2017年,香港來澳游客占比已降至20%以內,游客停留時間也縮短至0.9天。港珠澳大橋通車后,如何有效提升大灣區市民的重游率,延長逗留時間,優化休閑消費結構?應該是優先思考的現實課題。

  囊括九城兩區的粵港澳大灣區,以其日益完善的交通網絡為區域內旅行提供了通達的便利?;浉郯臑硡^的軌道交通網絡已經基本形成,加上明天開始通車的港珠澳大橋和很快建成的中深通道,將形成連接深港、廣佛和珠澳三大經濟圈的閉合快速路網。接下來,我們需要加強法律、監管和政策等軟性基礎設計的互聯互通,比如三地機動車牌照和駕駛證件的互認,深圳以外的其它城市進入澳門的簽注便利化,公共交通系統的有機銜接。

  在互聯互通和民心相通的基礎上,澳門可依托大灣區的內地城市作為旅游集散地,進一步吸引中南、西南地區的客源。2017年,排在第一位的內地客源來自廣東,有900萬人次。接下來就是湖南,超過100萬,這意味著廣東之外的泛珠三角客源市場也有很大的開發價值。在城市愈加成為獨立目的地的今天,未來澳門可聯合內地城市,尤其粵港澳大灣區城市群,聯合開展市場推廣和專項營銷。

  借助粵港澳大灣區特別是珠海的基礎設施和商業資源,務實深化旅游產業合作,以突破面積狹小和接待能力的限制。通過發展社區旅游,固然可在一定程度上提高微型經濟體的社會文化承載力,但是以澳門現有的人口密度和狹窄的面積,接待好持續攀升的游客肯定是不可持續的。想像一下,游客白天漫步澳門街區,品嘗澳門美食,參加各種節事活動。到了晚上,有人選擇繼續在本地夜間游覽和住宿,有人則搭乘公共交通工具,或者自駕通過珠港澳大橋,或者步行出拱北海關,去橫琴、珠海、香港宵夜和住宿,第二天再回來繼續體驗本地休閑生活。從供給側看,珠海擁有的濱海度假資源、大型主題公園,以及大灣區的濱海、水網濕地等自然生態資源,均與澳門的博彩、美食等文化休閑資源具有天然的互補性。

  完善的商業體系和高品質的生活環境,由此自發形成的休閑氛圍,是國際旅游休閑中心的宗旨、導向和可持續發展的保障。好的旅游目的地需要空間拓展,更需要內容創造。世界旅游休閑城市的發展經驗表明,相對充裕的物質基礎、追求品質的生活態度和現代化治理水平是關鍵要素。與東京的繁華、巴黎的時尚和香港行色相比,澳門居民的生活顯得更加淡定從容。當前來澳門游客的自由行比例已經高達83%,其中26-35歲的青年人五成左右,他們愿意選擇圣誕節和情人節來澳門體驗歐美情調,購物,美食、演藝秀是其主要出游動機。隨著游客越來越進入目的地公共生活空間和休閑場所,這種悠閑氣質以及由此而來的人的連接,必然成為游客追尋的美麗風景和向往的美好生活。

  當代旅游經濟運行越來越離不開移動互聯網、人工智能、大數據、文化創意和共享經濟的新動能。相對于內地旅游業日新月異的科技創新、市場創新和管理創新,澳門的互聯網企業不多,人才儲備有限,短期內難以支撐和引領旅游休閑領域的創業創新。為抓住粵港澳大灣區建設的時代機遇,務實推進世界旅游休閑中心建設,澳門需要在這方面加快步伐,一方面完善相關法律,加強依法監管,另一方面要包容、寬容和促進的理念,擴大與內地和香港的專業人員交流,促進本土商業機構的創新發展。

  卡爾·馬克思說過:消費并不完全都是勞動力的再生產過程,真正的消費就是一種人性的恢復過程。當世界旅游休閑中心遇見粵港澳大灣區,美好生活開始鏈接文化建設和旅游發展,澳門徐徐拉開了新時代旅游的大幕。

 

Distinguished Guests,

Ladies and Gentlemen,

Tourism and leisure is an important cornerstone for Macao’s economic sustainability and part of regional development strategy supported by the Central Government. With the concerted efforts made by the Macao SAR Government and all walks of life, building Macao into a world tourism and leisure center is making steady progress with remarkable achievements. Macao has successfully attracted visitors from all over the world with its distinctive entertainment, recreation, cultural resources and trade center despite its limited geographical area. In 2017 alone, Macao received inbound tourists of up to 32mn, up by 5.4% year on year. Among them, tourists staying overnight exceeded 17mn, up by 9.9% year on year. This is truly something every Chinese including all Macao compatriots feel proud of.

Any success comes from hard work and diligent efforts. These achievements can never be accomplished without in-depth understanding by the city leadership and the public agencies of tourism rules, the consensus Macao citizens and all sectors of the community have had on the tourism concepts such as “Life is above landscape“ and “Both Hosts and Guests Enjoy “ , as well as the efforts made by them. In last Nov., Macao was rated by the United Nations Educational Scientific and Cultural Organization (UNESCO) as Creative Cities of Gastronomy. Visitors and residents here in Macao can have access to free WiFigo and public libraries, and receive the World Cultural Heritage Map at the pass. Even professional research institutes like us admire so many generous positive comments visitors have given Macao on the city’s human touch and inclusiveness. For example, “What touches me most is when I told a sewer cleaning worker in Macao that I was not a local but I had an ID, he answered quite naturally that “You are Macanese as long as you have an ID.” This is one thing that makes me feel Macao is more inclusive than many cities in the Mainland. “ The statement that people are the most beautiful scenery is demonstrated best in Macao.

The practical exchanges and cooperation in tourism business between Macao and Mainland China and between Macao and Hong Kong have laid a solid foundation of steady markets for Macao as a world tourism and leisure center. In 2017, Macao received the Mainland tourists of up to 22.20mn, accounting for 68.1% of inbound tourists; Macao tourists to the Mainland reached 22.15mn, accounting for 16% of all tourists the Mainland received. Although the exchange of the tourists between Hong Kong and Macao has declined in the number of tourists, they are the second largest source market next to the Mainland.

Ladies and Gentlemen,

With the achievements in mind, we have also paid attention to the future direction and improvement room of Macao’s tourism and leisure industry. By Looking at the data, it is found that the number of first-time tourists to Macao made up for 59.3% of its total, two-time tourists 21.9% and one-day tourists up to 47.1%, including half of them staying for no longer than six hours. The spending per capita was 1526 patacas in 2005 and 1990 patacas in 2017. This amounts to little increase considering the price rise and weakened exchange rate.

Judging by the satisfaction of Mainland tourists to Macao monitored by China Tourism Academy, Macao ranks slightly-below-middle place among all tourist destinations, with the overall score to be much raised. According to the comments given online, the Mainland tourists speak highly of Macao in terms of booking, travel service, hotel quality, food, transport and pricing, and especially local residents’ hospitality, while speaking relatively low of scenic spots, leisure and recreation, shopping and administration. In my opinion, this is due largely to Macao having small area, limited capacity and un-diversified industrial structure. These are reflected in the issues that the potential tourists are most concerned about when planning a trip to Macao, including how to experience the most distinctive Macao in one day? What is the best route of one-day tour in Macao? How does it feel to gamble at casino? Can we pay using Alipay or WeChat? Are there any places in the evening which are full of fun and safe ? The comments on the iconic spot - Ruins of St. Paul focus on “too many people”, just like a clock-in point for first-time visitors. As for the shopping environment, many people report that the shops in Macao have low cost-performance ratio and even cheat or overcharge the tourists.

Ladies and Gentlemen,

As Hong Kong-Zhuhai-Macao Bridge is open to traffic and the national strategy of Guangdong-Hong Kong-Macao Greater Bay Area has been carried out, there will be an increasing number of people travelling between Macao, Hong Kong and city clusters in Pearl River Delta Region, more tourism activities and industrial cooperation, and the most importantly, the consolidated support given by the Central Government to Macao. Either the building of the world tourism and leisure center, or the planning of future tourism development strategy needs to deepen study and give reconsideration in the context of national strategy and taking into account the upcoming “Golden Three-hour Sightseeing Circle”. In 2017, the Hong Kong visitors to Macao dropped to less than 20% and their stay duration declined to 0.9 day. The realistic matter deserving in-depth research is how to effectively raise the re-visit rate of the locals living in the Greater Bay Area, prolong their stay and optimize the leisure spending structure.

Guangdong -Hong Kong - Macao Greater Bay Area encompassing nine cities and two SARs boasts ever-maturing transport network and provides easy accessibility for travelers in the Area. Its already developed urban rail transport network, coupled with the Hong Kong-Zhuhai-Macao Bridge to be open to traffic tomorrow and the Shenzhen - Zhongshan Channel to be completed soon will form a close loop of fast highways linking Shenzhen-Guangzhou, Guangzhou - Foshan, and Zhuhai - Macao economic circles. Next, we need to facilitate the interconnection of laws, supervision and policies between the three regions, for example, mutual recognition of vehicle license plates and driver’s licenses, facilitated registration of vehicles entering Macao from other cities (excluding Shenzhen), as well as the organic connection of public transport systems.

Based on infrastructure interconnection and thriving people-to-people exchanges, Macao may rely on the Mainland cities in the Greater Bay Area as tourism to attract tourists from Southwest China and South-Central China. In 2017, Guangdong contributed to the largest share of the Mainland tourists to Macao, reaching 9mn person/times. Next was Hunan Province which had more than 1 mn tourists to Macao in the same year. This means the tourist source markets beyond Guangdong have considerable values for exploration. In the context where individual cities are increasingly becoming independent tourist destinations, Macao can join the Mainland cities, especially those in the Greater Bay Area to make combined efforts to carry out tourism promotion and marketing activities.

Relying on the developed infrastructure and business resources in the Area, especially Zhuhai, we need to deepen the cooperation in tourism industry to break the constraints of small geographical areas and low accommodation capacity. Promoting community tourism can certainly raise the micro-economy’s bearing capacity of social culture, but the current population density and small area has made it unsustainable for Macao to receive the constantly growing number of tourists. Just imagine. In the daytime, the tourists walk around the blocks to taste delicious food and visit scenic spots. In the evening, some choose to continue to go sightseeing and stay overnight, others either take bus, or drive through Hong Kong - Zhuhai-Macao Bridge, or go on foot through Gongbei Customs to Hengqin Island, Zhuhai or Hong Kong for night snacks and stay overnight there, and then come back to Macao to experience the local leisure life. Looking from the supply side, Zhuhai has coastal holiday resorts, large-scale theme parks, river network and wetland and other ecological resources, are perfectly complementary to Macao’s gambling industry, distinctive food and leisure culture.

Mature commercial system and high-quality living environment, as well as the self-formed leisure atmosphere are the guarantee for Macao’s purpose, orientation and sustainability as an international tourism and leisure center. A good tourist destination needs space expansion and content creation. The experience learned from the world tourism and leisure cities indicates that relatively adequate material basis, quality-seeking life attitude for high quality and modern government level are the key factors. Compared to Tokyo’s flourishing , Paris’ fashion and Hong Kong’s bustling hurry, life in Macao looks more tranquil and calm. At present, the proportion of self-guided tour among tourists to Macao is 83%, including 50% of young people aged 26-35. They would prefer to visiting Macao during Christmas and/or Valentine’s Day to experience European and American sentiment, mainly for shopping, savoring gourmet food and watching art performance. As tourists increasingly enter public life space and leisure facility in their destinations, the leisure temperament and the connection of people it attracts will definitely turn into the beautiful scenery and good life tourists admire to have.

The contemporary tourism economy cannot go without the new driving forces generated by mobile Internet, Artificial Intelligence, big data, culture creativity and sharing economy. The Mainland tourism industry has constantly implemented innovation in technology, market and management. By contrast, Macao does not have many Internet businesses with limited talent pool, thus having difficulty supporting and leading the entrepreneurship and innovation in tourism and leisure industry in a short time. To seize the opportunity brought by the construction of the Greater Bay Area and push forward the building of the world tourism and leisure center in Macao, Macao needs to speed up in this aspect by improving relevant laws and strengthening supervision by laws on the one hand, and on the other hand, expand the exchanges with professionals in Hong Kong and the Mainland with inclusive concepts, and promote innovative development of local commercial institutions.

As Karl Marx said, consumption is not entirely the reproduction of labor force and real consumption is a process of humanity restoration. When the world tourism and leisure center meets the Guangong-Hong Kong-Macao Greater Bay Area and good life is linked to cultural building and tourism development, Macao is raising the curtains of tourism development in the new era.

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