如何吸引更多中國游客?

程學源大使在斯里蘭卡主流媒體發表專欄文章

2019年7月23日

在來到斯里蘭卡之前，我難以想象在這六萬多平方公里的土地上，遍布著這么多的世界奇觀。康提湖的湖光山色，加勒古城的爛漫古樸，科倫坡的絢麗多彩，獅子巖的驚險刺激，都讓人贊嘆不已。許多中國游客都像我一樣被這些美景所吸引。考生如果怕自己錯過考試報名時間和考試時間的話，可以 免費預約短信提醒，屆時會以短信的方式提醒大家報名和考試時間。

在中國駐斯里蘭卡使館的大力支持和推動下，中國赴斯里蘭卡的旅游人數已達到每年近30萬人次，在斯迎來的外國游客中數量穩居前列。但與同為中國近鄰的泰國相比，斯里蘭卡所吸引的中國游客數量卻又不值得一提了，2018年赴泰中國游客已突破千萬。

究其原因，我想主要有幾個方面。首先是語言障礙。很多中國游客不習慣英語運用，更不懂僧伽羅語等當地語言，中文導游陪同和講解十分必要，而斯里蘭卡當地懂中文的導游人數又極少，但又不允許中國的導游陪同游客前來。另一方面，中國人對中國美食情有獨鐘，出門在外仍然是“中國胃”，但由于工作簽證很難申請，開辦中餐廳很不容易，所以斯里蘭卡的中餐廳數量有限，有時無法滿足中國游客的需求。此外，中國游客習慣了中國煙酒，在斯旅游期間無法買到中國煙酒，甚至不允許攜帶本人自用的少量中國香煙，這種在很多其他國家所沒有的限制讓中國游客不習慣。

事實上，這些便利性、體驗感和幸福感恰恰是中國游客最為關注的一點，也是他們決定旅游目的地的關鍵因素之一。我注意到前不久泰國國家旅游局答中國記者問時強調，2019年該局對中國市場的推廣重點在增加便利性和幸福感上，希望到達泰國的中國朋友得到高品質的旅游體驗。

中國是全球最大的游客來源地，中國出境旅游人數、境外旅游消費已連續多年位居世界第一。中國旅游市場的龐大是其他很多國家無法比擬和想象的，而旅游業帶動的航空、酒店、交通和餐飲等其他行業的增長也是相當可觀的。當前中斯關系發展已進入快車道，兩國正如火如荼地共建“一帶一路”，各領域交往日益頻密，中斯旅游合作的前景亦十分廣闊。

如果斯里蘭卡能不斷改善旅游環境，像泰國一樣關注提升游客的舒適度，切實解決前面所說的那些對中國游客的障礙，我相信未來會有更多的中國游客慕名而來，為斯里蘭卡帶來更多的消費，也為當地經濟增長注入更強勁的動力。

How to Attract More Chinese Tourists to Sri Lanka?

Published by Ambassador Cheng Xueyuan on Sri Lankan Newspaper

23 July 2019

Before being nominated as the Chinese Ambassador to Sri Lanka and arriving at the country to assume my office, I could hardly imagine that there are so many world wonders on this tropical island of over 60,000 square kilometers. The graceful lake and mountains of Kandy, the quaint and ancient city of Galle, the gorgeous and colorful Colombo, and the breathtaking thrills of Lion Rock are all amazing and stunning. Many Chinese tourists have been attracted to these beautiful sceneries with pleasant surprise like me.

With the strong support and promotion of the Sri Lankan government as well as the Chinese Embassy in Sri Lanka, the number of Chinese tourists to Sri Lanka has reached nearly 300,000 annually and ranks the top among foreign tourists to Sri Lanka. However, this number is only a peanut while comparing with the number of Chinese tourists attracted by Thailand, which is also a neighbor of China. In 2018, Chinese tourists to Thailand have exceeded 10 million.

The reasons mainly include following aspects. Firstly is language barrier. Many Chinese tourists are not accustomed to English language, much less the Sinhalese or Tamil language. Chinese-speaking tour guides’ accompany and interpretation is a must for them. But there are very few Chinese-speaking local guides here, and Chinese guides are prohibited from entering Sri Lanka and accompanying with tourists. Besides, Chinese people always have “Chinese stomach” when traveling. They show strong preference to Chinese food. However, it is difficult for a Chinese chef to obtain a working visa to work in or set up a Chinese restaurant. Therefore, the number of Chinese restaurants in Sri Lanka is limited and sometimes cannot meet needs of Chinese tourists. In addition, a large percentage of Chinese tourists are accustomed to Chinese tobacco and alcohol, which is a reality that the tourism industries in Sri Lanka has to consider seriously, although it is not healthy at all and should not be encouraged. The tourists cannot buy Chinese tobacco and alcohol during their stay, and even not allowed to bring a few Chinese cigarettes with them for their personal own use when entering this island. These restrictions make Chinese tourists unaccustomed, which don’t exist or at least have some level of exemption or tolerance in many other countries.

In fact, conveniences, experiences and happiness are precisely what Chinese tourists most care about, and one of the key factors in their decision-making of travel destinations. I noticed that the Tourism Authority of Thailand emphasized in an interview that the promotion of the Chinese market in 2019 will focus on increasing convenience and happiness, hoping all Chinese friends in Thailand would enjoy high-quality experience.

China is the world’s largest source of tourists with large scale of outbound tourists and ranks No.1 in overseas consumption in the world for many years. The size of China’s tourism market is too huge to imagine and compare by many other countries. The growth of related industries such as aviation, hotels, transportation and catering promoted by the tourism industry is also considerable. At present, the Sino-Sri Lanka relations has stepped into a fast development period. The implementation of Belt and Road Initiative between the two countries is in full swing, the exchanges in various fields are increasingly frequent, and the prospect for Sino-Sri Lanka tourism cooperation is also promising.

I’m fully confident that if Sri Lanka could continuously improve the tourism environment, focus on improving the comfort of foreign tourists as much as Thailand, adjust relevant regulations in accordance with Sri Lankan laws, ease the existing obstacles for foreign tourists effectively, more and more Chinese tourists will be attracted to Sri Lanka, which will stimulate tourism, consumption and stronger vitality to local economy growth.

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