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对话GITF展商——南京

来源: 日期:2018-04-23

 明长城 玄武湖
古色古香的夫子庙
六朝兴衰烟雨中
南京
千年一瞬的惊艳

 


展商专访
对话南京市旅游委员会副主任夏军
A Conversation with Xia Jun
Deputy Director of Nanjing Municipal Tourism Commission


加大国际市场推广力度 全面提升南京的目的地形象
Accelerate Promotion to International Market
Enhance the Image of Nanjing


Q1:2017年在推广南京旅游上取得什么成效?
Q1: What’s the achievement in tourism promotion of Nanjing in 2017?

A: 2017年,南京旅游市场工作以“重要国际旅游目的地,国家旅游中心城市”为目标,以“旅读新南京,乐享好时光”为品牌主题推广。在2017年,南京市实现旅游总收入达2157亿元,接待旅游者总人次1.22亿人次,接待入境过夜旅游者超70万人次,实现旅游外汇收入7.6亿美元以上。2017年南京市旅游委员会宣传促销主要涵盖以下几个方面:一是丰富和完善南京品质旅游产品供给。重点策划“红色文化、人文礼佛、文化遗产、文博科教、古都美食、休闲度假”六类文化旅游产品;二是扩大“约会南京·会见惊喜”南京会奖旅游品牌影响力。通过参加系列展会,南京在ICCA 2016年度全球会议目的地城市排行榜中位列第5,仅次于北京、上海、成都和西安;三是推出39条“研学南京 成长旅行”研学旅游产品。“金陵少年游” 主题研学、“华夏文明·薪火相传”台湾青年游学等研学旅游产品均获得好评,南京于2017年进入国内研学旅游十大热门目的地之一;四是整合国际化宣传资源。与CNN、BBC持续深入合作,向世界讲好南京故事;五是瞄准重点市场拓展入境客源。
A: In 2017, targeted at "A major international tourist destination and a national tourist center city", themed at “Travel to Nanjing, enjoy a good time”, Nanjing tourism industry achieved a total tourism revenue of 215.7 billion yuan, 122 million tourists in total, over 700,000 tourists overnight and more than 760 million dollars of tourism foreign exchange earnings. There are five promoted aspects of Nanjing Municipal Tourism Commission in 2017. Firstly, enrich and improve the supply of high quality tourism products in Nanjing, including six types of cultural tourism products: the red culture, Buddhism, cultural heritage, science and education, ancient capital of food and leisure and vacation. Secondly, expand the influence of MICE brand themed at "Meet surprise in Nanjing". In the effort of participation in the series of exhibitions, Nanjing ranked fifth in the ICCA 2016 Global Conference Destinations City List, after Beijing, Shanghai, Chengdu and Xi'an. Thirdly, 39 research tourism products were launched. Nanjing has become one of the most heated domestic research and tourism destination with a good reputation. Fourthly, integrate the international resources for publicity, continue to deepen cooperation with CNN and BBC to tell the world about Nanjing story; Fifthly, explore the key market to expand the inbound tourists.



Q2:2018年如何加大旅游促销力度提升目的地形象?
Q2: How to increase tourism promotion efforts to enhance the image in 2018?

A: 一是依托国际新航线开通及相关政策利好,积极拓展国际市场。依托近两年开通的南京至洛杉矶、温哥华、米兰直飞航班,即将开通的南京至莫斯科、墨尔本、赫尔辛基等直飞航班,积极拓展北美、欧洲、澳洲等重要和新兴远程洲际客源地,同时继续深耕细作东南亚、日韩、港澳台等传统市场;二是创新营销推广手段,提升国际旅游形象。整合国际化宣传资源,充分利用境外著名媒体宣传南京旅游,利用Facebook、Twitter等境外社交媒体进行境外传播,依托自有网站、微博、微信等网络平台推广南京旅游,提高宣传时效性和互动性;三是鼓励扶持本地重点旅游企业利用现有营销平台在欧、美、澳市场大力开展自主外联活动;四是组团赴高铁沿线重要客源城市开展新产品推介活动,深化宁镇扬马都市圈合作活动;五是办好第23届中国南京国际梅花节和第32届秦淮灯会、2018南京国际度假休闲及房车展览会。
A: Firstly, actively explore the international market relying on the new international flights and the favorable policies. They provide good opportunities for Nanjing tourism to explore the important and emerging remote intercontinental destinations in North America, Europe and Australia. Direct flights between Nanjing and Los Angeles, Vancouver and Milan have been launched in recent two years, and the forthcoming non-stop flights from Nanjing to Moscow, Melbourne and Helsinki are undertaking. Meanwhile, further cooperation will continue to develop in some traditional markets such as Southeast Asia, Japan, South Korea, Hong Kong, Macao and Taiwan. Secondly, creatively promote Nanjing tourism and enhance Nanjing image in the international market. Integrate international publicity resources, make full use of well-known foreign media, utilize overseas social media such as Facebook and Twitter for overseas communications, and promote Nanjing tourism based on its own websites, Weibo and WeChat to enhance the timeliness and interactivity of publicity. Thirdly, encourage and support local key tourism enterprises to make use of their marketing platforms to vigorously carry out independent outreach activities in the markets of Europe, the United States and Australia. Fourthly, organize delegations to launch new product promotion activities in key tourist cities along the high-speed rail, further develop cooperation in Cities Circle in Nanjing, Zhenjiang, Yangzhou, Ma’anshan. Fifthly, think highly of the 23rd International Plum Blossom Festival of Nanjing China, the 32nd Qinhuai Lantern Festival and CMT China 2018.

 

 

 


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