杭州市旅委主任李虹的講話.doc

中國最佳旅游城市 杭州旅游情況介紹 杭州市旅委主任 李虹 2007 年 9 月 13 日 各位領(lǐng)導(dǎo) 各位旅游界同仁 大家下午好 非常高興能在北京與參加杭州旅游推廣會(huì)的朋友們見 面 在這里 我首先代表杭州市旅游委員會(huì)對大家的到來表 示熱烈的歡迎 2007 年 是杭州旅游確立品牌 搶抓機(jī)遇的一年 今年 上半年 杭州市確立了 東方休閑之都 品質(zhì)生活之城 的城 市旅游品牌 又被聯(lián)合國世界旅游組織 中國國家旅游局聯(lián) 合授予 中國最佳旅游城市 稱號 為了迎接北京 2008 年奧 運(yùn)會(huì) 為奧運(yùn)旅游做好配套工作 杭州市旅游委員會(huì)在 2004 2006 年順利實(shí)施了杭州市第一輪旅游國際化方案 經(jīng) 過 2 年的努力 杭州旅游基本實(shí)現(xiàn)了從國內(nèi)游 一輪獨(dú)大 向 國內(nèi)游和入境游 兩輪驅(qū)動(dòng) 轉(zhuǎn)變 和從觀光游 一枝獨(dú)秀 向 觀光 休閑 會(huì)展 三位一體 的轉(zhuǎn)變 2006 年杭州市接待入 境過夜旅游者 182 02 萬人次 同比增長 20 3 旅游外匯收 入 9 09 億美元 同比增長 19 9 接待國內(nèi)游客 3682 14 萬 人次 同比增長 12 7 實(shí)現(xiàn)國內(nèi)旅游收入 471 24 億元 同比 增長 16 8 全年旅游總收入 543 69 億元 同比增長 16 9 今年 杭州市又提出了 杭州市新一輪旅游國際化行動(dòng)方案 著力實(shí)現(xiàn)杭州旅游品質(zhì) 八大提升 在國內(nèi)國際進(jìn)一步提升 杭州的知名度和美譽(yù)度 杭州旅游今天的成就 離不開諸位的幫助 杭州旅游將 來的發(fā)展 更離不開諸位的努力 杭州也正不斷推陳出新 相信杭州景區(qū)的提升改造 周邊區(qū)域大批新景點(diǎn)的開發(fā)都會(huì) 給大家?guī)硇碌捏@喜 現(xiàn)在 我將向大家介紹一些杭州的最 新變化 一 杭州城市品牌與旅游品牌 首先 我想給大家介紹一下杭州城市品牌與旅游品牌 1 生活品質(zhì)之城 2007 年 1 月 杭州確立城市品牌為 生活品質(zhì)之城 杭州物產(chǎn)豐富 不僅有以西湖為代表的一流山水資源 更有以良渚文化 吳越文化和南宋文化為代表的豐富歷史積 淀 具有共建共享 生活品質(zhì)之城 的天然優(yōu)勢和歷史基礎(chǔ) 杭州市共建共享生活品質(zhì)之城的主要目標(biāo)是要實(shí)現(xiàn)經(jīng) 濟(jì)生活品質(zhì) 文化生活品質(zhì) 政治生活品質(zhì) 社會(huì)生活品質(zhì) 環(huán)境生活品質(zhì)的提升 落實(shí)到旅游行業(yè) 市旅委提出杭州旅 游業(yè) 八大提升 2 東方休閑之都 杭州在 2006 年世界休閑博覽會(huì)上被授予 東方休閑之都 的稱號 2006 年杭州世界休閑博覽會(huì)開啟了中國旅游的 休 閑元年 近幾年來 杭州市倡導(dǎo)休閑理念 推進(jìn)城鄉(xiāng)休閑旅 游 發(fā)展休閑行業(yè) 城市休閑旅游功能和水平得到了進(jìn)一步 的強(qiáng)化和提升 3 中國最佳旅游城市 2007 年 2 月 8 日 國家旅游局和聯(lián)合國世界旅游組織在 北京人民大會(huì)堂舉行 中國最佳旅游城市 命名儀式 杭州市 成為 2006 年度 中國最佳旅游城市 獲得了經(jīng)世界旅游組 織考核和承認(rèn)的中國旅游界的最高榮譽(yù) 2003 年以來 杭州實(shí)施生態(tài)立市 旅游西進(jìn)和旅游國際 化戰(zhàn)略 先后實(shí)施了西湖綜合保護(hù)工程 西溪濕地綜合保護(hù) 工程 運(yùn)河 杭州段 綜合保護(hù)工程 不斷提升旅游業(yè)水平 因此 當(dāng)國家旅游局官員和世界旅游組織專家考察杭州時(shí) 杭州獲得了極高的贊譽(yù) 最終以總分第一的成績獲得了 中 國最佳 的稱號 二 觀光休閑旅游 山水之外亦有風(fēng)景 杭州面海而棲 瀕江而建 傍溪而聚 因河而興 由湖而 名 是一座 五水共導(dǎo) 的城市 但杭州的盛名不僅是由于豐 富的山水資源 更是因?yàn)槠渖詈竦臍v史人文 近年來 杭州 市致力于挖掘景點(diǎn)蘊(yùn)涵的深厚文化 并在景區(qū)提升改造和旅 游區(qū)域聯(lián)動(dòng)中將觀光游與休閑游進(jìn)行了較好的結(jié)合 1 以西湖 西溪 大運(yùn)河為重點(diǎn) 觀光景點(diǎn)實(shí)現(xiàn)休閑化 西湖是杭州最富盛名的景點(diǎn) 2002 年起 杭州市開展了 西湖綜合保護(hù)工程 主要包括西湖南線景區(qū)整合工程 湖西 綜合保護(hù) 新湖濱建設(shè) 梅家塢茶文化村整治 北山街歷史 文化街區(qū)保護(hù) 兩堤三島修繕 龍井茶文化村整治 西湖博 物館建設(shè)等工程 于 2005 年再現(xiàn)了三百多年前 一湖映雙塔 湖中鑲?cè)龒u 三堤凌碧波 的絕美勝景 但杭州對西湖的提升 并未就此止步 2006 年 吳山景區(qū)綜合整治一期 靈隱景區(qū) 綜合整治一期 龍井八景 恢復(fù)三大項(xiàng)目順利竣工 而今年國 慶 杭州將第六次推出 新西湖 靈隱景區(qū) 滿覺隴 虎跑公 園 八卦田 南宋官窯博物館 吳山景區(qū)等都將以全新的面 貌亮相 西湖綜合保護(hù)工程真正實(shí)現(xiàn)了 還湖于民 基本形成了 東熱 南旺 西幽 北雅 中靚 的新格局 作為對新西湖的 總結(jié) 杭州正在第三次評選 西湖十景 最終入選的十個(gè)景 點(diǎn)是靈隱景區(qū) 六和塔 楊公堤 萬松書院 岳王廟 梅家塢 湖濱景區(qū) 北山街歷史文化景區(qū) 三臺(tái)山景區(qū)和錢王祠 杭 州將在今年 10 月的第九屆西湖博覽會(huì)開幕式上公布新 西湖 十景 名稱 西溪國家濕地公園是我國首個(gè)國家濕地公園 為罕見的 城中次生濕地 具有獨(dú)特的水生陸生植被和野生動(dòng)物 自古 就是名士隱逸之地 曾與西湖 西泠并稱杭州 三西 即將推 出的西溪二期工程共 4 89 平方公里 將于今年 十 一 有限 開園 推出全國首個(gè)濕地植物多樣性的展示基地 濕地植物 園 以及 橋梁博物館 和 民居博物館 最近 西溪推出休閑 體驗(yàn)精品 漁夫之旅 游客可以乘坐傳統(tǒng)的搖櫓船親自 捕撈魚蝦 暢游西溪秀美的風(fēng)光 京杭大運(yùn)河是中國唯一可以與萬里長城相提并論的偉 大工程 杭州古運(yùn)河整治最近受到了 中國日報(bào) 和 紐約時(shí) 報(bào) 的關(guān)注 運(yùn)河杭州段至今仍起到運(yùn)輸作用 清朝乾隆皇帝 南巡時(shí)泊舟的湖墅碼頭 和拱宸橋 香積寺塔 富義倉遺址 等積淀成獨(dú)特的運(yùn)河文化 眾所期盼的富義倉遺址公園 小 河直街歷史街區(qū)重點(diǎn)保護(hù)區(qū)也將在今年國慶亮相 現(xiàn)在運(yùn)河 上已經(jīng)開通水上巴士 夏季還有運(yùn)河和錢塘江夜游項(xiàng)目 2 以培育六大潛力行業(yè)為契機(jī) 打造杭州旅游新亮點(diǎn) 今年杭州將強(qiáng)化比較優(yōu)勢 著力發(fā)展療養(yǎng) 演藝 美食 茶樓 化妝 保健 六大杭州特色潛力行業(yè) 根據(jù)新一輪的旅 游國際化行動(dòng)方案 六大特色潛力行業(yè)都將與旅游結(jié)合 演 變成杭州旅游的新方式 針對發(fā)展療養(yǎng)行業(yè) 我們將推出 SPA 溫泉等療養(yǎng)產(chǎn)品 針對發(fā)展演藝行業(yè) 發(fā)展旅游餐飲和 旅游觀演結(jié)合的方式 延長游客停留時(shí)間 尤其是今年推出 了由著名導(dǎo)演張藝謀執(zhí)導(dǎo)的 印象 西湖 是呈現(xiàn)水墨西湖 效果的國際水準(zhǔn)山水實(shí)景演出 針對發(fā)展茶樓行業(yè) 在已形 成的 A8 藝術(shù)公社 LOFT49 等創(chuàng)意產(chǎn)業(yè)園區(qū)內(nèi)建立茶館 發(fā)展中國式的星巴克模式 針對發(fā)展化妝行業(yè) 推出讓游客 走進(jìn)化妝品企業(yè)的體驗(yàn)活動(dòng) 針對發(fā)展保健行業(yè) 將與美食 和療養(yǎng)行業(yè)結(jié)合 開發(fā)藥膳等產(chǎn)品 目前有些產(chǎn)品已經(jīng)開始 操作 并向國際市場推出 事實(shí)上 為了讓游客更好地體驗(yàn)杭州的休閑生活 杭州 自 2005 年 1 月 1 日起已經(jīng)向國際市場陸續(xù)推出 100 個(gè)社會(huì) 資源國際旅游訪問點(diǎn) 涉及社會(huì)文化 工農(nóng)業(yè)生產(chǎn) 市民生 活等多個(gè)方面 其中廣興堂國醫(yī)館已于 2005 年推出具有療 效的美味藥膳 至今已接待外國游客 5000 多人次 今年年底 杭州還將推出一批反映 生活品質(zhì) 的訪問點(diǎn) 3 以十大休閑基地為節(jié)點(diǎn) 形成鄉(xiāng)村休閑旅游網(wǎng) 杭州鄉(xiāng)村旅游產(chǎn)品注重與旅游景區(qū) 點(diǎn) 的有機(jī)結(jié)合 充 分挖掘民俗文化內(nèi)涵 保持濃郁鄉(xiāng)土氣息 已形成了包括自 然生態(tài)游 鄉(xiāng)村休閑游 農(nóng)業(yè)觀光游 農(nóng)家度假游 民俗文化 游等五大主要類型 尤其是大杭州 1 小時(shí)半交通圈已經(jīng)形成 極大地改善了杭州鄉(xiāng)村旅游點(diǎn)的可進(jìn)入性 杭州城市周邊擁有豐富的鄉(xiāng)村休閑旅游資源 以高爾夫 高端旅游產(chǎn)品為代表的富春山居休閑區(qū) 以濱水休閑度假為 主題的西溪國家濕地公園 千島湖旅游度假基地 新安江避 暑勝地 余杭南湖濱水度假基地 以山地休閑度假為主題的 天目山休閑度假基地 大明山高山度假基地 以溫泉休閑度 假為主題的湘湖休閑度假基地 大清谷度假基地 這十大休 閑基地基本覆蓋了杭州各個(gè)區(qū) 縣 市 加上周邊多個(gè)鄉(xiāng)村 旅游點(diǎn) 形成了各具特色的鄉(xiāng)村休閑旅游網(wǎng)絡(luò) 三 會(huì)展獎(jiǎng)勵(lì)旅游 節(jié)慶會(huì)展如火如荼 作為商務(wù)會(huì)展旅游城市 杭州具有明顯的區(qū)位優(yōu)勢與經(jīng) 濟(jì)優(yōu)勢 杭州地處長三角南翼 毗鄰上海 公路 鐵路 航空 交通網(wǎng)絡(luò)健全 經(jīng)濟(jì)發(fā)達(dá) 市場繁榮 被業(yè)內(nèi)的一些重要媒 體評為 2005 年度中國會(huì)展業(yè)會(huì)展城市最佳服務(wù)獎(jiǎng) 2005 年 度中國會(huì)展業(yè)會(huì)展城市最佳辦展環(huán)境獎(jiǎng) 目前杭州具有室內(nèi)展覽總面積 8 04 萬平方米 已建有杭 州和平國際會(huì)展中心 杭州國際會(huì)議展覽中心 浙江世界貿(mào) 易中心等專業(yè)展覽場館 自 2000 年杭州恢復(fù)西湖博覽會(huì)以 來 西博會(huì)發(fā)動(dòng)龍頭帶動(dòng)帶動(dòng)作用 實(shí)現(xiàn)了杭州會(huì)展業(yè)的快 速發(fā)展 2005 年 舉辦了國際茶業(yè)大會(huì)暨茶 咖啡展覽會(huì) 國 際旅游小姐冠軍總決賽 西湖論劍 網(wǎng)商大會(huì) 第 55 屆中國 國際醫(yī)藥原材料 中間體 包裝 設(shè)備交易會(huì) 2005 文化多樣 性與休閑發(fā)展國際論壇等 2006 年舉辦了首屆世界佛教論壇 第二屆國際動(dòng)漫節(jié) 第九屆世界休閑大會(huì) 第二屆西溪濕地 論壇 第十五屆金雞百花電影節(jié) 2006 國際基因組學(xué)大會(huì) 國際花園城市決賽 第四屆中國投資環(huán)境論壇等 杭州還成功舉辦了 2006 杭州世界休閑博覽會(huì)暨第八屆 西湖博覽會(huì) 為期 184 天 共接待入境游客 102 55 萬人次 自 2006 年休博會(huì)開始 會(huì)展旅游系列產(chǎn)品的構(gòu)建對吸引境 外游客 擴(kuò)大城市國際影響力 發(fā)揮了重要作用 2007 年第九屆西湖博覽會(huì)將于 10 月 27 日至 11 月 5 日 舉行 今年的西博會(huì)整合展覽資源 依托杭州特色產(chǎn)業(yè)打造 生活品質(zhì) 類會(huì)展 今年 杭州繼續(xù)力推杭州深度游產(chǎn)品 有依托西博會(huì)的 西博之旅 有發(fā)掘休閑文化的 新概念之旅 有整合江南 名勝的 長三角華東游 等 尤其是隨著今年年初杭徽高速公 路的開通 上海 杭州 黃山這條 名城 名湖 名山 旅游線 廣受關(guān)注 而明年跨海大橋的建成 也將使 環(huán)杭州灣 旅游 線成為熱點(diǎn) 歡迎北京市旅游局和北京的旅行商與我們聯(lián)手推廣杭 州 鼓勵(lì)游客發(fā)現(xiàn)不一樣的杭州 謝謝 HANGZHOU THE BEST TOURISM CITY LI Hong Director of Hangzhou Tourism Committee September 13 2007 Honored leaders honored guests from tourism industry Good afternoon I am 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 confirmed 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 People s Republic of China In order to prepare for 2008 Beijing 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 overseas 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 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 increase 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 of Hangzhou tourism in future also needs your help Hangzhou is now bringing some new tourist attractions for you 1 City Brand and Tourism Brand Firstly let me introduce the city brand and tourism brand of Hangzhou 1 1 City of Life Quality In January 2007 Hangzhou confirmed its city brand which is 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 Ancient 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 Eight Promotions of Hangzhou Tourism Quality 1 2 Oriental Capital of Leisure Hangzhou 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 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 China On Feb 8th 2007 the National Tourism Administration of the People s Republic of China 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 westernization 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 continuously 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 Tourism Hangzhou has five kinds 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 the 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 project west area comprehensive protection project new Hubin construction Meijiawu tea culture village Restoration Beishan historical and cultural Street Protection Restoration of double causeways and three islets Longjing tea culture village Restoration and the West Lake museum project Until 2005 the West Lake was restored as its most beautiful view which was a lake double towers three islets and three causeways 300 years ago However the project continued after that In 2006 the first stage of Wushan scenic area Restoration the first stage of Lingyin scenic area Restoration the Restoration of eight scenic spots in Longjing And the national day of China this year we will put forward new West Lake for the 6th time including Lingyin scenic area Manjuelong Hupao park Eight diagrams field Museum of Guanyao Kilin of Southern Song Dynasty and Wushan scenic area The West Lake Comprehensive Protection Project makes the lake open to every people and forms a new structure which is rush east prosperous south quiet west elegant north and beautiful middle As a conclusion of the new West Lake the 3rd Ten scenic spots of the West Lake is recommended now The ten scenic spots are Lingyin scenic area Pagoda of Six Harmonies Yang Causeway Wansong School Yuefei Temple Meijiawu Hubin scenic area Beishan Street Shantaishan scenic area and Memorial of King Qian Names of the new Ten scenic spots of the West Lake will be publicized on the opening ceremony of the 9th West Lake EXPO on October The Xixi wetland national park is the first wetland national park of China and a secondary wetland which is rare in city centre There are unique aquatic vegetation land vegetation and wild animals And it is famous for settled recluses and hermits historically so Xixi the West Lake and Xiling named as Three West of Hangzhou The second stage of Xixi project covers 4 89 k and will be open in October The second stage includes the Wetland Botanical Garden which is the first base of bio diversity the Bridge Museum and the Historical Building Museum Recently Journey of fisherman a new leisure tourism product is put to the market Tourists can experience halieutics on a traditional paddling boat and enjoy graceful wetland The Grand Canal is the only great project that can be compared with the Great Wall Recently Restoration of the Grand Canal Hangzhou section was highly praised by China Daily and The New York Times Hangzhou section of the Grand Canal still has transportation functions The Grand Canal culture is admirably represented by Hushu port which King Qianlong of Qing Dynasty anchored Gongchen Bridge Xiangjisi Tower and Fuyi granary relics Fuyi granary relics and Xiaohezhijie historical street will be open in October this year Now you can take water buses to visit the Grand Canal and Qiantang River in summer 2 2 Taking the opportunity of developing the six potential industries to create new highlight of Hangzhou tourism This year we will strengthen comparative advantages and focus on developing six special potential industries including recuperate arts performance cuisine tea houses health care and cosmetic industries According to the new tourism internationalization strategy these six potential industries will cooperate with tourism industry closely and become a new mode of Hangzhou tourism industry For developing recuperate industry we will design new products such as SPA thermal spring For developing arts performance we will develop new mode of combining food services with performance looking to prolong the stay of tourists especially now we have a new attractive performance Impression Westlake directed by a very famous Chinese director Zhang Yimo For developing tea industry we will develop new tea houses in A8 Arts Association and Loft 49 area to develop Chinese Starbucks Mode For cosmetic industry we will open some cosmetic factory for tourists visiting For health care industry we will combine cuisine and recuperate and develop health improving meals Now some programs are available for international market In fact we have already operated visiting Hangzhou feel china program since Jan 1 2005 for international markets Through this program tourists will find real life of Hangzhou people and have unforgettable and unique experiences in Hangzhou this year more visiting sites will be open to the public 2 3 Based on the ten leisure resorts to develop rural tourism network Hangzhou rural tourism products preserve folk custom and traditions and now develop five tour categories including natural and zoology tour rural leisure tour agriculture sightseeing tour farmhouse visiting tour and folk customs culture tour And with the transportation condition improved the accessibility of rural tourism sites has been improved greatly There are abound rural tourism resources around Hangzhou such as Fuchun Resort golf tour Xixi National Wetland Park Thousand Islet Lake Leisure Base Xin anjiang Summer Place Yuhuang South Lake Resort Tianmu Mountain Resort Daming Mountain Resort Xiang Lake Resort Thermal spring products Daqing Valley Holiday Base These ten resorts cover almost every parts of Hangzhou region and connected as a leisure tourism network 3 MICE Tourism As a MICE destination Hangzhou has distinct regional and economic advantages As a neighbor of shanghai Hangzhou has a very convenient transport network The economic strength of Hangzhou is strong Hangzhou has been awarded the best MICE services provider of 2005 and the best MICE environment city by some key Medias At present the total indoor exhibition area of Hangzhou reaches 80400 square meters There are many professional exhibition centers available in Hangzhou such as Hangzhou Peace International Exhibition Center Hangzhou International Exhibition Center Zhejiang World Trade Center The Westlake Expo re held in 2000 becomes the leading strength for exhibition and convention industry and stimulates the rapid development of MICE In 2005 we have held International Tea and Coffee Expo International Miss Touris