深蓝智库｜携程集团副总裁秦静：未来5年将给中国带来2亿外国游客

北京商报08-24

北京商报讯（记者吴其芸）8月20日，北京商报举办2026深蓝智库出入境游沙龙。在入境游沙龙圆桌对话环节，携程集团副总裁秦静介绍，携程集团的目标是未来5年给中国带来2亿外国游客。携程海外版APP的首屏信息固定为“GO China”，以此直接向外国游客传递赴华旅游信息。平台还同步向外国游客发放各类优惠券，并集中推送覆盖中国各目的地的攻略与“种草”内容。得益于上述举措，2025年入境中国的外国游客中，有...

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years","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"09961":1.5,"TCOM":1.5},"content_text":"北京商报讯（记者吴其芸）8月20日，北京商报举办2026深蓝智库出入境游沙龙。在入境游沙龙圆桌对话环节，携程集团副总裁秦静介绍，携程集团的目标是未来5年给中国带来2亿外国游客。携程海外版APP的首屏信息固定为“GO China”，以此直接向外国游客传递赴华旅游信息。平台还同步向外国游客发放各类优惠券，并集中推送覆盖中国各目的地的攻略与“种草”内容。得益于上述举措，2025年入境中国的外国游客中，有半数以上由携程平台引入。　　谈及入境外国游客画像的变化，秦静表示，从客源地看，近年来增速最快、到访人数最多的是南亚与东南亚地区。这主要得益于地缘优势——中国距其较近，且旅游资源丰富多元，既有东北冰雪、新疆辽阔风光，也有深厚的历史人文底蕴，对外国游客形成了较强吸引力。与此同时，欧洲核心国家依然增长强劲。以西班牙为例，2019年其在中国门票消费排名中位列第21位，而今年已升至第13位；德国、意大利、法国等也基本稳居全球前20名。整体而言，东南亚地区客源增长迅猛，传统欧美市场亦保持较高增速。　　秦静还观察到，在目的地选择上，外国游客呈现出与中国游客类似的“下沉”趋势。过去，海外游客对中国城市的认知多集中于北京、上海等一线城市；而今，重庆等特色城市正成为新的热门“第二落点”。她分享道，近期在冰岛与当地居民交流时，对方虽无法用中文说出城市名称，却通过社交媒体收藏夹展示了重庆的视频，并表达了强烈的到访意愿。这表明，除传统一线城市外，海外游客对更具特色的中国城市愈发关注，第二落点的种草与推广对入境游发展愈加重要。　　秦静进一步指出，入境旅游目的同样发生显著变化。2020年之前，入境游客多以观光中国传统风景为主；而近两年，对科技产品的消费明显升温，如深圳华强北商业圈等地可见大量外国游客集中采购电子产品。同时，人文文化消费亦大幅增加，以西安大唐不夜城为例，过去多为中国游客体验传统服饰变装，如今越来越多外国游客也身着中国传统服饰，深度参与文化体验。此外，医疗资源相关旅行需求也开始显现，旅游目的日趋多元化。　　在吸引外国游客的同时，秦静强调需深入分析不同客源国的差异化需求。例如，东南亚游客更注重性价比与家庭出游，中东游客对体育赛事兴趣浓厚，印尼游客则格外关注目的地是否提供清真友好型餐厅及酒店。她认为，未来五年引进两亿外国游客仅是起点，携程更应致力于提升服务品质，让外国游客不仅来得了，更能玩得好、还想再来。　　“以世界一级方程式锦标赛（F1）为代表的国际赛事是今年重点推进方向。”秦静进一步表示，今年外国游客在赛事购票中占比达21%，但这并非携程能力上限，而是受限于可供向外国人销售的票量规模。未来，携程希望在华举办的国际赛事中为外国游客预留更多票额，其原因在于外国游客普遍具备较强消费能力。与中国游客出境游时消费意愿提升类似，外国游客到中国后的消费水平亦显著提高，人均消费约1200美元，对中国经济拉动效应较为明显，有助于将境外需求转化为国内消费，更好促进消费内循环。　　在入境旅游服务方面，除北京外，上海、广州、深圳等地均已设立免费入境游服务柜台，其核心目的是在外国游客中转停留期间为其植入目的地印象，激发后续专程到访意愿。秦静表示，该项目已坚持运营约四年。　　此外，作为在线旅游平台的携程，还开设了中国文化餐厅，以加码入境游市场。秦静介绍称，携程以美食为载体的主题餐厅已在上海开设首店，今年将于北京开设第二家门店，明年计划拓展至伦敦。该餐厅旨在以海外受众易于接受的美食体验，在沉浸式用餐场景中感受中国美景、美食及文化。餐厅八成客源约为外国客人。用餐期间，270度大屏同步展示菜品对应目的地的风土人情，使不少顾客因此了解到中国除北京、上海外，尚有众多各具特色的旅行目的地。（文章来源：北京商报）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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