（注明：該篇《我們，文旅中國正青春！》一文將作為五月份出版的《文旅》雜志“卷首語”共享發(fā)表）
昨天是五四青年節(jié)，我準備寫點文字予以紀念，因為祖輩和父輩們在上世紀二三十年代和四五十年代的革命精神影響，因為他們?yōu)閲业莫毩⒑徒夥攀聵I(yè)流下了血汗獻出了生命，他們做出了應(yīng)有的貢獻，給后輩們許多啟迪，做出了榜樣，所以我們在這樣的特定時間里應(yīng)該有所思想和感悟。然而，因為忙于家務(wù)導(dǎo)致昨天耽誤提筆了。
今天立夏，我在昨天的思想基礎(chǔ)上落筆，感覺更有意思。這兩天我在海島上充分感受了我們家四位“龍女龍子” （屬龍的）翩翩少年的陽光氣息，感動油然而生。
今年“五一”假期非常特殊，是我國新冠肺炎疫情全面控制下的瘋狂出行出游黃金周。據(jù)今日新華社報道，中國文化和旅游部發(fā)布，2021年“五一”假期國內(nèi)旅游出游2.3億人次，同比增長119.7%，按可比口徑恢復(fù)至疫前同期的103.2%；實現(xiàn)國內(nèi)旅游收入1132.3億元人民幣，同比增長138.1%，按可比口徑恢復(fù)至疫前同期的77.0%。今年的“五一”假期，無論是長城上還是故宮里，無論是南京路還是海灘邊，到處都是出行旅游者。
2021年“五一”假期文化和旅游市場情況。
從攜程公司的最新發(fā)布得知，今年“五一”連休五天，消費者積蓄已久的長途出行需求得以釋放。數(shù)據(jù)顯示，攜程“五一”黃金周總訂單量同比增長約270%，對比2019年同期增幅超過30%。其中，北京、上海、廣州、杭州、成都、西安、南京、重慶、武漢、長沙入圍今年“五一”黃金周十大熱門旅游城市。攜程酒店預(yù)訂間夜以及GMV在假期前三天連續(xù)突破平臺歷史峰值，對比2019年同期，單日訂單量增幅最高達70%。
來源：攜程聯(lián)合新華財經(jīng)發(fā)布《2021“五一”旅行大數(shù)據(jù)報告》
攜程在租車業(yè)務(wù)和消費者階層等方面的分析上顯示了這些領(lǐng)域有著意想不到的突破和更大量級的增長，這為中國旅游業(yè)發(fā)展提供了新的觀察研究的“點線面”。
從目前狀況來看，新冠肺炎疫情在中國已被完全管控并逐步消失。海南在旅游市場的欣欣向榮之外，又分別于四月和五月成功舉辦幾千人參加和幾十萬人參與的“博鰲亞洲論壇2021年年會” 和首屆“中國國際消費品博覽會”活動，這對于一個偉大的社會主義國家來說是極其不容易的，這對于偉大的中國共產(chǎn)黨來說，是經(jīng)受住了國際國內(nèi)極大的考驗和挑戰(zhàn)，值得歌頌！
博鰲亞洲論壇2021年年會
首屆“中國國際消費品博覽會”活動
眼看西方新冠肺炎疫情還在蔓延，另外一個超級人口大國印度已經(jīng)全面失控。有關(guān)報道顯示，印度已有超過一百萬人死于新冠病毒，感染新冠病毒患者達到了四五億人，印度國家醫(yī)療救治體系完全癱瘓，這對于全球來說是非�？膳碌氖虑�！西方所有強國都在遭受嚴重的疫情災(zāi)難，國際旅游業(yè)務(wù)全面停擺，西方國家陣營的“龍頭老大”美國也還在遭受新冠肺炎疫情的嚴重困擾（美國因新冠病毒死亡人數(shù)已超過六十萬），美國的政治、經(jīng)濟、文化、科技等發(fā)展地位受到從未有過的全面沖擊和重創(chuàng)。美國的軍事力量還能在全球霸權(quán)多久呢？新冠肺炎疫情如果繼續(xù)如此蔓延下去，美國的軍事力量最多還能撐住十五年左右。很顯然，美國及其幾個鐵桿盟友“打壓全球，消費全球”的“好日子”不多了。
印度疫情形勢嚴峻
更具體地來看，西方國家自2020年以來的國際旅游輸入和文化產(chǎn)品輸出已全面停滯（尤其是中國旅游市場輸出方面），這對于西方文化和旅游經(jīng)濟的全球收割來說是一個毀滅性重創(chuàng)�？梢灶A(yù)測，西方國家的國際旅游輸入和西方文化產(chǎn)品輸出在未來五年難以恢復(fù)元氣。
這樣一來，中國的文化和旅游業(yè)融合發(fā)展擁有了絕佳的重構(gòu)和超越機會，中國文旅事業(yè)的未來十年是創(chuàng)新發(fā)展的重要關(guān)鍵點！
從1978年以來，中國旅游業(yè)發(fā)展四十多年，一直在牽引和驅(qū)動中國經(jīng)濟的改革開放發(fā)展。中國的旅游業(yè)經(jīng)濟基本在以兩位數(shù)字的速度高速增長，旅游業(yè)經(jīng)濟在國家經(jīng)濟總量占比和全國就業(yè)率占比都在10%左右。從數(shù)據(jù)上看，中國旅游業(yè)經(jīng)濟四十幾年發(fā)展的總體規(guī)模和貢獻非常可觀。
國家文化部和旅游局2018年初合并以來，“文旅融合”發(fā)展正逢其時，無論是從意識形態(tài)和軟實力的“表里”上來講，還是從行業(yè)經(jīng)濟硬作為的“虛實”結(jié)合來講，對于中國當前和今后的旅游業(yè)發(fā)展來說都是一個更為切合全球競爭力實際的利好條件。
“2018年以來，本著‘宜融則融，能融盡融’和‘把文化發(fā)展得更好，把旅游發(fā)展得更好，把文旅融合發(fā)展得更好’的工作思路，文化和旅游系統(tǒng)持續(xù)推進機構(gòu)改革，完善體制機制，旅游行業(yè)在產(chǎn)品創(chuàng)新、服務(wù)創(chuàng)新、業(yè)態(tài)創(chuàng)新和市場創(chuàng)新等方面穩(wěn)步推動融合發(fā)展，取得了有目共睹的成績。各類旅游企業(yè)注重強化與文化、教育和科研機構(gòu)的戰(zhàn)略合作，形成了一批兼具文化內(nèi)涵和服務(wù)品質(zhì)的旅游產(chǎn)品。在各方共同努力下，旅游演藝、特色小鎮(zhèn)、夜間經(jīng)濟、文創(chuàng)商品、數(shù)字文旅等業(yè)態(tài)獲得了快速發(fā)展。在文化強國的建設(shè)進程中，文化和旅游融合發(fā)展的方向?qū)用鞔_，空間將更加廣闊。”
文旅部杜江副部長在“2020中國旅游科學(xué)年會”中的講話節(jié)選。
以上一段文字是今年4月24日文旅部杜江副部長在“2020中國旅游科學(xué)年會”中的講話節(jié)選。杜江副部長上不僅談到了中國旅游業(yè)經(jīng)濟正在迅速復(fù)蘇，而且談到了中國旅游業(yè)將在未來實現(xiàn)高質(zhì)量轉(zhuǎn)型發(fā)展；不僅講到了自2018年以來中國文旅融合在不斷地創(chuàng)新發(fā)展，而且也講到了新時期的中國旅游學(xué)術(shù)研究工作要適應(yīng)新形勢，符合新要求。
中國文旅部胡和平部長今年也有過類似這樣高屋建瓴和系統(tǒng)全面的戰(zhàn)略思維發(fā)聲，并在今年“兩會”接受采訪時有過“文化強國”的正能量表達。這兩位新任不久的部領(lǐng)導(dǎo)都非常重視中國文旅融合的高質(zhì)量創(chuàng)新發(fā)展工作。
文化是旅游業(yè)發(fā)展的根本和靈魂，旅游是文化產(chǎn)業(yè)發(fā)展的載體和驅(qū)動器。二者“陰陽結(jié)合”，是大文旅事業(yè)的“任督二脈”，融通則互利相生枝繁葉茂。
二十一世紀上半葉，中國文旅融合發(fā)展“正青春”。本人自1993年始，至今已經(jīng)在文旅行業(yè)工作了28年，我們在市場一線做了一點具體工作，重要的是，我們基本經(jīng)歷和見證了中國旅游業(yè)發(fā)展最快的近三十年光輝歷程。我和我的家人已經(jīng)把自己最美好的青春歲月貢獻給了旅游業(yè)和當下的文旅融合發(fā)展時期，我和我的許多朋友二十幾歲就進入旅游行業(yè)，我們當年對很多旅游工作不甚了解，在諸多方面可以說是很無知的。然而我們在一個個激情澎湃努力前行的歲月里，在許許多多優(yōu)秀的前輩和領(lǐng)導(dǎo)們的帶領(lǐng)下一步步成長起來。今天，許多舊友和先前的同事們都在中國文旅行業(yè)有了更重要的工作和更為突出的擔當，許多老朋友老同事正在各級領(lǐng)導(dǎo)（有的已是局長、市長、司長、省長、部長）和社團負責人、學(xué)術(shù)機構(gòu)帶頭人等重要崗位上為國家文旅事業(yè)發(fā)展不懈地努力奮斗著。
我們，已經(jīng)收獲滿滿；我們，依然不停前進！當許多人還在為更多的車子房子票子不遺余力地拼搶時，其實他已失去了更為寶貴的生命意義，那就是為行業(yè)發(fā)展和中華民族偉大復(fù)興努力貢獻的精彩過程。金錢并不等于財富，生命中的財富并不完全是由鈔票多少來決定的。
總之，我們在文旅行業(yè)工作是非常有意義的，我們還可以為這個行業(yè)努力奮斗二十年或者三十年。
從全世界文旅行業(yè)發(fā)展來看，我們，文旅中國正青春！
2021.5.5于�？�
吳軍林主席接受海南衛(wèi)視（原旅游衛(wèi)視）采訪
吳軍林：世界酒店聯(lián)盟主席、聯(lián)合國經(jīng)社部國際旅游與酒店聯(lián)合總會執(zhí)行主席、中愛國際文旅集團董事會主席，資深文旅專家、書法家、作家。
Yesterday was Youth day, I was going to write some words to commemorate, because of the revolutionary spirit of our parents and grandparents in the last century, their blood and sweat for national independence and liberation, and their lost lives. They have made their due contributions, give the younger generation a lot of inspiration, setting an example, so we should have thoughts and feelings in such a specific time. However, because I was busy with housework, I delayed picking up my pen yesterday.
Today, the beginning of summer, I wrote based on yesterday's thought, feel more interesting. In the past two days, I fully felt the sunshine breath of the four young "dragon girls dragon boys" (born in the year of dragon) in my family on the island, and I was touched spontaneously.
This year's May Day holiday is incredibly special. It is a golden week for crazy travel under the overall control of COVID-19 epidemic in China. According to the Xinhua News Agency reported on the day, China's Ministry of Culture and Tourism released that domestic tourists made 230 million trips during the May Day holiday in 2021, an increase of 119.7 percent over the previous year, and recovery to the pre-epidemic period of 103.2% on comparable basis; Domestic tourism revenue reached 113.23 billion yuan, up 138.1% year on year, and recovery to the pre-epidemic period of 77.0% on comparable basis. This year's May Day holiday was packed with tourists, from the Great Wall to the Forbidden City, from Nanjing Road to the beach.
According to the latest release from Ctrip, this year's May Day holiday took five consecutive days off, which will release their long-accumulated demand for long-distance travel. Data showed that Ctrip's total order volume during the May Day Golden Week increased by about 270% year on year, and more than 30% compared to the same period in 2019. Among them, Beijing, Shanghai, Guangzhou, Hangzhou, Chengdu, Xi 'an, Nanjing, Chongqing, Wuhan and Changsha are among the 10 most popular tourist cities during the May Day Golden Week. In the first three days of the holiday, Ctrip's hotel room reservation nights and GMV surged through the platform's historical peaks, with single-day orders increasing by as much as 70% compared to the same period in 2019.
Ctrip's analysis of car rental business and consumer class shows unexpected breakthroughs and even greater growth in these areas, which provides a new observation and research "point line surface" for China's tourism development.
According to the current situation, the COVID-19 epidemic in China has been fully controlled and gradually disappeared. In addition to the booming tourism market, Hainan successfully hosted the Boao Forum for Asia Annual Conference 2021 and the first China International Consumer Goods Expo in April and May respectively, which attracted thousands and hundreds of thousands of participants. This is extremely hard for a great socialist country, this is for the great Communist Party of China, has withstood the international and domestic great tests and challenges, is worthy of praise!
COVID-19 is still spreading in the West, the other populous superpower, India, is out of control. Related reports show that India has more than 1 million people died from novel coronavirus, infected patients with novel coronavirus to reach 400 million people, Indian national medical treatment system is completely paralyzed, this is a very terrible thing for the whole world!
Western after severe outbreak of disaster, all power in the international tourism business comprehensive lockout, west camp "leader" of the United States also suffered COVID - 19 outbreak of serious problems in (the United States because of will be coronavirus to more than six hundred thousand), American politics, economy, culture, science, and technology development status have never had the full impact of and hit. How long will the US military remain a global power? If COVID-19 continues to spread like this, the U.S. military will be able to sustain itself for at most 15 years or so. It is clear that the "good days" for the United States and its closest Allies to "suppress the world and consume the world" are running out.
More specifically, Western countries' international tourism imports and exports of cultural products have stagnated since 2020 (especially in terms of Chinese tourism market exports), which is a devastating blow to the global harvest of Western culture and tourism economy. It can be predicted that the import of international tourism and the export of western cultural products in western countries will not recover in the next five years. As a result, the integrated development of China's culture and tourism industry has an excellent opportunity to restructure and transcend. The next ten years of China's cultural and tourism industry will be a key point of innovation and development!
Since 1978, China's tourism industry has developed for more than 40 years, has been pulling and driving the reform and opening of China's economy. China's tourism economy is basically growing at a double-digit speed, accounting for about 10% of the country's total economic output and employment rate. From the data, the overall scale and contribution of China's tourism economy over the past 40 years are very considerable.
Since the merger of the Ministry of Culture and the National Tourism Administration in early 2018, is the time of "Cultural and Tourism Integration" development, Whether from the ideology and soft power of the "inside and outside", or from the industry economic hard act of the "virtual reality" combination.
National Ministry of Culture and Tourism bureau merger in early 2018, "cultural and Tourism Integration" development time, both in terms of ideology and the soft power of "table", or from the industry hard for the "actual" combination of economic, for China's current and future tourism development is a more relevant to the actual good conditions of global competitiveness.
“Since 2018, in line with the working ideas of ‘integrate when appropriate, integrate when possible’ and ‘develop culture better, develop tourism better, integrate culture and tourism better’, the cultural and tourism systems have continued to promote institutional reform and improve the systems and mechanisms. The tourism industry has steadily promoted integrated development in product innovation, service innovation, business model innovation and market innovation, which achievements are obvious to all. All kinds of tourism enterprises pay attention to strengthening the strategic cooperation with cultural, educational, and scientific research institutions, and have formed a batch of tourism products with both cultural connotation and service quality. In the concerted efforts of the parties, tourism performing arts, characteristic town, night economy, digital Literary Travel obtained the rapid development of the formats. In the process of building a cultural power, the direction of the integrated development of culture and tourism will be clearer, and the space will be broader.”
The above paragraph is a speech made by Du Jiang, Vice Minister of Tourism Department, at the "2020 China Tourism Science Annual Conference" on April 24 this year. Du Jiang not only talked about the rapid recovery of China's tourism economy, but also talked about the high-quality transformation development of China's tourism industry in the future; not only discusses the continuous innovation and development of cultural and tourism integration in China since 2018, but also points out that the academic research of Chinese tourism in the new era should adapt to the new situation and meet the new requirements.
Hu Heping, Minister of the Chinese Culture and Tourism Department has voiced similar strategic thinking in a strategic and systematic way this year and expressed positive energy as a "cultural power" when he was interviewed during the "Two Sessions" this year. The two newly appointed leaders of the Ministry attach great importance to the high-quality and innovative development of the integration of Chinese culture and tourism.
Culture is the fundamental and soul of tourism development, and tourism is the carrier and driver of cultural industry development. "The combination of Yin and Yang" is the " Conception and Governor vessels " of cultural and tourism business, and the integration of them is mutually beneficial and flourishing.
In the first half of the 21st century, the integrated development of cultural and tourism in China is in its prime. I have been working in the cultural tourism industry for 28 years since 1993. We have done some concrete work in the front line of the market, and what counts is that we have experienced and witnessed the glorious development of China's tourism industry over the past three decades. My family and I have devoted the best years of our youth to the integrated development of tourism and culture and tourism. Many of my friends and I started in the travel industry when we were in our mid-20s. We did not know much about travel, and in many ways we were ignorant. However, we grow up step by step under the leadership of many outstanding predecessors and leaders in the years of a passionate effort to move forward. Today, many of my former friends and colleagues have taken up more important jobs and assumed more prominent responsibilities in China's cultural and tourism industry. Many of my old friends and colleagues are working tirelessly for the development of China's cultural and tourism industry at important posts such as directors, mayors, directors, provincial governors, and ministers.
We, have a full harvest; We, keep fighting! When many people are still sparing no effort to fight for more cars, houses, and tickets, in fact, he has lost the more precious meaning of life, which is the wonderful process of contributing to the development of the industry and the great rejuvenation of the Chinese nation. Money is not equal to wealth, the wealth in life is not all determined by the amount of money.
In a word, it is very meaningful for us to work in the cultural tourism industry, and we can work hard in this industry for another 20 or 30 years.
From the perspective of world development, we, cultural travel in China is youth!
2021.5.5 in Haikou
