Chinese Tourism Surges to Canada While U.S. Visits Decline 加拿大代替美国成为北美游热门目的地

文章发表时间:2017-11-20 18:33:27

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It’s not just that arrivals to Canada from China are reaching new peaks. New direct flights launched over a year ago are showing positive effects. In particular, they swing the demographics to millennials and, because these travelers tend to be independent and free-spirited, this helps reshape tourism to beyond Vancouver and Toronto.


一年之前开通的中国直飞加拿大的新航线正在显示其积极效果,不仅使得中国赴加拿大旅游人数达到新高峰,也吸引了越来越多的千禧一代,这些游客独立而无拘无束,将会改写温哥华和多伦多以外其他地区的旅游业。


Direct services such as Hainan Airlines’ thrice-weekly Beijing-Calgary, which launched in June 2016, and Air China’s thrice-weekly Beijing-Montreal service, which began in September 2015 (the first transpacific direct link between Asia and Montreal), are a fillip for central and eastern Canada to nab a share of Chinese travelers.


2016年6月,海南航空开通了北京-卡尔加里航线,每周三班;2015年9月,中国国际航空开通了亚洲到蒙特利尔的首条跨太平洋航线,北京-蒙特利尔航线,每周三班。这些直飞航线使得一部分中国游客开始去往加拿大中部和东部地区进行游玩。


And it’s millennials who are driving growth, says Destination Canada’s managing director-China, Derek Galpin. There are around 250 million of them in China, he points out.


加拿大旅游局(Destination Canada)中国区总监德里克﹒盖尔平(Derek Galpin)指出:中国的千禧一代大约有2.5亿人,正是他们不断推动着加拿大旅游业的发展。


IN THE RIGHT PLACE AT THE RIGHT TIME


占尽天时地利的优势


Last year saw an all-time high 610,000 Chinese arrivals to Canada, an increase of 24 percent year-on-year, making China the third-largest market in arrivals after the UK and the U.S., and the second-largest in spending after the U.S.


去年,中国赴加拿大游客达61万人次,创历史新高,同比增长24%,是继英国和美国之后第三大入境旅游客源国,同时也是继美国之后的第二大入境消费客源国。


The apparent surge of Chinese tourists to Canada in 2016 contrasts with U.S. Commerce Department figures for January to March (down 0.5 percent) and March 2017 (down 2.1 percent). U.S. President Trump’s anti-China rhetoric and travel bans undoubtedly are part of the reason for the decline.


归功于美国总统特朗普的反华言论和颁发的旅游禁令,2016年,中国赴加拿大旅游人数明显激增,与之鲜明对比的是,根据美国商务部数据,2017年1-3月,中国赴美国旅游人数同期下降0.5个百分点,2017年3月更是下降2.1个百分点。


It’s a huge leap in less than 10 years — in 2008, Canada welcomed only 160,000 Chinese visitors — and while all major destinations worldwide can claim a “me-too” in growth when swarms of Chinese started traveling long-haul, Galpin says Canada has outperformed the rest.


德里克﹒盖尔平(Derek Galpin)指出:相比2008年,当年加拿大共接待中国游客16万人次,在最近的十年中,我们已经取得了巨大飞跃。尽管当人数众多的中国游客开始长途旅行时,全球所有主流旅行目的地的旅游业都会出现如此的大幅度增长,但是加拿大已经走在了世界前列。


However, Canada was granted Approved Destination Status by China only in 2010. The EU got that designation in 2004, and the U.S. did in 2007. What spurred the exponential growth for Canada was more direct flights, while a 10-year multiple-entry visa for Chinese to Canada since 2005 also helped.


值得注意的是,直至2010年,加拿大才获得中国政府批准,成为旅游目的地国,而欧盟和美国早在2004年和2007年就获得这一批准。也正是更多的中国-加拿大直飞航线,和2005年加拿大政府实施的针对中国公民十年多次往返旅游签证的政策,促进了中国赴加拿大旅游业的指数级增长。


Overall, air seat capacity grew 26 percent last year, with Canada now accessible from 11 gateway cities in China, and its four largest metropolitan areas are all served with non-stop flights from China. In the first half of this year, air seat capacity from China to Canada rose 36.9 percent over the same period in 2016.


目前,可以从中国11个“门户”城市中的任何一个直飞飞抵加拿大首都和三大都会城市。去年一年中国-加拿大航线座位容量增长了26%,而今年上半年,中国-加拿大航线座位容量已经超过了2016年同期36.9%。


Canada is also in the right place at an opportune time. On the one hand, adventure travel, polar exploration and road trips have captured young Chinese travelers’ imaginations, and are expected to rise 52 percent, 38 percent and 75 percent, respectively, over the next three years. That comes from a 2016 survey of wealthy Chinese millennials ages 18–36 conducted by Hurun Research Institute in conjunction with Marriott International.


加拿大不仅占尽“天时”,同时占尽“地利”。根据2016年胡润研究院与万豪国际共同组织的关于年龄在18-36岁中国千禧一代富豪的调查,冒险旅行、极地探险和公路旅行已经吸引了中国年轻游客的目光,预计未来三年将分别增加52%,38%和75%。


“You can see from the launch of new direct flights how tourism is increasingly extending beyond British Columbia and Ontario,” says Galpin. “Northern Canada is also becoming increasingly popular for experiences like witnessing the magical Northern Lights, dog-sledding and polar bear encounters.”


德里克﹒盖尔平(Derek Galpin)说:“从新开通的直飞航线中可以看出,旅游业正日益向不列颠哥伦比亚省和安大略省之外的地区拓展,越来越多的中国游客开始去往加拿大北部去欣赏那里神奇的北极光,体验狗拉雪橇和北极熊探险。”


KEY TO RESOLVING PEAKS AND TROUGHS


关键是实现各季节各地区的均衡发展


It’s just that Destination Canada needs to overcome its main challenge of increasing year-round tourism and spreading tourists to more places.

目前,加拿大主要面临如下两方面挑战,一是如何增加全年各个季节的游客数量,二是如何将游客分散到更多地区。


“Our huge tourism peak is in summer holidays, which is the same everywhere,” says Galpin. “The swing to young millennials aged 20–34 (also from its other key Asian destinations South Korea and Japan), making up 40 percent of all visitors to Canada in the last three years, is the key to resolving this. First, they are more flexible and willing to try alternative seasons, which can also provide good value. Secondly, they are looking for outdoor adventures and experiences, which we have in droves.”


德里克﹒盖尔平(Derek Galpin)说:“对于全国各个地区来讲,夏季都是旅游的高峰期。而要增加其他季节的游客数量,还需要从近些年越来越多的20-34岁的千禧一代游客入手。这些游客不仅来自于中国,也来自于韩国和日本,在过去的三年中,他们的数量已经占到游客总数量的40%。与其他游客相比,首先,他们更加灵活,更加愿意尝试不同的季节旅行,去体验不同季节的美。其次,他们正在寻求去体验我们推出的各项户外探险和体验活动”。


Chinese-oriented features are taking shape.


面向中国游客的旅行特色正在形成


“That’s why Asian-language hiking trail, canoeing and campground information is being developed for our National Parks. For off-season travelers, we promote the beauty of driving through colorful forests in the fall, such as the Lake Louise Wonderfall from September to October, and the Dark Skies Festival, when stargazers flock to Jasper National Park in winter. Much of Canada is transformed into a dazzling snowy wonderland through winter, so we also promote a variety of fun outdoor activities from ice festivals and dogsledding to sleigh rides, ice-skating and many other experiences that make Canada an exhilarating year-round destination.”


“这就是我们在国家公园徒步线路,独木舟游览和露营项目介绍信息中,增加亚洲语言版本的原因。对于在淡季游玩的游客,我们推出了在秋季驾车穿越五彩缤纷的森林,欣赏美景的活动,比如9月份到10月份可以参加露易丝湖秋季狂欢节以及在初冬观星爱好者齐聚贾斯珀国家公园的时候,参加贾斯珀暗夜星空节。整个冬季,加拿大的大部分地区会变成令人眼花缭乱的雪域仙境,因此,我们在冬季推出了一系列包括冰雪节,狗拉雪橇和滑冰在内的许多其他户外体验活动,这些都使得加拿大成为了一年四季都令人向往的旅游目的地”。


2018 will be the Year of China-Canada Tourism, which Galpin expects will greatly enhance cultural exchanges and result in “a big increase” in visitors between the two countries.


德里克﹒盖尔平(Derek Galpin)非常期待 2018年的中加旅游年,希望能够通过加强两国的文化交流,使得两国之间的游客数量大增。


Destination Canada will continue to step up efforts in China, working closely with tourism partners and focusing marketing on millennials. Beyond traditional marketing and media outreach, it is engaging the digitally connected travelers, many of them millennials. One way, the tourism board believes, is inviting online influencers to explore Canada and report their experiences to these readers.


加拿大旅游局将会更加努力的开发中国市场,与各旅游合作伙伴紧密合作的同时,把营销重点放在千禧一代。除了利用传统的市场营销和社交媒体影响力,加拿大旅游局正在想方设法的吸引那些遨游于数字世界中的旅行者,而绝大多数这些人都是千禧一代。旅游局认为,其中的一种方法就是邀请网络名人探索、体验加拿大,然后向他们的读者粉丝们讲述他们的旅行经历。


China also necessitates a “mobile-first” approach, says Galpin. “The social channels we use include Weibo, WeChat and Today’s Headline and all are predominantly mobile. Our video distribution platforms including iQiYi, Youku, Headline News, Tencent and Sina are also accessed primarily through mobile devices.”


德里克﹒盖尔平(Derek Galpin)说:“在中国也必须采用“移动优先”的方式”,我们所使用的各类社交渠道,包括微博、微信和今日头条,绝大多数都是在移动端完成的。我们的视频发布平台,包括爱奇艺、优酷、头条新闻、腾讯和新浪也都可以通过移动端获取到。


原文地址:

https://skift.com/2017/09/12/chinese-tourism-surges-to-canada-while-u-s-visits-decline/


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