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日本与对手激烈“争抢”中国游客 欲以“口碑”获胜

2017-06-14 01:16:21   参考消息

参考消息网6月14日报道 日媒称,日本政府将全面推动访日外国人前往地方旅游。针对欧美和亚洲等20个国家和地区,日本将首次按照国别设置游客招揽目标,开始针对各国需求发布旅游信息。日本政府提出到2020年吸引4000万访日游客的目标,但热门景点集中于东京和京都,同时欧洲的访日游客很少。日本政府希望明确目标,细致推介日本的魅力。


资料图片:日本富士山本栖湖新华社记者冯武勇摄

据《日本经济新闻》网站6月13日报道,重点招揽游客的20个国家和地区除了美英法德之外,还包括韩国、中国、泰国、新加坡、印度和俄罗斯等。日本国家旅游局将在2017年内按国别制定2020年和2030年的揽客目标,提出吸引访日游客的对策。此外,还将新成立负责数字营销的专业部门,分析各国的网站搜索数据,挖掘访日旅游的潜在需求。

要吸引游客,增加旅游目的地和挖掘多样化的外国游客不可或缺。受外国人欢迎的旅游胜地集中于东京-富士山-关西的“黄金路线”。观察2015年访日游客的住宿地点可以发现,东京都、大阪府和京都府十分突出,而在地方住宿的游客很少。

日本政府希望推动访日游客在游览路线中增加地方景点,或游览过“黄金路线”的外国游客在第二次访日时去别的地方。在2016年的访日游客(2404万人)中,亚洲游客占84%,如何吸引欧美游客也成为课题。

在此背景下,日本将根据不同国家来改变揽客方式。例如,面向喜爱山中漫步、登山和温泉旅行的德国人,自2017年夏季开始推介北海道和九州等地的具体旅游信息。此外,还将开始开发面向德国富裕阶层的旅行商品。

报道称,另一方面,面向中国游客则加强“口碑”举措。为了增加在社交网站(SNS)上的信息发布,日本将尝试组织中国的“知名博主”,通过博主介绍体验型旅行等宣传日本被隐藏的魅力。2017年夏季以后,还将推动廉价航空公司(LCC)增加中国飞往日本的航线。

此外,日本还将加强主题旅游和地方景点的旅游服务。

在酒窖旅游方面,自10月起,将面向访日游客设置酒税免税制度。在日本,有很多游客在酒窖中品尝当地美酒和了解当地传统文化。日本将以全国约3000个酒窖为对象,只要获得免税店的许可,即可为游客免除消费税和酒税。为了打造地方环游路线,日本将在钏路、金泽和长崎3个城市,通过政府与民营企业合作,推进加强旅馆和温泉等服务。

日本观光厅长官田村明比古强调,“围绕吸引中国游客,日本与各国的竞争越来越激烈,日本旅游业在‘黄金路线’以外的揽客举措不可缺少”。2016年,访日游客同比增加了22%。但要达成2020年的目标,今后需要保持每年20%左右的高增长率。

日本观光厅相关人士表示,“不努力的话可能难以达成目标,需要开发横跨地方多个县的旅游路线和新商品”。日本政府提出了到2030年使访日游客达到6000万人这一更高的目标,提升日本地方旅游的魅力成为当务之急。

责任编辑:任冲 CN062
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