尊敬的沈勇俊總領(lǐng)事，

各位旅游業(yè)界同仁、媒體朋友，

大家好！

自1996年，中國與東盟建立全面對話伙伴關(guān)系，雙方戰(zhàn)略互信持續(xù)深化，2021年升級為全面戰(zhàn)略伙伴關(guān)系。檢視中國與東盟及其成員國所簽署的170余份聯(lián)合聲明、倡議、協(xié)議及行動計劃，均將旅游合作列為重要內(nèi)容。在此進(jìn)程中，地方政府和旅游業(yè)界日益成為推動中國與東盟旅游合作走深走實的重要力量，百余份文件明確了地方省市在旅游資源開發(fā)、跨境旅游便利化、旅游線路推廣、聯(lián)合營銷及市場監(jiān)管等領(lǐng)域的深度合作。廣西壯族自治區(qū)與越南廣寧、諒山、高平、河江四省積極開展邊境旅游合作，推動設(shè)立中國（憑祥）－越南（文朗）跨境旅游合作區(qū)，合作運營德天（板約）瀑布跨境旅游合作區(qū)。中國旅游集團在新加坡、泰國、柬埔寨等國積極推進(jìn)酒店、免稅零售等項目的投資建設(shè)，攜程旗下的海外平臺Trip.com在泰國設(shè)立亞洲直播中心，并參與越南共享住宿企業(yè)M Village的融資。中資企業(yè)還投資了暹粒吳哥國際機場等基礎(chǔ)設(shè)施，穩(wěn)步構(gòu)建雙邊旅游合作的市場基礎(chǔ)。

各位同仁，各位朋友，

東盟國家一直都是中國入境旅游的核心客源市場。2010年，東盟國家來華旅游人數(shù)只有575萬人次，2019年增加到2594萬人次，年均增長達(dá)18%。2019年，東盟國家游客占中國的外國人入境旅游市場80%以上。2024年，老撾、泰國、馬來西亞、新加坡和印度尼西亞來華旅游人次數(shù)均已超過2019年水平。

圖1  2010年以來東盟各國來華旅游人次數(shù)

數(shù)據(jù)來源：中國旅游研究院、文化和旅游部、UN Tourism。

注：疫情期間數(shù)據(jù)不顯示；2023-2024年，文萊、柬埔寨和菲律賓來華旅游數(shù)據(jù)缺失；2016年以后入境旅游統(tǒng)計數(shù)據(jù)包括邊境旅游。

東盟國家也是中國公民出境旅游的主要目的地。2010年，中國公民訪問東盟國家的游客人次為542萬人次，2019年增長到3228萬人次，年均增長達(dá)22%。其中，赴東盟旅游的中國游客中，超過八成到訪了泰國、越南、新加坡、馬來西亞和柬埔寨。中國是新加坡、泰國、柬埔寨和越南的第一大客源市場，是印度尼西亞、菲律賓、老撾、緬甸、文萊的第二大客源市場。2023年以來，泰國、越南、新加坡、馬來西亞是我國游客到訪最多的東盟國家。

中國和東盟互訪游客整體保持較高的滿意度水平。中國旅游研究院游客滿意度專項調(diào)查顯示，2013年到2025年上半年，中國游客對新加坡、馬來西亞、印度尼西亞、柬埔寨、泰國、菲律賓和越南7個東盟國家的綜合滿意度呈現(xiàn)波動上升趨勢，對購物、目的地形象、景點、住宿等評價較高。2024年至2025上半年，泰國、新加坡、菲律賓、馬來西亞、印度尼西亞等東盟主要國家來華游客整體滿意度較高，處于滿意區(qū)間，對中國的交通、住宿、餐飲給予了較高評價。

中國與東盟地緣相近、人文相通、政治互信、經(jīng)貿(mào)往來頻繁，旅游合作前景廣闊。中國人口超過14億，東盟人口近7億，合計占全球人口的比重超過四分之一，龐大的人口基數(shù)為旅游往來奠定了穩(wěn)固的客源基礎(chǔ)。中國和東盟分別是全球第二和第五大經(jīng)濟體，一直保持較快增速。據(jù)國際貨幣基金組織（IMF）數(shù)據(jù)，2024年，中國、越南、菲律賓、印度尼西亞、馬來西亞和柬埔寨的GDP增速均在5%及以上。中國和東盟連續(xù)五年互為最大貿(mào)易伙伴。較快的經(jīng)濟增長和頻繁的貿(mào)易往來有效推動了中國和東盟出境旅游和入境旅游接待的持續(xù)增長。中國已與泰國、新加坡和馬來西亞實現(xiàn)全面互免簽證，中國和文萊公民持普通護照也可免簽入境對方國家。今年年初，中國對東盟十國旅游團（2人及以上）實行西雙版納入境144小時免簽政策。中國還對東盟國家商務(wù)人員及其核心家庭成員實行五年多次往返簽。中老鐵路的開通顯著帶動了中老旅游互訪。2024年，中國公民赴老撾旅游人數(shù)創(chuàng)下歷史新高，老撾來華旅游人數(shù)增長了110%。得益于金融部門的合作，跨境移動支付的互聯(lián)互通顯著提升了游客消費體驗。

2024年，中國和東盟旅游互訪規(guī)模約3500萬人次，較2023年同比增長96%。東盟來華旅游1400余萬人次，較2023年幾乎翻了一番。其中，越南來華旅游規(guī)模最大，其次是緬甸、馬來西亞、新加坡和泰國；中國公民赴東盟旅游超過2000萬人次，同比增長93%。其中，泰國接待的中國游客最多，其次是馬來西亞、越南和新加坡。初步估算，2025年上半年，中國和東盟旅游互訪規(guī)模在2000萬左右，預(yù)計2025年全年互訪規(guī)模將進(jìn)一步恢復(fù)，2026年或?qū)?chuàng)下歷史新高。

各位同仁、各位朋友，

希望中國和東盟進(jìn)一步創(chuàng)新、優(yōu)化并落實人文交流與旅游合作機制。落實《中國—東盟關(guān)于深化人文交流合作的聯(lián)合聲明》，建立中國東盟旅游部長會議機制，重點提升簽證、支付和免退稅便利化水平。舉辦中國－東盟旅游合作論壇，為區(qū)域內(nèi)政產(chǎn)學(xué)研合作搭建平臺，發(fā)布中國－東盟旅游合作報告，促進(jìn)數(shù)據(jù)共享，合作開展旅游政策研究。通過專題研討，促進(jìn)地方和市場主體對話，結(jié)合已有品牌旅游展會，為市場主體交易洽談搭建對接平臺。用好已經(jīng)連續(xù)舉辦十年的中國—東盟博覽會旅游展。2024年，中國參展商超過了5600人。相對而言，東盟參展商只有300人，急需破解“內(nèi)熱外冷、政熱經(jīng)冷”的局面。要盡快設(shè)置多語種的專門網(wǎng)頁，及時公布?xì)v年參展商名錄，暢通投資機構(gòu)、經(jīng)營主體參展報名和會后聯(lián)絡(luò)方式，不斷增加參展機構(gòu)的獲得感和滿意度。

在國家層面上要重點加強旅游安全合作。中國和東盟的旅游往來易受電信詐騙、公共安全、地區(qū)沖突和地緣政治等因素影響。過去兩年，緬甸、泰國、菲律賓等中國公民傳統(tǒng)出境旅游目的地的安全風(fēng)險，已對雙方旅游交流合作帶來了實質(zhì)性沖擊。2024年，中國公民赴菲律賓和緬甸旅游人數(shù)只恢復(fù)到2019年的20%和10%。2025年上半年，中國赴泰國旅游人次同比下降34%。必須盡快改變這一局面，重構(gòu)“安全+品質(zhì)”的旅游目的地形象。

希望更加重視并發(fā)揮地方層面的旅游合作主動性。擴大和深化邊境旅游試驗區(qū)和跨境旅游合作區(qū)建設(shè)。繼續(xù)深化廣西防城港邊境旅游試驗區(qū)建設(shè)，在簡化團隊游客通關(guān)手續(xù)的同時，進(jìn)一步優(yōu)化境外車輛入出境及輪渡乘客的通關(guān)流程。研究建立南海邊境旅游示范區(qū)，允許往返香港、深圳、廈門、福州和東盟國家的郵輪、輪渡等在西沙永興島等限定區(qū)域內(nèi)停靠，并組織旅客登島游覽?；诘绿欤ò寮s）瀑布跨境旅游合作區(qū)的實踐經(jīng)驗，建設(shè)中老跨境旅游合作區(qū)。依托中國和老撾磨憨－磨丁經(jīng)濟合作區(qū)，推動建設(shè)中老磨憨磨丁跨境旅游合作區(qū)，研究實施“列車通關(guān)”便利化試點，在車廂內(nèi)辦理入出境通關(guān)手續(xù)；以中老鐵路為紐帶，打造“中老跨境旅游黃金線路”，整合云南省與老撾沿線優(yōu)質(zhì)文旅資源，提升中老跨境旅游的品牌影響力。

希望深化文旅融合發(fā)展，借助節(jié)事活動和文創(chuàng)產(chǎn)品提升旅游吸引力和服務(wù)品質(zhì)。2024年3月，新加坡獲得了泰勒·斯威夫特（“霉霉”）在東南亞六場演唱會的獨家舉辦權(quán)，吸引了包括中國和東盟各國在內(nèi)的大量歌迷前往，顯著拉動了航空、酒店、主題公園等旅游消費。泰國授予泡泡瑪特旗下拉布布“神奇泰國體驗官”稱號，推出“拉布布奇遇泰國”項目。中國和東盟各國旅游機構(gòu)應(yīng)聯(lián)合起來，加強對年輕客群的旅游行為和消費偏好研究，構(gòu)建具有全球傳播力的文化旅游符號、項目、產(chǎn)品和服務(wù)體系。

To promote high-quality tourism exchange and high-level cooperation between China and ASEAN

August 8, 2025  Guangzhou

Dear Consul General Mr. Kajtiti Wiwatwanont,

Colleagues in the tourism industry and friends in the media,

Hello everyone! 

In 1996, China and ASEAN established a comprehensive dialogue partnership, and their strategic mutual trust has continued to deepen, evolving into a comprehensive strategic partnership in 2021. A review of the over 170 joint declarations, initiatives, agreements, and action plans signed between China, ASEAN, and its member countries reveals that tourism cooperation has been consistently highlighted as a key focus. In this process, local governments and the tourism industry have increasingly become important forces driving the deepening and solidifying of China-ASEAN tourism cooperation. Over a hundred documents have clearly outlined the in-depth collaboration between local provinces and cities in areas such as tourism resource development, cross-border tourism facilitation, promotion of tourism routes, joint marketing, and market regulation. The Guangxi Zhuang Autonomous Region has actively engaged in border tourism cooperation with Vietnam's Quang Ninh, Lang Son, Cao Bang, and Ha Giang provinces, working to establish the China (Pingxiang)-Vietnam (Van Lang) Cross-Border Tourism Cooperation Zone and jointly operate the Detian (Ban Gioc) Waterfall Cross-Border Tourism Cooperation Zone. The China Tourism Group actively promoted investment in hotel and duty-free retail projects in Singapore, Thailand, Cambodia, and other countries. Ctrip's overseas platform Trip.com established an Asian live broadcast center in Thailand and participated in financing for Vietnam's shared accommodation enterprise M Village. Chinese-funded enterprises have also invested in infrastructure such as Siem Reap Angkor International Airport, steadily laying the market foundation for bilateral tourism cooperation.

Dear colleagues and friends,

ASEAN countries have long been a core source market for inbound tourism to China. In 2010, the number of tourist arrivals from ASEAN countries to China was 5.75 million, which rose to 25.94 million in 2019, representing an average annual growth rate of 18%. In 2019, tourists from ASEAN countries accounted for over 80% of China's total foreign tourist market. In 2024, the number of tourists from Laos, Thailand, Malaysia, Singapore, and Indonesia visiting China has already surpassed pre-pandemic levels in 2019.

ASEAN countries are also the primary outbound tourism destinations for Chinese citizens. In 2010, Chinese citizens made 5.42 million visits to ASEAN countries, which increased to 32.28 million in 2019, with an average annual growth rate of 22%. Among Chinese tourists visiting ASEAN, over 80% traveled to Thailand, Vietnam, Singapore, Malaysia, and Cambodia. China is the largest source market for Singapore, Thailand, Cambodia, and Vietnam, and the second largest for Indonesia, the Philippines, Laos, Myanmar, and Brunei. Since 2023, Thailand, Vietnam, Singapore, and Malaysia have been the most visited ASEAN countries by Chinese tourists.

Satisfaction levels among tourists traveling between China and ASEAN member states are consistently high. According to a special survey on tourist satisfaction conducted by the China Tourism Academy, from 2013 to the first half of 2025, Chinese tourists' overall satisfaction with seven ASEAN countries—Singapore, Malaysia, Indonesia, Cambodia, Thailand, the Philippines, and Vietnam—showed a fluctuating upward trend. Chinese travelers gave relatively high ratings for shopping, destination image, attractions, and accommodation. From 2024 to the first half of 2025, inbound tourists from major ASEAN countries including Thailand, Singapore, the Philippines, Malaysia, and Indonesia also reported generally high satisfaction levels with their travel experience in China, falling within the "satisfied" range. These tourists particularly appreciated aspects such as transportation, accommodation, and catering in China.

China and ASEAN share geographical proximity, cultural affinity, political mutual trust, and frequent economic and trade exchanges, creating broad prospects for tourism cooperation. With a population exceeding 1.4 billion in China and nearly 700 million in ASEAN, the combined population accounts for over a quarter of the global total. This massive population base provides a solid foundation for tourism exchanges. China and ASEAN are the world's second and fifth largest economies, respectively, and have maintained relatively rapid growth. According to data from the International Monetary Fund (IMF), in 2024, the GDP growth rates of China, Vietnam, the Philippines, Indonesia, Malaysia, and Cambodia were all at or above 5%. China and ASEAN have been each other's largest trading partners for five consecutive years. Robust economic growth and frequent trade exchanges have effectively driven continuous growth in tourism exchange between China and ASEAN.

China has established full mutual visa exemption agreements with Thailand, Singapore, and Malaysia. Citizens holding ordinary passports from China and Brunei can also enter each other's countries visa-free. At the beginning of this year, China implemented a 144-hour visa-free policy for tour groups (of two or more people) from the ten ASEAN countries entering through Xishuangbanna. Additionally, China grants five-year multiple-entry visas to businesspeople and their core family members from ASEAN countries.

The opening of the China-Laos Railway has significantly boosted bilateral tourism. In 2024, the number of Chinese citizens traveling to Laos hit a historical high, while the number of Lao tourists visiting China increased by 110%. Thanks to cooperation in the financial sector, the interoperability of cross-border mobile payments has significantly improved the consumer experience for travelers.

In 2024, the total number of mutual visits between China and ASEAN reached approximately 35 million, a 96% increase compared to 2023. Over 14 million visits were made by ASEAN tourists to China, nearly doubling from the previous year. Among these, Vietnam had the largest number of tourists visiting China, followed by Myanmar, Malaysia, Singapore, and Thailand. Chinese citizens made over 20 million visits to ASEAN countries, a 93% year-on-year increase. Thailand received the most Chinese tourists, followed by Malaysia, Vietnam, and Singapore. Preliminary estimates suggest that in the first half of 2025, tourism flows between China and ASEAN reached around 20 million visits. The full-year total for 2025 is expected to further recover, and 2026 may even set a new historical record.

Dear colleagues and friends,

We hope that China and ASEAN will further innovate, optimize, and implement the mechanisms for cultural exchange and tourism cooperation. Efforts should be made to carry out the ASEAN-China Joint Statement on Deepening Cooperation in People-to-People Exchanges, establish a China-ASEAN Ministers' Meeting on tourism, and focus on improving facilitation in visa policies, payment systems, and tax-free shopping and reimbursement processes. A China-ASEAN Tourism Cooperation Forum is recommended to be held to provide a platform for collaboration among governments, industries, academia, and research institutions in the region. This forum may also release a China-ASEAN Tourism Cooperation Report, promote data sharing, and jointly conduct tourism policy research. Themed seminars are to be organized to promote dialogue among local governments and market players. Existing branded tourism expos can serve as docking platforms for trade negotiations among market participants. We may make good use of the China-ASEAN Expo Tourism Exhibition, which has been held for ten consecutive years. In 2024, the number of Chinese exhibitors exceeded 5,600. In contrast, ASEAN exhibitors numbered only 300—highlighting the urgent need to address the imbalance of "strong domestic interest but weak international response, and active governmental engagement but lukewarm economic participation." It is also recommended to establish a dedicated multilingual website as soon as possible, promptly publish the list of past exhibitors, and open up convenient channels for investment institutions and business entities to register for participation and maintain contact after the events. These steps will help continuously enhance exhibitors' sense of fulfillment and satisfaction.

At the national level, greater emphasis is recommended to be placed on strengthening tourism safety cooperation. Tourism exchanges between China and ASEAN are vulnerable to factors such as telecom fraud, public security issues, regional conflicts, and geopolitical tensions. Over the past two years, safety risks in traditional outbound destinations for Chinese citizens—such as Myanmar, Thailand, and the Philippines—have had a substantial negative impact on bilateral tourism cooperation. In 2024, the number of Chinese tourists to the Philippines and Myanmar recovered to only 20% and 10% of 2019 levels, respectively. In the first half of 2025, Chinese visits to Thailand declined by 34% year-on-year. This situation must be urgently addressed by reshaping the image of ASEAN destinations as both safe and high-quality travel choices.

Greater attention should be given to leveraging the proactive role of local-level tourism cooperation. Efforts should be made to expand and deepen the development of border tourism pilot zones and cross-border tourism cooperation zones. The construction of the Fangchenggang Border Tourism Pilot Zone in Guangxi should continue to be deepened. While simplifying customs clearance procedures for tour groups, further optimization is needed for the entry and exit processes of foreign vehicles and ferry passengers. Research may be conducted into establishing a South China Sea Border Tourism Demonstration Zone, allowing cruise ships and ferries traveling between Hong Kong, Shenzhen, Xiamen, Fuzhou, and ASEAN countries to dock in designated areas such as Yongxing Island in the Xisha (Paracel) Islands, with organized island tours for visitors.

Drawing on the experience of the Detian (Ban Gioc) Waterfall Cross-Border Tourism Cooperation Zone, a China-Laos cross-border tourism cooperation zone can be developed. Based on the Mohan–Boten Economic Cooperation Zone between China and Laos, efforts may be made to promote the establishment of the Mohan–Boten Cross-Border Tourism Cooperation Zone. A pilot program for "onboard customs clearance" should be explored, allowing passengers to complete entry and exit procedures within the train compartments. With the China-Laos Railway as a backbone, a "Golden Route of China-Laos Cross-Border Tourism" can be created by integrating high-quality cultural and tourism resources from Yunnan Province and Laos along the route, thereby enhancing the brand influence of China-Laos cross-border tourism.

Efforts should be made to deepen the integration of culture and tourism, leveraging festivals, events, and cultural and creative products to enhance tourism appeal and service quality. In March 2024, Singapore secured the exclusive rights to host all six of Taylor Swift's Southeast Asia concerts, attracting a large number of fans from China and ASEAN countries. This significantly boosted tourism-related consumption in sectors such as aviation, hotels, and theme parks. Thailand granted the title of "Amazing Thailand Experience Officer" to Labubu, a character under Pop Mart, and launched the "Labubu's Thai Adventure" campaign. Tourism agencies from China and ASEAN countries should join forces to strengthen research on the travel behaviors and consumption preferences of young travelers, and work together to build a globally influential system of cultural tourism symbols, projects, products, and services.

作者｜戴斌

責(zé)編｜劉鑫

來源｜中國旅游研究院（文化和旅游部數(shù)據(jù)中心）

轉(zhuǎn)載請注明作者、來源