如果实现旅游快速增长与可持续发展之间的平衡？
如何实现在旅游开发中对当地文化的保护和传承？
如何保持游客与社区百姓之间和谐关系？
旅游产品及服务的创新是否顺应“知性游客”的需求？
数字营销与社交媒体平台会为旅游营销带来哪些契机？
12月16日，“中国旅游社会责任论坛”在北京国家会议中心举行。本次论坛由亚太旅游协会（PATA）与中国国际古城古镇古村博览会组委会联合举办，并得到了中国国家旅游局、中国民族贸易促进会及中国-东盟中心的大力支持。
论坛组委会邀请到多位国内外的业界精英和长期致力于旅游产业可持续发展的专家学者，其具有社会意义的主题和高水平的嘉宾阵容吸引了海内外百余名业者的关注和参与。
论坛深入探讨大众旅游可能对目的地自然及文化遗产造成的负面影响，重点揭示尽责旅游（Responsible Tourism）在提升目的地价值方面发挥的作用，旨在通过业者之间的讨论和交流，提升中国乃至亚太地区业者及游客在旅行活动中的社会责任意识。
中国国家旅游局旅游促进与国际合作司副司长王燕、中国民族贸易促进会常务副会长兼秘书长蓝军、PATA首席执行官贵马田（Martin Craigs）出席论坛并致辞。联合国教科文组织（UNESCO）驻华代表处、湄公河旅游协调办公室、中国-东盟中心和北京、上海、湖南、杭州、成都、桂林、黄山等省市、区县旅游局和旅游企业的领导和业者也出席了论坛。本届论坛由CCTV英文频道财经新闻主播 Deidre Wang-Morris主持。
王燕副司长在讲话中指出，中国政府高度重视旅游业的发展，明确提出要把旅游业建设成为国民经济的战略支柱产业和人民群众满意的现代服务业。同时也充分认识到旅游业可持续发展是实现这两大目标的根本保障。国家旅游局一直积极倡导，无论是旅游目的地、景区景点，还是旅游企业对于旅游业的可持续发展都应承担起义不容辞的社会责任。
蓝军常务副会长代表论坛主办方感谢海内外嘉宾的支持和参与。他从中国民族贸易促进会的角度谈到，中国旅游业在民族贸易中占有重要地位，中国民族贸易促进会在支持旅游业发展的同时，也希望更多业者关注社会责任，保护生态环境，重视文化遗产。
PATA首席执行官贵马田（Martin Craigs）表示，中国旅游业持续快速发展，中国在绿色新能源领域的研发力度不断加大，中国旅游社会责任论坛的同时，业界不断加大在绿色新能源领域的研发力度。“中国旅游社会论坛”在中国举办正逢其时。权衡旅游发展带来的机遇与挑战至关重要，这正是本次论坛的意义所在。
论坛上，中国社会科学院旅游研究中心主任张广瑞、中国旅游研究院研究员陈旭、PATA大中华区主任常红、PATA中国分会主席兼时代一峰信息技术有限公司总裁晏子（Jens Thraenhart）就旅游社会责任论坛的主旨与使命进行了探讨，阐述了各自对于旅游业承担社会责任的认识。
绿色环球（Green Globe）主席及发起人、前联合国世界旅游组织（UNWTO）助理秘书长杰弗里•利普曼（Geoffrey Lipman）就旅游战略的制定、旅游业的可持续发展和业者的社会责任与大家分享了自己多年来的经验，并提供了可行性建议。
DestiCorp集团首席执行官安娜•波洛克（Anna Pollock）提出了“知性旅游”的崭新概念。她发现一些理性且具有冒险精神的游客渴望了解目的地的文化背景，具有独特的审美和鉴赏力，并希望从旅游中得到更多思想上的收获。如何应对游客心态的转变，以此为商机开发新兴业务，是她本次发言的重点。
PATA中国分会主席兼时代一峰信息技术有限公司总裁晏子（Jens Thraenhart）从数字营销和社交媒体应用的角度阐述了旅游业应当如何利用新媒体平台进行推广，并将尽责旅游的主题融入营销推广的理念中。
业界领袖老挝国家旅游与酒店管理学院首席技术顾问彼得•西蒙（Peter Semone）、华垣集团董事总经理周立、北京慕田峪长城脚下的“小园”（Schoolhouse）合伙人萨洋（James Spear）和WildChina公司创始人张玫也分别分享了所在机构和企业践行社会责任的成功经验和最佳实践，以及如何将社会责任与自身发展相结合，达到双赢的效果。
同时，PATA中国分会成立仪式于论坛期间举行，时代一峰（Dragon Trail）联合创始人兼总裁晏子（Jens Thraenhart）出任中国分会主席。
点击下载论坛演讲嘉宾PPT：
1、趋势主题一：保护、可持续发展与责任_杰弗里·利普曼
2、趋势主题二：“知性旅游者”_安娜·波洛克
3、发展主题一：新兴目的地的卓越服务打造_彼得·西蒙
4、发展主题二：旅行商视点旅游开发与环境保护_张玫
5、发展主题三：借助数字营销与社交媒体平台推动旅游发展_晏子
6、分享主题一：善行旅游—有效促进遗产保护与人的发展_卡贝丝
7、案例分析一：湄公河地区_梅森·弗洛伦斯
8、案例分析二：密云希望小镇_周立
9、案例分析三：北京慕田峪长城脚下的小园_萨洋
10、案例分析四：山西平遥锦宅_安东
PATA北京办事处
电话：+ 86 (0)10 6500 1397
传真：+ 86 (0)10 6500 1497
电子邮箱：china@patachina.org
网站：www.pata.org；www.patachina.org
关于PATA
作为一个会员机构，亚太旅游协会（PATA）对本地区旅行及旅游业的尽责发展持续发挥着促进作用。借助与官方及民间旅游机构的伙伴关系，PATA不断推动往来于亚太地区及区域内旅行及旅游业的可持续增长、以及价值和品质的提升。
PATA提供的指导和专业咨询服务兼顾个人与群体，包括80个国家和地区的政府旅游机构、省市一级旅游部门、近50个国际航空公司、机场和邮轮公司以及数百家旅游企业。此外，还有数千名旅游专业人士分属于遍布世界的将近40个PATA分会。
PATA 战略情报中心提供无可比拟的数据和透彻分析，包括对亚太地区出、入境旅游的统计、分析和预测，以及有关旅游市场战略的深度报告。
PATA是一个非盈利组织。欲知详情，请访问www.patachina.org。
关于中国国际古城古镇古村博览会
中国国际古城古镇古村博览会是中国境内唯一的国家级国际性的以古城古镇古村为展示主体对象的博览会，旨在为中国古城镇的建筑保护和文化推广，搭 建一个国际性、高规格的产业服务平台。为响应和落实中央精神，更好地挖掘、保护和传承中国古城古镇古村的历史文化遗产，以及贯彻党的“十七届六中全会”的 会议精神推动文化产业成为国民经济支柱产业，推进文化、旅游产业发展和消费，加强国内外古城古镇古村的交流学习。
“中国国际古城古镇古村博览会”以“让历史走向未来”为主题，分为国内国际展、古城镇文化特色展。同时举办中国国际古城古镇古村保护和发展高峰 论坛、古城镇项目推介及相关项目的预约洽谈交易等系列活动。展会将邀请海内外具有代表性的古城古镇古村参展；将安排中外旅行社、投资机构等和参展的古城古 镇古村对接洽谈，努力将博览会办成一个中国自己的“世博会”。
电话：010-58206135
传真：010-58206125
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