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中國(guó)游客拯救美國(guó)旅游業(yè)

中國(guó)游客拯救美國(guó)旅游業(yè)

Mina Kimes 2013-02-25
中國(guó)游客已經(jīng)成為美國(guó)本土消費(fèi)的新勢(shì)力。2006年,美國(guó)對(duì)中國(guó)的旅游業(yè)還存在近7億美元的逆差,但到了2011年,卻有了44億的順差。中國(guó)游客舍得花錢,已經(jīng)成為全球最受歡迎的客源。美國(guó)企業(yè)做好準(zhǔn)備了嗎?

????從拉斯維加斯到洛杉磯的中途,丹吉爾購(gòu)物中心(Tanger)出現(xiàn)在遠(yuǎn)處,高聳的標(biāo)志像是召喚人們的一片綠洲。在我們所乘的旅游大巴上,激動(dòng)的人們已經(jīng)顯露出笑容。我和52名中國(guó)游客共坐一車,他們大多是來自上海的退休老人,只有極少數(shù)人會(huì)說英語。但是,當(dāng)我們的車停進(jìn)商場(chǎng)的停車場(chǎng)時(shí),他們俯身傾向車窗,喊出了一些熟悉的詞:“Polo!Tommy!銳步!”

????我們?cè)緫?yīng)該在附近的一家熊貓快餐店(Panda Express)停下來吃頓午飯,但大家一致否決了坐下來吃飯的計(jì)劃,主要是因?yàn)閾?dān)心它會(huì)縮短購(gòu)物時(shí)間。戶外商場(chǎng)里擠滿了中國(guó)游客;Sino Coach、Lion Express和Eagle Tours等旅行社的旅游巴士都停在外面。我們的大客車在一個(gè)下客點(diǎn)停下時(shí),大家都趕緊起身。我努力地跟上了一對(duì)老夫婦,他們是鐘道(音譯)和狄平(音譯)。我跟著他們跑向拉爾夫·勞倫(Polo Ralph Lauren)的一家門店。

????我們一進(jìn)店里,鐘道就開始翻看一架子的Polo衫。鐘道是一名退休教師,她留著麗莎?明妮莉那樣的發(fā)型。她摘出一件薰衣草色的襯衫,拿出一小張寫著她兒媳衣服尺碼的紙比對(duì)。她通過一位導(dǎo)游翻譯告訴我:“我們很期待來這里。”她又問導(dǎo)游這里是不是可以討價(jià)還價(jià)?對(duì)方無奈地?fù)u了搖頭。

????這對(duì)今年都已經(jīng)66歲的夫妻共買了12件Polo衫,這在中國(guó)游客中還算是少的。室外,數(shù)十名游客在長(zhǎng)凳上休息,周圍堆滿了購(gòu)物袋。鐘道告訴我,這是她和丈夫第一次來美國(guó)。以前他們只是在電影里看到過美國(guó)。她說:“我們希望親眼看看它?!?/p>

????而在幾年前,中國(guó)旅游團(tuán)是被禁止到美國(guó)游玩的。到2007年,兩國(guó)簽署了一份備忘錄,取消了這個(gè)限制,并因此引發(fā)了中國(guó)人的赴美旅游大潮。2011年,超過100萬中國(guó)游客來到美國(guó),遠(yuǎn)高于2008年的49.3萬人。美國(guó)商務(wù)部(Commerce Department)預(yù)計(jì)2011年至2017年之間赴美中國(guó)游客數(shù)量將增長(zhǎng)259%。隨著更多中國(guó)人成為中產(chǎn)階層,他們?cè)絹碓浇邮苄蓍e旅游的概念?,F(xiàn)在,來自中國(guó)的旅行團(tuán)在世界各大城市無處不在,已取代日本游客成為全球受歡迎的購(gòu)物豪客。

????發(fā)達(dá)經(jīng)濟(jì)體正從中獲益。中國(guó)游客赴美游玩每趟花費(fèi)約6,000美元,超過任何其他國(guó)家的游客。由于中國(guó)游客在美國(guó)的支出在技術(shù)上屬于美國(guó)的出口,2011年美國(guó)對(duì)中國(guó)出現(xiàn)了高達(dá)44億美元的旅游業(yè)順差,而2006年為6.87億美元的逆差。

????游客消費(fèi)的激增為美國(guó)經(jīng)濟(jì)的一個(gè)結(jié)構(gòu)性問題帶來了體面的解決方案——既可以讓美國(guó)受益于新興市場(chǎng)的增長(zhǎng),同時(shí)又能發(fā)揮自身優(yōu)勢(shì),包括它的流行文化、安全性,以及龐大的服務(wù)從業(yè)人員群體。超過540萬的美國(guó)人是旅游業(yè)從業(yè)人員,他們的工作是無法輕易外包的。旅游業(yè)是成熟經(jīng)濟(jì)體仍然跑贏新興經(jīng)濟(jì)體的少數(shù)領(lǐng)域之一,主要是因?yàn)閬碜缘谌澜鐕?guó)家的人希望去第一世界游玩。

????Halfway between Las Vegas and Los Angeles, the Tanger outlet mall appeared in the distance, its towering sign beckoning like an oasis. The people on our bus started to titter with excitement. I was sitting with 52 Chinese tourists, mostly elderly retirees from Shanghai, and very few of them spoke English. But as we pulled into the mall's parking lot, they leaned up against the windows and called out familiar words: "Polo! Tommy! Reebok!"

????We were supposed to stop for lunch at a nearby Panda Express, but the group unanimously vetoed a sit-down meal, fearing it would cut into shopping time. The outdoor mall was packed with Chinese tourists; buses from Sino Coach, Lion Express, and Eagle Tours were parked outside. As our motor coach lurched to a stop, everyone sprang up. I struggled to keep up with an older couple, Zhong Dao and Di Ping, as they bolted toward Polo Ralph Lauren (RL).

????As soon as we arrived, Zhong Dao, a retired teacher with a haircut like Liza Minnelli's, began riffling through a rack of polo shirts. She plucked a lavender one and pulled out a scrap of paper with her daughter-in-law's measurements. "We had great expectations for this," she told a staffer from our tour company, who translated her remarks for me. She asked him if it was possible to bargain down the price. He shook his head ruefully.

????The couple, both 66, bought 12 polo shirts -- a relatively modest haul. Outside, dozens of tourists rested on benches surrounded by mountains of shopping bags. Zhong Dao told me that this was her and her husband's first visit to the U.S. Before, they had only witnessed America in the movies. "We wanted to come see it with our own eyes," she said.

????Until a few years ago Chinese tour groups were forbidden from traveling to the U.S. Then, in 2007, the two countries signed a memorandum that reversed this restriction -- and unleashed a tidal wave of tourism. More than 1 million Chinese visitors came to the U.S. in 2011, up from 493,000 in 2008. The Commerce Department expects arrivals to rise 259% between 2011 and 2017. As more Chinese people join the middle class, they are embracing the concept of leisure travel. Tour groups from China are now ubiquitous in major cities, supplanting Japanese travelers as the world's most sought-after big spenders.

????Advanced economies are reaping the benefits. Chinese tourists in America spend about $6,000 per trip, more than visitors from any other country. Because their expenditures are technically exports, the U.S. ran a whopping $4.4 billion surplus in travel and tourism with China in 2011, up from a $687 million deficit in 2006.

????The surge in tourist spending offers an elegant solution to one of the economy's structural problems -- a way for the U.S. to tap into the growth in emerging markets while exploiting its own strengths, including its popular culture, its safety, and its large service workforce. More than 5.4 million Americans work in travel and tourism, and their jobs cannot be easily outsourced. Tourism is one of the few areas in which mature economies are still outperforming emerging ones, mainly because people from Third World countries want to visit First World ones.

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