11月27日下午，在2021亚洲青年领袖论坛“文化教育与旅游发展”主题论坛中，广州岭南商旅投资集团有限公司党委书记、董事长梁凌峰发表了题为《聚焦双循环，致力高品质，共创亚洲文旅融合发展美好未来》的主旨演讲。

全文如下：

尊敬的各位领导、各位嘉宾、
各位青年领袖、女士们、先生们：

下午好！

欢迎大家下榻南沙花园酒店，作为本次盛会酒店及服务保障承办方的负责人，希望我们的服务能使大家得到美妙、精致而温馨的感受，并祝愿大家在畅享思想盛宴的同时，在广州获得愉快的商旅体验。同时我非常荣幸受邀参加本次亚洲青年领袖论坛，各位专家、学者及青年朋友的精彩演说令我受益良多。

我所服务的岭南商旅集团是广州市国有大型综合商贸旅游投资集团，集团旗下的文旅板块连续12年位列中国旅游集团20强，商贸板块位列中国零售百强第18位，拥有岭南控股、广百股份两家主板上市公司、广之旅等文化旅游品牌；花园酒店、中国大酒店、东方宾馆等多家高星级酒店，白云国际会议中心等大型会议会展中心；广百、友谊两大中高端百货零售品牌以及广百物流、广百展贸、新大新、岭南穗粮、致美斋等商贸食品知名企业。

当前，岭南商旅集团正紧抓广州培育建设国际消费中心城市，在粤港澳大湾区打造宜居、宜业、宜游优质生活圈新机遇，顺应新时代双循环和消费升级趋势，致力品质服务，成就美好生活，向打造国内一流、具有较强国际竞争力和影响力的文商旅龙头企业的目标迈进。正如刚才分享嘉宾讲到，因为我们集团是在上个月由广州岭南集团和广州商控的广百、友谊两个市属集团联合重组的一个全新的集团，所以，为了我接下来分享的情况便于大家了解，我刚才对我们集团的一些板块做了汇报。借此难得的机会，我结合岭南商旅集团的一些探索与实践，以“聚焦双循环，致力高品质，共创亚洲文旅融合发展美好未来”为主题做一个分享，请各位批评指正。

旅游业是全球经济的重要支柱之一。疫情之前，全球旅游产业的增长率连续9年超过GDP的增长率，亚太地区是全球旅游业增长率最高的地区。亚洲拥有45亿人口，32万亿美元的GDP，由此带来巨大的旅游需求。550项世界文化遗产，250项非物质文化遗产，多样性的自然景观和独具魅力的亚洲文化奠定了亚洲旅游市场的全面、协调和可持续发展的基础。亚洲各国长期以来在便利的签证、完善的交通网络和公共服务、商业环境构建上不懈努力，使亚洲旅游交流合作在人文交流、国家交往和文明对话中扮演了越来越重要的角色。

尽管受到疫情的正面冲击，我们依然相信，各国对疫情防控的努力会帮助人们尽快回到正常的生活，亚洲依然会是全球旅游修复速度最快、产业发展最活跃的区域。

旅游产业的成长离不开市场主体在投资、项目、产品和服务等领域的持续创新。疫情在使旅游业经受重创的同时，也加速了旅游业的根本性变革，催生了新的消费方式和消费需求。尤其值得注意的是，高品质旅游产品的供需呈明显上升趋势。从岭南商旅集团的经营数据看，今年以“1+1团”为代表的大众定制出行和以“臻逸”为代表的个性化定制出行均呈现爆发式增长。亲子游、研学游人数较2019年实现倍增，度假酒店营收较2019年同期增长超过90%，大众旅游的消费诉求已经从“有没有”转向“好不好”，人们对美好生活的新期待为旅游业拓展了新空间，也为旅游业高质量发展提出了新要求。

对于未来旅游业的发展，我们认为，融入双循环新发展格局，把握文商旅体融合新机遇，紧扣科技赋能新趋势，精准匹配美好生活的新需求，使消费者在安全感、获得感、满足感和幸福感上得到美好体验的品质旅游将成为重要的发展方向。为此，岭南商旅集团将产融化、智能化、个性化、精细化、国际化作为应对疫情挑战下文旅产业创新升级的实现路径，打造规模领先、品质引领、业态多元的综合文商旅集团和泛旅游生态平台，持续提升旅游产品的质量水平、文化内涵、科技含量，打造更多更好可持续的高品质旅游产品和服务，实现文旅融合高质量发展。

产融化方面，大力推进电竞、文化、体育、农业等产业的跨界融合。在吃、住、行、游、购、娱传统六要素需求的基础上，延伸商、养、学、闲、情、奇新六要素。构建泛旅游生态圈，催生康养旅游、研学旅游、冰雪旅游、自驾旅游、夜间旅游、乡村旅游、生态旅游和定制旅游等新业态。以日益丰富的复合型产品满足消费者多元化旅游需求，实现旅游方式的多样化、产品的丰富化、资源的创新化和价值的最大化。

智能化方面，强化大数据、云计算、物联网、5G等新一代信息技术的应用；积极探索云旅游、云展会、云直播模式，精准响应消费者体验的敏捷优化：打造智慧旅游新产业、新模式、新业态；持续为游客提供互动式、多媒体、全资讯的智慧旅游体验。使旅游信息更透明、出行更畅通、服务更便捷、体验更新颖、游玩更放心，随时随地享受智能化、便捷化的美好生活。

个性化方面，注重供需匹配，向消费者提供日益个性化、深度化和特色化的产品与服务。包括推出高端定制品牌，建立私人管家团队，为消费者提供点对点、一对一贴身服务和一站式、精细化的旅游管家服务，营造并搭建高端会员圈层文化平台，为境内外高端会员提供高端定制线路策划和旅游接待服务。推送集文化创意、商务社交、酒店餐饮、康体娱乐、科技艺术为一体的智慧酒店、创享公寓、社交空间等产品项目，全方位、多层次满足不同旅游需求。

精细化方面，以细节决定品质。把一丝不苟、精益求精的工作态度，孜孜不倦、精雕细琢的工匠精神，贯穿在制度标准、设计设施、产品设计、服务流程等每个细节当中，建立起吃、住、行、游、购、娱六大要素一体的全维度服务评价体系，对有可能影响到消费者体验感受的关键服务环节进行解构，制订详细的要求和规范，使经营者、消费者都有一套齐全的、可供衡量的标准和可追溯的、可靠的评价依据，持续提高消费者满意度和忠诚度。

国际化方面，加强国际合作，与更多的境外企业在旅游、会展、酒店等领域建立战略合作关系，提升全球资源配置和业务协同能力，丰富出境游业务，丰富消费者旅游选择。同时，在融入双循环新发展格局的当下，加强与境外知名企业的合作，积极引入高端品牌和高品质产品，如被誉为“厨艺奥运”的博古斯世界烹饪大赛亚太区选拔赛、米其林餐饮、世界美食联盟、各国厨界大咖等，为本土消费者带来全新的餐饮模式和独特的消费体验，不出国门即可享受到国际化的产品和服务。

目前，岭南商旅集团目的地管理网络覆盖100多个国家和地区，是86个国家和地区旅游机构指定的中国区首席或者重要合作伙伴，与全球89家航空公司有业务合作。疫情前，每年向世界各地输送游客160万人次。我们期望与亚洲各国的企业和各界人士有更多的交流与合作，让我们携手共建、共创、共赢、共享，助推亚洲文商旅业高质量发展。

习近平主席指出，旅游是传播文明、文化交流、增进友谊的桥梁，是人民美好生活水平提高的一个重要指标。旅游业是综合性产业，是拉动经济发展的重要动力。亚洲各国旅游业相互依存度稳定，亚太地区正走在全球旅游业复苏的前列。旅游让经济更有活力，让世界更有动力，让我们的生活更加美好。

岭南商旅集团期待与业界同行和各界朋友围绕“旅游让世界更美好”的理念，致力开放创新，聚合青年力量，共创亚洲美好未来。

最后，再次感谢组委会提供的这次演讲机会，谢谢！


On 27 November, Liang Lingfeng, Party Secretary and Chairman of Guangzhou Lingnan Business Travel Investment Group, delivered a keynote speech titled "Focus on Dual Circulations, Aim for High Quality, and Create a Bright Future of Integrated Culture-Tourism Development in Asia" at the Culture, Education, and Tourism Development Forum of the Asia Youth Leaders Forum 2021.

The full speech is as below.

Dear dignitaries, distinguished guests, respectable young leaders, ladies, and gentlemen,

Good afternoon! Welcome to LN Garden Hotel, Nansha. As the person in charge of providing accommodation and other services for this event, I hope our services bring you a wonderful, exquisite, homelike experience. And I hope that besides your splendid feasting of ideas, you can also have a pleasant business and travel experience in Guangzhou. Also, I'm honored to be invited to the Asia Youth Leaders Forum. The excellent speeches by experts, scholars, and young friends have given me quite a few inspirations.

The Guangzhou Lingnan Business Travel Investment Group that I work for is a large state-owned comprehensive commerce and tourism investment group in Guangzhou. The culture-tourism business under the group has ranked among the top 20 Chinese tourism companies for 12 consecutive years, and its commerce business ranks the 18th among the top 100 Chinese retailers. Our group owns two companies listed on the main board – Lingnan Holdings and Guangzhou Grandbuy; culture-tourism brands like CGZL; star hotels like LN Garden Hotel, China Hotel Guangzhou, and LN Dongfang Hotel; large conference and exhibition centers like Guangzhou Baiyun International Convention Center; two mid- and high-end retail brands – Grandbuy and Friendship; and well-known commercial or food companies, like Grandbuy Logistics, Grandbuy Exhibition Trade, Xin Da Xin, Lingnan Suiliang, and Jammy Chai.

At present, our group is harnessing the new opportunities brought by the campaigns of building Guangzhou into an international consumption center and building the Guangdong-Hong Kong-Macao Greater Bay Area into a high-quality living circle fit for living, working, and traveling. Our group is going along with the trends of dual circulations and consumption upgrading in the new age, focusing on providing quality services for a beautiful life, and devoting itself towards the goal of becoming a first-class enterprise in China that provides cultural, commercial, and tourism services with strong international competitiveness and influence. Our group is a new enterprise established last month by the merger of two companies under the municipal government: Guangzhou Lingnan Group and Guangzhou Commerce Investment Holdings Group, the latter of which is itself a merger of Grandbuy Department Store and Guangzhou Friendship Store. To help you better understand what I'm about to say, just now I gave a brief introduction to the businesses of our group. Now, with this rare opportunity, I would like to share some of my thoughts about some exploration and practices of our group under the title "Focus on Dual Circulations, Aim for High Quality, and Create a Bright Future of Integrated Culture-Tourism Development in Asia". I look forward to your advice.

Tourism is one of the important pillars of the global economy. Before the COVID-19 pandemic, the growth rate of the global tourism industry exceeded that of the global GDP for 9 consecutive years. The Asia-Pacific region enjoys the highest growth rate in tourism in the world. Asia has a population of 4.5 billion and a GDP of 32 trillion US dollars, which leads to huge demands for travel. 550 sites of World Cultural Heritage, 250 items of intangible cultural heritage, diversified natural landscapes, and the unique Asian cultures have laid a foundation for the comprehensive, coordinated, sustainable development of the Asian tourism market. For a long time, the Asian countries have been working constantly for convenient visa application, complete transportation network, mature public services, and favorable business environment. This has made exchange and cooperation in tourism play an increasingly important role in cultural and people-to-people exchange as well as dialogue between nations and between civilizations in Asia.

Despite the direct impact of the pandemic, we still believe that the efforts made by all countries to prevent and control the spread will help people return to normal as soon as possible, and that Asia will remain the fastest region in the world to recover in tourism and the region with the most active tourism development.

The growth of tourism is inseparable from market players' constant innovation in investment, projects, products, and services. While damaging the travel industry seriously, the pandemic has also accelerated fundamental changes in the industry and brought about new ways of consumption and new consumer demands. It's particularly noteworthy that the supply and demand of high-quality tourism products are going upward clearly. According to the operation data of our group, this year both general customized tours and premium customized tours have shown exponential growth. The numbers of parent-child tours and academic tours have doubled compared with 2019. The revenues of resort hotels have shown a year-on-year increase of over 90% than 2019. Consumer demand for travel has changed from "availability" to "quality". People's new expectations for a better life have opened up new space for tourism and raised new requirements for the high-quality development of tourism.

About the future of tourism, we believe that companies should adopt the new development paradigm of dual circulations; leverage the new opportunity of integration of culture, commerce, tourism, and sports; and focus on the new trend of technology-based development. Companies should also match their products with the new demands for a better life and give consumers a great experience in the sense of safety, fulfillment, satisfaction, and happiness. This will be an important direction of future development. To this end, our group has resorted to integration, intelligence, personalization, meticulousness, and international resources to realize the innovation and upgrade of the culture-tourism industry in response to the challenges of the pandemic. We will develop into a comprehensive cultural, commercial, and travel service provider and build a pan-tourism ecosystem leading in scale and quality and with diverse business forms. We will continuously improve the quality and cultural and technological content of tourism products, develop more, better, high-quality, sustainable tourism products and services, and realize high-quality integrated development of culture and tourism.

Regarding the integration of different industries, we will vigorously promote the integration of esports, culture, sports, and agriculture. On the basis of traditional demands for eating, living, transporting, sightseeing, shopping, and entertainment, we will develop six new elements: commerce, health, learning, leisure, sentiment, and novelty. We will build a pan-tourism ecosystem, creating new travel types such as healthcare tours, academic tours, ice and snow tours, self-drive tours, night tours, countryside tours, ecological tours, and customized tours. In so doing, we can meet the diverse travel demands of consumers with increasingly sophisticated products, allowing for different ways of travel, wide array of products, innovation of resources, and maximization of value.

In terms of intelligence, we will reinforce the application of big data, cloud computing, Internet of Things, 5G, and other new-generation information technologies. We will explore cloud-based travel, exhibitions, and livestreaming and optimize accurate responses to consumer experience. We will develop the new industry, pattern, and business form of smart travel. We will continuously provide tourists with interactive, multi-channel, information-rich intelligent travel experience, to make travel information more transparent, trips more convenient, services more accessible, experiences more novel, and playtime more secure, which will allow tourists to enjoy an intelligent, convenient, and beautiful life anytime, anywhere.

In terms of personalization, we will pay attention to matching supplies and demands and provide consumers with increasingly personalized, in-depth, specialized products and services. For example, we will launch high-end customized brands and set up personal-butler teams to provide consumers with place-to-place and one-on-one personal services as well as meticulous one-stop travel-butler services. We will create a platform for high-end members at home and abroad, providing them with premium, customized route-planning and accommodation. We will launch the programs of intelligent hotels, shared apartments, and social space that feature cultural creativity, business networking, accommodation, catering, health services, entertainment, technology, and art, to meet the different travel demands in an all-round manner.

In terms of meticulousness, we will pay great attention to details to ensure quality. We will apply the attitude of being meticulous and improving continuously and the craftsmanship of attention to every detail to systems and standards, facilities, product design, service process, etc. We will develop a full-dimension service evaluation system that considers the six elements of eating, living, transporting, sightseeing, shopping, and entertainment. We will deconstruct the key service links that may affect consumer experience, and formulate detailed requirements and regulations so that both commercial operators and consumers have a complete, measurable set of standards and traceable, reliable evaluation benchmark. In so doing, we can continuously improve customers’ satisfaction and loyalty.

In terms of international resources, we will strengthen international cooperation. We will establish strategic partnership with more overseas companies in tourism, conference, exhibition, accommodation, and other fields, to improve the abilities of global resource allocation and business collaboration and increase overseas travel routes for consumers. Also, in the present context of implementing the new development paradigm of dual circulations, we will strengthen cooperation with well-known overseas companies and introduce premium brands and products, such as the Asia-Pacific selection of Bocuse d'Or competition known as the "Culinary Olympics", Michelin restaurants, World Gourmet Alliance, famous chefs from all over the world, etc. This will bring local consumers new dining methods and unique experiences, allowing them to enjoy international products and services without going abroad.

At present, our destination management network spans more than 100 countries and regions. Our group has been designated by the tourism authority of 86 nations and regions as the chief or important partner in China. We have business cooperation with 89 airlines around the world. Before the pandemic, we delivered 1.6 million tourists to destinations all over the world every year. We hope to have more exchange and cooperation with companies and individuals from all sectors in Asian countries. Let's work together to build, create, win, and share, for the high-quality development of Asian culture, commerce, and tourism.

As pointed out by President Xi Jinping, tourism is a bridge to spread civilizations, make cultural exchange, and enhance friendship, as well as an important indicator for the improvement of people's living standards. Tourism is a comprehensive industry and an important driving force for economic development. The tourism industry of each Asian country is dependent of each other, and the Asia-Pacific region is at the forefront of the global tourism recovery. Tourism makes for a more energetic economy, more dynamic world, and better life.

Lingnan Business Travel Group looks forward to working with our peers in the industry and friends from all walks of life. Centering on the belief that "tourism makes the world better", we will focus on opening-up and innovation and create a better future for Asia through the strengths of our youths.

In the end, I'd like to thank the organizing committee again for this opportunity. Thank you!