"Times of global crisis call for unity and strength."
“全球危机的时刻呼唤团结和力量。”
Vol.1 Issue 5
March 6, 2020
Subject of the Day | 聊点什么
# Quick Thoughts About COVID-19 Outbreak & Tourism
# 关于新冠疫情和旅游我怎么看
Meet our Ace | 来者何人
Ernest Wooden Jr.
President & CEO
Los Angeles Tourism & Convention Board
恩武德
局长
洛杉矶会议及旅游局
What the Ace says... | 他怎么说
Q: Is your business / organization affected by the recent outbreak of coronavirus? To what extent?
问:您的业务/机构是否受到新冠疫情影响?程度如何?
A: First and foremost, our hearts are with our friends in China and elsewhere who are affected by the Coronavirus outbreak. Understandably, this unprecedented situation has created uncertainty throughout the travel industry and in other sectors of the global economy. We recognize this will directly impact the Los Angeles tourism economy as China is our number one overseas inbound market for overall visitation with 1.21 million annual visitors. Our veteran industry research company Tourism Economics, a division of Oxford Economics, has created a model that forecasts a potential decline of 325,000 Chinese visitors to Los Angeles in 2020 (a decrease of 27.7%), resulting in a possible loss of $921 million in direct spending. We are also expecting declines from other key international markets, however it is too early to quantify this data.
答:首先和最重要的一点是,我们的心与中国和其他地方遭受新冠肺炎疫情影响的朋友们同在。不难理解,这一前所未有的情况给整个旅游业和全球经济的其他部门造成了不确定性。我们认识到,疫情将直接影响洛杉矶的旅游经济,因为中国是我们的第一大海外入境旅游市场,每年访问洛杉矶的中国游客达121万人次。根据资深行业研究公司——牛津经济研究院(Oxford Economics)下属的旅游经济(Tourism Economics)创建的模型预测,2020年访问洛杉矶的中国游客可能减少32.5万人次(下降27.7%),导致的直接消费损失可能达到9.21亿美元。我们预计其他主要国际市场也将出现下滑,但目前量化这些数据还为时尚早。
Q: According to your optimistic estimate, how long will it take for tourism to fully recover from the negative impact of the outbreak?
问:根据您的乐观估计,旅游业从疫情的负面影响中完全恢复需要多长时间?
A: Los Angeles Tourism has worked diligently over the past decade to become the number one U.S. destination for Chinese travelers. As such, China remains a priority market for us; we are simultaneously developing longer-term strategies to remain top of mind in this important market as we anticipate a robust recovery once the situation stabilizes, with visitation forecasted to be positive in 2021. In fact, given our high brand awareness and four full-time tourism offices in China, I feel Los Angeles is positioned to recover more quickly than other destinations. Beyond China, Los Angeles has wide global appeal, so our belief is that other international markets will also recover quickly.
答:在过去十年间,洛杉矶会议及旅游局不懈努力,将这座城市打造成为中国赴美第一大旅游目的地。因此,中国一直是我们的优先市场;目前,我们正在同时制定多项长期战略,以便保持在这一重要市场的领先地位,因为我们预计,一旦局势稳定,中国市场将强劲复苏,2021年来访情况预期乐观。事实上,考虑到我们在中国的品牌知名度很高,还设有四个专职的旅游办事处,我认为相对其他旅游目的地,洛杉矶将得到更快的恢复。除中国外,洛杉矶在世界其他地方也享有广泛的吸引力,因此我们相信其他国际市场也将迅速回暖。
Q: What do you think is a key point that our industry must pay attention to when it recovers from the crisis? (Please pick only one)
问:您认为疫情后行业恢复应该关注的一个突出问题是什么?
A: When any real-world crisis experience has ended, it’s imperative our industry – collectively and individually – evaluates its crisis response and preparedness plans. Often, the biggest risk is not the crisis itself, but rather the preparation, management and response. As such, a crisis will provide an opportunity to reassess crisis strategy and improve preparation where it’s needed to ensure its effectiveness for future events.
答:在经历过任何现实的危机以后,我们的行业——无论是作为一个整体还是对其中的每一位参与者而言——都必须对自身的危机应对和准备计划进行评估。最大的风险常常不是危机本身,而是来自危机的准备、管理和应对。因此,危机将给我们提供一个机会来重新评估危机战略,根据需要改进准备工作,以确保将来能够有效应对。
Q: What change (positive or negative) do you think the outbreak may eventually bring to the tourism industry in the future? (Please pick only one)
问:您认为疫情可能为旅游业未来带来的一点变化(积极或消极)是什么?
A: One positive change we’ll see industrywide as a result of this outbreak will be the need to continually promote healthy travel practices at our airports, hotels, attractions, meeting venues and beyond. We must continue to encourage travelers to always exercise common healthy habits such as washing hands often, staying up-to-date on vaccinations and sneezing into a tissue so that they avoid putting themselves at risk.
答:由于这次疫情,全行业将迎来一个积极的变化,那就是我们要在机场、酒店、景点、会议场所和其他地方持续推广健康的旅行方式。我们必须继续鼓励旅客遵守公共卫生习惯,比如经常洗手、及时接种疫苗、打喷嚏时用纸巾捂住口鼻等,这样他们才不会将自身置于危险之中。
Q: Please share with us a story of your business / organization in dealing with the crisis that others may draw experience from. (Please focus on one aspect)
问:您的机构在此次危机应对中取得的一点经验是什么?
A: Times of global crisis call for unity and strength. Los Angeles Tourism worked swiftly to create a heartfelt response to let our friends, colleagues and partners in China know that we’re thinking about them during this difficult time and that we stand with them in their road to recovery. Our first video message featured a collaboration with a few Los Angeles musicians to create an original piece of music dedicated to the people of China; we also produced a second video message from me personally, emphasizing our solidarity and common humanity for our Chinese travel partners.
答:全球危机的时刻呼唤团结和力量。洛杉矶会议及旅游局迅速做出了真诚的回应,让我们在中国的朋友、同事和合作伙伴们知道,在这艰难的时刻,我们挂念着他们,愿和他们在复苏的道路上并肩同行。在我们的第一条视频信息中,我们与洛杉矶的几位音乐家合作,创作了一首献给中国人民的原创音乐;我本人还录制了第二条视频信息,强调了我们将和中国旅游伙伴风雨同舟、患难与共。
About L. A. Tourism | 关于洛杉矶旅游局
Los Angeles Tourism & Convention Board (Los Angeles Tourism) is the official non-profit destination marketing and sales organization for the City of Los Angeles. Through its brand marketing and sales efforts in 12 countries, Los Angeles Tourism works to inspire travelers to choose Los Angeles for a vacation, meeting or convention and, in turn, advance the city’s economic prosperity. Los Angeles Tourism is the ultimate resource for where to stay, play, shop and meet throughout the L.A. area, from Hollywood and Downtown to the Valley, Westside and Beach Cities. For more information, visit discoverlosangeles.com/corporate.
L. A. Tourism is a member of WTA since 2018.
洛杉矶会议及旅游局(洛杉矶旅游局)是世界著名旅游目的地洛杉矶市的官方市场营销机构。通过在12个国家的品牌营销活动,洛杉矶旅游局致力于吸引全世界的游客选择洛杉矶作为休闲度假和会议展览的目的地,推动本市的经济繁荣。该机构是了解整个洛杉矶地区吃、住、行、游、购、娱和会议信息的最佳窗口,涵盖好莱坞和洛杉矶市中心,从海滩到山谷,从机场到西部地区。更多信息,请浏览中文官方网站:helloLA.cn。
洛杉矶旅游局于2018年成为世界旅游联盟会员。