旅游业，因其产业关联度高、覆盖带动面广、对内需拉动大、对环境污染小、综合效益好，而被称为“无烟工业”。8月初召开的福建省委九届五次全会提出把旅游业培育成战略性支柱产业。日前，漳州市也召开漳州旅游产业发展座谈会，漳州市委书记陈冬明确提出，要把旅游产业作为漳州重要的产业来抓。

tourism，Because of its high correlation industry、Cover DaiDongMian wide、To domestic demand pull big、Has less pollution to the environment、Comprehensive benefit of good，Known as“Smokeless industry”。Early August at the fujian provincial party committee ninth five plenary session to cultivate the tourism into strategic pillar industry。a，Zhangzhou zhangzhou also held tourism industry development forum，Zhangzhou ChenDong secretary of municipal committee of the CPC put forward，The tourism industry as zhangzhou important industry to grasp。

　　那么，漳州发展旅游有哪些优势、面临哪些机遇、该走什么样的路子？今日起，本报推出关注漳州旅游产业发展系列报道，试图全面剖析漳州旅游业自身的优势、存在的问题和面临的机遇，并邀请专家出谋划策。

so，What are the advantages of zhangzhou development of tourism、What opportunities facing、What kind of way to go？This day，Introduced the development of tourism industry in zhangzhou, pay attention to a series of reports，Trying to comprehensive analysis of zhangzhou tourism own superiority、Existing problems and opportunities，And invited experts advise。
　　土楼、温泉、海滨风光……提起漳州，很多人都会想起这些关键词。是的，漳州旅游特色鲜明，总结起来，有民俗史迹、海滨风光、花果生态、温泉康体、祖地文化等多种特色旅游资源。

tulou、Hot spring、Seaside scenery……Mention zhangzhou，A lot of people will think of these keywords。yes，Zhangzhou tourism characteristics，Summarize up，A folk historic、Seaside scenery、Flowers and ecological、Hot springs health、ZuDe culture and so on the many kinds of special tourism resources。

　　漳州旅游业起步于1980年代中期，初步发展于1990年代末，随着近年的发展，产业体系已逐渐具备雏形。漳州的土楼、温泉等也打出了名气，许多来自厦门、泉州、汕头等省内外周边城市的游客纷纷来此观光、游玩。数据显示，去年漳州全市共接待游客1194.51万人次，旅游总收入122.71亿元，分别增长16.4%和17.3%。今年上半年，漳州全市旅游总接待人数738.04万人次，增长24.77%；旅游总收入72.80亿元，增长28.85%，发展势头迅猛。

Zhangzhou tourism began in the 1980 s，Preliminary development in the 1990 s，With the development of recent years，Industrial system has gradually have rudiment。Zhangzhou tulou building、Hot spring and so on also played fame，Many from xiamen、quanzhou、Shantou, etc of the neighboring cities inside and outside of the tourists come here for sightseeing、play。Data display，Last year the city zhangzhou were received 11.9451 million tourists，Tourism revenue of RMB 12.271 billion yuan，Up by 16.4% and 17.3% respectively。In the first half of this year，Zhangzhou city total tourism reception number 7.3804 million people，Growth of 24.77%；Tourism revenue of RMB 7.28 billion yuan，Growth of 28.85%，Booming in the。

　　不过，和国内许多知名的旅游城市相比，漳州的旅游业仍处在旅游地发展生命周期的起步阶段，存在产业基础偏弱、景区规模偏小、产品档次偏低、缺乏旅游市场营销活动等问题。

but，And the domestic many famous tourism compared to the city，Zhangzhou tourism industry is still in the development of tourism in the life cycle of initial stage，Existing industrial foundation weak、The small scale、Low product class、Lack of tourism marketing activities problem。

一位游客眼中的漳州:逛完了事 A tourist in the eyes of zhangzhou: see it all things

　　李先生是新加坡人，祖籍广东梅州，前一段时间，他带着家人回梅州祭祖。听说漳州南靖的土楼是世界文化遗产，他一家五口从梅州坐车到厦门入住酒店后，第二天一大早坐车到漳州南靖。

Mr. Li is a Singaporean，Ancestral home meizhou of guangdong，Some time ago，He took his family back to meizhou ancestor worship。Heard that zhangzhou NaJing tulou building is one of the world's cultural heritage，He rode a 5 from meizhou to xiamen after the hotel，The second day early in the morning to ride NaJing zhangzhou。

　　在南靖，李先生一家人参观了田螺坑土楼群和塔下村，当天下午又坐车回到厦门。这一天，除了往返交通费，李先生一家在漳州的花费只有五张土楼门票和一顿午餐，至于漳州市区，他们也没有去。

In NaJing，Mr. Li family visited winkles pit soil blocks and under the tower village，In the afternoon and rode back to xiamen。This day，In addition to return transportation，Mr. Li one in zhangzhou cost only five zhang tulou tickets and a lunch，As for zhangzhou city，They also did not go。

　　虽然漳州旅游资源很丰富，但对李先生来说，他只听说过土楼。当参观完土楼，他发现“只要一张门票、一瓶矿泉水，几个小时就可以逛完”。李先生说，只是参观，没有其它可以深度游玩的项目，有些单调。另外，李先生觉得，在漳州过夜不如在厦门过夜，因为厦门的酒店更多、档次环境更好，而且从厦门坐飞机回家更加方便。

Although zhangzhou tourism resources are abundant，But for Mr. Lee speaking，He only heard of tulou。When visiting the tulou，He found“As long as a ticket、A bottle of mineral water，A few hours can finish around”。Mr. Li said，Just visit，No other can visit the depth of the project，Some monotone。In addition，Mr. Li think，As for the night in zhangzhou in xiamen for the night，Because xiamen hotel more、Class environment better，And from xiamen go home by plane is more convenient。

　　李先生这些感性认识，从另一个侧面也反映了漳州旅游业现状。“营销力度不大，知名度不高，景区景点仍然依赖"门票经济"，旅游产品档次低端，休闲功能匮乏，游客逗留时间短，市区中心城区的旅游功能没有得到充分的发挥……”在近日召开的漳州旅游产业发展座谈会上，漳州市旅游局局长翁福这么说。

Mr. Li these perceptual knowledge，On the other side, it also reflects the zhangzhou tourism present situation。“Marketing strength not，less-known，Tourist attractions are still rely on"Tickets economic"，Tourism products low grade，Recreational function lack，Tourists stay time is short，The city center city tourism function of didn't get full play……”In the recently held zhangzhou tourism industry development forum，Zhangzhou tourism bureau WengFu said so。

一位导游心中的苦恼：接待力差 A guide heart pain：Reception force difference

　　“外地旅行社直接踏入漳州，本地旅行社接待量上不去。”许女士是漳州一家旅行社的导游，在她心里，有不少苦恼。

“Foreign travel agencies directly into the zhangzhou，The local travel agencies cannot receive。”Xu lady is zhangzhou a travel guide，In her heart，There are many misery。

　　据了解，目前漳州市接待的游客主要来自厦门、泉州、福州、汕头、潮州等省内外周边地市和港澳台及日韩等境外市场，占接待总量的60%以上。但许女士说，这么多游客，很多是由周边城市的旅行社接待然后转到漳州旅游的。“漳州本地旅行社地接人数相对较少，做得最多的工作还是接待本地游客到外地旅游的。”许女士说。

It is understood，At present zhangzhou the reception of tourists mainly from xiamen、quanzhou、fuzhou、shantou、Chaozhou and around inside and outside of the cities and Hong Kong, Macao and Taiwan and overseas markets such as Japan and South Korea，Reception accounted for over 60% of the total。But ms xu said，So many tourists，Many are the peripheral city travel reception and then turned to zhangzhou tourism。“Zhangzhou local travel agencies to pick up relatively small number，Do most of the work or receive local tourists to travel outside。”Says ms xu。

　　其实，漳州本地旅行社竞争不过外地旅行社，其原因也在于其本身规模小、实力不强，旅游策划、产品设计能力较差。根据漳州市旅游局的数据，目前，漳州全市旅行社60家，但税收不到100万元，接待上万的只有12家，上10万的只有5家。

In fact，Zhangzhou local travel agency competition but foreign travel agencies，Its reason also lies in its own small scale、Strength is not strong，Tourism planning、Product design ability is bad。According to the data of zhangzhou tourism administration，At present，Zhangzhou city travel agency 60，But tax less than 1 million yuan，Reception of only 12 home，In 100000 only five。

　　“漳州很多有特色的产品没有和旅游结合起来，游客要买东西，我们不知道去哪里买。”这是许女士的另一个苦恼。“片仔癀、八宝印泥、水仙花，这是漳州三宝，但是在漳州的很多旅游景点，买不到这些东西。”许女士说，“再比如漳州的木偶戏、剪纸技艺，也是很有名的，游客想看现场表演，但没处看。”

“Zhangzhou many distinctive products no and tourism combined，Tourists want to buy things，We don't know where to buy。”This is ms xu another misery。“Piece of young Huang、Eight treasures in Indonesia、daffodil，This is triple gem zhangzhou，But in zhangzhou many tourist attractions，Can't buy these things。”Says ms xu，“Another example of zhangzhou puppet show、Paper-cut art，Also is very famous，Visitors want to see live performance，But have no place to see。”

　　“政府对旅行社的奖励也有点少。”许女士说，去年，她所在旅行社因为对接业务成绩突出，得到政府部门奖励3万元，“可是分到每个人身上，只有几千元，不足以调动积极性”。

“Government to travel awards also a bit less。”Says ms xu，Last year，She the travel agency for butt joint business made outstanding achievements，Get the government reward 30000 yuan，“But to every person，Only several thousand yuan，Not enough to arouse the enthusiasm of”。

一份来自官方的数据:4点差距 A from the official data: 4 point gap

　　漳州的旅游产业基础偏弱、景区规模偏小、产品档次偏低、缺乏旅游市场营销活动等现状，在一份漳州市旅游局的数据中可以得到更好的说明。

Zhangzhou tourist industry foundation weak、The small scale、Low product class、Lack of tourism marketing activities status，In a zhangzhou tourism bureau data can get better description。

　　2011年漳州全市游客接待量和旅游总收入虽然得到增长，但在全省中，分别只占8.5%和7.6%，比重偏低。目前，漳州高星级饭店少，四星以上酒店只有9家，只占全省6.1%，选择在漳州过夜的游客人数少。

Zhangzhou city 2011 tourists and receive the total tourism revenue although get growth，But in the province of，Only 8.5% and 7.6% respectively，Low proportion of。At present，Zhangzhou high star-rated hotel less，Four above hotel only nine，Only 6.1% of the provincial total，Selection in zhangzhou overnight in the number of visitors to the less。

　　在旅游景区方面，A级景区普遍体量小、产业链短，只有南靖土楼接待游客在百万以上。

In the aspects of tourism scenic spots，A level scenic spot common small dimension、Industrial chain short，Only NaJing tulou tourists received more than。

　　在政府投入方面，尽管近年来在逐渐加大，但与省内其他设区市相比，旅游基础设施、旅游宣传促销等方面的资金投入相对缺乏，各县（市、区）除龙海、南靖、东山、平和、漳浦等少数县市外，其他各地都还没有设立旅游发展专项基金。

In the government invests，Although in recent years in gradually increase，But in other districts and cities and compared，Tourist infrastructure、Tourism promotion of money into relative lack of，counties（city、area）In addition to longhai、NaJing、dongshan、peace、ZhangPu minority counties such as outside，Other parts have not set up special fund tourism development。

　　在营销方面，漳州的旅游标志、宣传口号不够清晰、统一，旅游推介方式局限于布展台、分发资料，效果不明显。此外，也没有专门针对海外市场的促销手段。

In marketing，Zhangzhou's tourism logo、Propaganda is not clear、unified，Tourism promotion way confined to the exhibition platform、Distribute material，Effect is not obvious。In addition，No specific to overseas market promotion methods。

　　这一切，制约了漳州旅游的发展，亟待改变。

All this，Restrict the zhangzhou tourism development，Prompt changes。