近两天接待国际旅行商和美国媒体体验团，认识了来自比利时的Marc Mekki先生，他是Mandarin Journeys旅行商老总，专营高端定制旅游线路，尤其是中国传统文化主题线路和产品。他现居住在西班牙巴塞罗那，往返于西班牙和中国之间（每3个月一次，主要在上海）约13年，市场定位于美国、欧盟和澳大利亚，每年就中国不同区域或文化主题组织3-4次媒体体验，这次是专为研发上海-杭州-苏州-湖州中国传统文化旅游线路而来到苏州。

Marc Mekki

Mandarin Journeys is a luxury tour operator which offers a travel concept well beyond packaged holidays. The company prides itself on travel life experiences, and highly experiential and immersive trips. Mr. Marc Mekki hails from Belgium and is Mandarin Journeys’ founder and General Manager. During his 10 years in China, as a guide, travel planner and GM, Marc has travelled in every province and lived in 5 cities: Beijing, Chengdu, Guilin, Hong Kong and Shanghai. Marc also runs Platinum Private Journeys, an elite private travel club in Shanghai for discerning Chinese travelers.

本次体验活动基本情况

市场定位：美国家庭、高端定制、针对美国力求通过亲子旅行、增强家庭成员亲情的市场趋势

线路主题：中国经典文化体验

体验线路：上海进出3晚，杭州不过夜、苏州2晚、湖州2晚，共8天行程

特色产品：金茂大夏、豫园、外滩、朱家角（上海），西湖、龙井采茶（杭州），拙政园（含品茶和苏州评弹交流）、虎丘（含苏派盘景学习）、山塘街水上游、网师园夜花园（苏州）、太极、茶道、太湖家禅修（湖州）

推广方式：邀请美国专业媒体现场体验，挖掘线路亮点，优化线路内容，在旅游专业媒体上发布传播并揽客

初步反馈：上海减一晚，苏州再增加一晚，这样可以充分体验中国传统文化，如刺绣、昆曲、书法、苏式生活（如包馄饨、学做苏式点心等）、太湖户外徒步等体验式活动。今年6月份Marc将再次来苏州，花10天左右时间，研发苏州文化体验活动和线路行程。

我们的尴尬：与国际旅行商线路研发和运营相比，我市地接旅行社明显还没做好准备，绝大多数旅行社仍停留在浅层的旅游产品销售上（物质和价格导向），很少有人研发深度体验的文化产品（精神和品质导向），诚然苏州拥有丰富的文化资源（国家、省级的物质和非物质资源不计其数），但真正走进市场操作层面的深度体验型文化产品却非常少，甚至连基本的服务、讲解、体验内容、主题包装、报价和谁运营等信息都拿不出来，有点“无米之炊”的味道。我们只好冲在第一线，带着少数旅行社与各类市场要素（景区、酒店和文化资源点）沟通协调市场层面操作的事情，而有些旅行社居然把这样的国际营销活动看成是赚钱机会的一般接待活动，并没有从未来市场培育和成长的角度好好地把握机会，主动对接送上门的国际入境市场，一味地等待我们把路全部铺好，享受市场成果。与国际旅行商的专业研发态度，以及他们对中国文化深深着迷的热爱相比，我们应该感到汗颜。

出路和对策：1.加强境内外市场需求研究。与有意研发中国文化深度度产品的境内外旅行机构联手，激发和鼓励本地旅游企业增强“旅游软实力”，引导和带领他们研发满足市场需求的深度品质游线路和产品，避免适销不对路产品开发带来的资源闲置和浪费。2.加强本地深度品质游产品供给研究。梳理基本满足境内外市场需求的产品名录，立足于本地旅游企业发展意愿和热情，逐步对外发布深度品质游相关信息。3.加强细分市场营销渠道研究。旅游营销渠道和形式越来越让人眼花缭乱，苏州旅游到底需要什么样的渠道，我们有多少购买力，以及多少精力（营销人数及专业水准）持续跟进等，不贪大而全，而要找到重点和突破，每年推出和促成一些市场愿意购买的深度品质游线路和产品。4.政府旅游部门要有足够的耐心和信心，绝不盲目推进，也不能停而却步，从可持续发展高度，审势度时，把握市场需求和供应总体配给情况，适度超前，引导和激发市场主体内生型发展能力。虽说国际营销的道路漫长，但我们既然选择了这条路，就义无返顾地全力做好。

All members of American Media FAM trip

Detailed List of Media:  

1.       Diana Rowe - Rowe is a freelance writer and covers travel, including business and leisure, golf and technical topics. Rowe contributes to the following media outlets: Blueprints, Caribbean Escapes, Citiwiz, Colorado Meetings & Events, Corporate & Incentive Travel Magazine, Denver's Motorcycle Rider News Magazine, Discovery.com, Diversity/Careers, ESPN Magazine, Greenhouse Business, Hellometro.com, Insurance & Financial Meetings Management, Luxurylatinamerica.com, Persimmon Hill Magazine, Suite101.com, Travelgolf.com, Trisept/VAX Vacation Access, Travelingmom.com, Vaxvacation Access. She is a member of the Society of American Travel Writers.

www.mandarinjourneys.com/magazine/diana-rowe/

www.DianaRowe.com 

www.TravelingInHeels.com

Traveling Grandmom at TravelingMom.com

2.       Danielle Hertzog – Hertzog is a writer and blogger behind Martinis and Minivans, a blog for anyone who has ever needed a martini after driving a minivan around all day. Or for anyone who has just ever needed a martini. In addition to writing for Martinis and Minivans, Danielle is a weekly blogger for the Omaha World Herald's parenting site, Momaha and her blog posts have been featured numerous times in the Omaha World Herald's Living section.

http://www.mandarinjourneys.com/magazine/danielle-herzog/

www.martinisandminivans.com

3.       Vera Sweeney - Sweeney is a mom of three beautiful children and the founder of I'm Not Obsessed, Lady and the Blog, and Babyrazzi, and Geek Obsessed as well as co-founder of Getting Gorgeous and the Fashion Forward Conference.

http://www.mandarinjourneys.com/magazine/vera-sweeney/

http://ladyandtheblog.com

http://guyandtheblog.com

4.       Sue Rodman - Rodman is a blogger and covers kid-friendly activities and events in Atlanta for Field Trips With Sue. She also delivers the Field Trips with Sue segment twice a month as contributor on WGCL-TV's Better Mornings. She has filled in as the host of the television program Friday Freebies on WXIA-TV. She has also contributed to Travel Savvy Mom and other websites.

http://www.mandarinjourneys.com/magazine/sue-rodman/

5.       Dana Zucker - Zucker is one of the three co- founders of the TriWivesClub. She has been planning, traveling to and attending triathlons with her Ironman triathlete husband and twins for over 7 years. She is an avid runner and into preparing fresh, local and organic food for her family.

http://www.mandarinjourneys.com/magazine/dana-zucker/

www.triwivesclub.com

Dana is also the Food Editor at TravelingMom.com