澳门旅游局04报告.ppt

1,旅遊局記者招待會Press Conference of Macau Government Tourist Office,12-1-2005,旅遊局,MGTO,2,Annual Report,年度報告,旅遊業狀況Tourism Situation,MGTO,旅遊局,3,訪澳旅客人數1995-2004Visitor Arrivals 1995-2004,*,資料來源 Source:統計暨普查局 Statistics&Census Service,*臨時數據 Provisional Data,年度報告,Annual Report,4,年度報告,累加訪澳旅客人數Cumulative Visitor Arrivals2004,旅遊局,*16,672,575(+40.25%),Annual Report,MGTO,*臨時數據Provisional Data,5,年度報告,旅遊局,Annual Report,MGTO,6,年度報告,旅遊局,首十位主要客源市場Top 10 Tourist Generating Markets,Annual Report,MGTO,7,年度報告,旅遊局,Annual Report,MGTO,*臨時數據*Provisional Data,入境旅客Visitor Arrivals,8,年度報告,旅遊局,Annual Report,MGTO,*臨時數據*Provisional Data,入境旅客Visitor Arrivals,9,年度報告,旅遊局,牌照發出狀況Licensing Situation,Annual Report,MGTO,10,旅遊局,Annual Report,MGTO,11,旅遊局,Annual Report,MGTO,12,年度報告,旅遊局,酒店業狀況Hotel Situation,Annual Report,MGTO,13,酒店及同類場所 Hotels&Similar Establishments,至2005年1月5日 as of 05 January 2005,資料來源：旅遊局 Source:Macau Government Tourist Office,年度報告,Annual Report,旅遊局,MGTO,14,年度報告,旅遊局,*酒店客房平均房價(一月至十一月)MOP$536.69(+14.12%)*Average hotel room rate(Jan.-Nov.)*入住率(一月至十一月)81.24%(+10.69%)*Occupancy rate(Jan.-Nov.),酒店及同類場所 Hotels&Similar Establishments,*資料來源：澳門酒店協會(只包括三，四，五星級酒店)*Source:Macau Hotel Association(3,4&5 star hotels only),Annual Report,MGTO,15,新建酒店計劃 New Hotels Projects,年度報告,Annual Report,旅遊局,MGTO,16,旅遊局,旅行社與導遊Travel Agencies&Tour Guides,Annual Report,MGTO,17,持牌旅行社數目No.of Licensed Travel Agencies 120(+5.26%)持牌導遊數目No.of Licensed Tour Guides849(+5.33%)普通話導遊 No.of Mandarin Speaking Tour Guides394(+6.78%),2004,旅遊局,Annual Report,MGTO,18,旅遊業違規行為情況Tourism Sector Illegal Acts,Annual Report,19,自由行 政策的執行情況,Situation of the Policy Execution of“FIT”program,旅遊局,Annual Report,MGTO,20,自由行 旅客入境情況 Visitor arrivals of“FIT”Program,旅遊局,Annual Report,*2003年8月至12月數據 Data of Aug to Dec of 2003*臨時數據 Provisional data,MGTO,21,宣傳物料Promotion Materials,旅遊局,Annual Report,MGTO,22,旅遊局,MGTO,23,電視廣告,TV Spots,旅遊局,MGTO,24,Events 30”English,25,接待訪澳團體(2004)Familiarization visits(2004),Annual Report,26,會展及獎勵旅遊MICE,旅遊局,Annual Report,MGTO,27,會展及獎勵旅遊狀況 MICE Report 二零零四年一至九月 Jan-Sep 2004,活動總數*202(+43.26%)Total events*總參加人數*22,580(+103.53%)Total participants*臨時數據*Provisional data,旅遊局,Annual Report,MGTO,28,2004活動短片2004 Activities Video Clip,MGTO,旅遊局,29,澳門特區政府旅遊局2005年工作計劃 MGTO Plan for 2005,MGTO,旅遊局,30,I)致力發展及推廣澳門成為一個旅遊之都Role to Promote Macau as Tourism Destination,定位澳門作為一個優質多元旅遊之都Position Macau as a quality tourism destination with diversified tourism products.多元化旅遊元素包括 Components including:博彩娛樂 Gaming and entertainment文化 Culture 休閒 Leisure盛事 Events體育 Sports 健康 Health生態旅遊 Ecotourism開發會展/商務旅遊 Development of MICE,2005工作計劃,2005 Plan,31,1.確立精緻旅遊建構娛樂之都Refinement of tourism products Develop Macau as a City of Entertainment文化旅遊-配合澳門申報世界文化遺產Cultural Tourism UNESCO World Heritage application盛事活動-2005年太平洋亞洲旅遊協會年會、2005年東亞運動會及2007年亞洲室內運動會 Mega Events 2005 PATA Annual Conference,2005 East Asian Games,2007 Asian Indoor Games精華遊 旅遊新產品、美食 Highlight Tours new tourism products,gourmet,II)策略Strategies:,2005工作計劃,2005 Plan,32,增加旅遊景點吸引力並在本澳一些較少開發的區域發展新旅遊設施及景點Development of new tourism products&facilities and exploration of new tourism spot in less well known areas完善周邊配套設施Refinement of the existing tourism products and facilities在澳門國際機場推出“澳門之最”的宣傳計劃“The Best of Macau”promotional programme at Macau International Airport大三巴牌坊前地的旅遊文化活動中心“Tourism Culture Activities Centre”at Ruins of St.Pauls,II)策略Strategies:,2005工作計劃,2005 Plan,(Contd),33,2.深耕內地市場吸引優質旅客Further penetration in the mainland China market Attract quality visitors跟進旅遊發展輔助委員會國內市場諮詢工作專責小組的意見 Gather CADT Mainland China Subcommittees input 組織實地拜訪考察有市場潛力的地區Familiarization of the potential market segments推廣文化休閒旅遊 Promote Culture and Leisure,II)策略Strategies:,2005工作計劃,2005 Plan,34,吸引內地優質旅客訪澳，延長旅客逗留時間 Attract quality visitors with high spending and high length of stay澳門遊交易平台 Trade Platforms加強與媒體合作 Increase promotion in diversified media,II)策略Strategies:,2005工作計劃,2005 Plan,(Contd),35,3.拓展海外市場豐富市場組合 Expand overseas markets Diversify source markets鞏固香港、台灣、日本及韓國市場，推出更新的旅遊產品，提高這些地區旅客的再訪率 Consolidate existing source markets(Hong Kong,Taiwan,Japan and Korea)by introducing new tourism products and increase repeated travel澳門與東南亞城市多條低成本航線及新航線開通LCCs operation and new routes in South East Asia致力復甦遠程市場 Revitalize long haul market,II)策略Strategies:,2005工作計劃,2005 Plan,36,美國西岸的市場代表處擴展到東岸以及設立法國市場代表處New Representative Offices in USA(LA and New York)and Central Europe(France)研究開發東歐及中東地區新興市場 Study new markets potential Eastern Europe and Middle East加強與業界的交流，共同推廣海外市場Exchange with industry trade partners and joint promotion,II)策略Strategies:,2005工作計劃,2005 Plan,(Contd),37,4.開發會展產業促進商務旅遊Develop MICE industry Promote Business Tourism 會展及獎勵旅遊研究暨資料中心 MICE Research&Information Centre進行研究及規劃工作 Research對本澳會展旅遊設施進行調查，以及了解本澳社團的國際聯繫 Facilitation of local associations and trade 加強會展、獎勵旅遊方面人才的培養 Training,II)策略Strategies:,2005工作計劃,2005 Plan,38,5.加強旅遊合作促進國際交流Strengthen Tourism Cooperation Enhance International Exchange泛珠三角區域內的旅遊合作 PPRD 9+2粵港澳 Guangdong Hong Kong-Macau粵澳 Guangdong Macau太平洋亞洲旅遊協會 PATA 世界旅遊組織 World Tourism Organization 國際大會及會議協會 ICCA亞洲會議暨觀光局協會 AACVB亞太經合組織-旅遊工作組 APEC TWG,II)策略Strategies:,2005工作計劃,2005 Plan,39,6.推進質量管理強化競爭實力Advance in Quality Management Increase Competitive Advantage旅遊局的組織架構重組 Restructure of MGTO旅遊業人力資源發展 Human Resource Development旅遊服務項目的監察 Inspection on tourism facilities旅遊保障機制 Tourist insurance mechanism,II)策略Strategies:,2005工作計劃,2005 Plan,40,推廣新修訂的法律法規 Introduction of new legislation to local trade and mainland counterparts改善“全能通”中心的服務 Enhancement of“All-in-One”service極大化網頁推廣功能-開發獨立的推廣旅遊網頁及業務網頁Maximize web-based promotion development of tourist website and corporate website繼續推動澳門旅遊認知運動Continuation of“Macau Tourism Awareness Campaign”,II)策略Strategies:,2005工作計劃,2005 Plan,(Contd),41,中國大陸 Mainland China 香港 Hong Kong中國台灣 Taiwan,China日本 Japan美國 U.S.A.韓國 Korea馬來西亞 Malaysia菲律賓 Philippines泰國 Thailand,III)主要市場 Priority Markets:,2005工作計劃,2005 Plan,42,IV)具潛力的市場 Potential Markets:,印度 India新加坡 Singapore澳紐 Australia/New Zealand英國 United Kingdom德國 Germany 法國 France葡萄牙 Portugal西班牙 Spain,2005工作計劃,2005 Plan,43,V)待探索的市場 Markets to be explored:,中東 Middle East東歐 Eastern Europe,2005工作計劃,2005 Plan,44,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,中國大陸 Mainland China對象 Target segments:實施自由行政策的省、市 Provinces and cities enjoying FIT policy 泛珠三角地區 Pan Pearl River Delta Region與澳門有直航的省、市 Provinces and cities that have direct air service with Macau 北部省份如：遼寧、黑龍江及吉林等 Northern provinces such as Liaoling,Heilongjiang,Jilin,2005工作計劃,2005 Plan,45,中國大陸 Mainland China策略 Tactics:藉著不同的框架下，繼續開展地區伙伴的合作機制，例如：泛珠三角、粵澳、粵港澳及閩澳等。Leverage on collaboration with regional partners under several frameworks such as“Pan Pearl River Delta”,“Guangdong-Macau”,“Guangdong-Hong Kong-Macau”,and“Fujian-Macau”mechanism促進旅遊局駐外市場代表處與國家旅遊局駐外辦事處的合作，並建立更密切的伙伴關係。To establish a close partnership between the overseas offices of MGTO and those of China National Tourism Administration,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,2005工作計劃,2005 Plan,46,中國大陸 Mainland China策略 Tactics:向有潛力的省、市派發宣傳資料。Mass distribution of promotion literature to potential public 邀請傳媒（電視及報章）來澳考察，增加澳門的知名度。Maximize media exposure by hosting media(TV and press)famils 支持國內旅行社為自由行旅客及團隊設計新的旅遊行程。Endorse new itineraries with travel agents from mainland China for FIT itineraries and organized tours,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,2005工作計劃,2005 Plan,47,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,中國大陸 Mainland China主要活動 Major activities:廣州國際旅遊展銷會(GITF)三月 Guangzhou International Travel Fair(GITF)Guangzhou,China March中國國內旅遊交易會 四月 China Domestic Travel Fair April中國國際旅遊交易會(CITM)十一月 China International Travel Mart(CITM)November北京國際旅遊展(BITE)六月 Beijing International Travel Expo(BITE)-June,2005工作計劃,2005 Plan,48,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,中國大陸 Mainland China主要活動 Major activities:粵西考察活動 四月Study tour to West of Guangdong-April泛珠三角地區考察活動（江西湖南）Study tour to PPRD area(Jiangxi/Wunan)地區性傳媒宣傳Launch of regional media campaign互聯網宣傳 Internet Promotion戶外廣告宣傳 Outdoor Billboard,2005工作計劃,2005 Plan,49,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,香港 Hong Kong對象 Target segments:傳統觀念：吃喝玩樂(博彩、夜生活及美食等)Excitement&entertainment seekers(gaming,nightlife&gourmet visitors)休閒渡假一族：(年青人、優皮一族及家庭)Holiday seekers,youngsters,yuppies,families,2005工作計劃,2005 Plan,50,香港 Hong Kong策略 Tactics:舊點新遊：重新包裝現有的旅遊產品(澳門第一之旅)Repackage the existing products(Macau No.1 Tours)開拓新的旅遊產品(生態、文化遺產等主題旅遊)Development of new products(ECO and Cultural Heritage Tour)加強宣傳新增旅遊熱點及設施 New attractions reinforcement,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,2005工作計劃,2005 Plan,51,香港 Hong Kong策略 Tactics:支持業界以及針對消費者作出宣傳：協助業界把澳門旅遊產品重新包裝，支持開拓新的旅遊路線；利用業界支持，向大眾推廣澳門旅遊Trade support&consumer promotion(aid our trade partners to re-package,develop and reinforce tourist products,which in turn help consumers to explore Macau in new perspectives),VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,2005工作計劃,2005 Plan,52,香港 Hong Kong策略 Tactics:與旅遊業界進行澳門旅遊產品推介說明 Travel Trade Presentation on Macau Tourism Products Update傳媒考察(生態及文化旅遊)Media Famils(ECO&Cultural Heritage Tours),VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,2005工作計劃,2005 Plan,53,香港 Hong Kong主要活動 Major activities:旅遊業界及傳媒春茗 2月 Travel Trade&Media Spring Luncheon Feb推廣2005太平洋亞洲旅遊協會PATA年會-2月至4月 Promotion of PATA Annual Conference 2005 Feb to Apr香港國際旅遊展(ITE)6月 International Travel Expo(ITE)Jun,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,2005工作計劃,2005 Plan,54,香港 Hong Kong主要活動 Major activities:路展(文化遺產及澳門格蘭披治大賽車)9月Roadshow(Cultural Heritage&Macau Grand Prix)-Sept 推出“澳門第一”旅遊路線Launch“Macau No.1s Tour”Campaign(重新包裝澳門現有文物景點)(Repackage Macaus existing heritage products),VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,2005工作計劃,2005 Plan,55,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,中國台灣 Taiwan,China對象 Target segments:家庭旅客 Family travelers長者 Senior citizens蜜月旅客 Honeymooners,2005工作計劃,2005 Plan,56,中國台灣 Taiwan,China策略 Tactics:與航空公司及業界合作，向目標市場推出增值旅遊套餐 Work closely with airlines and tour operators to develop value-added packages for MGTO target market segments,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,2005工作計劃,2005 Plan,57,中國台灣 Taiwan,China主要活動 Major activities:花燈節 二月 Lantern Festival-February傳媒春節聯歡 二月 Spring Media Party February 台中及高雄旅遊展 四月及五月 Travel Fairs in Taichung&Kaohsiung April&May國際旅遊展(ITF)十一月 International Travel Fair(ITF)-November區域傳媒宣傳活動 五月 Launch of regional media campaign-May,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,2005工作計劃,2005 Plan,58,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,日本 Japan對象 Target segments:針對長者及中年人士推出澳門“歷史文化”之旅Mono-Macau“History and culture”tour packages for senior and middle-aged groups針對三十之齡的女士推出澳門“生活品味”之旅 Mono-Macau“Lifestyles”-tour packages for women in their 30s 為日本傳統旅行團及區域市場推出澳門香港珠三角聯線遊 Macau/HK/Pearl River Delta packages for traditional tour groups and regional markets in Japan,2005工作計劃,2005 Plan,59,日本 Japan策略 Tactics:向年長的旅客强化澳門的歷史及文化Maintain the diversity of Macau as the History and culture destination for the senior進一步開拓年輕的女性市場並建立澳門時尚旅遊的新品牌Draw greater attention of young women and establish the new Macau branding for Macau as the lifestyle destination激勵日本各區域市場從而進一步帶動當地旅遊Stimulate regional markets within Japan,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,2005工作計劃,2005 Plan,60,日本 Japan主要活動 Major activities:日本旅遊協會（JATA）旅遊展 九月JATA Travel Fair September澳門推廣月 九月 Macau Promotion Month coincide with JATA澳門及香港文化節宣傳(聯合香港旅游局與其他5個不同城市)Macau&Hong Kong Cultural Festival(5 different regional cities with HKTB)宣傳澳門包機航班Macau Chartered Flight Promotion,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,2005工作計劃,2005 Plan,61,日本 Japan主要活動 Major activities:區域傳媒宣傳活動 Launch of regional media campaign定期向業界舉行推介會 Regular educational seminars to travel trade加緊與JATA及航空公司的合作 Close collaboration with JATA and carriers,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,2005工作計劃,2005 Plan,62,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,美國 USA對象 Target segments:組團旅行社 Travel Wholesalers 會展公司和旅行商 MICE Companies and Travel Buyers旅遊媒體 Travel Trade Media 消費者媒體Consumer Media,2005工作計劃,2005 Plan,63,美國 USA策略 Tactics:與太平洋亞洲旅遊協會、獎勵旅遊行政人員組織、合適的組織建立伙伴關係。Establish Partnership with PATA,SITE,and Other Appropriate Organizations促進旅遊局駐外市場代表處與國家旅遊局駐外辦事處和香港旅遊發展局的合作，並建立更密切的伙伴關係。To establish a close partnership between the overseas offices of MGTO and those of CNTA and HKTB,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,2005工作計劃,2005 Plan,64,美國 USA策略 Tactics:和擁有分發渠道的合作伙伴共同推廣。Cooperative Promotions with Distribution Channel Partners 廣泛派發宣傳資料。Mass distribution of promotion literature to potential public 邀請傳媒（電視及報章）來澳考察，增加澳門的知名度。Maximize media exposure by hosting media(TV and press)famils 與旅行社更新旅遊行程,延長逗留澳門的時間。Create new itineraries with travel agents that include more time(over night stays)in Macau,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,2005工作計劃,2005 Plan,65,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,美國 USA 主要活動 Major activities:參加芝加哥獎勵旅遊展覽會,Attend Incentive Trade Show,“IT&ME”,Chicago,参加美國旅行社協會年會Attend“American Society of Travel Agents”,Montreal參加華盛頓的教育旅遊會議Attend Educational Travel Conference,Washington,DC.參加美國旅遊從業員協會會議 Attend United States Tour Operator Association Meeting(USTOA),Cancun,2005工作計劃,2005 Plan,66,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,韓國 Korea對象 Target segments:中年專業人士Middle-aged career men年青白領階層Young White Collar經由香港或中國南部過境的旅客Transit Visitors via Hong Kong and/or Southern China年長旅客Senior Travellers,2005工作計劃,2005 Plan,67,韓國 Korea策略 Tactics:_ 透過電視,在綫宣傳,旅游雜誌等多種媒介宣傳，加深 澳門作為文化之都的印象Enhance Macau as“City of Culture”by emphasizing through various media(cable TV,online,travel magazines)針對年青的客戶群與個人遊，發展並加强在綫市場營銷宣傳Develop&Strengthen online marketing for young segment and FIT,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,2005工作計劃,2005 Plan,68,韓國 Korea策略 Tactics:激勵商務旅遊市場，進一步拓展澳門旅遊的整體宣傳至泛珠三角洲地區Stimulate travel trade to develop Macau tour package including PPRD region,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,2005工作計劃,2005 Plan,69,韓國 Korea主要活動 Major activities:韓國旅遊博覽會 六月2005 KOTFA June與主要的旅行社代表機構合作在綫宣傳Online promotion with major portals and online travel agencies澳門旅游促進會Macau Tourism Seminar,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,2005工作計劃,2005 Plan,70,VI)在主要市場上開展的主要活動及策略 Major Activities and Tactics in priority markets,馬來西亞 Malaysia對象 Target segments:旅遊業界包括組織會議及獎勵之業者Travel trade including the MICE agents 消費者包括高爾夫球愛好者,蜜月旅客,家庭旅客,年青旅客及長者)Consumers(Golfers,honeymoon couples,families,young travelers who just started working,senior citizens),2005工作計劃,2005 Plan,71,馬來西亞 Malaysia策略 Tactics:廣告推廣-包括戶外大型廣告牌/巴士站/地鐵站-電台遊戲節目-刊登報章