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近日，国家移民管理局发布公告，将过境免签外国人在境内停留时间延长至240小时（10天），并新增21个口岸作为过境免签人员出入境口岸，进一步扩大停留活动区域。另外，2023年12月起，我国先后对38个国家实行单方面入境免签政策，涵盖大部分欧洲国家及日韩等。南京作为首批适用过境免签政策的城市，正紧抓机遇、积极谋划，优化实施入境旅游行动计划，全力推动入境旅游迈向新高度，将政策“流量”转化为发展 “留量”。
Recently, the National Immigration Administration announced that the stay duration for foreign nationals eligible for visa-free transit has been extended to 240 hours (10 days). Additionally, 21 ports of entry and exit have been added for visa-free transit individuals, further expanding the allowed areas for visa-free transit travelers. Starting from December 2023, China has implemented a unilateral visa-free entry policy for citizens of 38 countries, covering most European nations as well as Japan and South Korea. As one of the first cities to adopt the visa-free transit policy, Nanjing is actively planning to optimize its inbound tourism action plan. The city is fully committed to driving inbound tourism to new heights and implementing the policy to bolster its development growth.
近两年，南京文旅依托深厚底蕴，深度融合资源，精准发力推广，政企携手深耕重点客源市场，扩大交流合作“朋友圈”，协同推进入境旅游便利化措施落地，大力优化奖励扶持政策。多管齐下见成效，今年1至11月，全市接待入境过夜旅游者51.5万人次，同比增长68.7%；实现旅游外汇收入7.2亿美元，同比增长15% 。11月，以“让世界了解南京”为主题，南京市文化和旅游局邀请百余名来自欧美、东南亚、港澳台等重点入境客源市场旅行商、媒体、KOL以及国内北京、上海、西安、桂林等重点入境口岸城市旅行商代表齐聚南京，共商入境旅游发展。本月，包括澳大利亚知名旅行博主、香港入境旅行商踩线团、香港塘尾道官立小学百名师生研学团、新加坡70人会奖旅游团、韩国京畿道大学研学团在内的多批次重点团组纷纷到访南京，古都独特魅力吸引着全球目光。
Over the past two years, Nanjing’s tourism sector has leveraged its rich and integrated resources and precisely targeted promotional efforts. The competent authorities and businesses have collaborated to deeply explore key inbound tourism markets, expand the network of exchanges and cooperation, promote the implementation of measures facilitating inbound tourism, and optimize reward and support policies. Multifaceted strategies have yielded results: From January to November 2024, 515,000 inbound overnight tourists visited Nanjing, representing a 68.7% year-on-year increase; and tourism foreign exchange value reached 720 million dollars, a 15% growth compared to the previous year. The Nanjing Municipal Bureau of Culture and Tourism invited over a hundred travel agents, media representatives, key opinion leaders (KOLs) as well as travel agents from major inbound markets in Europe, America, Southeast Asia, Hong Kong, Macao and Taiwan to gather in Nanjing to discuss the development of inbound tourism through an event themed Bringing Nanjing to the World in November. In December, several key groups, including well-known Australian travel bloggers, Hong Kong inbound FAM trips, a study tour group from Tong Mei Road Government Primary School (HK) with 100-odd teachers and students, a 70-person incentive tour group from Singapore, and a study tour group from Kyonggi University (South Korea), visited Nanjing. The unique charm of this city continues to attract global tourists.
漫步城墙触摸南京历史，夜游秦淮河感受烟火，在牛首山上品鉴艺术与自然交融之美，非遗工坊领略传统精髓，文博场馆沉浸人文风雅······对于寻求深度文化体验的入境游客而言，南京无疑是绝佳之选。世界旅游联盟《2023-2024跨境旅游消费趋势研究报告》指出——“入境游客对中国多元城市文化体验的探索热情正在增长，从入境游的景点选择上，南京明孝陵等极具中国历史文化的景点广受入境游客喜爱”。如今，免签政策再放宽，使得外国游客来华开展深度文化体验的时空限制更为宽松便捷，无疑将为南京提振入境旅游市场再推一把力。如何用好这把强大动力，南京文旅部门与行业正在积极谋划以下8条举措：
Stroll along the ancient city walls to feel the pulse of history and culture, enjoy a nighttime cruise along the Qinhuai River to experience its vibrant atmosphere, appreciate the blend of art and nature atop Niushoushan, immerse in traditional craftsmanship at intangible cultural heritage workshops, and indulge in the cultural elegance of museums… Nanjing offers a wealth of experiences for inbound tourists seeking a deep cultural journey. The World Tourism Alliance’s 2023-2024 Cross-border Tourism Consumption Trends highlights that the enthusiasm of inbound tourists to explore the diverse cultural experiences of Chinese cities is on the rise. Among the popular attractions for inbound tourists, the Ming Tomb in Nanjing and other historical and cultural sites are highly favored. With the relaxation of the visa-free policy, the barriers to foreign tourists for deep cultural experiences in China have been further eased. Undoubtedly, this will provide a significant boost to Nanjing’s inbound tourism market. To fully harness this momentum, the competent departments, along with industry stakeholders, are actively planning the following eight initiatives.
PART01创新产品，携手共进Innovative Products for Collaborative Progress
南京文旅将紧密携手国旅总社、唐朝国旅、携程等入境头部企业，深度挖掘南京特色文化与旅游资源，重点面向欧、美、澳等洲际远程市场，精心打造契合国际需求的高品质线路产品，探索可持续的产品营销与客源招徕合作路径。
The Nanjing Municipal Bureau of Culture and Tourism will closely partner with leading inbound tourism companies, such as CITS, Guilin Tang Dynasty Tours Co., Ltd., and Ctrip, to deeply explore Nanjing’s unique cultural and tourism resources. The focus will be on long-haul markets in Europe, North America and Australia. High-quality travel packages will be carefully crafted to meet international demands, while sustainable product marketing and customer attraction strategies will be developed.
PART02非遗活化，深度体验Revitalize Intangible Cultural Heritage for In-Depth Experiences
打造非遗传承体验基地，邀请非遗传承人驻场教学，让游客亲身体验非遗制作；组织非遗文化巡演，让游客近距离感受南京非遗魅力，丰富旅游文化内涵；结合非遗文创开发，将南京特色非遗技艺融入旅游纪念品，让境外游客带走“南京记忆”。
Nanjing will establish experiential bases for the inheritance of intangible cultural heritage (ICH), inviting ICH masters to offer on-site teaching, allowing visitors to experience the making of traditional crafts firsthand. Cultural tours will be organized to showcase Nanjing’s intangible cultural heritage, giving tourists the chance to appreciate its unique charm and enrich their travel experience. Additionally, integrating ICH into cultural and creative products will bring distinctive handicrafts into souvenirs, allowing overseas visitors to take home a “memory of Nanjing”.
PART03多元宣推，提升影响Diverse Promotion for Enhancing Influence
制作多语种南京文旅宣传资料，投放于国际航班、海外社交媒体、OTA平台；在海外社交媒体定期发布南京美景、美食、文化活动，举办线上互动活动，提高互动率；邀请国际知名博主、旅行达人来宁体验，在社交平台分享南京旅行故事，扩大南京文旅海外知名度。
Multilingual promotional materials for Nanjing’s culture and tourism will be created and distributed on international flights, overseas social media platforms and online travel agencies (OTAs). Regular posts showcasing the city’s beautiful scenery, food and cultural activities will be made on overseas social media, with interactive online events to boost engagement. International internet celebrities and travel experts will be invited to Nanjing to share their experiences on social platforms, further enhancing the city’s global cultural and tourism profile.PART04数字赋能，精准营销Digital Empowerment for Precise Marketing
利用大数据分析入境游客消费习惯、兴趣偏好，通过个性化推荐引擎，在南京文旅多语种官方网站、境外社交平台、手机APP精准推送南京文旅信息，吸引潜在游客。
Big data will be used to analyze the consumption habits and preferences of inbound tourists. Through personalized recommendation engines, Nanjing’s cultural and tourism information will be precisely pushed to potential visitors via multilingual official websites, overseas social media platforms and mobile APPs, attracting more tourists to the city.PART05便利支付，畅行无忧Convenient Payments for Journey
持续优化支付便利化措施，在景区、酒店、餐厅等游客消费场所，全面接入国际信用卡支付，推广移动支付，设立外币兑换点，确保支付环节顺畅，提升旅游消费便利性。
Nanjing will continue to optimize payment measures by ensuring that international credit card payments are applied at tourist attractions, hotels and restaurants. Mobile payment options will be promoted, and foreign currency exchange services will be established, ensuring a smooth payment process and enhancing the convenience of tourism consumption.PART06提升服务，培育人才Enhanced Services for Talent Development
开展外语配套服务完善与提升工程，确保旅游景区、酒店、交通枢纽等公共场所的外语标识准确规范；强化导游与服务人员外语培训，提升跨文化交流能力；组建专业志愿者队伍，在关键场所提供多语种导游、翻译、救援等贴心服务；协同多部门优化通关、通信、购物、支付等全程体验。
Projects for improving foreign language services will be implemented, which will ensure accurate and standardized foreign language signage at public spaces such as tourist attractions, hotels and transportation hubs. Training programs for tour guides and service staff will be strengthened to enhance cross-cultural communication skills. Professional volunteer teams will be established to provide multilingual services, including guiding, translation and emergency assistance, at key locations. Collaboration among multiple departments will also be fostered to optimize the overall experience for tourists, including customs clearance, communication, shopping and payment processes.PART07深化交流，拓展合作Deepen Exchanges and Expand Cooperation
与世界旅游联盟、世界旅游城市联合会、亚太旅游协会（PATA）等组织、中国入境旅游头部企业建立起常态化合作机制，可持续组织更多的国际旅行商来宁踩线和考察，展示古都魅力风采。坚持政企联动，组织更多文旅企业走出去，参加重点国际旅展，开展长效外联。
Nanjing will establish regular cooperation mechanisms with organizations such as the World Tourism Alliance, the World Tourism Cities Federation and the Pacific Asia Travel Association, as well as leading inbound tourism enterprises in China. These partnerships will enable sustainable efforts to invite more international travel agents to visit Nanjing and explore the city’s offerings, showcasing the attractions of the ancient city. The government will continue to foster government-business collaboration, organizing more cultural tourism enterprises to participate in key international tourism exhibitions and engage in long-term international outreach.PART08区域协同，联动共赢Regional Collaboration for Mutual Growth
与上海、北京、广州等重点口岸城市深度合作，精准开展产品宣介、广告投放，共同开发入境客源市场；联合周边城市推出跨区域线路，吸引过境游客畅游长三角。通过互利合作，壮大南京入境旅游产业，迈向高质量、可持续发展之路。
Nanjing will deepen cooperation with key port cities such as Shanghai, Beijing and Guangzhou, engaging in precise product promotion and advertising, and jointly developing the inbound tourism market. Collaborative cross-regional routes will be launched with neighboring cities to attract transit tourists to explore the Yangtze River Delta. Through cooperation, it aims to strengthen the inbound tourism industry and pave the way for high-quality, sustainable development.
