Chinese medicine tourism from vision to reality still need polishing

Time: 2015-09-22

Source: China travel news

Author: Chen jing

Recently issued by the state council "about further promote tourism investment and consumption of several opinions, clearly put forward in the development of traditional Chinese medicine health tourism, launch a number of traditional Chinese medicine culture as the theme, focus medical rehabilitation therapy, health care, cultural experience in the integration of traditional Chinese medicine health tourism product demonstration. Recently held in Beijing in the 2015 Beijing international business and award tourism exhibition, Beijing LvYouWei, said yu song, director of the Chinese medicine keeping in good health culture tourism as a new type of tourism forms, is becoming a new economic growth point of Beijing tourism industry development. The reporter understands, in addition to Beijing, gansu, shandong, anhui and other places of the traditional Chinese medicine health health tourism also is in sadly arisen, in sanya, the doctor of traditional Chinese medicine health care tourism has long played the brand in Russian market. But in an interview, the reporter also learned that the Chinese medicine tourism real docking with the market, still need to various efforts.

The top-level design blueprint

It is reported that the national tourism administration and the state administration of traditional Chinese medicine is to carry out close cooperation, common traditional Chinese medicine health tourism pilot cities and traditional Chinese medicine health tourism demonstration product construction, support conditional place to build a batch of traditional Chinese medicine health tourism industry demonstration zone, in the aspect of business mode innovation, mechanism reform, the cluster development leading to try first. The Chinese medicine tourism by the unprecedented attention.

According to introducing, the Beijing municipal LvYouWei and city bureau of traditional Chinese medicine of traditional Chinese medicine (TCM) since 2011, Beijing started the health cultural tourism product development work. After 5 years of exploration and practice, at present Beijing has formed the ditan medicinal botanical garden, dongzhimen hospital of traditional Chinese medicine keeping in good health culture park, Beijing international division, the drum tower hospital of Chinese medicine such as medical tourism demonstration base and 29 home demonstration base construction unit, joint CITS, China travel, cyts Tours, comfort, Caesar, ctrip launched seven Chinese medicine keeping in good health and cultural tourism products online sales. "Carry forward the eastern philosophy wisdom, spreading Chinese traditional culture, cultivation of traditional Chinese medicine tourism brand, improve the quality of tourism, tourist health integration development of traditional Chinese medicine of traditional Chinese medicine is Beijing tourism development goals." Just say Luo Zeng, deputy director of the Beijing administration of traditional Chinese medicine.

"Increased on the traditional tourism resources of traditional Chinese medicine keeping in good health in Beijing element can effectively improve the added value of tourism products, the existing Beijing will take development of traditional Chinese medicine keeping in good health culture tourism industry as the breakthrough point to promote tourism innovation and transformation, realize from the traditional purpose of tourism products to the casual and experience respectively, unique products, travel by tour type form to involved in the form of the tourism experience." Deputy director of the Beijing LvYouWei wang yue said.

Begun to take shape has huge potential

Since 2011, the world federation of Chinese medicine in Beijing began organizing overseas experience of traditional Chinese medicine keeping in good health culture tour project - "the beautiful Chinese health China" journey of international cultural exchanges and traditional Chinese medicine of traditional Chinese medicine keeping in good health (Beijing) theme activities. The activity with cultural health tourism as the gripper, the federation member units distributed in more than 60 countries and regions as the channel and platform, drive, gynecological, pediatrics, orthopedics, pain, digestive disease characteristic and advantage of traditional Chinese medicine such as medical tourism.

"In recent years, the potential and recognition of TCM health tourism in overseas is beyond our expectations, the market potential is tremendous, many foreign visitors through the way of experience of traditional Chinese medicine keeping in good health, enhance the understanding of Chinese culture, increase the interest in Chinese culture." Li He white said.

Sanya longines dock center in recent years has hosted a large number of Russian tourists travel to sanya, experience of traditional Chinese medicine health care. Sanya longines dock center President sergei Zhang Shi is russians, he besides open center of Chinese medicine in China, also opened three center in Moscow, Russian people in China to carry out the Chinese medicine health care tourism consulting. "Russians are very interested in traditional Chinese medicine, especially the pulse condition, acupuncture, Chinese massage, foot, cupping, small needle knife, Chinese medicine, Chinese style and beauty, etc., such as ganoderma lucidum, winter spring summer grass green health food is also very popular." In sergei Zhang Shi view, traditional Chinese medicine tourism including health care, disease prevention and treatment of three basic parts, the Chinese medicine tourism consumption market potential is great.

At present, the tourism of sanya Chinese traditional Chinese medicine health has formed in the overseas market for a certain reputation, and accumulated a certain medical and service experience. For overseas tourists, sanya Chinese can according to individual needs, guest to develop rehabilitation scheme with TCM characteristics, can also according to the travel team group of common diseases to make health intervention package, from the guests' diet, lifestyle and sports lifestyle intervention in the form of guidance, to achieve the effect of rehabilitation recuperate. Once toured China international travel service facilities Liu Huiyuan said vice general manager, the travel agency for traditional Chinese medicine health tourism products with positive and optimistic attitude, this is undoubtedly a very promising sunrise industry.

"In the face of the huge market potential, we need to do is depth explore all kinds of tourism resources, the development depth of experience respectively tourism product." Wang yue said that this year, Beijing will continue to increase in South Korea, Japan, German, Spanish, Russian, English and Chinese seven market development, cyts Tours, CITS in the CNS, a easy journey, ctrip will further to Japan and South Korea, Russian (Russia, Ukraine, kazakhstan), Spain, Germany, the United States, and the Chinese market for product testing and promotion. At the same time, will strengthen the top-level design, preparation of traditional Chinese medicine keeping in good health culture tourism marketing planning and the traditional Chinese medicine keeping in good health culture tourism resource development and construction planning; Make full use of the Beijing municipal services opening up integrated pilot program for business and tourism services, health policy in the field of medical services, price mechanism, management mechanism, operation mechanism innovation; Registered "tourism brand of traditional Chinese medicine keeping in good health culture", etc.

To market still needs polishing

Recently, the Beijing LvYouWei and municipal administration of traditional Chinese medicine held Beijing Chinese medicine keeping in good health tourism two-way training seminars. "In traditional Chinese medicine keeping in good health culture tourism in the process of project development and promotion, because lack of basic knowledge of traditional Chinese medicine are the guide groups, make the tourists' understanding of traditional Chinese medicine health tourism and experience, at the same time, tourism service is lack of some Chinese medicine keeping in good health resources unit, also affect the tourists' satisfaction." Luo Zeng just said, although Chinese medicine health tourism market prospect, but after all in our country has just started. TCM health tourism, Beijing, China also faces many problems need to be solved, such as: participate in traditional Chinese medicine health tourism resources type single unit properties, such as policy, price system, mechanism is imperfect, enthusiasm is not high; The depth of the TCM health tourism products, market segmentation of consumers is not enough, etc.

And compared with the international medical tourism, travel of Chinese medicine in our country there is a big gap. "South Korea international cosmetic, Thailand's Thai massage, Swiss sheep child element anti-aging treatment, Japan medical, India yoga projects, such as high degree of international certification, quality information transparency, the complete chain of services, with forms of relevant insurance, customers mainly in developing countries, a market-oriented operation completely, medical institutions are active cooperation with tourism enterprises and cooperation pattern more mature, tourists spend range from $10000 to hundreds of thousands of. But our country domestic tourism project of traditional Chinese medicine, Chinese medicine lectures, massage, foot massage, medicinal food, Chinese herbal medicine such as hot springs, spending on average more than 50 yuan to 500 yuan between, without an international certification, quality standard is not unified, there is no systematic service and related insurance, related to medical units cooperation with tourism enterprises is relatively passive, is still in a state of government leading." Liu Huiyuan said.

Chinese medicine tourism projects in China in the international at present especially in developed countries accept degree is still low. In addition to strengthen the propaganda, own also to strengthen the science of uniting the internal work. "Overseas tourists interested in is more intuitive, in the form of demonstration, the scene view, personal participation and experience, but they will concern whether security, insurance policy covering, transparent, experience if the project is to obtain the international authoritative certification." Liu Huiyuan that provide service for tourism market at present is mainly the private hospitals, small clinics, etc., the lack of quantitative standard, cooperate with travel agencies face, narrow and difficult in cross-border medical reimbursement, the imperfection of the international certification institutions, from personnel of course of study foreign language level affects the quality of service.

"At present the common project of traditional Chinese medicine group is usually half day or one day foundation seminars, training of traditional Chinese medicine: Chinese medicine based on Chinese medicine stores, selling drugs, pedicure half day; for the purpose of selling medicine clinic pulse; in the hospital or hotel to open the blind massage, foot massage, massage, etc." Liu Huiyuan said, in fact, from the point of the travel agency, in the tourism products can sale project of traditional Chinese medicine has a lot of, for example, the Chinese medicine knowledge learning, including the surrounding plants and animals (fruits and vegetables) medicinal value, common plants which can be used to solve a few small disease; Embedded in the basic training of TCM, including short-term therapy, adjuvant therapy and rehabilitation treatment, and long-term treatment of traditional Chinese medicine, Chinese medicine therapy; To be a partner with food and beverage industry of medicinal food, along with tourism team of health care services, physical therapy of traditional Chinese medicine service, in view of the sunset market health products, etc.

"Our ultimate goal is to put the traditional Chinese medicine, Chinese medicine keeping in good health, health care, physical therapy, as one of the most brilliant cultural content of the Chinese nation to the world." Liu Huiyuan advice, can be open around the large hospital of traditional Chinese medicine health resources, implements easier for hospitals, medical staff, flexible incentive measures, actively cooperate with international certification institutions concerned, establish dominated by the Chinese traditional Chinese medicine treatment, keeping in good health, health care and other international standards and certification system. "Except for the guest, can also develop in view of the domestic high-end guests luxury medical tourism projects, the aspects of consumption at home." Travel agencies should set up a special team in product research and development, the coordination of the insurance sector to provide targeted insurance breed, show as a major means of national soft power to carry on the positive promotion, professional training of employees, depth excavation potential old doctor of traditional Chinese medicine, the product by the physical therapy gradually transition to a treatment, etc.