.12.16AnewGrandTour畅游欧洲新势力量中国.doc
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A new Grand Tour长途旅行China’s tourists are carving out a new European itinerary, with some unexpected stops 中国游客正在开创自己的欧洲游线路，其中包括一些让人意想不到的地方Chinese touristsDec 16th 2010 | from PRINT EDITIONIN THE grounds of King’s College, Cambridge, grows perhaps the most famous willow tree in China. It was immortalised by Xu Zhimo, a 20th-century poet with all the attributes required for lasting celebrity: talent, a rackety love life and a dramatic early death (plane crash at 34). With each passing year, growing crowds of Chinese tourists visit the tree and a nearby marble boulder inscribed with lines from Xu’s poem, “On leaving Cambridge”.柳树在中国或许是最为常见的树种，而种植在剑桥国王学院里的柳树，已经成为了徐志摩诗句中永恒的经典，才艺双馨，情事多舛，英年早逝，正是这样不同于常人的一生，也使得这位20世纪诗人至今都被人所铭记。
在过去的每一年间，越来越多的中国游客都会来此一览，就在不远处，镌刻着徐志摩名作《再别康桥》的一块大理石石碑，也成了一处观光圣地Locals and tourists from elsewhere pass the tree without a second glance. But for educated Chinese, who learned Xu’s poem in school, this tranquil spot, watched over by handsome white cows and an arched stone bridge, is a shrine to lost youth. Many are visibly moved, even as the cameras click and flash. Xu’s verses help explain the great prestige Cambridge University enjoys in China, nudging it a notch or two ahead of Oxford. They also explain why many educated Chinese have heard of punting.当地人或是他国游客对于这片景色可能只是匆匆一瞥，但是对于来自中国又早期受教于徐志摩先生诗句的知识分子来说，这片由英挺的白色乳牛及拱形石桥守望的净土，已成为了这位早逝诗人的纪念场所。
来此的中国游客，即使在拍照的时候，心中的感动也是浮现在脸上从徐志摩先生的诗句中或许我们能够理解，为什么剑桥在中国民众的心中，要比牛津更加耀眼同时，这也能够解释了为什么中国的知识份子对于剑桥赛船运动，毫不陌生的原因Xu’s willow is just one stop on an emerging grand tour of Europe, the continent that routinely tops polls of dream Chinese destinations. China’s newly mobile middle classes like to visit established spots like the Eiffel Tower, the Louvre and Venice’s Grand Canal. But the visitors have also marked out a grand tour all of their own, shaped by China’s fast-developing consumer culture and by distinctive quirks of culture, history and politics. The result is jaw-dropping fame, back in China, for a list of places that some Europeans would struggle to pinpoint on a map: places like Trier, Metzingen, Verona, Luxembourg, Lucerne and the Swiss Alp known as Mount Titlis.在欧洲这片中国民众最想畅游的大陆上，“纪念树”只是旅行新军行程中的一站。
当然，一些历史悠久的景点如埃菲尔铁塔，卢浮宫，威尼斯都是中国热爱旅行的中产阶级的最爱此外，由于高速发展的消费文化及相当不平凡的历史，文化及政治背景，也制定出了一套专属于中国游客的自己旅行线路其中包括一连串连欧洲人都要在地图上仔细查找一番的目的地，如特里尔，梅青根，维罗纳，卢森堡，卢塞恩，阿尔卑斯山（铁利士山），这些景点在中国的热度却是惊人For decades Asian economic might has gone hand in hand with government programmes to encourage newly affluent citizens to take holidays abroad. In Japan the Ministry of Tourism launched a “Ten Million Programme” to double outbound tourist departures from 5m to 10m between 1986 and 1991. Tourism from South Korea exploded a decade later. Officials in these countries hoped that despatching tourists around the globe would signal their new wealth. It also offered a tangible reward to citizens toiling in the pressure-cooker atmosphere of an economic boom. In China foreign travel is part of a slightly different compact between the state and the new middle classes: unprecedented freedom and fun in exchange for the maintenance of one-party rule at home.最近几十年间，亚洲经济发展迅猛，政府也鼓励富足多金的国民出国度假。
日本的旅游部门就曾实施过鼓励出游的“千万计划”，使得境外旅行团队由1986年的500增至1991年的1000万支韩国在随后的10年中，旅游业也是迅猛发展官方这样做的目的可以理解为“向世界展示自己的经济发展成果”，同时，也给那些为了经济高速发展早已身心俱疲的国民，提供了暂时舒缓神经的机会对于中国来说，出国旅行是政府与中产阶级达成的一次不同于以往的协议：用新奇的自由与体验来保证一党执政的国家现状In search of Bordeaux and Hugo Boss对于波尔多红酒与胡戈·雨果的向往When the bamboo curtain lifted a generation ago, the first contact many Chinese had with the outside world was in the form of imported goods, whose foreign fame was viewed as intrinsic proof of quality. Even today, seen from a Chinese tour bus, the continent of Europe resembles not so much an ancient collection of cities and nations as a glittering emporium stocked with brands. Those brands are not always commercial products: the grand tour takes in the birthplaces of world-famous people, the seats of globally renowned institutions and—as in Cambridge—sites linked to well-known literary works.大约在一代人之前，也就是“垂帘听政”终止之时，中国还主要是通过对于西方高品质货物的进口，来实现对世界的瞭望。
时至今日，从巴士旅行团的角度来看，欧洲大陆上的部分国家与城市，与其说成是充满“古风遗迹”，倒不如说成是名牌遍地的商业中心这里“名牌”的概念不光是琳琅满目的商品，还包括享誉世界的名人诞生地，各类院所及一些在文学作品中多次被提及的场景（剑桥中的很多景点都属于这一类）A sketch map of the Chinese grand tour must begin in France, the country seen as offering all the essential European virtues: history, romance, luxury and quality. Paris shops such as Louis Vuitton are essential stops: witness their Mandarin-speaking staff. In 2009 Chinese tourists passed Russians 。
