各位来宾、各位朋友，大家下午好！
今天我想用朴素、真诚的心里话，和大家聊聊变局之下，旅游的价值、文旅的未来，以及我们行走世界的真正意义。今天这场分享的核心，我想用一个简单却贯穿我三十年事业的关键词概括，那就是——连接（Connection）。
（活动现场）
回望人类数千年的文明长河，我们会发现，世间绝大多数的隔阂、分歧、摩擦，甚至冲突与战争，根源从来不在山川的阻隔，而在人心的疏离。是不同地域、不同民族、不同文化之间的互不了解、互不包容，让世界产生了无数对立。而人类所有美好的交流、融合、进步，都源于一次次真诚的相遇、互通与理解。多一份看见，就少一份偏见；多一次连接，就多一分和平。
这也是新东方三十余年一路走来，始终坚守的初心。三十年前，新东方进入教育行业，我定下一句朴素的愿景：让中国孩子走向世界，把世界带回中国。三十年间，新东方助力数百万名中国学子远赴海外求学深造。这些年轻人带着中华文化的底色走向世界各地，在异国他乡讲述中国故事、传递东方温度；更有无数人学成归来，带着全球视野、先进理念与开阔认知回到祖国，投身各行各业，成为时代发展、中外互通的中坚力量。正是这一次次双向的奔赴与连接，让中国与世界的距离越来越近，让文明的隔阂越来越少。
2021年之后，新东方顺应时代浪潮，完成战略转型，在坚守教育初心的同时，拓展出生活服务与文旅两大全新板块。看似赛道更迭、业务革新，但我们贯穿始终的底层逻辑从未改变——我们依然在做“连接”的事业。
我们的生活服务板块，以东方甄选为载体，深耕国民好物与民生消费。我们始终坚守高安全、高品位、高性价比的“三高”产品初心，敬畏食品安全，坚守品质底线。短短数年，我们的总体GMV破百亿，自营好物占比超过50%，从乡土中国的山川好物，到全球各地的特色优品，我们跨越山海、严选好物，把世界的美好滋味和千家万户连接。
（东方甄选自营品）
而这份连接并未止步于此。依托新东方深耕多年的语言优势与国际资源，我们正在全力筹备海外平台。未来，我们不仅要把世界好物带进中国，更要把中国的匠心好物、乡土风物、东方品质推向世界，让中外好物双向流通，让中国乡土之美，被全球看见、被世界认可。
如果说教育连接人才与未来，好物连接城乡与生活，那么文旅，就是连接文明与山海、心灵与世界最温柔、最深远的方式。
新东方入局文旅行业虽不足三年，但我们对这份事业心怀敬畏、笃定深耕。我们始终认为，旅游从来不是简单的走马观花、打卡拍照，更不是圈地售票的浅层商业模式。那些流传千年的山河古迹、人文风物，从来不属于某一个机构，而是属于时代、属于大众、属于每一个热爱生活、向往美好的人。
陈旧的观光旅游早已无法适配当下的时代需求。新时代的旅行，是行走中的学习，是山海间的感悟，是一场跨越地域、跨越文化、跨越心灵的深度对话。旅行本身，就是一种最好的生活方式，是一场沉浸式的成长，更是文明与文明最温柔的连接。
（在长江游轮上与游客互动）
为了让更多人拥有深度、纯粹、高品质的文旅体验，我们不断打磨产品、创新业态。我们打造的专属豪华旅游列车，将于今年十二月正式投入运营，贴合全球游客的出行习惯，让人们可以慢游华夏，沉浸式领略中国山河壮阔、人文璀璨；我们打造的“新东方号”长江主题游轮，以江河为卷、以文化为笔，让千年长江文明，在旅途之中鲜活绽放。
与此同时，我们的服务边界也在不断拓宽。从前我们专注陪伴青少年成长，如今我们覆盖全家庭、全生命周期的文旅、生活与成长服务。少年开阔眼界、增长学识，中年人在山海之间治愈身心、沉淀自我，而银发长者更不必被年龄定义人生。晚年从不是止步休憩，而是全新人生的开启。持续行走、持续学习、持续与世界连接，才能让思维永葆活力，让人生永远丰盈。因此我们深耕康养旅居、银发文旅，希望搭建平台，让每一个年龄段的人，都能走出方寸天地，看见更大的世界。
行走世间，我愈发懂得这份连接的珍贵。不久前，我远赴巴尔干半岛的克罗地亚，踏足传说中马可·波罗的故乡科尔丘拉岛。这片土地山河壮阔，却历经沧桑，多民族、多宗教在此交融碰撞，也曾因隔阂与疏离，历经纷争与动荡。站在巴尔干这片土地上，我真切读懂了：所有动荡皆因疏离，所有美好皆因相通。
回望历史，马可·波罗跨越山海，无意间打通了古代中国与西方世界的文明通道；玄奘西行万里求法，主动承载起了文明传播的使命，使佛教与中国文化相融。古今伟大的行者，终其一生，都在做一件事——打破壁垒、传递美好、连接世界。
身处AI飞速发展的当下，科技可以轻松打破语言的障碍，让跨语言沟通随心所愿，但人心的隔阂、文化的误解、认知的偏差，是任何技术都无法消解的。这份弥合文明差异、拉近人心距离的使命，恰恰落在了我们文旅人的肩上。
我始终身体力行，坚持行走、坚持记录、坚持传播。我走遍祖国河山，全球山河，以直播为媒，以文字为桥，讲述各地的历史文脉、风土人情，让每一处风景、每一段过往，被更多的人知晓；我坚持笔耕不辍，每年写下百万字的旅行随笔，记录山河温度、人间美好。同时，我也将自己的文字与思考整理翻译，希望把中国的美好推向海外，让世界读懂真实的中国，也让我们读懂多元的世界。
各位同仁，旅游的本质，从来不是风景的叠加，而是人心的相遇；文旅的使命，从来不是产业的盈利，而是文明的互通。
我们跨越山海行走四方，看山河辽阔、阅人间百态、赏文明璀璨，为的就是放下偏见、接纳不同、彼此欣赏、互相学习。
变局之下，可持续旅游的终极驱动力，从来不是流量、不是热度、不是规模，而是真诚的连接、包容的胸怀、长久的价值。
愿我们所有文旅人，以山海为途、以文化为魂、以连接为任，用行走消弭隔阂，用热爱搭建桥梁，让不同文明彼此共生，让世界在相遇中愈发温柔、愈发和平、愈发美好！
谢谢大家！
Connecting Across Mountains and Seas, Linking the World Through Cultural Tourism
— Speech delivered at the 12th Global Tourism Economy Forum
October 16, 2026
Distinguished guests, dear friends, good afternoon!
Today I wish to share some sincere thoughts with you. I’d like to talk about the value of travelling, the future of cultural tourism, and the true meaning of our journeys across the world amid a shifting global landscape. At the heart of my sharing today lies one simple keyword that has guided my thirty-year career: Connection.
If we look back over thousands of years of human civilisation, we will find that most divides, disagreements, frictions, and even conflicts and wars in this world do not stem from mountains and rivers keeping people apart. They arise from alienation between hearts. It is the lack of understanding and acceptance among peoples, nations and cultures that creates countless oppositions. All beautiful human exchanges, integration and progress grow out of sincere encounters, mutual communication and understanding. The more we see one another, the fewer prejudices we hold; the more connections we build, the closer we move toward peace.
This has been the enduring mission of New Oriental over its thirty-plus years. Thirty years ago, New Oriental entered the education sector with a simple vision: to enable Chinese youth to see the world, and bring the world back to China. Over these decades, New Oriental has helped millions of young Chinese people pursue further studies overseas. Carrying the roots of Chinese culture, these young men and women travel to every corner of the globe. They tell China’s stories and share the warmth of the East in foreign lands. Many return home after graduation, bringing global vision, advanced ideas and broad perspectives back to their motherland. They serve as backbone forces across all industries, bridging China and the rest of the world. It is through this two-way journey and connection that the distance between China and the world narrows, and the barriers between civilisations fade away.
Since 2021, riding the tide of the times, New Oriental completed its strategic transformation. While staying true to our educational mission, we developed two brand-new business segments: household goods service and cultural tourism. Though our business tracks have changed, our core logic has never shifted. We remain committed to the work of connection.
Our household goods service arm, represented by Eastbuy, focuses on quality domestic goods and daily consumption. We uphold our principle of “three highs”: high safety standards, refined quality and reasonable prices. We respect food safety and never compromise on quality. In just a few years, our total GMV has exceeded 10 billion yuan, with self-operated quality goods accounting for over 50% of the total. From treasures of China’s rural mountains to fine specialities from across the globe, we cross mountains and seas to curate fine products, linking the wonderful flavours of the world to households everywhere.
Our pursuit of connection does not stop here. Drawing on New Oriental’s long-standing strengths in language education and international networks, we are fully preparing our overseas platform. Moving forward, we will not only bring global goods into China, but also carry China’s artisanal creations, rural produce and oriental quality out into the world. We aim for a two-way flow of fine products, so that the beauty of China’s countryside can be seen and recognised worldwide.
If education connects people to the future, and quality goods connect cities, countryside and daily life, then cultural tourism is the gentlest and most profound way to connect civilizations.
New Oriental has been in cultural tourism for less than three years, yet we hold this cause in deep reverence and commit ourselves to steady growth. We firmly believe travel is far more than sightseeing, checking landmarks off a list, or a superficial business model built on ticket sales. Those ancient mountains, rivers, historic sites and cultural heritage do not belong to any single organization. They belong to our era, to the public, and to every person who loves life and yearns for beauty.
Outdated sightseeing tours can no longer meet today’s demands. Travel in this new age is learning while walking, reflection amid mountains and rivers, and deep cross-border, cross-cultural, cross-spiritual dialogue. Travel itself is a beautiful way of living, immersive growth, and the tender meeting between civilizations.
To deliver profound, authentic and high-quality cultural tourism experiences, we keep refining our products and innovating our offerings. Our exclusive luxury tourist train will officially launch this December. Designed to suit international travellers, it invites guests to slowly wander across China and immerse themselves in the grandeur of our landscapes and brilliance of our heritage. Our “New Oriental” Yangtze cruise ships take rivers as scrolls and culture as brushes, reviving the millennia-old civilization of the Yangtze River throughout the voyage.
Meanwhile, we keep expanding our scope of service. Previously we focused on youth development; now we provide cultural tourism, household goods and growth services for families and people across all stages of life. Young people broaden their horizons and gain knowledge. Middle-aged travellers heal their spirits and reflect on themselves amid nature. Senior travellers need never let age define their lives. Later years are not a time to rest and halt exploration; they mark the beginning of a brand-new chapter. To keep walking, learning and connecting with the world keeps our minds sharp and our lives fulfilling. That is why we invest in wellness and senior travel. We hope to build a platform so people of every age can step beyond their familiar surroundings and discover a bigger world.
As I travel, I cherish these connections more deeply. Not long ago, I travelled to Croatia in the Balkan Peninsula, visiting Korčula Island, said to be the birthplace of Marco Polo. This land boasts magnificent landscapes yet carries a turbulent past. Multiple peoples and religions have converged and clashed here. It once endured strife and unrest, born out of division and alienation. Standing on Balkan soil, I truly understood: all unrest comes from separation; all beauty grows from mutual understanding.
Looking back through history, Marco Polo crossed vast seas and mountains, inadvertently opening a channel of civilization between ancient China and the West. Xuanzang journeyed thousands of miles west in search of Buddhist scriptures, taking upon himself the mission of cultural exchange, enabling Buddhism to blend with Chinese civilization. All great travellers throughout history have dedicated their lives to one mission: breaking barriers, spreading goodness, and connecting the world.
In this age of rapid AI advancement, technology can easily overcome language barriers and enable cross-lingual communication at will. Yet technological tools cannot heal the alienation between hearts, cultural misunderstandings or cognitive gaps. The mission to bridge civilizational differences and bring people closer falls precisely to us, those working in cultural tourism.
I keep travelling, documenting and sharing my observations. I have journeyed across China and the world. Through livestreams and written words, I narrate local histories and customs, so that landscapes and forgotten stories may reach wider audiences. I keep writing, penning millions of words of travel essays each year to record the warmth of mountains, rivers and humanity. I also translate my writings and reflections, hoping to share China’s beauty overseas, helping the world understand the real China, while helping us understand our diverse planet.
Dear friends, the essence of tourism is never a collection of scenic spots. It is an encounter between human hearts. The mission of cultural tourism is not merely industrial profit. It is the exchange of civilizations.
When we travel far and wide, witnessing vast landscapes, diverse lives and brilliant cultures, we learn to lay down prejudice, embrace differences, appreciate one another and learn from each other.
In times of global shifts, the ultimate driving force of sustainable tourism is not traffic, popularity or scale. It lies in sincere connections, an inclusive mindset and enduring value.
May all of us in cultural tourism take mountains and seas as our path, culture as our soul, and connection as our mission. Through travel we dissolve division; through passion we build bridges. May different civilizations thrive side by side. May our world grow gentler, more peaceful and more beautiful through every human encounter.
Thank you!