为吸引中国游客，西班牙拼了

With 300,000 Chinese tourists expected to visit Spain this year and a million by the end of the decade, hotels are rushing to adapt in order to receive a "Chinese-friendly" stamp of approval.
今年预计有30万中国游客到西班牙旅游，而到2020年中国游客人数将达到100万。鉴于此，西班牙的宾馆酒店正在争相调整服务策略，只为获得“中国友好”认证。

"It's paradoxical that Spain, the biggest tourist destination after France and the United States, is practically unknown in China," said Kurt Grötsch, chief executive of Chinese Friendly International, whose endorsement is recognised in all 28 EU member states. The World Tourism Organisation estimates that 100 million Chinese will leave their country on holiday this year.
“西班牙是继法国、美国之后的第三大旅游胜地，但是在中国却鲜为人知，这实在有些矛盾，”中国友好国际项目主席Kurt Grötsch说。该项目认证已获得28个欧盟国家的认可。世界旅游组织预计今年将有1亿中国人出国度假。

Among the adjustments hoteliers need to make is to never give a Chinese visitor a room with the number four in it, nor one on the fourth floor. In Mandarin the number four sounds so similar to the word for death that Chinese go to great lengths to avoid saying it.
策略调整之一就是，酒店经营者不能将带有数字4的房间安排给中国游客，也不能将他们安排在位于4楼的房间。在汉语中，数字4与汉字“死”的读音相似，因此中国人都尽量避免提及。

There should be no physical contact when greeting guests, and the hotel's visiting card should be presented with both hands. The restaurant menu and other hotel information should be offered in Mandarin, fruit should always be served in portions, never whole. Hot water should be served with meals, especially if the guests have ordered meat, and all rooms should have a kettle, even though guests often use them to cook noodles.
迎接中国客人时，应尽量避免肢体接触，酒店名片应该双手奉上。餐厅菜单、酒店信息将提供中文版本，水果应以小分量提供，而不是整只摆放。正餐时应提供热水，尤其是在客人点了肉食的时候。所有客房应备有水壶，尽管客人只是用其烧水煮泡面。

Furthermore, waiters should remember to serve the eldest or the most highly educated person first. They should never point with the finger, only with the hand.
此外，服务员应记住以长者或是学识最高的人为先。指向某人时绝对不能用手指，而要用手。

"Word of mouth counts for a lot in China," said Grötsch. "If a Chinese enjoys themselves somewhere, more will come. Often you can become Chinese-friendly without any great investment."
“在中国，口碑极其重要，”Grötsch说道。“如果一个中国人在某个地方玩得很开心，就会有更多的中国游客到来。无需多投资，你就能获得中国友好的认可。”

He recommends that waiters learn a few basic phrases in Mandarin, such as asking diners whether they've enjoyed their meal.
他建议服务员学习一些简单的中文，例如，询问客人用餐是否愉快。

Currently, 14 hotels in Spain have been rated Chinese-friendly. "Being rated Chinese-friendly by a recognised association is a big help in dealing with Chinese companies and positioning ourselves in an emerging market," said Alex Rodríguez, marketing director of the Vincci hotel chain. The company's five-star hotel in Málaga has acquired the rating and the chain may soon seek approval for its three Barcelona hotels.
目前，西班牙有14家酒店获得了“中国友好”的认证。维西酒店连锁市场总监阿历克斯·罗德里格兹说：“获得中国友好认证，这在与中国公司处理业务，以及在新兴市场占领先机都将大有益处。”位于马拉加的维西五星级酒店已获得认证，下一步，位于巴塞罗那的3家酒店也将申请认证。

Grötsch admitted that the Chinese were not always the most popular guests, especially those travelling abroad for the first time. "They can be rude, people see them as arrogant, they talk loud and smoke like chimneys in non-smoking areas."
Grötsch承认中国人并非总那么受人欢迎，尤其是那些第一次出国的游客。“他们粗鲁，甚至自大，总是大声地喧哗，喜欢在禁烟区吞云吐雾。”

One Barcelona hotel that has been approved as Chinese-friendly since 2013 no longer wants to be associated with this type of tourism as it drives away other visitors. Germans, in particular, are inclined to cancel their reservation if they know there will be Chinese in the hotel, a hotel spokesman claimed.
一家在2013年就获得中国友好认证的酒店不想继续跟这个项目合作了，因为这个认证让酒店丧失了其他的客源。一位酒店发言人表示，德国人尤其明显，如果他们知道酒店里会有中国人入住，他们就会取消预订。

However, the Chinese government is anxious to create a good impression and has drawn up a blacklist of citizens who behave badly abroad. People found guilty of antisocial behaviour, vandalism, gambling or going to strip clubs will be placed on the list for two years and will face additional, unspecified punishments.
不过，中国政府也在积极为提升中国人的国际印象做努力，他们出台了不文明行为黑名单。违反社会秩序、破坏公物、参与赌博、观看脱衣舞表演的游客将被记录在黑名单2年，并且还会受到别的处罚。