三年前的一個(gè)夏天，2006年世界休閑博覽會(huì)國內(nèi)重點(diǎn)城市合作會(huì)議在杭州舉行，在討論本屆休博會(huì)的形象大使時(shí)，與會(huì)代表都想到了同一個(gè)名字：楊瀾。由她來擔(dān)綱休博會(huì)的海內(nèi)外宣傳推廣，必定會(huì)給2006杭州世界休閑博覽會(huì)添彩。楊瀾在國內(nèi)外的美譽(yù)度高，公眾影響力大，她在北京申奧和上海申博中功不可沒。因此，休博會(huì)由楊瀾擔(dān)當(dāng)形象大使是眾望所歸，非她莫屬。于是，經(jīng)杭州市政府盛情相邀，楊瀾當(dāng)即表示：“這是一個(gè)不能拒絕的邀請(qǐng)?！?/p>

楊瀾和杭州關(guān)系蠻親

楊瀾此次與休博會(huì)牽手，說明她與杭州關(guān)系親切。楊瀾說：“我跟浙江很有淵源，因?yàn)槟赣H是紹興人，我身上流淌著一半浙江的血液?！睏顬懟貞浰钤鐏砗贾菔窃谒x小學(xué)四年級(jí)的時(shí)候，暑假里父母親帶她到杭州泛舟西湖，燒香靈隱，又去龍井喝茶。這次浙江之行，她對(duì)杭州的青山綠水留下了深刻的印象。后來讀大學(xué)時(shí)的楊瀾，靠勤工儉學(xué)攢了200元錢和同學(xué)一道當(dāng)背包族來杭州旅游，面對(duì)步移景換、豐姿秀色的杭州，她心里感慨道：“杭州人真有福氣啊，能住在這么一個(gè)大花園里!”

多年之后，楊瀾在頻繁穿梭各國飽覽天下美景、視界無限擴(kuò)張情況下，在楊瀾眼里杭州仍然有著特別的魅力，她感到杭州韻味深長(zhǎng)，風(fēng)流在無邊的生活細(xì)節(jié)里。

當(dāng)楊瀾成為杭州休博會(huì)形象大使后，她再次端詳杭州，贊嘆說：“杭州是一座具有高品質(zhì)人居生活的城市，一個(gè)將自然優(yōu)勢(shì)與時(shí)代產(chǎn)業(yè)巧妙結(jié)合的城市，一個(gè)引領(lǐng)休閑經(jīng)濟(jì)潮流的城市；也是一座生活就像在旅游、懂得將安寧幸福的感覺轉(zhuǎn)化為活力和財(cái)富的城市；一個(gè)以不溫不火的態(tài)度和風(fēng)風(fēng)火火的速度走出了自己節(jié)奏的城市，從西湖論劍到錢江弄潮，這座城市在水到渠成之后，正在一步步海闊天空?！?/p>

在楊瀾新出品的旅游文化系列片《一生要去的66個(gè)地方》將杭州收入其中，取名為“杭州——世界上最美麗華貴的天城”加以傾力推薦。楊瀾的推薦可謂“有根有據(jù)”，近年來，杭州被世界商業(yè)銀行、《福布斯》雜志、CCTV等分別譽(yù)為最適合創(chuàng)業(yè)、最幸福的城市等。故楊瀾贊譽(yù)“杭州是很多人夢(mèng)想的家鄉(xiāng)，大家都對(duì)這里的生活方式非常向往”。

杭州人很會(huì)生活

楊瀾認(rèn)為中國人很會(huì)生活，杭州人更是。她每次來杭州，都對(duì)杭州人的安逸休閑生活橫生羨慕。她感嘆：“有一個(gè)平衡和豐富的人生，其實(shí)比單純?cè)谑聵I(yè)上成功更加寶貴?！笔堑模@其實(shí)也是楊瀾自己的生活態(tài)度。她認(rèn)為“休閑是以熱情去實(shí)現(xiàn)自我，用創(chuàng)造性的方式表達(dá)自我?！痹诜泵o張的工作之余，楊瀾每年都會(huì)專門騰出三四個(gè)假期舉家出游，在清新的自然中享受人生難得的自在。

在一次采訪中，筆者問及楊瀾關(guān)于休閑產(chǎn)業(yè)市場(chǎng)潛力問題時(shí)，楊瀾說出了自己的觀點(diǎn)：“過去20年，中國從封閉和生產(chǎn)效率比較低下狀況中走出來，呈現(xiàn)爆發(fā)式的增長(zhǎng)，在這個(gè)過程中，出現(xiàn)很多的問題。從大的經(jīng)濟(jì)環(huán)境來看，能源的損耗、環(huán)境的破壞比較嚴(yán)重；從個(gè)人的層面來講，每個(gè)人都追求成功、財(cái)富和社會(huì)對(duì)自己的認(rèn)可，但忽略了對(duì)于身心的和諧發(fā)展。我覺得人光追求財(cái)富還遠(yuǎn)遠(yuǎn)不夠，到了一定階段人就得回頭想人生的意義究竟是什么?我覺得更多的是要能夠體會(huì)人生的過程。如今七八十年代成長(zhǎng)起來的年輕人財(cái)富的觀念和生活的理念就比上一代人更加平衡，他們更希望能夠多愛護(hù)自己，讓自己感到一種美好和快樂，而且現(xiàn)在這樣的人群越來越多，所以休閑經(jīng)濟(jì)有一個(gè)很大的消費(fèi)基礎(chǔ)，休閑市場(chǎng)的潛力很大?！?/p>

當(dāng)休博會(huì)形象大使當(dāng)仁不讓

人們還沒有忘記楊瀾作為北京申奧形象大使時(shí)所展現(xiàn)的風(fēng)采。如今楊瀾又基于她本人良好的親和力和廣泛的國際影響，被聘為2006杭州世界休閑博覽會(huì)形象大使，大家對(duì)此交口稱贊，楊瀾自己也說，這是“事逢其時(shí)，當(dāng)仁不讓”。

楊瀾作為擁有多年媒體工作經(jīng)驗(yàn)的資深傳媒人士，在國內(nèi)外擁有廣泛的知名度，她的加盟有助于加深人們對(duì)杭州休博會(huì)品牌的認(rèn)知。

2004年9月17日，楊瀾參加了在澳大利亞布里斯班市舉行的休博會(huì)接旗儀式，并發(fā)表熱情洋溢的演講，對(duì)2006杭州世界休閑博覽會(huì)、第九屆世界休閑大會(huì)、首屆世界休閑峰會(huì)以及休博園等項(xiàng)目做了詳盡闡述：“從現(xiàn)在的世界休閑大會(huì)提升到世界休閑博覽會(huì)，將大大拓展世界休閑交流的內(nèi)涵，我們將主要通過活動(dòng)、會(huì)議、展覽、展示等不同方式，引進(jìn)先進(jìn)的休閑理念，倡導(dǎo)健康的休閑方式，豐富人們的休閑經(jīng)驗(yàn)，讓人們享受到更加美好的休閑生活!與此同時(shí)，博覽會(huì)將為世界各國城市，世界休閑、旅游、娛樂等相關(guān)協(xié)會(huì)、廠商和研究機(jī)構(gòu)提供更廣泛的交流平臺(tái)，增進(jìn)相互了解與合作。”楊瀾代表杭州人民向世界發(fā)出了邀請(qǐng)，那燦爛真誠笑容迷倒了布里斯班。

當(dāng)杭州市副市長(zhǎng)項(xiàng)勤從大會(huì)執(zhí)行官及布里斯班市市政府官員手中接過世界休閑組織的旗幟時(shí)，布里斯班會(huì)務(wù)會(huì)展中心掌聲沸騰了!從那一刻起，世界休閑業(yè)界的目光投向中國，杭州旅游休閑產(chǎn)業(yè)的發(fā)展也進(jìn)入了一個(gè)歷史性的里程。

此后，楊瀾積極參與杭州休博會(huì)的推介活動(dòng)，休博花車參加上海旅游節(jié)花車大巡游時(shí)有她的身影，在2005年11月的文化多樣化與休閑發(fā)展國際論壇上楊瀾發(fā)表了主題演講，今年1月楊瀾又專程從北京趕往香港對(duì)杭州休博會(huì)進(jìn)行推介，她盛情邀請(qǐng)香港朋友到美麗又可愛的杭州來：“2006杭州世界休閑博覽會(huì)就是給大家需要休閑、快樂、放松這樣的一種生活態(tài)度找到一個(gè)好的出口。對(duì)于不同的人群，這種出口是完全不同的。像年輕人就更多希望有體驗(yàn)式休閑，多一些緊張和刺激的東西。像中年人，就可能更多的希望能帶著一家老小，進(jìn)行一些更安逸的旅行。其實(shí)你去過很多旅游點(diǎn)就會(huì)發(fā)現(xiàn)，很多景點(diǎn)看起來蠻漂亮，但附近的公共設(shè)施就不如人意，無論去洗手間、去吃飯還是住宿，都感到諸多不便。而且中國人多，假期又都集中在幾個(gè)黃金期，這樣的休閑就不是真正的休閑，像是在看熱鬧一樣。所以真正的休閑是不是應(yīng)該在時(shí)間段上分散，然后給不同年齡段的人找到不同的出口。另外在各種輔助的設(shè)施上，能夠做得更舒適、更衛(wèi)生一點(diǎn)，這些都是杭州休博會(huì)拓展休閑經(jīng)濟(jì)的方式和手段。”

“休閑，改變?nèi)祟惿睢?，?006杭州世界休閑博覽會(huì)的主題詞，也是楊瀾和我們一樣期許的一種變化和進(jìn)步。

People

Yang Lan's Affections for Hangzhou

By Chen Meijun

When the cities jointly involved in the preparations for the 2006 World Leisure Expo Hangzhou gathered together in the host city in the summer three years ago to select one celebrity as ambassador to promote Hangzhou for the landmark event， representatives happened to voice one name: Yang Lan. She would be the best choice. Yang had enjoyed a reputation both at home and abroad. She had played a key role both in China’s successful bidding for hosting Beijing Olympic Games and in Shanghai’s successful winning the right to host the 2010 World’s Fair and Expo. She would enjoy popular confidence if she was chosen to publicize the leisure event in the scenic Hangzhou. She accepted the offer without hesitation: “It is an invitation I can’t decline.”

Yang likes Hangzhou for her own reasons. Half of her root lies in Zhejiang， for her mother comes from Shaoxing， an ancient city with profound cultural heritage in Zhejiang Province. Her first visit to the West Lake occurred when she was a fourth grader at a primary school. With her parents， she took a boat tour on the lake， prayed at the Lingyin Temple， and enjoyed a cup of tea at Dragon Well.She was deeply impressed by the charming scenery. In her college days， she came to Hangzhou as a backpack tourist with her classmates at the little expense of the 200 yuan earned through a work-study program. She enjoyed Hangzhou more the second time. “How fortunate Hangzhou people are to live in such a large garden!”

Years later with so many round-the-world trips behind her， she enjoys Hangzhou all the more for its exceptional gracefulness radiating out of every detail of the city.

After she became the Hangzhou’s ambassador， Yang Lan visited Hangzhou again. She commented appreciatively， “Hangzhou features an ingenious combination of its natural advantages with modern industries. A leader in leisure trends， the city understands how to translate a sense of peace and happiness into vigor and wealth. Hangzhou enjoys a rhythm that integrates a prudent world view with fast growth.”

In her latest series on tourist culture， Hangzhou is recommended as the world’s most beautiful heavenly city， and one of the 66 must places in your lifetime. Her description of Hangzhou is not merely based on her individual preference. Recently， the prosperous Hangzhou has received many unique honors that have set it apart from its counterparts across the country: a city most suitable for entrepreneurs; it is the happiest city in the country.

Yang is not alone when she says， “Hangzhou is a dream home for many people， who yearn toward the way of life in Hangzhou. The way of life in Hangzhou is balanced and enriched， and such a life is more precious than a mere successful career.”

In an interview with Yang， she opined about her attitude toward leisure: “Leisure does not mean you take time away from work. In an era when so many go single-mindedly after wealth， fame， success， and social recognition， they somehow ignore the harmonious growth of the inner self. When one reaches a certain phase of life， one would look back and ponder upon the meaning of life. I believe it is more important to understand the process of life.”

Choosing Yang to represent Hangzhou is a popular decision. Even Yang says， “I am the right person at the right time for the right thing. I will not decline to shoulder this responsibility.”

On September 17， 2004， Yang Lan took over the World Leisure Expo banner at Brisbane， Australia on behalf of Hangzhou and spoke at length and with enthusiasm on Hangzhou and its preparations for the event at the ceremony.

As Hangzhou’s ambassador， Yang has participated in various promotional activities. She appeared in Shanghai when caravans from Hangzhou paraded through Shanghai streets at the Shanghai Tourism Festival. She delivered a keynote speech at the International Forum on Cultural Diversity and Leisure Development in November 2005. In January 2006， she flew from Beijing to Hong Kong to attend the promotional activities for World Leisure Expo Hangzhou.

“Leisure changes human life” is not only the theme of the 2006 World Leisure Expo Hangzhou， but also represents the change and progress Yang Lan and all of us look forward to.

(Translated by David)