三星堆、云冈石窟被研学团“包围” ！自然探索、非遗体验成新热点，考古发现如何变身文旅产业？

Core Insights - The summer tourism market has shown strong demand, with a notable increase in travel orders for flights, hotels, and car rentals, reflecting a 9.9% year-on-year rise in average order value [1] - The trend of cultural and educational travel is on the rise, driven by increased interest from families and students, with significant attractions including the Terracotta Army and Sanxingdui [1][3] - The integration of archaeological discoveries into the tourism industry remains limited, with few successful cases like Sanxingdui, highlighting challenges in converting cultural heritage into tourism products [6][10] Group 1: Tourism Demand and Trends - The summer travel demand has been robust, with a continuous increase in orders for travel-related services [1] - The average order value for travel has increased by 9.9% year-on-year, indicating a shift towards quality travel experiences [1] - The rise in family and student travelers has significantly boosted the popularity of cultural and educational experiences [1][3] Group 2: Cultural and Educational Travel - The demand for educational travel products has surged, with a 120% year-on-year increase in searches for nature exploration products [3] - Sanxingdui has become a focal point for cultural tourism, attracting over 1.3 million visitors during the summer of 2025 [4] - The integration of archaeological sites into educational travel is becoming a new driver for local consumption [4][6] Group 3: Challenges in Cultural Tourism Integration - Despite the popularity of sites like Sanxingdui, many regions struggle with low conversion efficiency of cultural heritage into tourism [6][10] - The process of transforming archaeological discoveries into tourism resources is complex and often requires significant time and investment [8][10] - Experts emphasize the need for careful consideration in developing cultural tourism products to avoid potential negative impacts on local cultural identity [12]