文旅融合“乘数效应”激活万亿消费新市场，高质量发展需警惕盲目上马｜“十四五”成绩单

Core Insights - The integration of culture and tourism is becoming a significant driver for economic development, with a notable trend of people traveling to cities specifically for performances, as over 60% of attendees at large events like concerts and music festivals are from other cities [2] - The upcoming National Tourism Development Conference in May 2024 marks a pivotal moment as it is the first time the Central Committee has focused on tourism development, highlighting its role in promoting consumption, stabilizing employment, and fostering overall economic growth [2] - The cultural industry is projected to reach a total asset value of 34.4 trillion yuan and generate over 19 trillion yuan in revenue by 2024, with profits expected to reach 1.77 trillion yuan [2][4] Industry Expansion - The cultural industry has experienced significant growth during the 14th Five-Year Plan period, with total assets reaching 34.4 trillion yuan and revenues increasing by 37.7% compared to 2020 [4] - New cultural business models, particularly in digital culture and creative works, are rapidly expanding, with revenues from these sectors expected to reach 5.9 trillion yuan, accounting for over 40% of the cultural industry [4] - The number of large-scale cultural enterprises has increased to 78,000, indicating a robust expansion in the sector [4] Policy Support - The State Council has implemented measures to further cultivate new growth points and enhance cultural and tourism consumption, aiming to establish the cultural industry as a pillar of the economy [3] - A series of facilitative policies regarding visas, customs, payments, and tax refunds have been introduced to promote inbound and outbound tourism [3][6] Consumer Trends - There is a shift in consumer demand towards high-quality, diverse cultural products, with a growing preference for personalized and interactive cultural services [5] - The Ministry of Culture and Tourism has organized numerous consumer promotion activities, resulting in over 21,000 events and 2.3 billion yuan in subsidies, which have stimulated consumption by over 140 billion yuan [5] International Tourism - Inbound tourism is experiencing a resurgence, with 132 million inbound visitors expected in 2024, a 60% increase year-on-year, while outbound tourism is projected to reach 123 million, up 40% [7] - The government has signed cultural cooperation agreements with over 150 countries, enhancing international tourism exchanges [6][7] Integration with Other Industries - The integration of tourism with agriculture, industry, and sports is creating new growth points and extending the industry chain, with rural tourism playing a crucial role in rural revitalization [9][10] - The Ministry of Culture and Tourism is focusing on enhancing the quality of tourism products and services, ensuring they meet the evolving demands of consumers [10][11]