“航空+文旅+消费”，昆明机场“茶马古道”服务项目构建特色消费体验

Core Insights - The "Tea Horse Road" project launched at Kunming Changshui International Airport aims to enhance consumer engagement through a unique blend of aviation, culture, and tourism, aligning with the 2025 "Civil Aviation Service Consumption Boost Year" initiative [1][11] - The project features a thematic promotion of Pu'er tea, showcasing Yunnan's ecological beauty and cultural richness, transforming the airport into a vibrant cultural and consumption hub [1][3] Group 1: Project Overview - The "Tea Horse Road" project is designed to create a multi-dimensional consumer experience, integrating brand promotion, cultural displays, and immersive scenarios [3] - The project highlights the historical significance of the Tea Horse Road as a cultural symbol connecting Yunnan with the world, enhancing cultural empowerment within the industry [3][4] Group 2: Consumer Engagement - The project coincides with the peak travel season during the National Day and Mid-Autumn Festival, creating a festive atmosphere that resonates with consumer sentiments [6] - Over 150,000 participants engaged in the event, leading to a 40% increase in Pu'er tea sales and the sale of over 20,000 cultural gift boxes featuring tea and traditional dyeing techniques [9] Group 3: Cultural and Economic Impact - The exhibition includes valuable elements such as ancient tea trees and organic tea products, providing travelers with a unique tasting experience [7] - The collaboration between the airport and Pu'er City represents a significant step in integrating the aviation and tea industries, supporting broader goals of expanding international passenger services [11]