浙江文旅新动向：“咖啡+”业态迭出，情绪价值引流

Core Insights - The article highlights the emerging trends in Zhejiang's tourism industry, particularly the rise of "coffee+" business models and the emphasis on emotional value to attract visitors during the 2025 National Day and Mid-Autumn Festival holidays [1][2]. Tourism Trends - In 2025, Zhejiang Province saw a total of 37.6 million tourists during the National Day and Mid-Autumn holidays, marking a 7.3% year-on-year increase. Overnight visitors reached 24.2 million, up 11.4%, with total tourism revenue hitting 54.68 billion yuan, a growth of 8.8% [1]. - Innovative small-scale attractions, such as the "Sky Mirror" and nature parks, are gaining popularity, focusing on high aesthetic and emotional value to attract niche markets like families and couples [2][5]. Emotional Value and Social Media - The "Sky Mirror" at Jin Hua has become a popular social media spot, reflecting the sunset and city lights, which enhances its appeal among young visitors [3][5]. - The park's management emphasizes the importance of emotional value and social currency, noting that visitors are more likely to share their experiences on social media, thus increasing the attraction's visibility [6]. Visitor Experience Enhancements - The "Sky Mirror" park implemented several initiatives during the holidays, including a "cloud dining" experience and interactive installations, which significantly boosted daily revenue from approximately 3,000 yuan to 15,000 yuan during peak days [5][6]. - Lulupark, another attraction, reported around 9,000 visitors during the National Day period, with new animal exhibits and family-friendly activities enhancing the overall visitor experience [7][8]. Coffee Culture and Nightlife - In Hengdian, the largest film shooting base globally, around 50-80 specialty coffee shops have emerged, creating a vibrant cultural community through the "coffee+" model [9]. - The Bay Art Life Community has expanded its offerings to include creative shops and restaurants, hosting events like outdoor movie screenings and eco-friendly markets during the holidays, which resonated well with young consumers [9][10]. - Some coffee shops operate 24 hours to cater to the flexible schedules of film crews, with a significant portion of evening traffic, indicating a shift towards high-quality nighttime consumption [10].