2025-2026文旅行业八大趋势

Core Insights - The cultural and tourism market in China is experiencing unprecedented growth opportunities, driven by the digital economy and consumption upgrades, with projections indicating the market size will exceed 70 trillion yuan by 2025 and reach 150 trillion yuan by 2030 [1] Group 1: Technological Empowerment - AI, VR, and AR technologies are reshaping the tourism experience, creating immersive experiences that blend virtual and real worlds [1] - Examples include Zhejiang Museum's VR experiences and HTC's immersive VR exhibition of Notre-Dame Cathedral, allowing visitors to engage deeply with cultural heritage [1] - AI is enhancing the entire tourism process, with applications like AI space selection for accommodations and personalized itinerary planning based on visitor preferences [1] Group 2: Consumer Transformation - By 2025, "emotional value" will become the core driver of cultural tourism consumption, shifting from "check-in tourism" to "immersive vacations" [3] - 83% of young people prefer "partner travel" over traditional group tours, indicating a trend towards more personalized and less structured travel experiences [3] - There is a growing demand for high-quality, personalized travel experiences that combine scenery, culture, and unique activities [3] Group 3: Industry Integration - The "tourism+" model is fostering cross-industry integration, creating a resilient and innovative new ecosystem [4] - The 12th World Games in Chengdu have boosted local industries such as dining and accommodation, highlighting the synergy between sports and tourism [5] - Cultural and tourism industries are deepening their integration, with companies like Fosun Tourism launching new product lines that blend various experiences [5] Group 4: Market Penetration - By 2025, county-level tourism is expected to account for 38% of total domestic tourism, emerging as a new growth point [6] - Unique county models, such as Yiwu's "micro-vacation + agricultural entrepreneurship," are driving significant revenue increases [6] - However, challenges remain in balancing urban and rural tourism development, as many rural areas lag in innovation [6] Group 5: IP-Driven Development - The operation of cultural IP is entering a new phase of deep development and cross-industry integration, becoming a core element of value creation [7] - IP is shifting from mere observation to active participation and cultural transmission, with experiential projects gaining popularity [7] - Successful IP operations focus on long-term strategies rather than short-lived trends, as seen in the case of Shaanxi's Fucha Town [7] Group 6: Sustainable Development - The tourism industry is transitioning towards standardized and quantifiable green and low-carbon practices, driven by dual carbon goals [8] - The introduction of the first "Green and Low-Carbon Tourism Activity Evaluation Technical Guidelines" fills a gap in the field [8] - A star rating system for green tourism activities will guide consumer choices and encourage environmentally friendly practices [8] Group 7: International Expansion - The expansion of China's visa-free "circle" to 15 countries is revitalizing the inbound tourism market and fostering a new pattern of international cultural exchange [9] - The popularity of Chinese travel content on platforms like TikTok indicates a growing global interest in Chinese tourism [9] - Chinese tourism brands are increasingly "going global," with successful examples like Songcheng Performing Arts replicating their models in Southeast Asia [9] Group 8: Service Enhancement - The upgrade of tourism services is evolving from convenience to intelligence and personalization, enhancing overall efficiency [10] - A focus on comprehensive, personalized service throughout the travel cycle is becoming a priority [11] - Future competition in tourism will center on cultural depth, technological advancement, and service quality, transforming travel into a holistic lifestyle experience [11]