“场景经济”引领文旅消费新浪潮

Core Insights - Qingdao's cultural tourism industry is transitioning from traditional ticket sales to a new consumption ecosystem characterized by "scene economy" and thematic monthly events [1][2] - The city is leveraging "IP + scene" strategies to extend the cultural tourism consumption chain and integrate various sectors, effectively driving cross-industry collaboration [1] - A comprehensive year-round thematic activity system is being established to smooth seasonal tourism fluctuations, enhancing visitor overnight and repeat rates [1][2] Group 1: Consumption Dynamics - Qingdao hosted 34 large-scale performances in 2025, selling 808,000 tickets and generating box office revenue of 590 million yuan, which stimulated approximately 3.4 billion yuan in overall consumption [1] - The city issued 17 million yuan in cultural tourism consumption vouchers during monthly themed events, directly boosting consumption by nearly 9 million yuan [1] Group 2: Policy and Governance - A "government guidance, market leadership, and financial empowerment" mechanism has been established to lower visitor costs through combined incentives like payment discounts and transportation subsidies [2] - Qingdao is focusing on both short-term incentives and long-term cultivation of new business formats, such as immersive experiences and low-altitude tourism, while implementing differentiated rewards for off-peak seasons [2] - The city has improved market order and visitor safety through rapid complaint handling, preemptive compensation mechanisms, and credit rating supervision [2]