从“卖风景”到“造场景”：中国文旅穿越“门票经济”走向“融合经济”

Core Insights - The Chinese cultural and tourism industry is being positioned as a pillar industry, with a focus on deepening the integration of "culture and tourism" and expanding quality supply to foster new consumption scenarios and optimize the consumption environment [1][11] - Data from the Ministry of Culture and Tourism indicates a strong market recovery, with domestic tourist trips reaching 4.998 billion in the first three quarters of 2025, an increase of 760 million trips or 18.0% year-on-year [1] - The industry is transitioning from a traditional model reliant on ticket sales to a "fusion economy" that emphasizes experiences and integrated offerings [1][11] Industry Challenges - The competition among tourist attractions is intensifying, with traditional standardized routes and ticket-based revenue models losing market competitiveness [2][4] - Analysis of 51 cultural tourism groups shows that less than 20% of leading companies achieved profit growth in 2025, with nearly 30% experiencing revenue declines and over half reporting negative profit growth [2][3] - The reliance on ticket sales is leading to a phenomenon of "increased revenue but no profit," necessitating a shift in business models [2][3] Market Trends - The trend of "fusion economy" is emerging, with various regions introducing innovative products that combine tourism with education, sports, and other sectors [5][6] - Successful examples include the "village super" events in Guizhou, which attracted over a million visitors and significantly boosted local tourism revenue [6] - In urban areas like Xuzhou, strategies such as "event + tourism" packages and cultural product development have led to substantial increases in visitor numbers and sales [7] Strategic Innovations - Companies are increasingly focusing on personalized and customized offerings, integrating cross-industry resources to enhance competitiveness [4][5] - The implementation of policies supporting the integration of finance and tourism is aimed at creating new supply and stimulating demand through innovative consumption scenarios [8][11] - Successful case studies, such as Xiangyuan Cultural Tourism, demonstrate significant revenue and profit growth through deep experience product development and refined operations [8][10] Future Directions - The industry is undergoing a paradigm shift from resource exploitation to value release, aiming to build a comprehensive system centered on culture, ecology, and experience [11] - Challenges such as homogenization, innovation pressure, and talent shortages remain, but the direction for transformation is clear, with a focus on high-quality development [11]