2026文旅趋势深析： 经济理性下，价值消费如何重塑产业格局？

Core Insights - The domestic cultural tourism industry has undergone a significant transformation by the end of 2025, with total consumption exceeding 5.8 trillion yuan, reflecting an 11.3% year-on-year growth, driven by a shift in consumer preferences towards experiences that offer emotional resonance and cultural value [1][2][12] - The focus for 2026 will be on "value cultivation" rather than mere scale expansion, fundamentally reshaping the supply logic and competitive landscape of the industry [1][12] Consumer Behavior Shift - Consumers are transitioning from a "traffic-dependent" mindset to a "value-first" approach, with 68.1% of consumers being cost-conscious in daily spending while 42.9% are willing to pay a premium for health and cultural experiences [2][11] - The lifespan of "internet-famous attractions" has significantly shortened, while destinations that provide core value are gaining popularity, as evidenced by the Shanghai Museum's exhibition attracting 2.77 million visitors and generating 760 million yuan in direct revenue [2][4] Experience Value and Cultural Depth - Emotional resonance and cultural depth are identified as the two core aspects for successful cultural tourism products in 2026 [5][7] - Over 65% of tourists are willing to pay a premium for unique experiences, with a 320% year-on-year increase in searches related to "emotional consumption" among Generation Z [5][9] - Successful case studies, such as the "Twelve Hours" cultural tourism IP in Jingzhou, demonstrate the effectiveness of creating immersive experiences that enhance visitor engagement and repeat spending [5][9] Cultural Value Integration - The integration of cultural value is crucial for the long-term viability of tourism products, with significant increases in visitor numbers linked to local cultural initiatives, such as the surge in visitors to Yibin's Nezha Palace after the release of the animated film [7][9] - Cultural value must be combined with modern experiences, as seen in the successful implementation of local cultural festivals that enhance product repurchase rates [9][11] Industry Transformation - The competitive focus of the cultural tourism industry is shifting from "resource-driven" to "value operation," as evidenced by government policies aimed at expanding quality supply and cultivating consumer experiences [11][12] - Companies are increasingly adopting a "value economy" approach, with personalized travel services and integrated tourism experiences becoming market necessities [11][12] Conclusion - The cultural tourism market in 2026 will move away from resource and traffic competition towards a model that prioritizes emotional and cultural value, offering consumers more meaningful experiences [12][13]