从“卖风景”到“造体验” 文旅行业2026年将重构产品逻辑

Core Insights - The Chinese cultural and tourism market is experiencing significant growth, with domestic travel reaching 4.998 billion trips and spending 4.85 trillion yuan in the first three quarters of 2025, marking an 18.0% and 11.5% increase year-on-year respectively [1] - The industry is shifting from "scale expansion" to "value cultivation," emphasizing the need for local governments and tourism enterprises to innovate and enhance the visitor experience [1][9] Group 1: Market Trends - The Ningxia Shapotou tourism area is transforming its unique natural resources into sustainable consumption experiences, moving from mere sightseeing to immersive tourism [2] - The "Youth Merging" theme activities have successfully attracted a younger demographic, with events like the desert starry sky music festival drawing over 60,000 participants, 45% of whom were from outside the region [2][3] - In 2024, the city received 18.5 million visitors, a 23.1% increase, with 30% of visitors specifically attending the "Youth Merging" events [4] Group 2: Innovation and Technology - The introduction of AI travel assistants, such as "Xiao Qi," enhances travel planning by providing personalized itineraries and recommendations, significantly improving the travel experience [6] - The "Smart Shadow Camera" platform allows tourists to create personalized short films using AI, transforming static photo opportunities into immersive experiences [7] Group 3: Policy and Industry Development - The Chinese government is prioritizing the cultural and tourism industry as a pillar of economic growth, focusing on the integration of culture and tourism with other sectors [8] - The market is shifting towards "no ticket entry + all-domain consumption," emphasizing emotional value and deep participation over traditional ticket sales [9]