安徽：情绪需求主导文旅康养持续升温

Core Insights - The winter cultural and tourism market in Anhui has been increasingly focused on wellness since December 2025, with diverse offerings meeting consumer demands for relaxation and warmth [1][4] - The upcoming Spring Festival presents an opportunity for further exploration of regional resources, potentially enhancing market growth and contributing to high-quality development in the province [1] Group 1: Market Performance - During the New Year holiday, various regions in Anhui experienced a surge in wellness tourism, with Liu'an emerging as a key destination, hosting the "Winter Flavor" cultural tourism carnival and attracting nearly 5,000 visitors, generating a total revenue of 3.35 million yuan [2] - Liu'an's integration of red tourism and wellness experiences has expanded consumer engagement, with over 20,000 visitors attending events at historical sites and generating additional revenue of over 300,000 yuan [2] Group 2: Regional Development - Huangshan is leveraging its medical resources to develop traditional Chinese medicine wellness experiences, aiming for a wellness industry output value exceeding 5.5 billion yuan in 2025, with a targeted growth rate of 10% [3] - By the end of 2025, Huangshan has established 25 wellness demonstration bases and attracted over 4 million visitors, creating a unique regional consumption identity [3] Group 3: Consumer Trends - The booming winter wellness tourism market reflects a shift in consumer behavior towards emotional value, with a growing preference for experiences that promote relaxation and emotional resonance [4] - Liu'an's strategic marketing efforts have successfully attracted 830,400 visitors during the New Year holiday, generating a total revenue of 52.41 million yuan, demonstrating a positive cycle of tourism and commercial revenue [4] - The rise in winter wellness tourism is also fostering collaborative development between urban and rural areas, with rural tourism spots attracting nearly 19,400 visitors and generating 1.06 million yuan in revenue [4]