“旅游+中医药”圈粉海外游客 多地“因地制宜”打造入境游消费新场景

Core Viewpoint - The Chinese government is promoting traditional Chinese medicine (TCM) as part of its inbound tourism strategy, aiming to enhance the experience for foreign tourists through unique TCM-related offerings [1][11]. Group 1: Policy and Implementation - In September 2025, the Ministry of Commerce and nine other departments issued policies to expand service consumption, leveraging TCM and traditional cultural resources to create specialized tourism routes for foreign visitors [1]. - Regions like Hainan, Sichuan, and Guangdong are seeing an increase in TCM medical institutions and museums becoming new consumption scenes for inbound tourists [1]. Group 2: Tourist Experiences - In the Sichuan Province TCM Museum, over 50,000 bottles of unique medicinal materials and specimens are displayed, providing foreign tourists with a distinctive experience [1]. - In Sanya's Yalong Bay, tourists from countries like Russia, Germany, and France are engaging in "tourism + health" products that highlight climate wellness and TCM therapies [3]. - Bulgarian tourists at the Hu Qing Yu Tang TCM pharmacy in Hangzhou are learning to make herbal sachets, showcasing the educational aspect of TCM [5]. Group 3: Challenges and Opportunities - The global medical tourism market is projected to exceed $230 billion by 2029, indicating significant potential for TCM in this sector [11]. - Current challenges include high project overlap across regions, insufficient collaboration between medical and tourism sectors, and a shortage of bilingual professionals knowledgeable in TCM [11][15]. - Experts suggest a long-term development strategy for the medical tourism industry to avoid negative effects from homogenization and to establish a strong international brand [16][24]. Group 4: Recommendations for Development - Establishing a coordinated mechanism between the medical and tourism sectors is essential for creating a one-stop inbound medical tourism service platform [18]. - The creation of a professional committee or association focused on TCM health tourism could help standardize practices and integrate resources [20]. - Emphasis on training bilingual professionals who understand both TCM and the perspectives of foreign tourists is crucial for enhancing the overall experience [22][24].