中医跨界融合“圈粉”全球游客 “中医药+文旅”解锁入境游消费新场景

Core Insights - The Chinese government is promoting traditional Chinese medicine (TCM) as part of its strategy to enhance service consumption for foreign tourists, with specific policies introduced in September 2025 [1] Group 1: Policy Implementation - The Ministry of Commerce and nine other departments have issued measures to leverage TCM and traditional cultural resources to create unique tourism experiences for foreign visitors [1] - Regions like Hainan and Sichuan are seeing an increase in TCM-related tourism, with institutions such as TCM hospitals and museums becoming popular destinations for inbound tourists [1] Group 2: Tourist Experiences - In Sichuan, the TCM Museum showcases over 50,000 unique medicinal materials and specimens, providing foreign tourists with a distinctive cultural experience [1] - In Sanya, a collaboration between hotels and TCM clinics offers a "tourism + health" product that highlights climate wellness and TCM therapies, attracting tourists from countries like Russia, Germany, and France [3] Group 3: Educational Initiatives - In Hangzhou, visitors from Bulgaria are engaging in hands-on experiences, such as making herbal sachets, at the Hu Qing Yu Tang TCM pharmacy, which enhances their understanding of TCM [5] - Various regions are customizing tourism experiences based on the unique characteristics of their TCM offerings to cater to foreign tourists and international students [6][8] Group 4: Visitor Statistics - In Shenzhen, initiatives to establish TCM cultural tourism demonstration bases are projected to attract over 100,000 foreign tourists and patients from Hong Kong, Macau, and Taiwan by the end of 2025 [10]