去年全国5A景区夜间开放率66.9%，搭建夜间消费生态

Core Insights - The report by the China Tourism Research Institute indicates a stable growth in night-time tourism demand, with night-time consumption accounting for 32.9% of total consumption and 28.3% of total transactions from January to October 2025 [1] - The supply of 5A scenic spots is stabilizing, with a night-time opening rate of 66.9%, and nearly half (47.5%) of these spots achieving full coverage of various service categories [1] Demand Side Insights - Night-time consumption is evolving from basic needs to a multi-dimensional experience focusing on diversity, novelty, and social interaction [2] - Consumers are increasingly seeking richer choices and accessibility, with night-time activities expanding beyond traditional markets to include cultural and tourism complexes, industrial parks, and rural ancient towns [1][2] - Over 60% of tourists who experienced night-time performances participated in activities at cultural and tourism complexes or industrial parks, with non-material experiences becoming a significant aspect of night-time outings [2] Social Connection Insights - The emotional aspect of night-time economy is gaining importance, with family gatherings and community activities being primary motivations for night-time outings [2] - Collaborative activities like script-solving and intangible cultural heritage workshops are popular, fostering deeper connections among participants and creating interest-based communities [2] Rural Night Tourism Insights - Rural ancient town night tours are emerging as a new consumption hotspot, with nearly 70% of residents preferring towns within a 3-hour drive, and spending concentrated in the 301-700 yuan range [3] - Local residents favor social and stress-relieving activities such as long-table banquets and themed concerts, shifting the focus of rural night tourism from merely serving tourists to providing regular leisure spaces for locals [3] Supply Side Insights - The night-time economy is undergoing systematic responses and structural upgrades, with leading resources completing initial explorations of "night transformation" [3] - The core attractions of night-time activities are diversifying from simple light shows to include drone fireworks, immersive performances, themed banquets, and camping bases, catering to various age groups [3] Spatial Innovation Insights - Night-time commercial districts are transitioning from traditional shopping centers to park-like, walkable spaces, with examples like Beijing's Liangma River waterfront and Shanghai's EKA community park [4] - Cultural venues are enhancing their offerings from simple extended hours to high-value experiences, with the night-time opening rate of national first-class museums reaching 37.6% during peak seasons [4] Night-time Performance Insights - Night-time performances are becoming increasingly independent, showcasing trends of lightweight, IP integration, and strong interactivity [4] - Thematic content is shifting from grand scenic displays to emotionally resonant historical figures, with innovative business models like "dining and performance integration" emerging as significant growth points [4] Challenges and Recommendations - The night-time economy faces challenges such as insufficient brand recognition and a need for better supply-demand alignment [5] - Recommendations include shifting from activity-based thinking to brand asset thinking, utilizing data for refined governance, and establishing a comprehensive benefit evaluation system for collaborative development among government, market, and community [5]