12亿人次打卡“水韵江苏”，2025年江苏旅游总收入1.48万亿元

Core Insights - The Jiangsu cultural and tourism market is experiencing a robust recovery, with domestic and international tourist arrivals reaching 1.2 billion and total tourism revenue hitting 1.48 trillion yuan, reflecting growth rates of 10.4% and 10.2% respectively [1][4] - Jiangsu leads the nation in off-site tourism consumption, accounting for 10.22% of the total national tourism expenditure, with off-site consumption through UnionPay channels amounting to 664.62 billion yuan, a year-on-year increase of 13.9% [2][4] Group 1: Market Performance - In 2025, Jiangsu's inbound tourism saw approximately 4.26 million visitors, marking a 40.26% increase, with overnight visitors reaching 3.05 million, up 14.9% [4] - The province's foreign exchange income from tourism was about 4.22 billion USD, representing a 24.3% growth [4] Group 2: Policy and Support - The Jiangsu government has implemented a three-year action plan (2025-2027) to promote high-quality development in the cultural tourism sector, featuring six major actions and 22 key tasks [4] - The province has introduced nearly 250 tourism consumption incentive projects across various sectors, utilizing a direct and accessible subsidy model [4] Group 3: Consumer Trends and Experiences - The integration of traditional and modern experiences has led to new consumer scenarios, with museums receiving over 140 million visitors, maintaining the top position nationally [5] - Nighttime economy initiatives, such as the "wonderful night economy" in Nantong, have contributed to increased visitor engagement and revenue generation [5][10] Group 4: Events and Activities - The "Super Engine" of sports events has significantly boosted cross-regional tourism, with the "Su Super" league attracting over 25 million visitors on match days [7] - Jiangsu has organized over 3,800 unique events and 2,400 public benefit measures throughout the year, enhancing market attraction [8] Group 5: Night Economy and County Tourism - The nighttime tourism sector has seen 480 million visitors and generated 151.08 billion yuan in revenue, with various night tour projects becoming new city landmarks [10] - County tourism has emerged as a new growth driver, with significant increases in visitor numbers, particularly in lesser-known destinations [10]