业内：入境游市场呈现出从观光向体验转型的新趋势

Core Insights - The trend of "being cool as a Chinese person" is gaining traction globally, with international audiences embracing Chinese culture through activities like tea drinking, wearing red, and enjoying hot pot [1] - The inbound tourism market is shifting from sightseeing to immersive cultural experiences, with international tourists seeking to understand the essence of Chinese culture [1] Group 1: Cultural Experience Growth - Ctrip data indicates that by 2025, the number of cultural products such as museums and intangible cultural heritage experiences will increase by 13%, with order volume growing over 10% and ticket sales rising by 14% [1] - The platform is integrating various cultural offerings, including intangible heritage workshops and local performances, to create innovative travel products that convert cultural resources into consumable experiences [1] Group 2: Dining as Cultural Engagement - The concept of "restaurants as attractions" is validated, with over 85% of guests expressing satisfaction not only with the creative dishes but also with the cultural narratives behind them [2] - Dining experiences are enhanced by cultural elements such as paper-cutting art, tea ceremonies, and shadow puppetry, allowing tourists to actively participate in Chinese culture rather than just observe it [2] Group 3: Sports and Events as Cultural Windows - Major events like the Shanghai Marathon serve as significant platforms for international tourists to experience contemporary Chinese vitality, with 4,300 international participants from 91 countries expected in 2025 [2] - Ctrip's overseas platform offers specialized inbound tourism services for participants, significantly boosting post-event spending, which is 3.2 times higher than that of regular tourists [3] Group 4: Shift in Tourist Preferences - The inbound tourism market is rapidly recovering, with tourists moving from superficial sightseeing to deep cultural experiences, using museums and heritage sites as key channels to understand Chinese civilization [3] - Ctrip's overseas platform shows a 63% increase in multilingual cultural product resources, with orders for museum-related tourism products expected to grow by 220% by 2025 [3]