马年文旅“马”力全开 没有“马”的城市也在努力“抓马”

Core Viewpoint - The Year of the Horse is driving new momentum in China's cultural tourism market, with various cities leveraging the horse theme to boost festive consumption and attract tourists [1][2]. Group 1: Tourism and Economic Impact - During the 2026 Spring Festival, the city of Zhumadian received 4.505 million visitors, a year-on-year increase of 19.43%, generating a total tourism revenue of 2.257 billion yuan, up 30.36% [1][2]. - The city of Ma'anshan launched 137 cultural tourism activities during the Spring Festival, achieving over 20 million exposures online and offline [2]. - International destinations associated with the horse theme, such as Malta and Romania, saw significant increases in Chinese tourist spending, with offline transaction amounts rising by 131% and 186% respectively [2]. Group 2: Cultural Activities and Innovations - Zhumadian integrated cultural tourism resources to create horse-themed events, including a lantern festival and art exhibitions, enhancing the festive atmosphere [2]. - Various cities, even those not directly associated with horses, set up horse-themed sculptures and installations to attract visitors and boost consumption [3][5]. - The "AI Horse Catching" initiative by multiple museums allows visitors to engage with horse culture through digital technology, blending cultural heritage with modern experiences [5]. Group 3: Market Trends and Opportunities - The "Crying Horse" toy from Yiwu became a viral cultural product, significantly increasing sales and attracting international orders [6]. - Experts suggest that cities with historical ties to horse culture can leverage this opportunity to enhance their brand visibility and tourism offerings without high costs [7][8]. - Regions with rich horse culture resources, such as Inner Mongolia and Gansu, have potential for developing high-quality tourism products based on their unique cultural heritage [8].