2024年全国智慧旅游发展报告

Industry Investment Rating - The report does not explicitly provide an industry investment rating [1] Core Viewpoints - The report highlights that smart tourism is entering a new phase of accelerated development, with significant advancements in governance, services, marketing, and digital innovation [3] - Digital economy development is driving new requirements for the digital transformation of the tourism industry, with tourists increasingly relying on internet resources, especially social media and short video platforms, for travel inspiration, product comparison, and booking [7] - Generative AI is bringing new opportunities for smart tourism development, impacting content creation, predictive analysis, and personalized marketing [9] - Data is becoming a new essential element for tourism development, with national policies promoting the integration of public, industry, and tourist data [13] Smart Tourism Governance - Smart tourism governance is transitioning from point-to-point to area-wide coordination, with examples like the AI peak avoidance system in Suzhou, which optimized travel itineraries for 11,523 tourists during the 2024 National Day holiday [17] - The governance model is shifting from offline to online, with digital technologies enhancing resource protection and market supervision [18] Smart Tourism Services - Smart tourism services are becoming more convenient, with integrated systems like smart check-in, robot services, and personalized dining recommendations enhancing the tourist experience [22] - Smart travel is evolving from booking services to comprehensive itinerary planning, with online travel booking users reaching 509 million by December 2023, a 46.6% penetration rate among internet users [24] Smart Tourism Marketing - Smart tourism marketing is shifting from "other-shaped" to "self-shaped," with social media platforms like WeChat, Weibo, Douyin, and Xiaohongshu playing a crucial role in forming a diversified and influential promotional matrix [28][29] - The marketing approach is becoming more personalized and interactive, leveraging data analysis and AI to enhance efficiency and effectiveness [30] Smart Tourism Scenarios - Digital innovation is accelerating in smart tourism scenarios, with VR technology reshaping tourist perceptions and providing immersive cultural experiences [37] - Digital exhibitions are emerging as a new way to spread excellent traditional culture, focusing on immersive interaction, virtual-real integration, and artistic expression [38] - Smart streets and villages are enhancing tourism management efficiency and transparency, with projects like Lijiang's smart street system and rural digital platforms gaining traction [41][42] Smart Tourism Experience - Interactive experiences are continuously optimized, with generative AI and VR/MR technologies enabling real-time interaction and immersive storytelling in theme parks and museums [47] - Immersive experiences are becoming more diverse, with 85.5% of tourists having participated in immersive tourism activities, particularly in theme parks and live-action games [51] - Personalized experiences are improving, with AI technology enabling tailored travel services and rapid development of elderly-friendly services [54] Trends and Outlook - The tourism industry's digital transformation is shifting from demand-side upgrades to production management empowerment, with technology enhancing both leisure and learning experiences [59] - Technology is reshaping the tourism supply system, moving towards cross-border integration and fostering innovation in smart tourism [61] - The future outlook includes accelerating the digitalization of tourism enterprises, building an open platform for the tourism industry internet, and cultivating innovative talent in smart tourism [63]