21社论丨提升文旅体验，满足文旅产业细分的多元化需求

Core Insights - The upcoming 8-day holiday during the National Day and Mid-Autumn Festival in 2025 presents a significant opportunity for the cultural and tourism market, leading to a concentrated release of consumer demand and revealing new trends in the market [1][2] Group 1: Market Trends - There is a notable increase in demand for long-distance and deep travel experiences, with spending on domestic long-distance products seeing a substantial year-on-year growth, particularly in personalized travel options like chartered tours [1] - The Northwest region has emerged as a popular travel destination, with the Northern Xinjiang loop being one of the hottest routes, and overall tourism orders for the Qinghai Plateau's natural scenery increasing by over 80% year-on-year [1] - The integration of cultural tourism and commercial activities is leading to new trends, with a 1.5 times increase in search volume for hotels and attractions near popular event venues, indicating a shift towards traveling in conjunction with events, exhibitions, and competitions [1][2] Group 2: Structural Changes in Consumer Behavior - The cultural and tourism market in China is undergoing a profound structural transformation, shifting from scale expansion to quality enhancement and deeper experiences [2] - Different consumer groups are exhibiting distinct preferences: families favor educational and interactive travel, younger travelers seek emotional and cultural connections, while the elderly prioritize comfort and convenience [2] Group 3: Government Initiatives - The Ministry of Culture and Tourism is organizing a national cultural and tourism consumption month to enhance quality supply and innovate consumption scenarios, aiming to meet the public's demand for a better life [3] - The initiative includes a variety of cultural tourism activities and benefits, with a focus on local cultural characteristics, such as intangible cultural heritage experiences and themed hotels [3] Group 4: Challenges in the Market - The tourism market faces structural challenges, including uneven regional development, inadequate infrastructure, and a lack of differentiated product offerings, which can negatively impact visitor experiences [4] - Issues such as inconsistent service quality and superficial cultural representations in tourism products are also prevalent, affecting visitor satisfaction and repeat visits [4] Group 5: Recommendations for Improvement - To promote high-quality development in cultural tourism, a collaborative governance model involving government, enterprises, communities, and tourists is essential [5] - Enhancements in transportation networks and public services, along with a focus on local cultural heritage, are recommended to shift from homogeneous competition to personalized and customized tourism products [5] - Establishing a comprehensive service quality standard system across the tourism value chain is crucial for improving overall service quality [5]