眼下 ， 在 地方村超点燃文旅的熊熊火焰后，金融与文旅产业的融合正如火如荼。自 5年前 发 布"文旅贷"、 探索 启动"文旅+金融" 新 模式以来， 四川 乐山市商业银行（以下简称 " 乐山商行 " ）的"文旅+金融"脚印走遍 本土文旅产业 核心，不断实现地方经济价值与银行成长价值的双驱 动。 积极 拥抱产业跨界融合，赋能区域新发展 纵观银行业新质生产力背后，产业融合折射出银行角色正在转变，即从过去的"资金中介"升级为"产 业生态共建者"。而在众多产业融合的赛道中，"文旅+金融"则是乐山商行 依托地方资源禀赋 的不 二选择。 政策推动上，四川省委、省政府已明确提出， 支持乐山" 打造享誉全球的世界重要旅游目的地 "。 作为乐山市国有控股的城商行，推动区域发展、助力当地旅游产业升级换代，乐山商行 责无旁贷 。 市场推动上，数据显示， "十四五"期间，乐山年接待游客超1亿人次、旅游总花费破1500亿元 ， 文旅经济总量居全省地级市首位； 2025年前三季度，全市累计接待国内游客9619.3万人（次）， 实现旅游收入1233.9亿元，同比分别增长20.9%、18.3%。 基于文旅产业的市场规模与增量，乐 山商行早在 ...

Core Insights - The "2025 Guangdong Cultural and Tourism Industry Investment Promotion and Financing Matchmaking Conference" was successfully held in Guangzhou from September 11 to 13, organized by various governmental and financial institutions [2][3] Group 1: Event Overview - The conference attracted over 3,000 cultural and tourism projects from 30 provinces across the country, highlighting Guangdong's role as a significant cultural and tourism hub and financial center in China [3][4] - The event featured 332 cultural and tourism projects, with 249 from Guangdong and 83 from outside the province, showcasing a diverse range of investment opportunities [6] Group 2: Government and Institutional Involvement - Twelve local government departments conducted on-site investment promotion presentations, and 32 cultural and tourism projects were showcased through live roadshows [6] - The event included presentations from local governments such as Zhongshan, Zhaoqing, and Huizhou, emphasizing their tourism resources and key investment projects [6] Group 3: Industry Trends and Expert Insights - Industry experts delivered keynote speeches on trends in the cultural and tourism sector and the role of financial empowerment, providing professional guidance for industry development [6] - The conference adopted a format of one main venue and multiple specialized sessions, focusing on precise matchmaking in sub-sectors of the cultural and tourism industry [7]

Core Viewpoint - The Chaoyang District is showcasing innovative experiences at the Service Trade Fair, combining cultural tourism and finance to create new lifestyle opportunities [1] Group 1: Event Highlights - The event features popular original IPs such as WAKUKU, SIINONO, and Youli, along with limited edition cultural heritage products like Molly [1] - Engaging activities include robot dance performances and presentations from leading AI and GC companies [1] Group 2: Financial Innovations - The introduction of a financial cube for easy foreign currency exchange and convenient payment solutions [1] - The integration of cultural tourism with financial services aims to enhance user experience and promote a trendy lifestyle [1]

Core Viewpoint - Shandong province is developing the "Good Guest Shandong Cultural Tourism Financial Service Brand" to support large-scale cultural tourism projects, addressing financing challenges through innovative long-term loan products [1][4]. Group 1: Project Overview - The "Kongtong Wonderland" project in Yantai is set to be China's first fairy-tale cultural theme tourism island, with a total construction area of 102,600 square meters and a financing requirement of 3 billion yuan [2]. - The project faces challenges in traditional bank financing due to its large investment and long return cycle, making it difficult to repay loans through ticket sales in the short term [2][3]. Group 2: Financial Solutions - To address financing difficulties, the Industrial and Commercial Bank of China (ICBC) established a syndicate involving seven banks to launch the "Good Guest Shandong Cultural Tourism Financial Product," providing a 30-year loan to ease repayment pressure [3]. - Since November of the previous year, ICBC Shandong has issued 325 million yuan in loans for the project, with major structures of the resort hotel and commercial areas nearing completion [3]. Group 3: Financial Support Growth - The "Good Guest Shandong Cultural Tourism Financial Product" has seen significant growth, with an increase of 3.485 billion yuan (31%) since the beginning of the year and a total of 7.227 billion yuan (97%) since the signing of the strategic cooperation agreement [4]. - The number of cultural tourism industry clients served has also increased by 31% compared to before the agreement [4]. Group 4: Tailored Financial Services - A "list management" mechanism has been established to provide personalized financial services for various cultural tourism projects, supporting over 60 key projects in Shandong [5]. - ICBC Shandong has developed financing solutions that utilize ticket revenue as collateral, addressing the lack of fixed asset guarantees typical in cultural tourism projects [5][6]. Group 5: Ongoing Collaboration - The provincial cultural and tourism department plans to strengthen cooperation with financial institutions to enhance the "Good Guest Shandong Cultural Tourism Financial Service Brand" and increase credit support for key projects [6].

Group 1: Industry Overview - The cultural and tourism industry is a key engine for expanding domestic demand, promoting consumption, and benefiting people's livelihoods, as well as a crucial link in facilitating the domestic circulation of the economy [1] - During the "May Day" holiday, domestic travel reached 314 million trips, a year-on-year increase of 6.4%, setting a historical record for the same period [1] - Total spending by domestic tourists during the holiday was 180.27 billion yuan, reflecting an 8% year-on-year growth [1] Group 2: Financial Support for Cultural and Tourism Development - Banks are leveraging the "finance + culture and tourism" trend to inject strong momentum into the high-quality development of local cultural and tourism industries [1] - For example, Hengfeng Bank provided a loan of 500,000 yuan to support the transformation of a local guesthouse in Dali, highlighting the financial sector's role in capitalizing on tourism opportunities [2] - Jiangsu Bank launched various promotional activities to attract young consumers, including discounts and themed travel packages, to stimulate cultural tourism consumption [2] Group 3: New Business Models and Digital Innovations - The emergence of generative artificial intelligence products and digital cultural assets is rapidly fostering new business models in the cultural tourism sector [3] - Jiangsu Bank collaborated with Nanjing Museum to launch products that integrate cultural IP resources with financial services, enhancing user interaction and modernizing traditional cultural elements [3] Group 4: Ecological and Cultural Tourism Initiatives - The Qinhai Lake scenic area in Jiangsu attracted numerous visitors during the holiday, showcasing the dual mission of ecological protection and cultural tourism development [4] - Hengfeng Bank provided a 200 million yuan project loan to support ecological restoration efforts in the Qinhai Lake area, demonstrating the financial sector's commitment to sustainable tourism [4] Group 5: Financial Support for the Film Industry - The film industry, being capital-intensive, relies heavily on sufficient funding for development, prompting banks to provide comprehensive financial services across the entire film production and consumption chain [6] - Industrial and Commercial Bank of China has signed strategic cooperation agreements to support the film industry, offering services from production to consumption [6] - Beijing Bank has provided over 40 billion yuan in financial support to more than a thousand film enterprises, establishing a service matrix covering cinema construction, IP incubation, and production [7]

Core Insights - Agricultural Bank of China (ABC) Kunming Branch focuses on the "3815" strategic development goals set by the provincial government, positioning the cultural tourism industry as a key area for supporting high-quality economic development and rural revitalization [1][16] - The bank aims to enhance financing channels and consumer financial services for the cultural tourism sector, contributing to the vibrant development of Kunming, known as the "Spring City" [1] Financing Initiatives - ABC Kunming Branch has allocated resources to upgrade the brand and infrastructure of Yunnan Nationalities Village, a key tourism project, by providing a loan of 30 million yuan for its renovation [3] - The bank plans to invest an additional 200 million yuan to support the construction of the Dianchi Caohai Greenway and a smart parking lot in the Dianchi Haigeng area, promoting a comprehensive support system for traditional scenic area transformation [5] Digital Transformation and Consumer Experience - ABC Shilin County Branch has invested 920 million yuan since 2021 to support the Shilin Tourism Group's strategic needs, focusing on infrastructure upgrades and digital enhancements to improve the overall tourist experience [5][7] - The newly launched ticketing system at Shilin Scenic Area has received positive feedback, allowing visitors to purchase tickets conveniently via mobile devices, with daily transaction volumes exceeding 1.5 million yuan [8][10] Rural Revitalization and Community Impact - The "Fenglong Bay Fairy Tale Town" project has received 110 million yuan in special bonds from ABC Xundian County Branch, facilitating infrastructure development and enhancing the local economy [13][16] - The bank has also provided 8.6 million yuan in agricultural loans to support environmental improvements and increase farmers' income, contributing to the establishment of a rural revitalization model [16] Future Outlook - ABC Kunming Branch plans to continue its support for the cultural tourism sector by focusing on smart tourism, ecological health, and cultural innovation, aiming for more precise resource allocation and innovative service models [16]