文 黄永旭 贵州榕江"村超"成功出海，"散装"梗文化叙事的"苏超"爆火，中卫沙漠星空音乐节万人齐"嗨"……2025 年，中国文旅市场热点不断，产业转型与融合发展进一步深化。 据文化和旅游部数据，2025年前三季度，国内居民出游人次49.98亿，比上年同期增长18.0%。出游花费 方面，国内居民出游花费4.85万亿元，比上年同期增长11.5%。出游人次和花费增长的背后，文旅行业 从"规模扩张"向"价值深耕"转型的脉络逐渐清晰。 面对新形势和新变化，如何将"流量"转化为"留量"，将"观光"升级为"体验"，将"网红爆款"构建为"生态 闭环"，成为地方政府和文旅企业的必答题。 "地方政府要打破条块分割，做好'文旅+百业'的统筹工作，完善政策与资金支持。挖掘地方文化资源， 塑造地方特色IP与品牌，避免'千城一面'。"陕西省社会科学院文化旅游研究中心主任张燕在接受《中国 经营报》记者采访时建议，文旅企业要加快新技术应用，不断创新消费场景，从"卖景点"向"卖场景+服 务+商品"的复合供给升级。 市场需求重构 作为腾格里沙漠与黄河相遇的特殊地理单元，宁夏沙坡头旅游景区是著名的5A级景区，拥有大漠、绿 洲、黄河、高山四重景观共 ...

Core Points - The 19th Chongqing Yangtze River Three Gorges (Wushan) International Red Leaf Festival promotion event was held on November 17, aiming to enhance the international influence of the Bashu cultural tourism corridor [1][3] - The festival will officially commence on November 22 and last for two months, showcasing the beauty of 1.2 million acres of red leaves in Wushan [3][4] Group 1 - The event's theme is "Majestic Mountains and Rivers, New Rhythms of Red Leaves," focusing on promoting the scenic beauty of the Yangtze River Three Gorges [1] - Wushan County is leveraging its red leaves to create an integrated platform for ecological, cultural, and sports industries, establishing a development path based on ecology, culture, and industry [3][4] - The festival features five core segments, four unique routes, and three engaging experiences for visitors to fully appreciate the scenic beauty [3][4] Group 2 - The tourism growth in Wushan has been significant, with visitor numbers increasing at the fourth fastest rate in Chongqing and consumption growth ranking third since November [4] - A strategic partnership was announced between Wushan and Ctrip Group to establish the Ctrip (Three Gorges) Cultural Tourism Industry Academy, collaborating with several local universities [4][5] - Wushan's tourism products will be promoted through partnerships with various travel agencies, focusing on the "Source of the Three Gorges" premium routes to reach national and global markets [5]

Core Viewpoint - The article emphasizes the importance of revitalizing scarce natural resources and enhancing operational efficiency in the cultural tourism industry, highlighting China Travel International Investment Co., Ltd.'s strategic acquisitions and system upgrades in the snow economy sector as a model for industry transformation [1][4]. Group 1: Company Strategy - China Travel International has positioned itself as a leading investment and operation service provider for top-tier tourist destinations, focusing on three core business segments: natural and cultural scenic spots, leisure vacation destinations, and theme parks [1]. - The company has identified the snow business as a key area for development during the 14th Five-Year Plan period, acquiring Jilin Songhua Lake International Resort and the snow industry operation brand V.SKI to enter the core circle of the snow economy [1][3]. Group 2: Operational Enhancements - The upgrade of Jilin Songhua Lake Resort serves as a showcase for the company's operational capabilities, with plans to introduce a certified skiing teaching system and expand the ski trail area to 2.3 million square meters by the 2025-2026 snow season [2]. - The resort aims to establish a differentiated positioning in the competitive Northeast snow market, focusing on a family-oriented theme and creating a one-stop experience that combines skiing, vacationing, and lifestyle [2]. Group 3: Market Trends - The company's approach reflects a shift in the cultural tourism industry from resource dependence to operational excellence, with a focus on professional management and talent systems as core competitive advantages [3][4]. - The strategy also addresses the seasonal challenges of the snow industry by promoting year-round activities and attracting global tourists, thereby integrating China's snow economy into the international market [3].

Core Insights - The article highlights the transformation of Tongbai County's cultural tourism industry, showcasing significant growth in visitor numbers and revenue due to strategic initiatives aimed at enhancing the tourism environment [1][2]. Group 1: Tourism Growth - In the first half of the year, Tongbai County received 3.531 million visitors, representing a 19% year-on-year increase, and generated a total tourism revenue of 2.955 billion yuan, up 22% from the previous year [1]. - The county aims to become a "China Cultural Tourism Famous County" through project construction, business model innovation, and service upgrades [1][2]. Group 2: Infrastructure and Accessibility - The county is addressing issues of resource fragmentation and weak branding by implementing a three-year action plan for cultural tourism, which includes integrating various scenic spots [2]. - Five cultural tourism special bond projects are underway, including the upgrade of the Huaiyuan Scenic Area, which features new facilities such as a steel structure walkway and multiple recreational areas [2]. - Free tourist transport routes have been established to improve accessibility to key attractions, enhancing the overall visitor experience [2]. Group 3: Thematic Innovations - Tongbai County has developed various themed tourism routes, such as "Ecological Sightseeing + Industry Experience" and "Red Culture + Research Study," catering to diverse visitor interests [3]. - Cultural activities, including non-heritage exhibitions and seasonal village events, have been organized to enrich the local cultural landscape and attract more visitors [3]. Group 4: Future Plans - The county plans to further innovate its tourism offerings by introducing projects like "Huaihe River Source Drift" and "Forest Camping," while also enhancing smart tourism initiatives and increasing investment attraction [4].

Core Insights - The "Super Golden Week" during the National Day and Mid-Autumn Festival has significantly boosted Hong Kong's economy, with approximately 1.403 million mainland visitors recorded during the 8-day holiday period, leading to increased business in the restaurant, retail, and hotel sectors [1][3][4]. Group 1: Economic Impact - The influx of tourists has resulted in a prosperous environment for Hong Kong's dining and retail industries, attributed to the government's ongoing efforts to promote event-driven economic activities [3][4]. - The positive economic momentum observed during the holiday indicates a critical transformation phase for Hong Kong's tourism industry, necessitating a focus on enhancing service quality and visitor experience [3][4]. Group 2: Future Outlook - The government is encouraged to leverage the experiences gained from the "Super Golden Week" to create more engaging activities and tourist hotspots, ensuring a continuous influx of visitors [6][7]. - There is potential for visitor numbers to exceed 50 million for the year, surpassing the government's initial target, driven by upcoming major events and a diversified tourism strategy [6][7]. Group 3: Industry Trends - The tourism market is witnessing a shift towards experiential travel, with technology becoming a necessity for modern travelers, and a growing demand for diverse tourism offerings [7]. - The integration of culture, sports, ecology, and events into tourism products is seen as a key strategy for sustainable growth in Hong Kong's tourism sector [6][7].

Core Viewpoint - The acquisition of Suzhou Huayi Brothers Movie World by MBK Partners' subsidiary, Haihe An Cultural Tourism, marks a significant shift in the cultural tourism industry in East China, transitioning from scale expansion to quality enhancement [1][3][30]. Group 1: Acquisition and Strategic Importance - The acquisition involves a 690-acre theme park, previously known as Huayi Brothers Movie World, located in a key national tourism resort area [3]. - Haihe An Cultural Tourism aims to integrate local culture and enhance visitor experiences, establishing the first lakeside immersive cultural tourism destination in the Yangtze River Delta [3][8]. - This acquisition is seen as a landmark event for the development of the cultural tourism industry in East China, reflecting a strategic choice based on the region's cultural richness and ecological resources [3][8]. Group 2: Brand Renewal and Experience Enhancement - The park has undergone a brand renewal, officially rebranded as "Haihe An Suzhou Yangcheng Peninsula Paradise," with a new slogan "Yangcheng Lake, Joy Together" [11][13]. - The brand strategy emphasizes a five-experience system focusing on natural ecology, family-friendly entertainment, cultural heritage, night economy, and festive activities [13][16]. - Three major new products have been launched, including the largest immersive theme experience area in China, a large-scale cultural show, and a night product system to enhance nighttime consumption [17][20][22]. Group 3: Economic and Cultural Impact - The park's reopening has led to significant visitor engagement, with over 350,000 visitors during the summer trial operation and a 68% increase in revenue year-on-year [24]. - The integration of the theme park with local cultural festivals and activities aims to create a comprehensive tourism ecosystem, enhancing regional economic vitality [25][27]. - The initiative is expected to transform the Yangcheng Lake Peninsula into a world-class lake tourism destination, promoting sustainable growth in the cultural tourism sector [25][28].

Group 1 - The tourism industry is transitioning from a focus on "traffic" to "retention," emphasizing refined operations to avoid homogenization as competition intensifies and consumer fatigue increases [1][2] - The case of Zibo, which gained popularity through unique culinary offerings and social media, illustrates the challenges of maintaining tourist interest, leading to a decline in visitor numbers after initial success [1] - Zibo's recovery in 2024, following improvements in urban governance and tourism infrastructure, highlights the importance of building a solid foundation for sustainable tourism development [1] Group 2 - The tourism industry is at a transformative juncture in 2025, where long-term strategies and sustainable development must be prioritized to avoid fleeting popularity [2] - Emphasizing local culture and unique characteristics in tourism projects can enhance differentiation and attract visitors, moving away from a "one-size-fits-all" approach [4] - Establishing a coordinated governance mechanism among various departments is crucial to address challenges such as infrastructure lag and service quality issues that arise from sudden influxes of tourists [4]

Core Insights - The parent-child travel market in China is experiencing explosive growth, with the online market expected to exceed 300 billion yuan by 2025, reflecting a year-on-year increase of over 20% [3] - The shift in family consumption from "material needs" to "emotional needs" is driving this growth, supported by policies, technology, and market demand [3] Policy and Market Dynamics - Government policies are integrating parent-child tourism into urban development strategies, with cities like Sanya projecting that parent-child travel will account for 30% of total tourism revenue by 2024 [5] - Innovative products combining education, entertainment, and culture are emerging, such as family science passports and heritage study camps, enhancing the appeal of parent-child travel [5] Consumer Behavior and Demand Trends - There is a notable generational shift in consumer preferences, with younger parents (post-95 and post-00) favoring outdoor activities, while older parents (post-80) prefer private tours [6] - The demand for cultural and educational experiences is rising, with 70% of middle-to-high-income families willing to pay a premium for such offerings [6] Industry Evolution and Collaboration - The parent-child travel boom is reshaping the tourism industry, with instant retail platforms becoming essential for family travel needs, showing a 130% increase in night orders for travel-related products during peak seasons [7] - The accommodation sector is adapting with family-friendly packages and themed rooms, capturing a significant share of the parent-child market [7] Challenges and Future Outlook - Despite the market potential, challenges such as product homogenization and safety standards persist, with 25% of tourists expressing dissatisfaction with current offerings [8] - The industry is moving towards high-quality development, focusing on safety standards and innovative product offerings to meet the evolving needs of families [8]