目标不低。底气从哪来?数据会说话。封关首月，海南进出境旅客28.91万人次，日均0.93万人次、 增长31.3%，其中免签入境外国人数日均0.26万人次、增长64.3%。 以开放之姿链接世界，海南自贸港物畅其流、人享其行、流量聚集，这是看得见的信心和底气。 那么，海南旅游，为何能持续火热? 若用数据看海南，旅游的火热并非局限于某一城一域，而是全域共进、多点开花。 2025年，海南举办大型旅游、演艺、体育赛事活动600场。从滨海到雨林，从湾区到山区，各地正 以独特定位和丰富业态，共同托举出一个"全域旅游"的新海南。 以海口为例，以打造"国际演艺之都"为目标，探索出以大型活动驱动消费的新路径。2025年，海口 引进30场明星演唱会及音乐节，吸引观众63.51万人，带动旅游消费30.65亿元。 再看三亚，着力打造"放心游"品牌。旅游投诉实现"3分钟受理、30分钟预赔付、1天内办结"，并主 动公开服务标准：潜水教练"一人一码"，摩托艇划定海域，海鲜店推广溯源电子秤……用透明规则重建 信任，让游客敢消费、愿停留。 中部山区同样不甘落后。五指山深挖"非遗牌""文化牌"，推出"三月三"沉浸式剧本秀、"通什 1988"演艺街 ...

与生态资源相辅相成的，是龙虎山深厚的文化底蕴。作为中国"道"的发源地，这里拥有道教祖庭天师 府、上清古镇等，传承近2000年的道文化在此积淀。同时融合古越文化、心学文化、红色文化等多元文 化资源。这些文化资源并未孤立展示，而是通过"道文化研学体验线""古越文化探秘线"等主题线路，更 打造了《龙虎问道，山水逍遥》全域沉浸微演出，让游客步步见景、处处品文化。 不仅如此，龙虎山还通过全域联动，让资源"活起来"。突破空间边界，构建"一带·两核·三区·八村"布 局，推动全域旅游发展。其中，泸溪河文化休闲景观带作为核心串联轴线，整合沿线生态、文化与产业 资源;龙虎山5A景区与上清国家级旅游度假区构成两大核心引擎，分别聚焦丹霞文化体验与道文化度假; 应天山、马祖岩、圣井山-天门山三大片区形成差异化支撑;同时带动无蚊村、沙湾村等周边8个特色乡 村发展"一村一品"旅游集群，实现景区流量向乡村辐射、文化生态资源向全域覆盖，最终达成"景村共 生、全域共赢"的发展格局。 基于全域协同的先天优势，龙虎山进一步打破传统山地景区单一的观景模式，解锁"旅游+文化""旅游 +体育""旅游+农业""旅游+科技"等发展新模式，推出丰富业态，让龙虎 ...

（来源：财闻） 官方日前公布的数据显示，2025年澳门入境旅客突破4000万人次，同比上升14.7%，创历史新高。在多 重利好因素影响下，澳门旅游市场呈现稳中有进、量质齐升的发展态势。世界旅游休闲中心招牌愈加夺 目，成色十足。 入境旅客创新高 据澳门特区政府统计暨普查局统计，2025年入境旅客4006.9万人次，同比上升14.7%，创历史新高；前 11个月，酒店业场所客房平均入住率同比上升3.2个百分点至89.3%，住客增加0.6%至1331.3万人次。 "成绩背后既有全球旅游市场复苏的外部推动，更有澳门近年来'旅游+'供给升级的内在驱动。"澳门城 市大学国际旅游与管理学院执行副院长李玺认为，2025年是澳门旅游业恢复与转型并行的里程碑。 按客源分析，2025年中国内地旅客2901.7万人次，在来澳旅客中仍占主导。国际旅客数据表现令人惊 喜：2025年国际旅客275.5万人次，同比增加13.7%。具体而言，短途客源如菲律宾、印度尼西亚、马来 西亚、泰国、印度、韩国和日本旅客等，均录得不同程度增长；长途客源中，美国旅客增幅近双位数， 达16.2万人次。 业内人士认为，2025年澳门传统客源市场稳固，国际客源呈复 ...

刚刚过去的2025年，澳门旅游业交上一份亮眼成绩单：2025年，澳门各口岸出入境总人次达2.35亿，同 比上升9.8%，创历史新高。其中，入境澳门的旅客达4006万人次，同比增长14.7%，也刷新历史最高纪 录。 "这是政策护航、融合赋能、多元提质产生的综合效应，得益于中央一系列惠澳政策和澳门特区政府的 有力施政，澳门旅游业界也团结协作、主动作为，推动旅游业实现由复苏性增长向高质量发展的转 型。"澳门酒店旅业商会会长、澳门旅游商会理事长、澳门旅游发展智库会长张健中表示。 澳门特区2025年施政报告中，提出提升综合旅游休闲业优势的目标。如今，澳门"旅游+"跨界融合发展 进一步深化，持续加强全球推广，澳门旅游业呈现魅力独特、活力迸发、动力十足的良好发展态势，世 界旅游休闲中心备受青睐。 "旅游+"精彩纷呈，呈现良好态势 "旅游形象、旅游人群发生变化的同时，消费趋势也在深度变革，非博彩消费稳步提升。"张健中分析认 为。数据显示，2025年前三季度访澳旅客非博彩总消费达582.5亿澳门元，同比增长3.6%。其中，第三 季度同比增长10.7%，彰显旅游消费潜力。 澳门旅游消费，正在向体验化、场景化、主题化转型，以会展、 ...

走在澳门街头，无论是旅游景点还是有故事的老街小巷，总能见到来自世界各地的旅客。很多年轻旅客 青睐City Walk（城市漫步），选择自助游、休闲游。 澳门特区2025年施政报告中，提出提升综合旅游休闲业优势的目标。如今，澳门"旅游+"跨界融合发展 进一步深化，持续加强全球推广，澳门旅游业呈现魅力独特、活力迸发、动力十足的良好发展态势，世 界旅游休闲中心备受青睐。 "旅游+"精彩纷呈，呈现良好态势 "专程来澳门解馋，美食之都不能辜负。"前不久，从美国回国休假的张先生第一站选择澳门，还约了几 位身在浙江温州、广东深圳等不同城市的同学，共聚澳门，一起跨年。 2026年元旦，澳门单日出入境总量数据再次被刷新，达86.6万人次，为澳门盛事之都鲜明形象添加人气 注脚。"澳门正在摆脱既有的刻板印象，呈现多元旅游魅力。"张健中表示。立足世界旅游休闲中心定 位，澳门以"旅游+"创新理念为引领，做优做精做强综合旅游休闲业： "旅游+美食"成为"王牌"，2025澳门国际美食之都嘉年华吸引全球35个"创意城市美食之都"参与，数量 为历届之最；"旅游+会展"走向成熟，第十三届澳门国际旅游（产业）博览会上，70个国家及地区参 展，设15 ...

Core Insights - In 2025, Macau's total entry and exit volume reached 235 million people, a 9.8% increase from 2024, with inbound tourists exceeding 40 million for the first time, marking a 14.7% year-on-year growth, setting new historical records for both metrics [1][3][8] Group 1: Tourism Growth and Events - The New Year's holiday in 2026 saw a record single-day entry and exit of 866,000 people, highlighting Macau's vibrant tourism scene with various events such as concerts and fireworks [2][3] - Macau's tourism is evolving beyond traditional perceptions, showcasing diverse attractions and activities that appeal to a broader audience [2][4] Group 2: Innovative Tourism Strategies - The "Tourism+" innovation strategy has strengthened Macau's comprehensive tourism and leisure industry, with "Tourism+Food" becoming a key highlight, attracting global participation in events like the International Food Carnival [3][4] - The integration of sports and tourism has gained momentum, with major events like the National Games and international racing events being hosted in Macau, promoting a new paradigm of "watching events + tourism" [3][4] Group 3: Consumer Trends and Spending - In the first three quarters of 2025, non-gaming total spending by visitors reached 58.25 billion Macau Patacas, reflecting a 3.6% increase year-on-year, indicating strong tourism consumption potential [4][6] - The shift towards experiential, thematic, and scenario-based consumption is evident, with significant spending by visitors attending exhibitions and performances, averaging 4,398 and 3,811 Macau Patacas respectively [6][8] Group 4: Future Development and Market Strategies - Macau aims to enhance its tourism offerings by focusing on quality and precision targeting, with plans to develop family-oriented and youth-centric products [7][8] - The government is set to align with national planning to expand high-quality tourism products and services, leveraging Macau's strengths and the Greater Bay Area's advantages [8]

Core Insights - The Hainan Free Trade Port officially launched its first international large-scale exhibition, the 2025 China International Tourism Trade Fair, attracting over 1,000 international travel merchants from 101 countries and regions, showcasing Hainan's global connectivity [1][2]. Group 1: Event Overview - The event marked a significant gathering of global travel merchants, emphasizing collaboration opportunities beyond traditional tourism packages [2][3]. - The exhibition featured a diverse array of international exhibitors, expanding Hainan's global network to include participants from Europe, South America, and Central Asia [4]. Group 2: Industry Trends - There is a noticeable shift in focus among international exhibitors, moving from merely showcasing their offerings to exploring what Hainan can provide in terms of platforms for new product development [3][4]. - Discussions at the fair have evolved to include topics such as cross-border payment facilitation, data compliance, and joint talent development, reflecting a higher level of openness and collaboration [4]. Group 3: Hainan's Strategic Positioning - Hainan showcased a 12,000 square meter exhibition area, highlighting its comprehensive industrial landscape and consumer scenarios, with a focus on providing a "one-stop" solution for global tourists and businesses [4]. - The exhibition's thematic areas included "City Leisure and Aerospace Education" and "Vibrant Sports and Health Care," aiming to present Hainan as a holistic travel destination rather than a collection of isolated locations [4]. Group 4: Opportunities in Tourism - The fair illustrated the potential for integrating tourism with various industries, such as healthcare and e-commerce, with examples including a cross-border e-commerce center and a comprehensive health solution combining advanced diagnostics and insurance [7][8]. - Various innovative tourism models were presented, including "Tourism + High-tech Industry" and "Tourism + Modern Service Industry," showcasing how tourism can serve as a catalyst for broader economic development [8]. Group 5: Future Prospects - The conclusion of the fair marks the beginning of new collaborative opportunities, with the tourism sector in Hainan poised for significant growth and potential [10].

Core Insights - The cultural and tourism market in China is experiencing unprecedented growth opportunities, driven by the digital economy and consumption upgrades, with projections indicating the market size will exceed 70 trillion yuan by 2025 and reach 150 trillion yuan by 2030 [1] Group 1: Technological Empowerment - AI, VR, and AR technologies are reshaping the tourism experience, creating immersive experiences that blend virtual and real worlds [1] - Examples include Zhejiang Museum's VR experiences and HTC's immersive VR exhibition of Notre-Dame Cathedral, allowing visitors to engage deeply with cultural heritage [1] - AI is enhancing the entire tourism process, with applications like AI space selection for accommodations and personalized itinerary planning based on visitor preferences [1] Group 2: Consumer Transformation - By 2025, "emotional value" will become the core driver of cultural tourism consumption, shifting from "check-in tourism" to "immersive vacations" [3] - 83% of young people prefer "partner travel" over traditional group tours, indicating a trend towards more personalized and less structured travel experiences [3] - There is a growing demand for high-quality, personalized travel experiences that combine scenery, culture, and unique activities [3] Group 3: Industry Integration - The "tourism+" model is fostering cross-industry integration, creating a resilient and innovative new ecosystem [4] - The 12th World Games in Chengdu have boosted local industries such as dining and accommodation, highlighting the synergy between sports and tourism [5] - Cultural and tourism industries are deepening their integration, with companies like Fosun Tourism launching new product lines that blend various experiences [5] Group 4: Market Penetration - By 2025, county-level tourism is expected to account for 38% of total domestic tourism, emerging as a new growth point [6] - Unique county models, such as Yiwu's "micro-vacation + agricultural entrepreneurship," are driving significant revenue increases [6] - However, challenges remain in balancing urban and rural tourism development, as many rural areas lag in innovation [6] Group 5: IP-Driven Development - The operation of cultural IP is entering a new phase of deep development and cross-industry integration, becoming a core element of value creation [7] - IP is shifting from mere observation to active participation and cultural transmission, with experiential projects gaining popularity [7] - Successful IP operations focus on long-term strategies rather than short-lived trends, as seen in the case of Shaanxi's Fucha Town [7] Group 6: Sustainable Development - The tourism industry is transitioning towards standardized and quantifiable green and low-carbon practices, driven by dual carbon goals [8] - The introduction of the first "Green and Low-Carbon Tourism Activity Evaluation Technical Guidelines" fills a gap in the field [8] - A star rating system for green tourism activities will guide consumer choices and encourage environmentally friendly practices [8] Group 7: International Expansion - The expansion of China's visa-free "circle" to 15 countries is revitalizing the inbound tourism market and fostering a new pattern of international cultural exchange [9] - The popularity of Chinese travel content on platforms like TikTok indicates a growing global interest in Chinese tourism [9] - Chinese tourism brands are increasingly "going global," with successful examples like Songcheng Performing Arts replicating their models in Southeast Asia [9] Group 8: Service Enhancement - The upgrade of tourism services is evolving from convenience to intelligence and personalization, enhancing overall efficiency [10] - A focus on comprehensive, personalized service throughout the travel cycle is becoming a priority [11] - Future competition in tourism will center on cultural depth, technological advancement, and service quality, transforming travel into a holistic lifestyle experience [11]

Core Insights - The global tourism industry is showing resilience and steady growth despite economic uncertainties, with China's inbound tourism market recovering significantly, highlighted by a 53.9% year-on-year increase in foreign visitors in the first half of 2025 [1][2]. Group 1: Inbound Tourism Trends - In the first half of 2025, approximately 19.16 million foreign visitors entered China, with 13.64 million benefiting from visa-free entry [1]. - The expansion of China's visa-free policies since the second half of 2024 has increased foreign tourist interest, with many international guests expressing surprise at the rapid changes in China [2][3]. - Simplified visa processes are expected to boost inbound tourism, with estimates suggesting that visa facilitation can increase visitor numbers by 8% and visa-free policies by 16% [4]. Group 2: Economic Impact of Tourism - The global tourism sector is projected to contribute $10.9 trillion to global GDP in 2024, a 6% increase from 2019, with expectations of reaching $16 trillion by 2035 [5]. - The Asia-Pacific region is experiencing the fastest growth in international inbound tourist numbers, with a 33% increase expected in 2024 [5]. - China's outbound tourism is also growing steadily, with significant increases in visitors to countries like Italy, reflecting a rising interest in cultural experiences [6]. Group 3: Experience-Based Travel - There is a notable shift towards experience-based travel, with tourists increasingly seeking immersive experiences such as sports events and cultural activities [7][8]. - The "tourism+" economy is emerging as a growth highlight, integrating various sectors to enhance the travel experience and create memorable moments for tourists [7]. - Foreign guests are particularly interested in China's potential for sports-themed tourism, with specific interest in activities like table tennis courses [8].

Group 1: Service Consumption Growth - Domestic travel reached 888 million trips during the recent National Day and Mid-Autumn Festival holiday, with an average daily cross-regional flow of over 300 million people, indicating a vibrant service consumption landscape [2][10] - The total expenditure on domestic travel amounted to 809 billion yuan, reflecting a significant increase in service consumption across tourism, dining, culture, and entertainment sectors [5][10] - Innovative tourism offerings, such as themed tours and cultural experiences, have emerged, driving diverse consumption trends and enhancing consumer engagement [3][4] Group 2: Financial Services and Consumer Spending - Financial institutions have introduced innovative services and products to stimulate holiday consumption, including lowering credit thresholds and enhancing consumer benefits [9][10] - The implementation of consumer loan interest subsidy policies has effectively boosted market activity, with a reported 14 percentage point increase in consumer loan issuance by a major bank [10][11] - New financial products, such as the "National Subsidy Loan," have been tailored to meet the needs of merchants, facilitating inventory purchases during peak sales seasons [12][13] Group 3: E-commerce and Short Video Platforms - Short video platforms are launching simplified promotional strategies for the upcoming "Double Eleven" shopping festival, focusing on enhancing consumer shopping experiences [6][7] - Both Douyin and Kuaishou are investing heavily in subsidies and promotional activities, with Douyin offering over 19 billion yuan in support to merchants [6][7] - The integration of AI technology in e-commerce platforms is streamlining video production and enhancing marketing efficiency for merchants [8][7] Group 4: Cross-Border Consumption and Tax Refunds - Financial institutions are innovating in cross-border consumption, with services like instant tax refunds for overseas shoppers, enhancing the shopping experience [14] - The volume of tax refund applications in Shanghai surged sixfold during the holiday, indicating a robust demand for international brands and products [13][14] Group 5: Customized Financial Solutions - Banks are developing customized financial solutions that cater to specific consumer needs, such as zero down payment installment plans and operational funding support [16] - Collaborative efforts between banks and local businesses are driving consumer spending, with significant credit card usage reported during the holiday period [15][16]