科技赋能 文旅市场正迎来前所未有的发展机遇。在数字经济与消费升级的双重驱动下，整个产业经历着从"规模扩张"到"价值创造"的深刻转型。据 预测，2025年中国文旅市场规模将突破7万亿元，到2030年有望攀升至15万亿元，展现出巨大的增长潜力。 以下是当前文旅行业发展的八大核心趋势： 沉浸式体验打破虚实边界 AI、VR、AR技术正以前所未有的力度重塑文旅体验逻辑。 01 虚实融合成为新常态。浙江博物馆利用VR技术打造超感沉浸式体验，为市民带来"打破虚实边界"的体验。HTC《巴黎圣母院沉浸式VR体 验展》让参观者佩戴头显设备即可穿越到巴黎圣母院始建之时，亲历其变迁过程。 AI技术全面赋能旅游全流程。途家民宿推出AI空间选房和民宿房东数字人，房东只需用智能手机拍摄，AI就会自动处理生成现实民宿的 数字孪生模型。浙江与DeepSeek合作推出的"AI宣推官"，能够根据游客偏好实时规划个性化行程，实现"秒级响应、千人千面"的智能服 务。 图源：浙江博物馆 02 消费变革 情绪价值成为新货币 2025年，"情绪价值"成为文旅消费的核心驱动力，消费者对假日生活的需求正从"打卡式旅游"转向"沉浸式度假"。 "社交轻量化"与"窝 ...

【环球时报赴杭州特派记者 任筱楠】编者的话：19日至21日，来自联合国旅游组织、世界旅游及旅行 业理事会等国际组织和相关国家旅游主管部门、旅游城市、旅游企业的行业领袖和专业人士齐聚杭州， 在"2025世界旅游联盟·湘湖对话"上围绕当前世界经济及旅游业前沿热点和发展趋势展开探讨。在全球 经济充满不确定性的背景下，旅游业仍保持稳健增长态势。中国入境游市场的复苏与潜力，成为其中一 抹亮色。中国国家移民管理局数据显示，2025年上半年来华入境外国人总数约1916万人次，其中免签入 境达1364万人次，同比增长53.9%。当前全球跨境旅游呈现哪些新趋势、旅游业如何通过跨界融合开拓 新空间、中国入境旅游还有哪些潜力有待挖掘等，都成为本次对话关注的议题。 意大利国家旅游局首席执行官伊万娜·耶利尼奇在接受《环球时报》记者采访时表示，中国对意大利等 国家公民实施免签政策是一个非常有效且受到欢迎的举措。自该政策实施以来，到访中国的意大利游客 数量大幅增加。"我认为很多意大利人有兴趣来中国旅游，他们不仅仅会前往中国的主要城市，还有兴 趣探索一些小众目的地。" 伊姆里是一名来自新西兰的研学旅游供应商，同时也在美国学生与青年旅行协会担 ...

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]

Group 1 - The core idea emphasizes the commitment of the cultural and tourism sector to enhance the travel experience for the public, focusing on the beauty of nature, culture, and spiritual enrichment during the "14th Five-Year Plan" period [1] - The sector is actively promoting "tourism +" by integrating tourism with agriculture, industry, and sports, leading to the development of rural tourism tailored to local conditions [4] - There is a significant push towards developing smart tourism, with many scenic spots introducing AI robot guides and exoskeletons to assist climbers [7] Group 2 - The emergence of specialized products is notable, with an increase in educational travel offerings that transform travel into a "walking classroom," catering to the needs of the elderly demographic [11] - The development of cruise, yacht, and boat tourism is being promoted, with Shanghai receiving 209 international cruise arrivals in the first eight months of the year [11]

Core Viewpoint - The press conference highlighted the achievements in the cultural and tourism sectors during the "14th Five-Year Plan" period, emphasizing the continuous growth in travel demand and the commitment to enhancing tourism experiences for the public [1] Group 1: Product Supply Enhancement - A total of 58 new 5A-level tourist attractions and approximately 2,600 new A-level attractions have been launched, bringing the total to 16,500, with county coverage reaching 97% [1] - 40 new national-level tourist resorts, 204 national-level leisure streets, and 345 national-level night cultural and tourism consumption clusters have been established, with over 1,400 provincial-level resorts and leisure streets [1] - 597 national key rural tourism villages and towns have been identified, totaling 1,597, while 300 classic red tourism sites are being optimized [1] Group 2: Integration of Products - The "Tourism+" initiative promotes the integration of tourism with agriculture, industry, and sports, creating new growth points and extending the industry chain [2] - Local developments in rural tourism incorporate creative research, aesthetic living, and local cuisine, enhancing the livability and attractiveness of rural areas [2] - The Beijing Winter Olympics has been leveraged to promote the integration of ice and snow culture, tourism, and sports, with 26 national-level ski tourism resorts being developed [2] Group 3: Technological Advancements - The development of smart tourism is being accelerated, with 36 smart tourism solutions and 39 typical cases of smart tourism for the elderly being implemented [2] - AI robot guides and exoskeleton devices for hiking have been introduced in various scenic spots, enhancing visitor experiences [2] Group 4: Customized and Specialized Products - The industry is responding to diverse and personalized tourist demands by promoting customized and specialized tourism products [3] - From January to August, 1,551 tourist trains were operated, a 26% increase year-on-year, with 93,000 passengers, 80% of whom were elderly [3] - The development of cruise ships, yachts, and boats has been promoted, with Shanghai receiving 209 international cruise visits and nearly 1.36 million cruise passengers in the first eight months, a 49.9% increase [3] Group 5: Future Focus - The industry acknowledges the challenges of ineffective projects and is committed to guiding local areas to optimize tourism product supply and ensure sustainable high-quality development [3]

Core Viewpoint - The article highlights the development and transformation of Hunyuan County, a revolutionary area in Shanxi Province, focusing on its cultural heritage, agricultural products, and tourism potential, particularly emphasizing the significance of Astragalus (Huangqi) cultivation and the local凉粉 (liangfen) industry. Group 1: Agricultural Development - Hunyuan County is recognized as the "Hometown of Huangqi" with a total of 28,000 acres dedicated to Huangqi cultivation, generating an annual industrial output value of 1.5 billion yuan [5] - The county has approximately 30,000 Huangqi farmers, with the production base yielding only 20% of the annual sales, while the remaining 600 tons are sourced from local growers [4][5] - The Huangqi cultivation area is primarily located in the southwestern mountainous region, benefiting from favorable climatic and soil conditions [4] Group 2: Cultural and Historical Significance - Hunyuan County is home to the only Huangqi-themed museum in the country, showcasing the development of Huangqi and its cultural significance [6] - In 2023, the Huangqi cultivation system in Hunyuan was recognized as an important agricultural cultural heritage in China, highlighting its historical and cultural value [6] Group 3: Tourism Development - Hunyuan County has a rich cultural heritage with 488 immovable cultural relics, including seven national treasures, attracting tourists to its historical sites [10] - A new visitor center with a total construction area of 23,600 square meters is set to enhance the tourist experience by providing comprehensive services and showcasing local culture [10] - In 2024, Hunyuan County is expected to receive 5.68 million tourists, a growth rate of 46.52%, with a total revenue of 1.847 billion yuan, reflecting the effectiveness of the "tourism+" strategy [14]

Group 1 - The tourism sector is experiencing a rebound, with Guilin Tourism (000978.SZ) hitting the upper limit of its stock price as the National Day holiday approaches, leading to increased attention on the cultural tourism market [2] - The 2025 National Day holiday coincides with the Mid-Autumn Festival, creating an eight-day "super golden week" that stimulates diverse travel demand, with Ctrip reporting a 45% year-on-year increase in cross-province travel orders for the holiday [2] - The cultural tourism industry is receiving strong policy support aimed at expanding domestic demand and boosting consumption, with various measures fostering innovation and integration within the sector [2] Group 2 - Guilin Tourism is actively exploring the "tourism+" model, launching themed tourism products that attract a large number of visitors, including a brand IP event that combines tourism experiences with intangible cultural heritage [2] - The company is integrating AI into its tourism offerings, introducing "AI companion" services at scenic spots and enhancing digital night tours, which modernizes the visitor experience [3] - Recent strategic moves include the acquisition of two tourism development companies, which will enhance digital services and contribute to the establishment of a comprehensive tourism ecosystem [3]

Core Insights - The "ticket root economy" is transforming movie tickets from mere cultural experience vouchers into "consumption passports," driving consumer engagement and spending across various sectors in Beijing [3][4] - The integration of ticketing with dining, entertainment, and other services is creating a new consumption model that enhances customer experience and boosts business revenues [3][4] - The government is promoting this model as part of a broader initiative to stimulate consumption and improve urban governance, emphasizing the need for collaboration among businesses and policy support [4][5] Summary by Sections Ticket Root Economy - The ticket root economy is becoming a significant trend in Beijing, allowing consumers to enjoy discounts and experiences across multiple sectors by using movie tickets [3] - This model encourages cross-industry collaboration, linking cinema with dining, exhibitions, and cultural products, thus extending the consumer experience beyond a single transaction [3][4] Consumer Engagement - The initiative has led to increased purchase volumes and repeat rates for businesses, indicating a positive long-term impact on revenue [3] - Consumers view ticket stubs as valuable coupons and guides to explore the city, enhancing their overall experience [3][4] Government and Policy Support - The government’s "Special Action Plan to Boost Consumption" aims to deepen the integration of various consumption sectors, promoting innovative and diverse consumption scenarios [4] - Effective collaboration and coordination among stakeholders are essential for optimizing the ticket root economy, requiring policy support and innovative offerings to enhance consumer value [4][5] Economic Implications - The evolution from "ticket root economy" to "trendy play economy" and "national trend economy" reflects the dynamic nature of China's consumer market, showcasing its vitality and potential for growth [5]

Core Viewpoint - The forum highlighted the integration of culture and tourism in Macau, showcasing its achievements and future plans to establish itself as a world-class tourism destination [1][2]. Group 1: Recent Achievements and Future Plans - Macau's tourism industry is experiencing a strong recovery, with inbound visitors expected to exceed 19.21 million by mid-2025, reaching 95% of 2019 levels [1]. - The average non-gaming tourist expenditure has increased by 22% compared to 2019, reaching 1,970 MOP [1]. - Macau has been recognized as the top destination in the "2024 China Tourist Satisfaction Top Ten" and will be the "Cultural Capital of East Asia" in 2025 [1]. Group 2: "Tourism+" Initiatives - Macau is implementing four key "Tourism+" practices: integrating culture, food, health, and sports into the tourism experience [2]. - The "Macau Fun" smart itinerary planning has attracted nearly one million visitors for cultural experiences [2]. - The introduction of AI tourism assistants and smart monitoring systems has significantly enhanced visitor experience and operational efficiency [2]. Group 3: Regional Cooperation and Global Promotion - The collaboration between Macau and Hengqin is pivotal for regional cultural and tourism development, with initiatives like the "Macau-Hengqin Art Market" and "Macau Heart Encounter" [3]. - Macau's international promotional efforts have expanded, with a social media presence across 28 accounts and an increase in overseas visitors by 66% [3]. Group 4: Future Directions - Future tourism strategies include targeting Southeast Asia, Europe, and the Middle East to enhance international influence [4]. - The focus will shift from recovery to brand building, with an emphasis on youth and senior tourism markets [4]. - Development of a tourism big data platform and smart scheduling mechanisms will be prioritized to revitalize cultural heritage [4].

Core Viewpoint - Guilin Tourism Co., Ltd. reported a significant turnaround in its financial performance for the first half of 2025, achieving a net profit of 8.01 million yuan, a substantial increase compared to the previous year, driven by a rise in tourist numbers and innovative product offerings [2][3][5]. Financial Performance - The company achieved an operating income of 197 million yuan, a year-on-year increase of 0.33% [2]. - The net profit attributable to shareholders was 8.01 million yuan, an increase of 27.1 million yuan compared to the previous year, marking a return to profitability [2]. - The operating cost decreased by 1.9% to 140 million yuan, and management expenses were reduced by 7.47% [5][6]. Tourist Reception and Growth - Guilin Tourism received 2.346 million visitors in the first half of 2025, a year-on-year increase of 6.96% [2]. - During the "May Day" holiday, visitor numbers and operating income increased by 10% and 13%, respectively [3]. Product Innovation and Marketing - The company launched a series of themed tourism products for various holidays, enhancing visitor experiences and driving revenue growth [3]. - Collaborations with cultural brands and gaming companies have led to innovative marketing strategies, such as the partnership with the mobile game "Zhu Xian" [4]. Strategic Initiatives - The company is focusing on enhancing internal control systems, streamlining management, and optimizing costs [5]. - Efforts to revitalize underperforming assets included leasing the Guilin Tianzhitai Building, generating rental income of 131 million yuan [6].