Overview - Coastal tourism is increasingly favored by consumers due to rising income levels and a growing demand for high-quality, personalized travel experiences [1][12] - The industry is transitioning from traditional sightseeing to leisure vacations and high-end experiences, leading to a diversified and high-value consumption structure [1][12] - In 2024, the added value of China's coastal tourism industry is projected to reach 16,135 billion yuan, with a year-on-year growth of 9.50% and a GDP contribution rate of 1.20% [1][12] Market Policies - The Chinese government has implemented various policies to support the development of the tourism industry, including regulations to standardize market order and promote smart tourism [5][7] - Key initiatives include the "Domestic Tourism Enhancement Plan (2023-2025)" and measures to restore and expand consumption, which create a favorable environment for coastal tourism [5][7] Industry Chain - The upstream of the coastal tourism industry includes marine tourism resource development and infrastructure such as transportation, accommodation, and dining [8] - The downstream primarily targets consumers, including domestic and international tourists, with domestic tourists being families, young people, and seniors, while international tourists are attracted by visa-free policies and convenient international routes [8] Development Status - The demand for coastal tourism is shifting towards deep experiences that emphasize cultural content, ecological environment, and emotional resonance [12] - There is a growing interest in marine intangible cultural heritage, fishing village life, and marine science education, alongside a rapid development of coastal health tourism driven by an aging population [12] Competitive Landscape - China's coastal tourism enterprises are concentrated in regions rich in marine tourism resources, such as Tianjin, Hainan, and Shandong [14][16] - Major players include Shenzhen Overseas Chinese Town Holdings, Sunac China Holdings, and Weifang Coastal Tourism Group, which leverage scale advantages and resource integration to maintain competitive positions [16][18] Industry Representative Analysis - Shenzhen Overseas Chinese Town Holdings focuses on theme parks and cultural tourism, achieving a total revenue of 54.41 billion yuan in 2024, with tourism-related income accounting for over 50% [18] - Caesar Tourism Development Co., Ltd. aims to create comprehensive coastal tourism services, reporting a revenue of 653 million yuan in 2024, with tourism services contributing nearly 41% [20] Development Trends - Future coastal tourism will diversify beyond traditional beach leisure and water sports, incorporating models like "events + tourism" and "performances + tourism" [22] - There will be an increase in high-end customized services, such as private yacht rentals and exclusive island vacations, alongside a deeper integration of local coastal culture into tourism products [22]