最近，地处安徽、浙江、江苏三省交界的安徽广德市火爆出圈。数据显示，过去一周广德全域过境游客超过50万人次，同比增长超过三成，游客们大多数是 奔着在网上被称为"广德三件套"的炖锅、奶茶、桃酥而来。 01 美食带火小城 距离不远处，"三件套"中的奶茶店和桃酥店同样火爆。每天上午这两家店铺开始营业之前，店门口就排起长龙，队伍顺着街边一路延展，一眼望不到头。路 边停靠的车辆中，外地牌照的车占了绝大多数。为了应对客流，这家奶茶店紧急从安徽各地调派员工赶来帮忙。 一周吸引游客超50万人次 "三件套"为何能够爆火？广德的这波旅游流量能否变成发展增量。戳视频，来看总台记者在广德的观察。 晚上9点，安徽广德市迎春街上的一家家炖锅店，仍然一座难求，为了一口地道鲜香的广德炖锅，大批跨省而来的游客甘愿排起长队，只为解锁这份舌尖上 的特色滋味。 不仅是到店体验火爆，游客们还热衷于将这份风味打包带走，塞满后备箱。 迎春街是当地的一条美食街，有不少主打炖锅的餐饮店，门面不大，却烟火气十足。最近一段时间，走进这些店里的顾客，十有八九都是跨省而来。 自"广德三件套"爆火后，11月24日到30日这一周，在互联网上，"广德三件套"这一话题，浏览量 ...

央视网消息：最近，地处安徽、浙江、江苏三省交界的安徽广德市火爆"出圈"。数据显示，过去一周，广德全域过境游客超过50万人次， 同比增长超过三成。游客们大多数是奔着在网上被称为"广德三件套"的炖锅、奶茶、桃酥而来。"广德三件套"为何能爆火？广德这波旅游"流 量"能否变成发展"增量"？ 晚上9时，安徽广德市迎春街上的一家家炖锅店，仍然一座难求。为了一口地道鲜香的广德炖锅，大批跨省而来的游客甘愿排起长队，只 为解锁这份"舌尖上的特色滋味"。迎春街是当地的一条美食街，有不少主打炖锅的餐饮店，门面不大，却烟火气十足。最近一段时间，走进这 些店里的顾客十有八九都是跨省而来。 自"广德三件套"爆火后，11月24日到30日这一周，在互联网上，"广德三件套"这一话题浏览量达到11.5亿次。过去一周，广德全域过境游 客57.35万人次，同比增长33.65%。 "广德三件套"火爆背后 地理位置有优势 在这些跨省而来的游客中，湖州、苏州、杭州等长三角地区的游客占了大多数，这其中湖州游客更是络绎不绝，当地街头巷尾随处可见浙 E牌照的车辆，网上也顺势传开"浙E的风吹到了广德"的热梗。为啥这座小城这么火？ 广德市副市长 江晓华：广德是长三 ...

Core Insights - The rise of the "Highland-Borderland" tourism belt signifies a shift from "resource-driven" to "content-driven" tourism, with a focus on intangible cultural heritage, travel photography, health and wellness, and educational travel as the four main consumption pillars [1][10][19] - The concept of "life as travel" is becoming a new trend, with small cities emerging as genuine destinations that resonate with users' emotional values and cultural expressions [1][10] Group 1: Emerging Trends - Trend 1: The "Highland-Borderland" is becoming a new traffic hub, with northwest counties leading the way in tourism growth [2][3] - Trend 2: Content value surpasses resource scarcity, with "culture + story" rewriting the path for small cities to gain popularity [12][14] - Trend 3: Non-material cultural heritage, travel photography, educational travel, and health and wellness are becoming new mainstays of small city tourism, creating a long-term consumption model [19][20] Group 2: Regional Dynamics - The collective rise of northwest counties challenges the perception that "obscure means marginal," as these areas leverage unique ecological and cultural advantages to gain national attention [3][4] - The formation of regional synergies among small cities enhances visitor stay duration and journey richness, providing a foundation for brand collaboration and ticketing mechanisms [7][8][9] Group 3: Content-Driven Tourism - The shift from viewing small cities as mere travel options to recognizing them as content-rich environments reflects a broader change in travel motivations, where experiences are valued over destinations [5][6][18] - Successful small cities are those that can tell compelling stories and create immersive experiences, transforming visitors from passive observers to active participants [14][15][17] Group 4: Consumer Behavior - The rise of educational travel among families indicates a shift towards structured, curriculum-based tourism, enhancing repeat visits and fostering a stable consumer cycle [22][24] - Health and wellness tourism is expanding beyond older demographics to include urban professionals and younger individuals seeking relaxation and rejuvenation [23][24] Group 5: Market Opportunities - The trend of "cold + extreme" is emerging as a new formula for small cities to gain traction, with many lesser-known areas experiencing significant growth without relying on traditional tourism resources [26][28] - The ability of small cities to create unique, engaging content is crucial for attracting younger travelers who seek novel experiences and storytelling opportunities [28][32]