新华财经上海10月7日电 （王骋） 今年的国庆长假，恰逢中秋节，承载着深厚文化底蕴的古镇景区，成为游客出行的热门目的地，长三角星罗棋布的古镇 群落再次迎来客流高峰。在经历了多年的发展与沉淀后，今年长假的古镇文旅呈现出哪些新趋势？面对"千镇一面"的诘问，它们如何作答？在长三角一体 化发展的大背景下，古镇间又如何从"单打独斗"走向"美美与共"？新华财经进行了实地探访。 从"看风景"到"入场景"，"沉浸式体验"成主流 西塘古镇景区工作人员陈康向新华财经表示，如今游客已不再满足于走马观花式的拍照打卡，而是渴望成为古镇故事的一部分。因此景区假期配套了多个 妆造服务、跟拍摄影和国风市集点位，通过"点面结合"的方式，打造全天候、沉浸式的"国风音乐+古装汉服"体验。 随着夜幕低垂，新华财经"一路南浔"探访同为浙江省境内的南浔古镇。伴随着婉转悠扬的评弹，游客们坐着妙音船，沿着河道观赏古镇的夜景；頔塘故道 水系旁的宜园内灯火璀璨，新增了20多个节目的南浔夜宴表演焕新开场，游客们在流动的歌舞与光影中沉浸式感受水乡韵味。 南浔景区工作人员介绍，今年长假，"古镇夜游"一下子火了。单是10月3日一天，夜游客流流量比去年同期增长了近10% ...

Core Viewpoint - The development of ancient towns in China has faced significant challenges, with many projects, including the Duyong Ancient Town, experiencing substantial financial losses and operational difficulties, leading to a growing number of "empty towns" across the country [1][2][7]. Group 1: Financial Performance and Challenges - Duyong Ancient Town, built with an investment of 2.4 billion yuan, has accumulated losses exceeding 1 billion yuan by the end of 2024, with a single-year loss of 596 million yuan in 2024 [2][5]. - The project was initially expected to generate annual revenues of 500 million yuan and a net profit of 200 million yuan, but it has failed to meet these expectations [5]. - Nearly half of the 2,800 ancient towns in China are projected to become "empty towns" by 2025, indicating a systemic issue within the sector [1][7]. Group 2: Market Saturation and Similarity - There are over 27,000 tourism-related enterprises in the ancient town sector, with nearly 40% facing poor operational conditions, including liquidation or suspension [7]. - The proliferation of similar architectural styles and commercial offerings across ancient towns has led to visitor dissatisfaction, with many tourists noting the lack of uniqueness [9][10]. - A survey indicated that 95.31% of respondents had participated in ancient town tourism in the past two years, yet many expressed frustration over the homogeneity of these destinations [19][21]. Group 3: Cultural and Operational Insights - Successful ancient towns, such as Wuzhen and Xitang, have maintained their cultural integrity and adapted to modern tourist preferences, contrasting with poorly managed projects that lack historical context [15][21]. - The failure of Duyong Ancient Town serves as a warning for the industry, emphasizing the importance of genuine cultural engagement and effective operational management rather than mere replication of successful models [15][21]. - Tourists are increasingly seeking immersive experiences rather than superficial visits, indicating a shift in preferences that ancient towns must adapt to in order to thrive [17][21].