站在2025年岁末回望，国内文旅产业已悄然完成一场关键转型。国家文旅部数据显示，2025年1-11月全国文旅消费总额突破5.8万亿元，同比增长11.3%，但 增速背后的结构变化更值得关注——游客不再盲目追逐"打卡式"观光，而是更青睐能提供情感共鸣与文化价值的体验。 这一变化的核心驱动力，正是当前经济环境下消费者"理感共生"的消费心态，既在日常消费中精打细算，却愿意为优质文旅价值支付溢价。结合2025年市场 实践与政策导向，2026年文旅产业的核心趋势将聚焦"价值深耕"，而非规模扩张，这一转向将从根本上重塑产业的供给逻辑与竞争格局。 经济理性驱动消费迭代：从"流量依赖"到"价值优先" 当下经济环境中，消费者的决策逻辑正在发生根本性转变。知萌咨询《2026中国消费趋势报告》显示，68.1%的消费者在日常服饰等领域会精打细算，但 42.9%的消费者愿意为健康、文化等价值型消费不计价格。这一特征在文旅领域表现得尤为突出。 2025年的文旅市场已出现明显信号，过去依靠社交媒体流量炒作的"网红景点"生命周期大幅缩短，而能提供核心价值的目的地则持续升温。以上海博物 馆"金字塔之巅：古埃及文明大展"为例，该展览以277万人次 ...

Core Viewpoint - The 2025 Shanghai Night Life Festival will enhance the cultural experience of citizens by extending the opening hours of museums, art galleries, and libraries, thereby promoting night-time cultural activities [1]. Group 1: Shanghai Night Life Festival - The festival will run from June to September 2025, featuring unique summer night consumption scenarios [1]. - Museums and cultural spaces in Shanghai will extend their hours and open night sessions to enrich the night-time cultural life of citizens [1]. Group 2: Museum Night Events - The Shanghai Museum's "Pyramid Peak: Ancient Egyptian Civilization Exhibition" has been very popular, leading to the addition of night sessions starting from July, with a "24-hour open" mode in the last week of the exhibition [4]. - Public cultural spaces like Xujiahui Academy and Heping Academy are also extending their hours into the night, with Heping Academy being the first 24-hour library in Shanghai [6]. Group 3: Broader Cultural Night Activities - Shanghai is actively developing night tours for museums and libraries, providing more options for cultural night life and meeting diverse cultural needs [8]. - In Luoyang, the Ancient Tomb Museum offers night tours, allowing visitors to explore ancient tombs in a unique night setting [8][10]. Group 4: Innovative Cultural Consumption - Various regions are creating new consumption scenarios, such as "Museum + Drama" and "Park + Mall," injecting new vitality into cultural tourism consumption [15]. - In Hangzhou, museums are integrating drama into their spaces, creating immersive experiences for visitors [17]. - "Park-style" malls are emerging in cities, combining natural scenery, commercial facilities, and diverse cultural spaces [19][21].