Core Viewpoint - The cultural tourism market in Xi'an is undergoing a profound transformation led by cultural IP, with significant increases in tourist numbers and revenue during the 2025 National Day and Mid-Autumn Festival holidays [1][5]. Group 1: Tourism Performance - During the 2025 National Day and Mid-Autumn Festival holidays, Xi'an received 20.08 million tourists, generating a total tourism revenue of 19.96 billion yuan [1]. - The city saw a 102% year-on-year increase in inbound tourism orders, indicating a rapid recovery of international appeal [3][6]. - Xi'an's overall tourism order volume increased by 10% year-on-year, ranking among the top ten domestic long-distance travel destinations [5]. Group 2: Policy and Market Innovation - The transformation is driven by systematic policy layouts and market innovations, including collaborations with leading live-streaming platforms and immersive cultural experiences [1][4]. - The "Cultural Prosperity Strategy" and a series of cultural tourism activities have been pivotal in enhancing Xi'an's tourism appeal [5]. - The implementation of the "Implementation Plan for Building the Tang Poetry Cultural Brand" aims to creatively transform and develop Tang poetry culture into sustainable economic value [6][10]. Group 3: Cultural Integration and Experience - Xi'an is effectively integrating cultural resources into tourism consumption, with a focus on creating high-quality tourism products based on Tang poetry [10][14]. - The city has launched various cultural activities, including the "Mid-Autumn Moon Feast" live-streaming event, which attracted over 11.4 million viewers [5][10]. - The immersive experiences, such as the "Golden Line of Qin and Tang" and performances like "Chang Hen Ge," have become highlights of the night economy [6][11]. Group 4: Future Challenges and Opportunities - The challenge of maintaining sustainable development amidst high tourist volumes and potential commercialization of cultural experiences is a key concern for city managers [13][14]. - The tourism revenue structure remains heavily reliant on traditional core attractions, necessitating diversification to mitigate cyclical fluctuations [13]. - Xi'an's efforts to balance commercialization with cultural preservation are ongoing, with a focus on enhancing service quality and developing innovative tourism products [14].

Core Insights - The cultural tourism market in Xi'an is undergoing a significant transformation led by cultural IP, with a focus on integrating historical resources into economic value [1][3][7]. Tourism Performance - During the 2025 National Day and Mid-Autumn Festival holiday, Xi'an received 20.08 million visitors, generating a total tourism revenue of 19.96 billion yuan [2]. - The overall tourism order volume in Xi'an increased by 10% year-on-year, ranking among the top ten domestic long-distance travel destinations [4]. - International inbound travel orders surged by 102% year-on-year, indicating a rapid recovery in international appeal [6][7]. Policy and Market Innovation - Xi'an's tourism growth is attributed to systematic policy layouts and market innovations, including collaborations with leading live-streaming platforms and immersive cultural experiences [2][6]. - The city has implemented a comprehensive cultural tourism strategy, including 46 city-level activities and 395 district-level activities, resulting in a 28% increase in event occurrences [6]. Cultural Integration and Development - The "Xi'an Model" combines top-level design with market operations, promoting the integration of culture and tourism through digital technology and comprehensive marketing [3][7]. - The city is actively promoting the "City of Tang Poetry" initiative, aiming to create a culturally significant brand with international influence over three years [7][9]. Economic Impact and Consumer Behavior - The tourism consumption pattern is shifting beyond traditional ticket sales to include accommodation, transportation, and performances, with high-end hotel stays showing an increasing trend [6][11]. - New tourism formats, such as chartered tours, have seen significant growth, with specific routes experiencing order increases of 65% and 78% year-on-year [6]. Challenges and Sustainability - The influx of approximately 20 million tourists poses challenges to urban infrastructure, public services, and environmental sustainability [11]. - The reliance on traditional core attractions for tourism revenue remains high, with the "Qin-Tang Golden Line" accounting for 43% of orders, highlighting the need for diversification [11][12]. Future Directions - Xi'an is exploring innovative solutions to balance commercialization and cultural preservation, aiming to enhance visitor experiences while protecting cultural heritage [12]. - The city is focusing on developing unique and differentiated cultural tourism products, improving service quality, and enhancing digital infrastructure to sustain growth [12].