齐鲁晚报.齐鲁壹点张晓光 12月7日，山东旅游风景道"旅行+"驾享季正式启动，意在为全省打造一张漂亮的旅游风景道网络。 特别的是，这场省级活动的启动仪式，没有放在省会济南，也没有选在沿海的青岛，而是落在了淄博的红叶柿岩旅游区(下称"红叶柿岩")。更值得注意的 是，这个景区还被挂牌为整个网络的首个"驾游驿站"。 这就好比在规划一条全新的高速公路时，将第一个服务区和开通仪式，放在了一个并非最大城市、却极具特色的关键节点上。 那么，这样的选择背后，藏着山东和淄博在旅游发展上怎样的新思路？而红叶柿岩本身，又如何用它五年的蜕变，给出令人信服的答案？ 选择 要明白为什么是红叶柿岩，得先看看淄博文旅面临的"新课题"。 去年，淄博因烧烤而收获现象级关注，但这如同一把双刃剑。在极短时间内带来巨大的客流与声望的同时，也将一个尖锐的长期命题推至台前：当美食带 来的新鲜感褪去，这座城市还有什么能让游客愿意驻足停留、深入探索？ 这指向了一个更为根本的产业规律——单一爆点可以引爆市场，但可持续的文旅生态必须依靠系统性的产品供给和深度体验支撑。 因此，如何将瞬时的、聚焦的注意力，转化为持久的、可反复消费的吸引力，就成为了淄博面临的"新课题 ...

Core Insights - The "super golden week" during the National Day and Mid-Autumn Festival saw a significant shift in domestic tourism trends, with long-distance travel and immersive experiences becoming the main focus [1][2] - The post-pandemic recovery in outbound tourism is evident, with a notable increase in travel to less popular cities, driven by younger consumers [4][5] Domestic Tourism Trends - Long-distance travel orders increased by 3 percentage points compared to last year, with a 14.6% rise in average spending per order on the Fliggy platform [2] - The 95 post-90s generation is leading the consumption upgrade, accounting for a significant portion of bookings [2] - Family and child travel groups represent 52.4% of the market, with nearby high-speed rail destinations becoming popular [2] - The rise of "content-driven" marketing has led to unexpected destinations gaining popularity, such as Jingdezhen, which saw a 60% increase in orders on Fliggy [2][3] Cultural and Experiential Consumption - Non-heritage experiences have become a highlight, with significant increases in orders for traditional crafts like glassmaking and pottery, showing growth rates of 270% and 206% respectively [3] - The overall trend indicates a shift from mere travel to immersive experiences, reflecting a more mature market [3] Outbound Tourism Recovery - Outbound travel saw a more than 30% increase in flight bookings, particularly among youth and university students, with a growth rate exceeding 50% [4][5] - Popular destinations include Japan, Thailand, Malaysia, and Singapore, favored for their proximity and favorable visa policies [4] Inbound Tourism Growth - Inbound travel also showed robust growth, with a 33% increase in flight bookings by non-Chinese passport holders, covering nearly 100 cities [5] - Notable increases in bookings from countries like the Netherlands (over 7 times), Nigeria, and Afghanistan (over 3 times) were observed [5] - Cities like Shanxi Datong and Yunnan Lijiang saw foreign tourist bookings increase by over 7 times and 5 times respectively [5]

Core Viewpoint - The article highlights the revival and modernization of intangible cultural heritage (ICH) through the efforts of young creators and the integration of traditional skills with contemporary media, particularly short videos, to engage a broader audience and enhance the livelihoods of artisans [1][3][5]. Group 1: Young Creators and ICH - Young self-media creator Jiang Xunqian has become the seventh-generation inheritor of the "Datiehua" (Iron Flower) technique, emphasizing the importance of ICH in preserving cultural heritage [1]. - Jiang's short videos have significantly increased public interest in the "Datiehua" technique, with over 800 million views in a short period, showcasing the potential of digital platforms to revitalize traditional crafts [4][5]. - The interaction rate for short video accounts of ICH artisans is reported to be between 20% and 25%, indicating strong audience engagement [5][6]. Group 2: Innovative Approaches to ICH - Young creators are utilizing various innovative methods, such as cross-disciplinary collaborations and creative storytelling, to promote ICH, resulting in a surge of interest and participation [7]. - The "Running Parkour Noodles" project combines parkour with traditional ICH, achieving over 12 million likes on a single video, demonstrating the effectiveness of creative fusion in attracting attention [7]. - The "2025 Douyin ICH Data Report" indicates a 31% year-on-year increase in ICH-related videos, with 749.9 billion views, highlighting the growing popularity of ICH content among younger audiences [8]. Group 3: ICH and Tourism - The integration of ICH into the tourism sector is reshaping cultural experiences for young people, making travel more appealing and enriching [10][11]. - Chengdu's theater performances incorporate ICH elements, attracting a younger audience and fostering interest in traditional culture [10]. - The "Dujiangyan Water Festival," recognized as a national ICH, has been successfully marketed as a global tourism brand, showcasing the potential of ICH in enhancing local tourism [11][12].