马年春节，晴好天气与文旅热度双向加持，云南文旅市场暖意涌动，大理、昆明、西双版纳等地跻身全 国热门民宿目的地前十。某平台旅行数据显示，春节期间，云南文旅预订增速达28%，重庆、成都、北 京、贵阳、深圳、广州等地的省外游客偏爱春节来云南游玩。目的地选择上，昆明、丽江、红河、大 理、西双版纳位列热门目的地Top5。 2026年春节假日，云南省共接待游客5293.14万人次，实现旅游花费708.98亿元。在线旅游平台数据显 示，2026年春节期间，云南省在线旅游领跑全国，OTA人次同比2025年春节增长33.4%，OTA金额同比 增长30.7%。从全国省份排名来看，云南省OTA人次和OTA金额均位列全国第2位。宝藏小城游、世界 花园游、文化遗产游等主题深度游尤受人喜爱。 从短期打卡的风景路过，到长期停留的生活扎根，"旅居云南"正打破传统旅游的边界，重新定义"诗与 远方"，也成为云南文旅高质量发展的新引擎。 "走出一条持续健康的文旅发展之路" "旅居"，近年来已成为我国文旅发展的新的关键词之一。从"旅行"到"旅居"，一字之差，其内涵却有显 著差异。对很多旅居者而言，后者是一种有烟火气的"诗与远方"，意味着打开一种新的 ...

我省旅居发展有力促进文旅转型、消费提振、产业发展、居民增收、创业兴业和各民族交往交流交融， 正在成为名副其实的大IP、大市场、大产业，展现出巨大的经济、社会、文化综合效益。全省从事旅居 业务的自然村达824个，较2024年增长15倍，直接盘活农村闲置房屋2.74万余间，直接带动6.35万人就地 就近就业，带动2.94万农户户均月增收2735元。云南旅居经验做法被中央财办列为典型案例，并被文化 和旅游部印发全国系统学习，美国《旅行与旅游世界》杂志评价其"为全球旅游趋势的新纪元奠定基 础"。（记者 朱海） 责任编辑：罗宇 转自：云南日报 记者日前从云南省文化和旅游厅获悉，2025年，我省立足得天独厚的气候条件、丰富的生态资源和多元 的民族文化，坚持专业化、标准化、规模化、市场化、品牌化方向，推动"旅居云南"高质量发展。全省 旅居人数达551.24万，同比增长41.4%；平均旅居时长83天，较上年增加3天；旅居总花费697.05亿元， 同比增长54.2%。 2025年，我省编制旅居发展中长期规划，确立"两轴六区三带"空间格局和各州（市）发展定位，制定旅 居统计、旅居人才专项计划等制度，确保旅居始终沿着高质量方向发展 ...

云南网讯（记者 朱海）记者从省文化和旅游厅获悉，2025年，我省立足得天独厚的气候条件、丰富的 生态资源和多元的民族文化，坚持专业化、标准化、规模化、市场化、品牌化方向，推动旅居云南建 设。全省旅居人数达551.24万人，同比增长41.4%，平均旅居时长83天；旅居总花费697.05亿元，同比 增长54.2%。 去年，我省编制旅居发展中长期规划，确立"两轴六区三带"空间格局和各州（市）发展定位，制定旅居 统计、旅居人才专项计划等制度，确保旅居始终沿着高质量方向发展。制定旅居发展正负面清单，明 确"十个不得"，严禁突破永久基本农田、生态保护红线、城镇开发边界等管控措施，严禁破坏城镇乡村 风貌，画出底线红线。制定旅居目的地服务指引，明确住宿、餐饮、交通、文娱、医疗及周边配套等具 体标准和运营管理要求，推进非遗、文创、书咖等多元文化业态植入旅居场景，培育引进茶咖小馆、文 创空间、直播小院等旅创工坊2300多个。围绕9个方向实施26个高质量发展试点项目，推出100个典型案 例。 旅居发展有力促进了文旅转型、消费提振、产业发展、居民增收、创业兴业和各民族交往交流交融，正 在成为名副其实的大IP、大市场、大产业，展现出巨 ...

Group 1 - The core viewpoint of the article emphasizes the need to enhance cultural tourism consumption and develop various initiatives such as "Travel in Yunnan," "Colorful Clouds" series, and "Yunnan Night" to stimulate economic growth [1][3] Group 2 - The proposal aims to consolidate and elevate the特色优势产业 (characteristic advantageous industries) by focusing on highland特色农业 (highland characteristic agriculture) and promoting deep processing of agricultural products [2] - The plan includes the development of a world-class fresh-cut flower industry and the modernization and international branding of the coffee industry [2] - It seeks to strengthen the entire industry chain of traditional Chinese medicine and establish a "second tobacco industry" while enhancing the natural rubber industry [2] - The initiative promotes the deep integration of culture and tourism, aiming to enhance the appeal of Yunnan as a travel destination and build a trustworthy tourism service brand [2] Group 3 - The proposal outlines actions to unleash consumer potential by optimizing consumption structure and promoting the construction of a strong commercial province [3] - It emphasizes the importance of utilizing consumption promotion policies to release potential in sectors such as home appliances, travel, and housing [3] - The plan includes expanding cultural tourism consumption and developing new consumption growth points, such as emotional economy and new retail models [3] - Support for the integration of online and offline shopping, as well as the development of new business models like "smart retail" and social e-commerce, is also highlighted [3]

Core Insights - Yunnan is actively promoting its "Travel to Yunnan" initiative, aiming to develop a high-quality travel industry and enhance local living standards through a comprehensive development plan [1][2][3] Group 1: Development Plans and Initiatives - The "Travel to Yunnan" high-quality development conference introduced the "Travel to Yunnan Development Special Plan (2025-2030)", which includes 26 pilot projects across 16 prefectures, focusing on increasing farmers' income, promoting employment, and integrating industries [1] - The plan outlines a spatial development framework consisting of "two axes, three belts, and six zones" to create a comprehensive travel corridor and promote differentiated regional development [1] Group 2: Market Potential and Economic Impact - In 2024, Yunnan is expected to receive 700 million tourists, generating a total tourism expenditure of 1.14 trillion yuan, with tourism-related industries contributing over 7% to the regional GDP [3] - The local tourism consumption structure indicates that transportation costs account for approximately 40%, while accommodation and dining make up 30% and 10% respectively, highlighting the need for a shift from traditional ticket-based revenue models [3] - By 2024, the number of travelers residing in Yunnan is projected to reach 3.898 million, with a consumption scale exceeding 42.56 billion yuan, where over 60% of spending is on local services [3] Group 3: Competitive Landscape - Other provinces such as Guizhou, Hainan, and Zhejiang are also developing their own travel brands and initiatives to attract tourists, indicating increasing competition in the travel residency market [4] - The national travel market has a potential demand of 600 million visitors, with an overall market size expected to approach 3 trillion yuan, emphasizing the importance of retaining visitors [4]

Core Insights - Yunnan province is actively promoting the "Travel to Yunnan" initiative, aiming to enhance the quality of life and develop a new growth blueprint for the travel industry [1][2] - The province has released a special development plan for "Travel to Yunnan" from 2025 to 2030, which includes the establishment of 26 pilot projects across 16 prefectures [1][3] - The travel industry in Yunnan is expected to significantly contribute to the local economy, with a projected 7 billion visitors and a total tourism expenditure of 1.14 trillion yuan in 2024 [3] Group 1: Development Plans and Initiatives - The "Travel to Yunnan" initiative focuses on nine key areas, including increasing farmers' income, promoting employment, and integrating industries [1] - The development plan proposes a comprehensive travel development framework consisting of "two axes, three belts, and six zones" to enhance regional tourism [1] - Yunnan aims to cultivate over 3,000 key rural travel villages by 2027 as part of its three-year action plan [2] Group 2: Economic Impact and Market Potential - In 2024, Yunnan is expected to receive 7 billion tourists, with tourism-related industries contributing over 7% to the regional GDP [3] - The local tourism consumption structure indicates that transportation and accommodation costs account for 70% of total spending, with a significant portion not remaining in the local economy [3] - The number of travelers in Yunnan reached 3.898 million in 2024, with a consumption scale exceeding 42.56 billion yuan, where over 60% of spending is on local services [3] Group 3: Competitive Landscape - Other provinces, such as Guizhou and Hainan, are also developing their own travel brands and initiatives to attract tourists, indicating increasing competition in the travel market [4] - The national travel market has a potential demand of 600 million visitors, with an overall market size expected to approach 3 trillion yuan [4]

Core Insights - Yunnan Province has seen a significant increase in travel and residency, with 3.93 million travelers recorded from January to September, marking a 51.5% year-on-year growth [1] - The province aims to attract 3.898 million travelers in 2024, indicating a sustained interest in long-term stays [1] Group 1: Development Initiatives - Yunnan has established a "Positive and Negative List" for travel residency development and created a "Travel Residency Destination Service Guide (Trial)" along with a long-term development plan [1] - The province has launched 100 typical travel residency cases and identified five development models to promote growth [1] - A total of 26 high-quality development pilot projects for "Travel Yunnan" have been initiated to stimulate rural tourism [1] Group 2: Business Growth and Infrastructure - As of August, 633 natural villages in Yunnan are engaged in travel residency, an increase of 11.5 times compared to 2024, revitalizing 10,543 idle houses [1] - The province has established a profit-sharing model involving enterprises, village collectives, and farmers to enhance local economic benefits [1] - Yunnan has conducted promotional activities in major cities like Beijing, Shanghai, and Guangzhou to attract business and has developed a booking and customization app for "Travel Yunnan" [1] Group 3: Financial Support and Industry Participation - Financial institutions have been coordinated to offer "Travel Loans" to support the travel residency sector [1] - Several leading enterprises are actively participating in the construction of "Travel Yunnan," indicating strong industry engagement [1] Group 4: Future Planning - Yunnan Province is set to release the "Travel Yunnan Development Special Plan (2025-2030)" to provide systematic guidance for the next five years [2]

Core Insights - Yunnan's tourism market showed strong vitality during the summer, with a total of 1.98 billion visitors and a total tourism expenditure of 331.93 billion yuan, marking year-on-year increases of 20.8% and 21.4% respectively, achieving the highest figures in history for the summer season [1][2] Group 1: Tourism Performance - The province received 1.98 billion tourists during July and August, with total tourism spending reaching 331.93 billion yuan, both figures representing record highs for the summer [1] - The number of inbound tourists reached 1.27 million, reflecting a year-on-year growth of 18.7%, with overnight visitors increasing by 30.9% to 651,800 [2] Group 2: Industry Collaboration and Development - Yunnan's cultural and tourism department has shifted from a solitary approach to collaborative efforts with industries such as railways, aviation, and finance, enhancing overall industry development [1] - The province has implemented a positive and negative list for travel residency development, guiding and regulating industry growth [1] Group 3: Travel Residency Growth - The number of travel residents in Yunnan reached 998,300 during the summer, a significant year-on-year increase of 67.4% [1] - By the end of August, 633 natural villages were engaged in travel residency business, an increase of 11.5 times compared to 2024, revitalizing over 10,543 idle houses [1]

Group 1 - The core viewpoint of the news is the implementation of measures by Yunnan Province to promote "travel talent" and enhance the tourism industry through innovative and diversified offerings [1][2][3] - Yunnan aims to establish "travel talent" stations and databases to facilitate the connection and collaboration of local talent resources [1] - The measures include encouraging the establishment of social organizations by "travel talent" for self-management and service [1] Group 2 - The report highlights the need for Yunnan to innovate and differentiate its tourism products, which have primarily focused on cultural sightseeing, leading to a lack of high-quality experiential offerings [2] - The "travel talent" initiative is expected to significantly increase local spending, with data showing that travel guests spend approximately 40% on dining and 30% on accommodation, compared to only 30% on dining in traditional tourism [2] - A survey indicates that about 60% of travelers are aged between 20 and 40, with 13% preferring rural areas as their travel destination, bringing valuable resources to local communities [2] Group 3 - Yunnan will support various promotional activities to attract more "travel talent" through networking and collaboration [3] - The province plans to utilize idle rural housing and urban residential assets to create accommodations for "travel talent," encouraging local policies to attract long-term residents [5] - The target for travel residents in Yunnan is set at 600 million by 2025, with a current achievement of 280.3 million in the first half of the year, reflecting a 45.4% year-on-year increase [5]