鼓励各级工会联合文旅、电影、体育等部门，推出面向职工的专属优惠文体产品服务，涵盖文艺观演、电影观赏、赛事观看、体育健身等领域。支持各地区、 有关平台、文旅企业结合职工文体需求和旅游景区实际开发旅游景区年票产品。鼓励基层工会结合实际发放文旅消费券、电影券，举办主旋律电影展映活动， 支持办好"惠工院线"。鼓励基层工会使用会费为职工购买所在省份或区域旅游景区年票等文化旅游产品。 风险提示 ： 政策执行力度或存在区域性差异化风险，市场竞争风险。 报告来源 报告导读： 《职工文体消费政策》发布，推动春秋游活动和消费券发放，预计将刺激文旅 行业需求回暖，为相关行业带来投资机会。 投资观点： 我们认为，龙头旅游企业受益于政策支持，随着职工文体消费的增长，预计这些企业将在短期内受益于政策推动，长期则有望实现业绩的持续增 长。特别是在景区年票、文旅消费券等优惠措施的推动下，相关行业的消费需求将进一步释放，带来潜在的增长机会。重点关注： 1 、旅游数据有望持续超 预期，继续看好出行链。 2 、竞争格局大幅改善的公司。 3 、红利股。 4 、 AI+ 。 5 、超跌股。 四部委发文推动职文体消费 ： 2026 年 1 月 6 日， ...

值得一提的是，为进一步抢抓岁末年初这一消费旺季，《证券日报》记者注意到，近期，已有多地启动新一轮消费券发放 活动。湖南省于1月1日启动的2026年湖南省"悦动湖湘·光影未来"电影促消费活动，将面向全省发放电影消费券113.5万张，合 计1700万元。2026年"请到广东过大年"文旅消费惠民活动，也将发放总额2000万元的文旅消费券。此外，河南省发展改革委有 关负责人也于1月6日公开表示，今年一季度，河南省将举办2026年"乐享河南"新春消费季活动，发放2亿元省级消费券。 "近期地方密集发放的消费券，以及此次《意见》鼓励发放的工会消费券，无不对外释放出稳定消费、提振经济的明确信 号。"在付一夫看来，这既从需求端激发消费潜力，又从供给端助力消费市场复苏，消费券叠加形成的"折上折"效应，有助于 推动潜在消费需求转化为实际购买力。 从内容上看，《意见》明确八方面重点任务。其中，在优化职工体育发展结构方面提出，要创新打造全国性职工体育品 牌，巩固提升羽毛球、乒乓球、工间操等群众基础深厚的体育活动，推广太极拳等传统体育项目，科学引入冰雪、户外等新兴 体育活动，持续推出"工间动起来"等便捷式健身活动，鼓励举办覆盖企业、行业 ...

Core Viewpoint - The Yunnan Provincial Government has issued a notification outlining 24 measures to enhance tourism consumption and promote high-quality development in the tourism industry, focusing on the "Travel in Yunnan" brand and various innovative tourism consumption scenarios [1][4]. Group 1: Brand Development and Tourism Upgrades - The "Travel in Yunnan" brand aims to lead the direction of tourism upgrades by cultivating eight major tourism formats, including rural, vacation, medical care, cultural, and sports tourism [2]. - A series of promotional activities will be organized, including over a thousand joint consumption events and thousands of cultural performances, to stimulate tourism consumption and encourage off-peak travel [2][3]. Group 2: Enhancing Travel Experience - The initiative promotes the integration of tourism with various industries, upgrading from sightseeing to deep experience, with new travel trains and themed flights launched since January 2025 [2]. - Airlines are offering special ticket packages, allowing travelers to fly multiple times to Kunming from various cities for as low as 2000 yuan [2]. Group 3: Inbound Tourism and Consumer Potential - The measures focus on inbound tourism by leveraging visa-free policies and developing multi-stop travel products from major cities to Yunnan [3]. - The government encourages the use of union fees to enhance employee consumption, supporting activities like movie viewings and cultural events [3]. Group 4: Optimizing Consumption Environment - Financial innovations such as "Travel Loans" and themed credit cards are introduced to support tourism consumption and improve the service quality in the tourism sector [3]. - A comprehensive action plan is in place to enhance tourism service quality and market order, ensuring a safe and enjoyable consumption environment for tourists [3]. Group 5: Characteristics of the Measures - The measures are characterized by strong leverage, numerous innovations, and broad benefits, integrating policies from over 20 provincial departments to create a differentiated tourism product system [4]. - The initiatives cater to both inbound tourists and local residents, with specific measures to enhance the consumption environment and promote shared benefits [4].