2025年文旅行业在三重挤压之下，走过了一段艰辛的路程。2026年，文旅行业能打赢翻身仗吗，新的一年文旅行业最大的机会和风口是什么？本期，知酷 文旅将带大家展望2026年的文旅机遇。 先回顾一下2025年的文旅市场，应该说这是一段颇为艰辛的路程。A股文旅上市公司超过一半营收下滑，大量老牌景区客流增长停滞甚至下滑，一些明星 级文旅项目陷入危机甚至破产。 2025年的文旅行业面临三重挤压，分别是：地产行业下滑，导致"文旅+地产"模式难以为继；地方城投、地方旅投挤压债务泡沫，导致文旅投资端缩水严 重；消费市场信心不足，文旅企业的业绩承压。 "文旅+地产"模式难以为继，城投、旅投压降债务，严重影响了文旅行业的投资端；消费市场信心不足，影响了文旅行业的消费端。投资和消费两端同时 下滑，这是大量文旅企业感觉时下艰难的原因。 2026年，这三重压力并不会立即消失，文旅行业需要在压力下进行调整、寻找机遇。这些机遇在哪呢？ 首先，产品和体验创新是文旅行业不变的"真理"。2025年，微演艺、景区NPC等新玩法为文旅行业注入了新鲜活力，这种投资少但效果好的新玩法正在刷 新许多景区的游览体验。 2026年，这一趋势依然会延续，一方面 ...

Core Insights - The rise of NPCs (Non-Player Characters) in tourist attractions has become a significant trend, enhancing visitor engagement and experience [5][15][33] - Actors like Zheng Guolin have gained popularity by portraying historical figures in various scenic spots, leading to increased social media attention and visitor interaction [6][8][9] - The NPC phenomenon is evolving into a structured system involving celebrity NPCs, internet celebrity NPCs, and employee NPCs, creating a multi-tiered approach to attract visitors [14][28] Group 1: NPC Popularity and Impact - NPCs enhance visitor immersion and extend their stay, with data showing an average increase of 2.3 hours in visitor duration due to NPC interactions [17] - The social media presence of NPCs has led to significant engagement, with Zheng Guolin's videos receiving over 34,000 likes on Douyin [6][8] - Attractions are increasingly using NPCs to shift from traditional ticket sales to experience-driven economies, focusing on emotional connections and shareable moments [15][31] Group 2: Celebrity and Internet Celebrity Involvement - Many celebrities are participating as NPCs, with Zheng Guolin being a notable example, leading to a surge in visitor interest and social media buzz [6][9][28] - Internet celebrities and influencers are also being recruited as NPCs, capitalizing on their existing follower bases to draw visitors [10][12] - The competition for high-profile NPCs has intensified, with some attractions offering lucrative salaries and promotional opportunities to attract talent [23] Group 3: Operational Strategies and Challenges - Attractions are developing structured NPC roles with detailed guidelines to ensure consistent and engaging visitor interactions [19][22] - The sustainability of NPCs poses challenges, as many popular NPCs leave for other opportunities, necessitating a continuous influx of new talent [28][30] - Attractions are exploring diverse monetization strategies, including merchandise and collaborative events, to maximize the value of NPCs [30][31]

Group 1 - The tourism industry has evolved from simple ticket sales to a complex model offering diverse services, with a focus on enhancing visitor engagement through unique NPCs (Non-Player Characters) [3] - NPCs have become a significant attraction for tourists, serving as a new form of "infrastructure" for scenic areas, enhancing their appeal and visitor experience [3][5] - The "Lingyan Little Scholar" NPC in Jinan has become a cultural icon, driving significant tourist traffic and expanding its influence beyond local borders [4][5] Group 2 - NPCs are increasingly recognized as essential for boosting visitor numbers, with various scenic spots actively recruiting NPCs to enhance interaction and engagement [7][8] - The integration of NPCs into attractions like the "Drama Tour" in Leiling Film and Television City has transformed the visitor experience, allowing for immersive storytelling and interaction [6] - High demand for skilled NPC talent has led to competitive recruitment efforts, with some attractions offering substantial salaries to attract the right candidates [8]