多领域发力 推出一批标志性项目 根据《工作要点》，江苏文旅将在艺术创作、公共服务、遗产保护、融合发展、产业壮大、消费提振等 领域系统发力，推出一批标志性项目、实施一系列精准举措，全面提升"水韵江苏"品牌影响力与核心竞 争力，让"水韵江苏"更具魅力、更富活力、更显实力。 （来源：南京晨报） 转自：南京晨报 2月25日，《江苏省文化和旅游厅2026年工作要点》正式印发。这份兼具战略高度与实操力度的年度"施 工图""任务书"，紧扣高标准建设文化强省、深化旅游强省建设目标，以文化赋能经济社会发展为主 线，突出"干字当头、实字为要"，为"十五五"文旅高质量发展开好局、起好步奠定坚实基础。 产业壮大与消费提质双向发力。全面落地文化旅游业、数字文化产业高质量发展三年行动计划，创 新"苏旅贷"金融产品，培育数字文娱产业链，壮大龙头企业与产业融合示范区。实施文旅消费扩容提质 行动，完善消费奖补政策，办好文旅消费推广季、乡村旅游节，激活夜间消费，推出研学游、亲子游、 潮玩文创产品。深化"两廊两带两区"建设，推进景区强基焕新与度假区提质，创建高等级景区与度假 区，持续提升入境旅游便利化、国际化水平，举办全球旅行商大会，拓展海内外市 ...

北京市怀柔区举办2026文旅融合发展推介大会，为市民游客打造"月月有精彩、季季有高潮"的全时全域 文旅体验；2026年海南三亚新春年货节，通过"一个主会场+N个商圈联动"的全域模式，为市民游客打 造逛吃玩购"一站式"年货消费平台，激活新春消费市场活力……临近春节，我国全域文旅业红红火火。 全域文旅是拉动内需的重要引擎，更是推动城乡协调发展的高效路径。近年来，各地区各部门通过整体 规划，推动旅游产业与农业、工业、文化、体育、康养等领域深度融合。例如，安徽省黄山市以黄山风 景区为龙头，联动徽州文化、乡村旅游、摄影写生、康养度假等全域业态，成功将山岳观光转化为全 域、多季的综合消费，破解"山上热、山下冷"的难题。北京市通过推动文商旅体展深度融合，将历史街 区、商业综合体、博物馆、体育赛事整合为连续的消费体验空间，让文化"活"起来，旅游"厚"起来。 （文章来源：经济日报） 文旅企业是全域旅游从"简单叠加"到"深度融合"的驱动轴。面对消费升级，企业须从资源依赖转向创新 驱动。深耕"文旅+"融合创新，挖掘地方独特的历史文化、风土人情，开发诸如研学游、数字游、影视 游、康养游等创新产品，延伸消费链条。围绕IP开发系列衍生商 ...

Summary of Conference Call on Scenic Area Industry Industry Overview - The report focuses on the scenic area industry, highlighting a favorable investment period driven by policy support and strong supply-demand dynamics [1][2] - The overall vacation system has been significantly optimized, with evidence of its effectiveness already observed [1] Key Points and Arguments Policy Drivers - Various provincial policies have been introduced to stimulate consumption, including a special action plan released by the Central Committee and State Council in March 2025 [2] - The exploration of spring and autumn vacations is being encouraged, with specific plans already in place in provinces like Zhejiang, Jiangsu, Sichuan, and Chongqing [2][3] - Anticipated implementation of 5-9 day continuous holidays in certain provinces by 2026, which is expected to boost demand during off-peak seasons [3] Tourism Demand and Growth - Domestic tourism spending is projected to reach 57.5 trillion yuan in 2024, a 17% increase from 2023, significantly outpacing GDP growth [6] - By Q3 2025, domestic tourism metrics such as visitor numbers and revenue have recovered to 112% and 108% of 2019 levels, respectively [6] - The implementation of new vacation policies is expected to enhance travel demand, particularly during off-peak periods [5] Consumer Behavior and Trends - A shift in consumer behavior is noted, with a more cautious approach leading to a decrease in average spending per trip in 2025 [7] - The student population, approximately 200 million, is identified as a key demographic for future tourism consumption, particularly in educational and experiential travel [7][8] Industry Performance and Challenges - The tourism industry is experiencing a bifurcation, with 50% of 51 analyzed tourism companies reporting revenue declines in the first three quarters of 2025 [10] - Capital operations are heating up, with a notable increase in equity changes and mergers, indicating a consolidation phase in the industry [10][11] Investment Opportunities - Recommendations for investment focus on three main areas: 1. **Transportation Improvements**: Companies like Emei Mountain and Jiuhua Tourism are expected to benefit from enhanced transport links [15] 2. **Resource Injection**: Companies with strong resource integration potential, such as Tianfu Culture and Shaanxi Tourism, are highlighted [16] 3. **New Project Developments**: Companies like Songcheng Performance and Three Gorges Tourism are noted for their upcoming projects [16] Additional Important Insights - The scenic area industry exhibits a seasonal revenue pattern, with peaks during certain holidays and lower activity in colder months [13] - The integration of gamification and experiential offerings in tourism products is emerging as a significant growth driver, as seen in successful case studies like Wansui Mountain [11][12] - The government is expanding its openness to international tourism, with a record number of outbound and inbound travelers in 2025 [12] This summary encapsulates the key insights and trends discussed in the conference call regarding the scenic area industry, emphasizing the interplay between policy, consumer behavior, and investment opportunities.

2月8日，市长李忠军主持召开文商旅体展演领域从业人员座谈会，贯彻落实中央和省市委经济工 作会议精神，认真听取一线从业人员意见建议，研究推动文商旅体展演深度融合发展的政策举措。市领 导季铁军、许峰参加。 李忠军指出，推动文商旅体展演深度融合，是激发消费活力、促进经济增长的重要抓手。下一步， 南京将深入实施提振消费专项行动，加快推动文商旅体展演深度融合，多措并举激发消费活力，不断积 蓄高质量发展新动能。进一步扩大产品供给，坚持供需两端协同发力，聚焦年轻人、女性、亲子和中老 年等消费群体，持续推出更多高品质、个性化的服务产品；积极引进一批全国首店、江苏首店、南京首 店，大力发展首发首秀首展，不断丰富研学游、文博游等特色旅游线路，加快培育夜经济、情绪经济、 周末经济、宠物经济。进一步提升行业影响，强化品牌、平台、AI赋能，用好金陵老字号等特色品牌， 发展电商直播、网红直播，推动公共算力平台开放共享，提供文旅、展演、体育等场景，切实打造一批 具有全国影响力的消费IP。进一步优化营商环境，落实落细国家、省市各项试点和支持政策，研究推出 更有针对性和含金量的政策措施，持续加大金融支持力度，健全完善为企服务机制，真正做到企业 ...

Investment Rating - The report rates the industry as "Buy" [1] Core Insights - The tourism sector is entering a golden investment period driven by policy support, strong supply and demand [3] - The optimization of vacation systems, improvement in cultural tourism supply, and acceleration of local asset securitization are key factors creating investment opportunities in the scenic area sector [3] Summary by Sections 1. Optimization of Vacation Systems - The introduction of spring and autumn breaks is expected to significantly boost tourism demand, with potential increases in visitor numbers by 1-3 times [8] - The Ministry of Human Resources and Social Security plans to revise the paid annual leave regulations, which is crucial for enhancing the execution of vacation policies [16] 2. Continuous Growth in Tourism Consumption - Domestic tourism spending is recovering to 2019 levels, with total expenditure reaching 5.75 trillion yuan in 2024, a year-on-year increase of 17.1% [19] - The K-12 student population, approximately 200 million, presents a substantial consumer base for spring and autumn breaks, driving family travel patterns [29] 3. Structural Upgrades in the Cultural Tourism Sector - The cultural tourism industry has completed a recovery phase and is entering a stage of mature competition and structural differentiation [3] - High-level open policies and transportation improvements are contributing to a resurgence in inbound tourism [3] 4. New Projects and Asset Securitization in Scenic Areas - Many scenic areas are launching new projects in response to policy and consumer demand, which is expected to drive growth in 2026 and beyond [4] - Areas rich in cultural tourism resources are likely to accelerate asset securitization, creating synergistic effects [4] 5. Investment Recommendations - Focus on three main lines for investment: 1. Improvements in transportation, such as Emei Mountain and Huangshan tourism [6] 2. Expectations of resource integration, such as Tianfu Cultural Tourism and Shaanxi Tourism [6] 3. New project launches, including Three Gorges Tourism and Songcheng Performing Arts [6]

当2026年旅游市场从"恢复性增长"转向"结构性升级"，组团社的核心矛盾早已从"找客户"变成"找好产 品"——如何快速扩充产品库、对接可信资源、降低渠道成本？本文结合行业趋势与实操经验，拆解 3大核心逻辑+4类优质渠道+4个选型指标，帮你避开拓展渠道的"坑"，找到真正能落地的解决方案。 一、组团社拓展产品渠道的3大核心逻辑：先解决"根问题" 很多组团社老板的误区是"为拓展而拓展"：看到别人找博主合作，自己也跟着签达人；听说线下展会有 流量，花几万块抢展位——但往往投入大、见效慢。本质原因是没解决"供需错配""信任缺失""效率低 下"这三个根问题。 1. 逻辑1：从"熟人依赖"到"平台匹配"——打破信息不对称 传统"熟人转介绍"的本质是"小范围信息闭环"：你能拿到的产品，永远是朋友、同行"愿意分享"的资 源，不仅覆盖目的地有限（多为热门城市），价格也容易被"中间层"抬高。而垂直旅游B2B平台的核心 价值，是把"私有信息"变成"公共资源"——比如某平台覆盖了全国30个省份、2000+地接社的产品，组 团社能直接查询"云南定制游""西北环线自由行"的实时价格、行程细节，甚至能看到地接社的"过往交 易评价"。 2. ...

Group 1 - The Guangdong Provincial Government is focusing on expanding service consumption scenarios around personalized needs, emphasizing the development of event economy, performing arts economy, and exhibition economy [1] - There is a strong push to develop online consumption, aiming to cultivate and attract more platforms and leading enterprises that cater to national and global markets, facilitating transactions through online platforms to increase the scale of online transactions [1] - The tourism industry is expected to play a significant role in driving economic growth, with targeted initiatives to launch more high-quality sightseeing and leisure vacation products, as well as new tourism formats such as inter-provincial travel, surrounding travel, industrial tourism, educational tourism, and technology tourism [1]

Core Insights - The winter tourism market is experiencing a surge in demand, particularly among students, driven by various promotional policies and low travel costs [1][2][3] Group 1: Policy Impact - Multiple regions are implementing targeted policies to reduce travel costs for students, including free admission to attractions and subsidies for transportation and accommodation [2] - Yangzhou has introduced a "free admission" policy for full-time students during winter and summer vacations, allowing them to visit state-owned A-level attractions for free [2] - Guangdong is promoting a winter study tour program, integrating over 700 A-level tourist attractions and offering 20 million yuan in tourism consumption vouchers [2] Group 2: Market Trends - The winter tourism market is expected to see a peak in bookings starting mid-January, with significant growth in both volume and pricing [3] - The student demographic, particularly those aged 18-22, is becoming a major force in outbound travel, with a notable increase in international flight bookings [4] - Nearly 40% of first-time international travelers during the winter break are university students, reflecting a 50% increase compared to the previous year [4] Group 3: Consumer Behavior - University students are characterized by their social travel preferences, often traveling in groups and prioritizing interactive experiences [5] - This demographic tends to choose unique and personalized destinations, contributing to the diversification of the winter tourism market [5] Group 4: Regional Dynamics - The domestic tourism market is showing a dual trend of "north for snow" and "south for warmth," with both ice and snow tourism and warm winter vacations gaining popularity [6] - Hainan's new free trade policies are boosting the "duty-free shopping" and "warm winter" tourism sectors, with hotel bookings in the region seeing a significant increase [7] - Hotel bookings in Hainan during the winter break are up over 150%, with some areas experiencing even higher growth rates [7]

Core Viewpoint - The Civil Aviation Northwest Administration is implementing the "Civil Aviation Service Consumption Promotion Year" initiative in 2025, aiming to enhance aviation services and stimulate consumer demand through high-quality service supply and systematic management improvements [1]. Group 1: Service Improvement Initiatives - The Northwest Administration has established a three-tier responsibility system to enhance service quality, involving coordination at the management level, supervision at the regulatory level, and implementation at the unit level [1]. - The "First Flight Service" initiative is being upgraded to improve customer experience and support the overall theme of enhancing civil aviation services [1]. Group 2: Network and Connectivity Enhancements - The "Dry and Branch Connectivity, Full Network Link" initiative has made significant progress, with Gansu's trial for an integrated aviation transport network receiving official approval, promoting collaboration between airports and airlines [2]. - Flight routes have been optimized, increasing connectivity from the Northwest to major cities like Beijing, Shanghai, and Guangzhou, while maintaining a leading position in access to Central Asia [2]. Group 3: Passenger Experience and Technology Integration - The flight punctuality rate in the region for January to November 2025 is reported at 92.18%, with airport release rates at 92.49%, showing improvements of 3.89 and 2.57 percentage points year-on-year [2]. - The promotion of "Smart Civil Aviation" services includes self-service check-in, security, and boarding processes, with facial recognition and streamlined passageways reducing average inspection times for passengers [2]. Group 4: Tourism and Consumer Demand - Joint promotional events with local tourism departments have led to the emergence of new aviation tourism products, such as "airline + tourism" packages and various themed travel options, effectively boosting aviation consumption [3]. - A comprehensive service quality management system has been established, integrating service operations and marketing, while technology innovations like smart terminals and inquiry robots enhance service efficiency [3]. - The next phase will focus on solidifying the experiences gained from the 2025 initiative, enriching aviation service products, and fostering deeper integration with related industries to stimulate consumer willingness for air travel [3].

Core Viewpoint - The article discusses the development of China's tourism industry under the "14th Five-Year Plan," emphasizing the goal of building a "tourism powerhouse" to enhance the quality and competitiveness of tourism services and products [4][10][12]. Group 1: Tourism Development Goals - The "14th Five-Year Plan" proposes to advance the construction of a tourism powerhouse, aiming to enrich high-quality tourism product supply and improve service quality [4][10]. - The plan highlights the importance of integrating culture and tourism, promoting cultural tourism to empower economic and social development [4][32]. - The goal is to create a tourism industry that benefits both tourists and local residents, enhancing employment and local economies [12][13]. Group 2: Market Performance - In the first half of the year, domestic tourist trips reached 3.285 billion, a year-on-year increase of 20.6%, with spending amounting to 3.15 trillion yuan, up 15.2% [10]. - China has established itself as the world's largest domestic tourism market, reflecting the growing demand for diverse travel experiences [10]. Group 3: Quality Improvement Initiatives - The plan emphasizes the need for high-quality tourism products, encouraging regions to leverage their unique landscapes and cultural assets to create diverse offerings [19][20]. - Improving service quality is crucial, focusing on practical aspects such as cleanliness and safety in tourism facilities [24][25]. - The government has been enhancing tourism infrastructure, with over 3,500 service centers and approximately 150,000 upgraded toilets established nationwide [25]. Group 4: International Tourism - The plan aims to enhance the convenience and internationalization of inbound tourism, with policies to optimize visa processes and payment services for foreign visitors [27][28]. - In 2024, inbound tourist numbers are projected to reach 131.9 million, a 60.8% increase year-on-year, indicating a strong recovery in international tourism [27]. Group 5: Cultural Integration - The integration of culture and tourism is identified as a key strategy for enhancing the tourism experience, allowing for deeper connections between natural landscapes and cultural heritage [32][34]. - Various regions are exploring innovative approaches to cultural tourism, such as immersive experiences and heritage preservation, to attract visitors and enrich their travel experiences [34][36].