发放消费券、门票优惠券、酒店代金券……春节假期，各地推出丰富的促消费活动，带动文旅消费"热 辣滚烫"。如何更好发挥文旅消费券的杠杆作用？除了消费券，撬动文旅发展还有哪些实招？本期大家 谈，我们选刊3篇来稿，与大家共同思考。 ——编 者 把长板加长 程 诚 消费券是真金白银的补贴，也是拉动需求的有效工具。不过，消费券能降低游客的旅游成本，却无法自 动兑换成为游客的满意指数。要想把消费券带来的短期流量转化为长期留量，关键不只是券发得多少， 还在于文旅的内功练得有多深。 当前，文旅市场供需两旺，但也存在"成长的烦恼"。比如，有的古镇、古街建设同质化，简单复制粘贴 别处的青瓦白墙；有的景区缺少特色，"灯光秀+小吃街+复古建筑"的老三样，让游客产生审美疲劳。 特色不显、竞争力不强，就容易导致"建得起、火不了、留不住客"。 文旅发展的核心在于差异化。与其在同质化中"卷"得筋疲力尽，不如发挥长板效应，集中优势力量将本 地最独特、最优质的文化资源打磨成"撒手锏"。从老祖宗留下的古城墙、青石板，到世代相传的非遗技 艺，这些不可再生的文化瑰宝，才是一个地方区别于他者的独特DNA，是无法替代的文化长板。 往深一层看，物是静态的，人 ...

Core Insights - The article discusses the promotional activities launched in Guangdong to stimulate consumer spending during the upcoming 2026 Spring Festival, including the issuance of 60 million yuan in cultural tourism consumption vouchers [1][9]. Group 1: Consumption Vouchers - Guangdong has introduced a "Spend the New Year in Guangdong" campaign, distributing 60 million yuan in cultural tourism consumption vouchers to boost spending [1]. - The vouchers can be redeemed for discounts on various services, including hotel stays, with discounts ranging from 20 yuan to 300 yuan [5]. - The issuance of these vouchers is expected to directly drive over 300 million yuan in cultural tourism consumption [9]. Group 2: Hotel and Tourism Impact - A hotel manager in Shenzhen reported a 20% increase in room bookings compared to the same period in 2025, largely attributed to the use of the cultural tourism consumption vouchers [5]. - Families are particularly benefiting from the vouchers, with one customer saving 300 yuan on a hotel booking, allowing for enhanced dining experiences during the festival [3]. Group 3: Broader Economic Initiatives - Local governments are complementing the provincial voucher initiative with additional incentives, such as 5 million yuan in dining and retail consumption vouchers in the Longhua District [9]. - The "ticket root economy" initiative allows visitors to unlock exclusive discounts in various commercial areas by presenting event tickets, enhancing the overall consumer experience [9][13]. Group 4: Cultural and Entertainment Events - The article highlights a series of cultural events, including concerts, that are expected to attract tourists and enhance local spending [11][14]. - The Longgang District plans to host 15 concerts around the Spring Festival, collaborating with local hotels and entertainment venues to offer comprehensive promotional packages [14].