传统入境游线路多聚焦长城、故宫等标志性景点，而风物旅行则将视角延伸至小城村寨，各地风物以独 特性和原生态特质，满足外国游客的多元需求，成为个性化入境游产品。风物的产业化开发能丰富入境 游产品体系，从非遗工坊研学到民俗节庆体验，从美食寻味之旅到文化IP打卡线路，多元产品矩阵可适 配不同年龄段、不同兴趣偏好的外国游客，有效提升入境游的复购率和口碑传播力。 风物旅行以独特地域文化为吸引物，能满足外国游客对深入了解中国文化的需求，也将成为各地发展入 境游的差异化优势。 风物让文化变得可感知、可体验，打破了文化传播的抽象壁垒。中国幅员辽阔，不同地域的风物涵盖饮 食、非遗、民俗等多形态，安徽歙县鱼灯、江西婺源甲路纸伞等具象化的风物，无需复杂解读，便能使 外国游客直观地感受到中国文化的多样性。 相较于游览传统景点，风物体验更具沉浸感。游客可通过参与民俗体验、学习非遗技艺等活动，深度感 知中国文化的魅力。这种体验式的文化传播更易引发情感共鸣，有助于游客建立对中国文化的立体认 知。同时，风物中蕴含的生态智慧、匠人精神等共性价值，还能成为中外文化交流的桥梁。 随着外国游客对深度体验中国文化的需求持续增长，风物旅行正精准契合这一市 ...

Core Insights - The article discusses the growing trend of "cultural travel" in China, where tourists are increasingly seeking deep cultural experiences rather than just visiting scenic spots [5][9] - Local cultural elements, referred to as "fengwu," are becoming significant attractions for tourists, enhancing local tourism development [5][10] Group 1: Cultural Travel Trends - Tourists are shifting from merely "checking off" tourist spots to engaging in immersive cultural experiences that highlight local customs and traditions [5][6] - The concept of "fengwu" encompasses a region's unique cultural heritage, including local cuisine, festivals, intangible cultural heritage, and folk arts [5][6] - Young travelers, particularly those born after 2000, are driving the demand for cultural travel, showing a preference for authentic local experiences [9][10] Group 2: Economic Impact - Cultural travel is generating significant economic benefits for local tourism markets, with places like Shexian County seeing a 18.39% increase in tourist numbers and a 21.59% rise in tourism revenue during the recent Spring Festival [6][10] - The integration of cultural experiences into tourism is leading to increased visitor spending, with Shexian County attracting over 10 million tourists and generating more than 5 billion yuan in consumption over the past three years [10] - In Tongjiang, the introduction of cultural experience products has resulted in a 55.2% increase in tourism revenue, highlighting the economic potential of cultural travel [10] Group 3: Local Cultural Initiatives - Shexian County is enhancing its cultural tourism offerings by developing workshops, themed accommodations, and educational programs centered around local traditions like the fish lantern festival [10] - Tongjiang is promoting its unique cultural heritage through immersive experiences, such as traditional performances and hands-on workshops, to attract more visitors [7][10] - The rise of cultural travel is prompting local governments and tourism agencies to innovate and create engaging content that showcases their unique cultural narratives [10]

编辑 王真真 新京报贝壳财经讯 11月8日，中国旅游研究院（文化和旅游部数据中心）与马蜂窝联合发布的《中国风 物报告》（以下简称《报告》）指出，当前，年轻人的旅行偏好正从"打卡景点"向"深度体验"转变。他 们不再满足于简单的"到此一游"，而是渴望深入了解目的地的文化、历史和生活方式，通过旅行获得独 特的文化体验和情感共鸣。 《报告》显示，90后以36.6%的占比成为风物旅行的主力军，00后则以16.2%的占比显示出巨大潜力。 热衷新鲜事物的90后对网络风向极为敏感，哪里有出圈风物，哪里就有他们的脚步；00后则对了解历史 文化、亲身参与民俗或非遗活动抱有浓厚兴趣。在地域分布上，一线城市以33.2%的占比位居客源地首 位，新一线城市以26.4%紧随其后。值得关注的是，二线城市和三线及以下城市与一线城市的差距正不 断缩小，深度探索在地风物不再是大城市的专属，而是逐步成为全民参与的旅游新方向。 校对 张彦君 ...

Core Insights - The rise of "cultural travel" focusing on local cuisine, festivals, intangible cultural heritage, and folk arts is showcasing significant future potential in the tourism industry [1][10] - The "China Cultural Report" released by the China Tourism Research Institute and Mafengwo highlights the strong market appeal of Guangdong's unique cultural experiences [1] User Insights - The search volume for "intangible cultural heritage" and "folk customs" reached 53.5% and 51.4% of the total annual searches for 2024 in the first half of 2025, respectively [2] - The content volume for these searches increased significantly, with "intangible cultural heritage" at 145.7% and "folk customs" at 69.2% compared to the entire year of 2024 [2] Demographic Trends - Users aged 90s represent 36.6% of the cultural travel demographic, followed by 80s at 29.3%, and 00s showing a notable increase to 16.2%, indicating substantial growth potential [5] Travel Preferences - Young travelers are shifting their preferences from simply visiting popular attractions to seeking deeper cultural experiences, emphasizing the importance of local customs and heritage [10] - This trend is revitalizing local tourism markets and promoting the dissemination of regional cultures [10] Guangdong Cultural Travel Highlights - Unique local cultural experiences, such as the "Sky Magic" performance in Zhanjiang and the intricate craftsmanship of Chaozhou wood carving, are key attractions in Guangdong's cultural travel offerings [11][12] - Culinary experiences, particularly from Shunde, are central to Guangdong's cultural travel, with various renowned dishes drawing significant interest [12]