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一、引言 | 繁榮之下的結(jié)構(gòu)性變局

2026年開(kāi)年，中國(guó)文旅市場(chǎng)交出一份亮眼答卷。元旦假期3天，全國(guó)國(guó)內(nèi)出游1.42億人次，較2024年增長(zhǎng)5.19%；出游總花費(fèi)847.89億元，同比增長(zhǎng)6.35%。春節(jié)前夕，交通運(yùn)輸部預(yù)測(cè)全社會(huì)跨區(qū)域人員流動(dòng)量將再創(chuàng)新高，而“史上最長(zhǎng)春節(jié)假期”更被業(yè)界視為全年消費(fèi)的“風(fēng)向標(biāo)”。

然而，數(shù)字繁榮之下，真正的行業(yè)變局正在水面下涌動(dòng)。據(jù)預(yù)測(cè)，中國(guó)有望在2031年超越美國(guó)成為全球最大旅游市場(chǎng)，但“最大”不等于“最強(qiáng)”。當(dāng)下文旅行業(yè)面臨的核心命題已非“如何吸引更多游客”，而是“如何服務(wù)好已經(jīng)到來(lái)的游客”。2026年的最新數(shù)據(jù)揭示了一個(gè)關(guān)鍵轉(zhuǎn)向：衡量市場(chǎng)表現(xiàn)的標(biāo)準(zhǔn)，正從游客人次轉(zhuǎn)向體驗(yàn)質(zhì)量，從規(guī)模擴(kuò)張轉(zhuǎn)向價(jià)值深耕。

二、2026年文旅市場(chǎng) | 三個(gè)關(guān)鍵數(shù)據(jù)維度消費(fèi)主力迭代：Z世代與“體驗(yàn)至上”主義的勝利。最新研究顯示，75.6%的行業(yè)受訪者將Z世代視為2026年出境游市場(chǎng)的核心驅(qū)動(dòng)力。這一代消費(fèi)者成長(zhǎng)于物質(zhì)豐裕時(shí)代，其消費(fèi)哲學(xué)呈現(xiàn)鮮明特征：體驗(yàn)重于擁有、個(gè)性拒絕標(biāo)配、意義大于符號(hào)。數(shù)據(jù)進(jìn)一步勾勒出出境游人群畫(huà)像：25歲以下年輕用戶占比近四成，一二線城市用戶占比64.8%，企業(yè)白領(lǐng)占比73.8%。這群“數(shù)字原住民”的旅行決策路徑已發(fā)生根本改變——他們可能因一部韓劇決定前往首爾，因一場(chǎng)音樂(lè)節(jié)奔赴昌平，因一次非遺體驗(yàn)走進(jìn)甘孜。傳統(tǒng)觀光旅游的“打卡式”消費(fèi)正在讓位于“沉浸式”文化參與。政策信號(hào)轉(zhuǎn)向：從短期刺激到長(zhǎng)期生態(tài)構(gòu)建。2026年1月，國(guó)務(wù)院辦公廳印發(fā)《加快培育服務(wù)消費(fèi)新增長(zhǎng)點(diǎn)工作方案》，圍繞交通服務(wù)、旅居服務(wù)、入境消費(fèi)、演出服務(wù)、體育賽事服務(wù)、情緒式體驗(yàn)式服務(wù)等12個(gè)領(lǐng)域出臺(tái)系統(tǒng)政策。這份文件的標(biāo)志性意義在于：文旅促消費(fèi)政策已從“發(fā)券打折”的短期刺激，轉(zhuǎn)向“基礎(chǔ)設(shè)施-產(chǎn)品創(chuàng)新-制度保障”的長(zhǎng)期生態(tài)構(gòu)建。特別值得關(guān)注的是，政策首次將“情緒式、體驗(yàn)式服務(wù)”單列為潛力領(lǐng)域，提出對(duì)新業(yè)態(tài)實(shí)施包容審慎監(jiān)管。這為沉浸式演藝、劇本娛樂(lè)、主題巡游等新興業(yè)態(tài)打開(kāi)了制度空間。入境游強(qiáng)勢(shì)復(fù)蘇：從“流量爭(zhēng)奪”到“價(jià)值共鳴”。2025年，全國(guó)各口岸出入境外國(guó)人達(dá)8203.5萬(wàn)人次，同比增長(zhǎng)26.4%；離境退稅商品銷售額同比增長(zhǎng)95.9%。這組數(shù)據(jù)的背后，是免簽政策擴(kuò)容、國(guó)際航班恢復(fù)、人民幣匯率走強(qiáng)等多重因素的疊加效應(yīng)。但更深層的變化在于，國(guó)際旅游目的地對(duì)中國(guó)游客的爭(zhēng)奪已進(jìn)入“2.0時(shí)代”。澳大利亞旅游局大中華區(qū)總經(jīng)理韓彬指出，中國(guó)游客不再滿足于走馬觀花，而是追求“與當(dāng)?shù)匚幕妥匀唤⒏顚哟蔚倪B接”。斐濟(jì)旅游局則強(qiáng)調(diào)，推廣策略已從“目的地可達(dá)性”轉(zhuǎn)向“價(jià)值共鳴的建立”。這意味著，即便在跨境流動(dòng)全面恢復(fù)的背景下，單純依賴“免簽+航班”的傳統(tǒng)吸引力公式已然失效，情感共鳴與文化認(rèn)同成為新的競(jìng)爭(zhēng)壁壘。

Shift in Consumption Dominance: The Triumph of Generation Z and the "Experience-First" Philosophy. The latest research by COITM reveals that 75.6% of industry respondents consider Generation Z as the core driving force for the outbound tourism market in 2026. This generation of consumers grew up in an era of abundant material resources, and their consumption philosophy exhibits distinct characteristics: experience trumps possession, individuality rejects standardization, and meaning outweighs symbols. The data further sketches the profile of the outbound tourism population: nearly 40% of young users are under the age of 25, 64.8% of users are from first- and second-tier cities, and 73.8% are corporate white-collar workers. The travel decision-making path of these "digital natives" has fundamentally changed - they might decide to visit Seoul because of a Korean drama, head to Changping because of a music festival, or enter Ganzi because of an intangible cultural experience. The "check-in-style" consumption of traditional sightseeing tourism is giving way to "immersive" cultural participation.

Policy Signal Shift: From Short-Term Stimulus to Long-Term Ecological Construction. In January 2026, the State Council Information Office issued the "Work Plan for Accelerating the Cultivation of New Growth Points in Service Consumption", introducing systematic policies in 12 fields such as transportation services, tourism accommodation services, inbound consumption, performance services, sports event services, and emotional and experiential services. The significance of this document lies in: the tourism promotion and consumption policies have shifted from short-term stimulus of "coupon discounts" to long-term ecological construction of "infrastructure - product innovation - institutional guarantee". Particularly noteworthy is that for the first time, "emotional and experiential services" have been singled out as a potential area, and new business models are proposed to be subject to inclusive and prudent regulation. This has opened up institutional space for immersive performances, script entertainment, and theme parades.

Strong Recovery of Inbound Tourism: From "Traffic Competition" to "Value Sympathy". In 2025, the number of foreigners entering and exiting China's ports reached 82.035 million, an increase of 26.4% compared to the previous year; the sales of goods subject to tax refund increased by 95.9%. Behind these data lies the cumulative effect of factors such as the expansion of visa policies, the resumption of international flights, and the strengthening of the RMB exchange rate. But the deeper change lies in that the competition for Chinese tourists by international tourism destinations has entered the "2.0 era". The General Manager of the China Region of the Australian Tourism Bureau, Han Bin, pointed out that Chinese tourists are no longer satisfied with a cursory visit but seek "a deeper connection with local culture and nature". The Fiji Tourism Bureau emphasized that the promotion strategy has shifted from "destination accessibility" to "the establishment of value sympathy". This means that even in the context of the full resumption of cross-border mobility, the traditional attraction formula of "visa-free + flights" alone has become ineffective, and emotional sympathy and cultural identity have become new competitive barriers.

三、風(fēng)向標(biāo)意義 | 數(shù)據(jù)背后的三個(gè)根本性轉(zhuǎn)變

上述數(shù)據(jù)指向文旅消費(fèi)邏輯的三個(gè)根本性轉(zhuǎn)變：

第一，從“有沒(méi)有”到“好不好”。2026年元旦客單價(jià)597.1元，較2024年僅微增1.1%，但海南離島免稅銷售額同比暴漲121.5%。這組“剪刀差”揭示：大眾消費(fèi)趨于理性，但優(yōu)質(zhì)供給仍能激發(fā)強(qiáng)勁支付意愿。

第二，從“一次性交易”到“終身關(guān)系”。四川甘孜“終身門(mén)票卡”15天線上銷售額破億，印證了一個(gè)樸素真理：當(dāng)游客對(duì)目的地產(chǎn)生情感認(rèn)同，其終身價(jià)值遠(yuǎn)高于單次到訪的消費(fèi)貢獻(xiàn)。

第三，從“資源依賴”到“內(nèi)容驅(qū)動(dòng)”。昌平音樂(lè)節(jié)帶動(dòng)綜合消費(fèi)4.8億元，85%樂(lè)迷來(lái)自京外；“村超”等賽事經(jīng)濟(jì)持續(xù)升溫。這些現(xiàn)象表明，優(yōu)質(zhì)的文體內(nèi)容正取代自然資源成為核心流量入口。

四、實(shí)踐探索 | 三個(gè)案例的方法論解碼甘孜“終身門(mén)票卡”：從流量思維到用戶運(yùn)營(yíng)。2026年1月，四川甘孜州推出“貢嘎海棠卡”與“貢嘎金雕卡”，售價(jià)317元、318元，游客購(gòu)卡后可終身不限次數(shù)進(jìn)入全州14個(gè)核心景區(qū)。產(chǎn)品上線15天，線上銷售額突破1億元，被業(yè)界稱為“門(mén)票經(jīng)濟(jì)的顛覆性創(chuàng)新”。這一模式的價(jià)值不僅在于銷售奇跡，更在于其背后的運(yùn)營(yíng)邏輯重構(gòu)。甘孜州同步推出“月月有活動(dòng)”的全年IP體系——冬季冰雪嘉年華、春季梨花賞花季、夏季賽馬音樂(lè)節(jié)、秋季越野攝影賽，確保持卡游客“何時(shí)抵達(dá)都有風(fēng)景可看、有活動(dòng)可玩”。同時(shí)，通過(guò)政府承諾與法律規(guī)約雙重鎖定政策延續(xù)性，將“終身權(quán)益”從營(yíng)銷噱頭轉(zhuǎn)化為合同之債。甘孜探索的實(shí)質(zhì)，是將目的地與游客的關(guān)系從“一次性交易”升級(jí)為“終身連接”。當(dāng)景區(qū)不再依賴門(mén)票收入，便有動(dòng)力通過(guò)持續(xù)的內(nèi)容供給讓游客“常來(lái)常新”，從而實(shí)現(xiàn)從“流量變現(xiàn)”到“用戶終身價(jià)值挖掘”的范式躍遷。銀川《西夏樂(lè)集》：遺產(chǎn)活化的沉浸式解法。2026年春節(jié)，銀川西夏陵景區(qū)推出《西夏樂(lè)集》廊街行浸式演藝項(xiàng)目。該項(xiàng)目以世界文化遺產(chǎn)西夏陵為基底，搭建“遺址為基、史實(shí)為綱、體驗(yàn)為橋”的三維敘事體系，50余名NPC扮演西夏公主、麻魁女將軍、宮廷樂(lè)師等歷史形象，游客可在行進(jìn)中參與西夏文拓印、弓弩試射、茶禮習(xí)儀等互動(dòng)環(huán)節(jié)。項(xiàng)目創(chuàng)新采用“30分鐘行浸式演藝+30分鐘沉浸互動(dòng)”的雙軌機(jī)制，讓游客從歷史的“旁觀者”轉(zhuǎn)變?yōu)椤皡⑴c者”“講述者”。這恰恰回應(yīng)了Z世代“深度文化參與”的核心訴求。更值得借鑒的是，項(xiàng)目同步落實(shí)首道門(mén)票免費(fèi)政策，收入來(lái)自二次消費(fèi)——觀光車、定制體驗(yàn)等——這與甘孜“去門(mén)票經(jīng)濟(jì)”的思路異曲同工。《西夏樂(lè)集》的啟示在于：文化遺產(chǎn)活化不能止步于“讓文物說(shuō)話”，而要?jiǎng)?chuàng)造“讓游客與文物對(duì)話”的場(chǎng)景。當(dāng)靜態(tài)的遺址與動(dòng)態(tài)的演繹有機(jī)共生，傳統(tǒng)文化便獲得了當(dāng)代的表達(dá)方式與消費(fèi)場(chǎng)景。昌平“千帆音樂(lè)公園”：賽事演藝經(jīng)濟(jì)的產(chǎn)業(yè)化路徑。北京昌平區(qū)整合三大公園資源，打造總面積超7050畝、可容納6.5萬(wàn)人的“昌平·千帆音樂(lè)公園”，總投資約3億元。這一項(xiàng)目的突破在于：摒棄“臨時(shí)搭臺(tái)”的游擊模式，建設(shè)具備高標(biāo)準(zhǔn)基礎(chǔ)設(shè)施的“永久會(huì)址”，實(shí)現(xiàn)“即搭即演、平急兩用”。數(shù)據(jù)揭示了演藝經(jīng)濟(jì)的“黃金效益”：2024年昌平舉辦多項(xiàng)大型音樂(lè)節(jié)，吸引超35萬(wàn)人次參與，其中85%為京外樂(lè)迷，累計(jì)帶動(dòng)綜合消費(fèi)4.8億元。2026年“千帆音樂(lè)季”預(yù)計(jì)接待樂(lè)迷60萬(wàn)人次，帶動(dòng)消費(fèi)約8億元。昌平模式的深層價(jià)值在于“舉辦即招商”的產(chǎn)業(yè)邏輯——通過(guò)持續(xù)的內(nèi)容供給吸引年輕客流，再以客流吸引文化科技企業(yè)落戶，實(shí)現(xiàn)從“活動(dòng)引流”到“產(chǎn)業(yè)落地”的閉環(huán)。這正是《工作方案》所倡導(dǎo)的“商旅文體健深度融合發(fā)展”的生動(dòng)實(shí)踐。

III. Significance of the Wind Direction Indicator | Three Fundamental Transformations Behind the DataThe above data point to three fundamental shifts in the logic of cultural tourism consumption:

First, from "existence" to "quality". In 2026, the average transaction price per visitor was 597.1 yuan, a slight increase of only 1.1% compared to 2024, but the sales volume of off-island duty-free goods in Hainan soared by 121.5% year-on-year. This "gap" reveals that mass consumption is becoming more rational, but high-quality supply can still stimulate strong payment willingness. Second, from "one-time transaction" to "lifelong relationship". The 15-day online sales of the "lifetime ticket card" in Ganzi, Sichuan exceeded 100 million yuan, confirming a simple truth: when tourists develop an emotional connection with the destination, their lifetime value is far higher than the contribution of a single visit. Third, from "resource dependence" to "content-driven". The Chaiping Music Festival drove a total consumption of 480 million yuan, with 85% of the fans coming from outside Beijing; the "Juan Chao" and other event economies continued to heat up. These phenomena indicate that high-quality cultural and sports content is replacing natural resources as the core traffic entry point.

IV. Practical Exploration | Methodological Decoding of Three Cases

Ganzi "Lifetime Ticket Card": From Traffic Thinking to User Operations. In January 2026, Sichuan Ganzi Prefecture launched the "Gongga Huaotan Card" and "Gongga Jincha Card", priced at 317 yuan and 318 yuan respectively. After purchasing the card, visitors can enter all 14 core scenic spots in the prefecture without limit for any number of times. Within 15 days of its launch, online sales exceeded 100 million yuan, and was hailed as a "disruptive innovation in ticket economy". The value of this model lies not only in the sales miracle, but also in the reconfiguration of its underlying operational logic. Sichuan Prefecture simultaneously launched an annual IP system of "monthly activities" - Winter Ice Carnival, Spring Peach Blossom Appreciation Season, Summer Horse Racing Music Festival, and Autumn Mountain Photography Competition - to ensure that card-holding visitors could enjoy scenery and activities at any time. At the same time, through dual locking of policy continuity with government commitments and legal regulations, the "lifelong rights" were transformed from a marketing gimmick into a contractual debt. The essence of Ganzi's exploration is to upgrade the relationship between the destination and tourists from "one-time transaction" to "lifelong connection". When the scenic area no longer relies on ticket revenue, it has the motivation to continuously provide content to keep tourists "coming back frequently", thus achieving a paradigm shift from "traffic monetization" to "exploring the lifelong value of users".

Yinchuan "Xixia Music Collection": Immersive Solution for Heritage Activation. In the Spring of 2026, the Yinchuan Xixia Ling Scenic Area launched the "Xixia Music Collection" corridor street immersive performance project. This project is based on the World Cultural Heritage Xixia Ling, building a three-dimensional narrative system of "site as the foundation, historical facts as the framework, and experience as the bridge". More than 50 NPCs play historical figures such as the Xixia princess, Ma Ku female general, and court musicians, and tourists can participate in interactive activities such as Xixia script printing, bow and crossbow shooting, and tea ceremony etiquette while moving along. The project innovatively adopts a dual-track mechanism of "30 minutes of immersive performance + 30 minutes of immersive interaction", transforming tourists from "spectators" to "participants" and "storytellers". This precisely addresses the core demand of the Z Generation for "in-depth cultural participation". What is even more worth learning from is that the project also implemented a free first-entry policy, with income coming from secondary consumption - sightseeing vehicles, customized experiences, etc. - which is similar to the thinking of Ganzi's "departure from ticket economy". The inspiration of "Xixia Music Collection" lies in: Heritage activation cannot stop at "letting the relics speak", but must create "allowing tourists to have a dialogue with the relics" scenarios. When static sites and dynamic performances coexist organically, traditional culture gains contemporary expression methods and consumption scenarios.

Chapeng "Thousand Boats Music Park": Industrialization Path of Event Performance Economy. Beijing Chaiping District integrated the resources of three parks to create a "Chaiping·Thousand Boats Music Park" with an area of over 7,050 mu and a capacity of 65,000 people, with a total investment of approximately 300 million yuan. The breakthrough of this project lies in: abandoning the "temporary makeshift stage" guerrilla model and building a "permanent venue" with high-standard infrastructure, achieving "immediate setup and immediate performance, both for emergencies and routine events". The data reveals the "golden benefits" of the entertainment economy: in 2024, Changping hosted multiple large-scale music festivals, attracting over 350,000 participants, of which 85% were non-locals. The cumulative total consumption reached 480 million yuan. In 2026, the "Thousand Vessels Music Festival" is expected to attract 600,000 music fans and drive consumption of approximately 800 million yuan. The deeper value of the Changping model lies in the "event hosting and investment promotion" industrial logic - by continuously providing content to attract young visitors, and then attracting cultural and technology enterprises to settle based on the visitors, achieving a closed loop from "event promotion" to "industrial implementation". This is a vivid practice of the "deep integration of business, tourism, culture, sports and health" advocated in the "Work Plan".

綜合2026年最新數(shù)據(jù)與典型案例，當(dāng)下文旅行業(yè)應(yīng)對(duì)市場(chǎng)變局、培育持久動(dòng)能，需在三個(gè)層面構(gòu)建新型供給體系：

其一，產(chǎn)品邏輯從“資源展示”轉(zhuǎn)向“意義共創(chuàng)”。Z世代消費(fèi)者購(gòu)買(mǎi)的不僅是風(fēng)景與服務(wù)，更是可供社交分享、自我建構(gòu)的“意義素材”。文旅項(xiàng)目應(yīng)深度挖掘在地文化IP，創(chuàng)造可供游客“參與演繹”的內(nèi)容場(chǎng)景，而非僅提供“可供觀看”的景觀陳列。

其二，商業(yè)模式從“流量變現(xiàn)”轉(zhuǎn)向“用戶運(yùn)營(yíng)”。甘孜“終身卡”模式揭示，在獲客成本高企的當(dāng)下，提升用戶終身價(jià)值比追逐新增流量更具經(jīng)濟(jì)理性。目的地應(yīng)通過(guò)持續(xù)的內(nèi)容供給與權(quán)益設(shè)計(jì)，將“一次性游客”轉(zhuǎn)化為“終身用戶”。

其三，產(chǎn)業(yè)思維從“單點(diǎn)突破”轉(zhuǎn)向“生態(tài)融合”。昌平音樂(lè)公園證明，文旅的真正價(jià)值不僅在于自身消費(fèi)，更在于其對(duì)交通、住宿、餐飲、零售、文娛等上下游產(chǎn)業(yè)的拉動(dòng)效應(yīng)。文旅項(xiàng)目應(yīng)主動(dòng)嵌入城市產(chǎn)業(yè)體系，成為區(qū)域經(jīng)濟(jì)發(fā)展的“連接器”與“放大器”。

Based on the latest data for 2026 and typical cases, the current cultural and tourism industry needs to build a new supply system at three levels in order to cope with market changes and cultivate long-term momentum:

Firstly, the product logic should shift from "resource display" to "meaning creation". Z Generation consumers purchase not only scenery and services, but also "meaning materials" that can be shared and self-constructed. Cultural tourism projects should deeply explore local cultural IPs and create content scenarios that allow tourists to "participate in the performance", rather than merely providing "spectacular displays".

Secondly, the business model should shift from "traffic monetization" to "user operation". The "lifetime card" model in Ganzi reveals that in the current situation of high acquisition costs, enhancing the lifetime value of users is more economically rational than chasing new traffic. Destinations should continuously provide content and design benefits to transform "one-time tourists" into "lifelong users".

Thirdly, the industrial thinking should shift from "single-point breakthrough" to "ecological integration". The Changping Music Park proves that the true value of cultural tourism lies not only in its own consumption, but also in its stimulating effect on upstream industries such as transportation, accommodation, catering, retail, and entertainment. Cultural tourism projects should actively integrate into the urban industrial system and become a "connector" and "amplifier" for regional economic development.

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