【愛易設(shè)】世界那么大，為防走散，請將AYS愛易設(shè)規(guī)劃設(shè)計(jì)事務(wù)所加星標(biāo)！關(guān)注愛易設(shè)，關(guān)注AYS規(guī)劃設(shè)計(jì)事務(wù)所，點(diǎn)擊上方名片-點(diǎn)右上角彈出菜單欄設(shè)為星標(biāo)即可。

2026年的春節(jié)假期，文旅市場迎來了一場關(guān)于“傳統(tǒng)”與“新生”的精彩演繹。從紹興柯橋的“多巴胺”色彩到合肥三河的“春晚”流量，從上海南翔的賽博朋克到貴州土城的千燈巡游，古鎮(zhèn)不再是那個只屬于中老年人的懷舊場所，而是成為了年輕人爭相打卡的“新寵”。透過春節(jié)假期的數(shù)據(jù)與現(xiàn)象，結(jié)合最新的政策導(dǎo)向與市場變化，我們可以清晰地捕捉到古鎮(zhèn)文旅正在經(jīng)歷的深刻變革。古鎮(zhèn)正在經(jīng)歷從“靜態(tài)保護(hù)”向“動態(tài)生長”、從“觀光游覽”向“沉浸體驗(yàn)”、從“單打獨(dú)斗”向“融合共生”的跨越式轉(zhuǎn)型。

一、 政策定調(diào) | 從“分散保護(hù)”走向“連片發(fā)展”

在探討具體玩法之前，必須先讀懂最新的政策指揮棒。2026年2月，財(cái)政部與住房城鄉(xiāng)建設(shè)部聯(lián)合發(fā)布《關(guān)于開展傳統(tǒng)村落特色保護(hù)區(qū)建設(shè)工作的通知》，為未來三年的古鎮(zhèn)（傳統(tǒng)村落）發(fā)展定下了基調(diào) 。

這份文件釋放了幾個關(guān)鍵信號：第一，資金投入更精準(zhǔn)。2026-2028年，中央財(cái)政將對入選縣給予每個5000萬元的定額補(bǔ)助，但錢不能用于“栽盆景、搭風(fēng)景”的形象工程，必須花在刀刃上，如公共傳統(tǒng)建筑修繕、基礎(chǔ)設(shè)施完善和特色產(chǎn)業(yè)培育 。第二，發(fā)展模式連片化。政策明確提出“跨省域打造傳統(tǒng)村落特色保護(hù)區(qū)”，鼓勵風(fēng)貌接近、文化同源的地區(qū)統(tǒng)一規(guī)劃，避免各自為政、同質(zhì)化競爭 。第三，強(qiáng)調(diào)內(nèi)生動力。要求建立以村民為主體的保護(hù)機(jī)制，這意味著未來的古鎮(zhèn)開發(fā)不再是簡單的資本驅(qū)逐原住民，而是要讓原住民成為古鎮(zhèn)活態(tài)文化的一部分。這一政策的出臺，為古鎮(zhèn)文旅指明了方向：未來的競爭不再是單個古鎮(zhèn)的“單打獨(dú)斗”，而是文化主題的“片區(qū)品牌”之爭。

In the Spring Festival holiday of 2026, the cultural and tourism market witnessed a splendid performance about "tradition" and "newness". From the "dopamine" colors in Qiaoqiao, Shaoxing to the "Spring Festival Gala" traffic in Sanhe, Hefei, from the cyberpunk in Nanxiang, Shanghai to the thousand-lamp procession in Tucheng, Guizhou, the ancient town is no longer just a nostalgic place for the elderly, but has become a "new favorite" that young people are eager to visit.

Through the data and phenomena during the Spring Festival holiday, combined with the latest policy guidance and market changes, we can clearly capture the profound transformation that ancient town cultural tourism is undergoing. Ancient towns are undergoing a leapfrog transformation from "static protection" to "dynamic growth", from "tourist sightseeing" to "immersive experience", and from "single fighting" to "integration and symbiosis".

1. Policy Orientation: From "Dispersed Protection" to "Integrated Development"

Before discussing specific activities, it is necessary to first understand the latest policy directive. In February 2026, the Ministry of Finance and the Ministry of Housing and Urban-Rural Development jointly issued the "Notice on Carrying out the Construction of Special Protected Areas for Traditional Villages", setting the tone for the development of ancient towns (traditional villages) in the next three years. This document releases several key signals: First, the fund allocation is more precise. From 2026 to 2028, the central government will provide each selected county with a fixed subsidy of 50 million yuan, but the money cannot be used for "landscape creation, scenic decoration" image projects, but must be spent on the cutting edge, such as the repair of public traditional buildings, the improvement of infrastructure, and the cultivation of特色產(chǎn)業(yè). Second， the development model is integrated. The policy clearly states "cross-provincial construction of traditional village special protected areas"， encouraging regions with similar styles and cultures to plan together， avoiding individual actions and homogenized competition. Third， emphasis is placed on internal driving force. It requires the establishment of a protection mechanism led by villagers， which means that the development of ancient towns in the future will no longer be a simple process of capital driving out the original residents， but will make the original residents become part of the living culture of the ancient town. The implementation of this policy has pointed out the direction for the cultural tourism of ancient towns: In the future, the competition will no longer be about individual ancient towns "fighting alone", but rather a contest over "regional brand" of cultural themes.

二、 市場變局 | 游客為何而來？

如今的游客，尤其是作為消費(fèi)主力的“Z世代”，他們的消費(fèi)習(xí)慣正在重塑古鎮(zhèn)的業(yè)態(tài)邏輯。

首先是“情緒價值”超越“功能價值”。游客去古鎮(zhèn)不再滿足于“看房子、買芡實(shí)糕”，而是尋求一種情感的共鳴或身份的認(rèn)同。合肥三河古鎮(zhèn)的走紅極具代表性。借助春晚的驚鴻一瞥，三河古鎮(zhèn)不僅接住了“潑天流量”，更通過復(fù)原百年茶樓“凌寶泰”，讓民謠里傳唱的“舍不得”變成了可觸摸的現(xiàn)實(shí)。游客臨窗而坐，品雨前茶，聽船女哼唱民謠，這種“歲月靜好”的氛圍感，遠(yuǎn)比一塊生硬的介紹牌更具吸引力 。

其次是“在地化體驗(yàn)”的深度追求。游客希望融入當(dāng)?shù)厣睿w驗(yàn)“老底子”的味道。紹興柯橋的安昌古鎮(zhèn)，持續(xù)二十七屆的臘月風(fēng)情活動，以“非遺傳承+沉浸體驗(yàn)”為核心，城隍巡游把老街變成流動的舞臺，水上婚禮再現(xiàn)水鄉(xiāng)浪漫。這種原汁原味的民俗，讓游客不僅是“看客”，更是參與者 。

最后是“社交貨幣”的剛性需求。一個地方如果沒有拍照打卡點(diǎn)、沒有短視頻傳播點(diǎn)，在年輕人心中基本就等于“不存在”。貴州土城古鎮(zhèn)的“千燈巡游”、孔明燈升空，柯橋古鎮(zhèn)的“神馬飛天”夜空大秀，都是為社交媒體量身定制的視覺爆點(diǎn) 。

Today's tourists, especially the "Z Generation" who are the main consumers, are reshaping the business logic of ancient towns with their consumption habits.

Firstly, "emotional value" is surpassing "functional value". Tourists visiting ancient towns no longer merely want to "see the houses and buy glutinous rice cakes". Instead, they seek emotional resonance or identity recognition. The popularity of Hefei Sanhe Ancient Town is highly representative. Thanks to the fleeting glimpse on the Spring Festival Gala, Sanhe Ancient Town not only received a huge amount of traffic but also restored the century-old teahouse "Ling Baotai", turning the folk song "Hard to Say Goodbye" into a tangible reality. Sitting by the window, sipping rain tea, listening to the boat girls singing folk songs, this "peaceful time" atmosphere is far more attractive than a stiff information board. Secondly, the pursuit of "local experience" in depth. Tourists hope to integrate into local life and experience the "old-fashioned" flavor. The Anchang Ancient Town in Qiaoqiao, Shaoxing, has held the "Lunar New Year Style" activities for twenty-seven consecutive years. Centered on "intangible cultural heritage inheritance + immersive experience", the Lord Mayor's parade turns the old street into a flowing stage, and the water wedding reenacts the romance of the water town. This authentic folk custom makes tourists not only "spectators" but also participants. Finally, the rigid demand for "social currency". If a place lacks photo-taking spots or short-video dissemination points, it is basically considered "non-existent" in the minds of young people. The "thousand-lamp parade" in Tucheng Ancient Town in Guizhou, the ascent of Kongming lanterns, and the "What Flies to the Sky" night show in Qiaoqiao Ancient Town are all visual highlights tailored for social media.

三、 突破思路 | 古鎮(zhèn)“新”生的四條路徑

面對上述政策紅利與市場變化，古鎮(zhèn)文旅在2026年呈現(xiàn)出四大突破性的發(fā)展思路。

業(yè)態(tài)突破：從“土特產(chǎn)”到“新國貨”與“首店經(jīng)濟(jì)”。傳統(tǒng)的古鎮(zhèn)商業(yè)一度被批為“全國統(tǒng)一小吃街”。現(xiàn)在的趨勢是，古鎮(zhèn)正在成為新銳品牌和文化空間的孵化器。在柯橋的安昌古鎮(zhèn)，舊廠房改造而成的公共文化空間“安昌里”開門迎客，引入“山賴咖啡”“繪錦軒”等新銳文創(chuàng)空間，年輕人在這里扎堆 。這不僅是物理空間的改造，更是客群結(jié)構(gòu)的重塑?？Х鹊南銡馀c醬鴨的咸香在古鎮(zhèn)里奇妙共存，意味著古鎮(zhèn)既能留住老年人的胃，也能抓住年輕人的心。合肥三河古鎮(zhèn)更是創(chuàng)新性地打造“供銷大集”，將合肥市300多種特產(chǎn)集中引入古鎮(zhèn)。這種“首店集合”的模式，讓游客“來一次古鎮(zhèn)，買遍全市特產(chǎn)”，不僅盤活了閑置空間，更打通了文旅與農(nóng)業(yè)、商業(yè)的壁壘 。體驗(yàn)突破：從“看景”到“入景”的沉浸式交互。單純的燈光秀已經(jīng)過時，現(xiàn)在的關(guān)鍵是“科技賦能”與“人文敘事”的深度結(jié)合?？聵蚬沛?zhèn)在2026年春節(jié)引入了春晚同款機(jī)器人，這些“大俠”在青石板巷間與游客互動拜年，讓前沿科技變得觸手可及 。與此同時，鑒湖景區(qū)將水鄉(xiāng)故事演成可游可賞的活態(tài)長卷，長達(dá)20米的空飄鰲魚巡游，將漁歌、戲劇與馬年祥瑞熔鑄一體。而在上海南翔古鎮(zhèn)，一邊是粉墻黛瓦，一邊是賽博朋克風(fēng)格的炫彩裝置，這種“古今同框”的視覺沖擊，精準(zhǔn)擊中了年輕游客的審美點(diǎn) 。土城古鎮(zhèn)則通過“白天民俗+晚上夜游”的全時段運(yùn)營，用“千燈巡游”和“紅動音樂節(jié)”打破了古鎮(zhèn)“白天看景、晚上走人”的魔咒 。場景突破：從“單點(diǎn)游覽”到“文商旅體展”融合。古鎮(zhèn)不再是一個孤立的景區(qū)，而是成為了城市休閑生活的一部分。上海閔行七寶古鎮(zhèn)的“迎財(cái)神”活動，不僅吸引了游客，還走進(jìn)了沿街商鋪，發(fā)放內(nèi)含定制彩票的紅包，直接帶動了周邊商圈的銷售額提升 。這種聯(lián)動將古鎮(zhèn)的客流外溢到了現(xiàn)代商場。重慶榮昌則利用夏布小鎮(zhèn)和安陶小鎮(zhèn)，將非遺技藝穿上“潮”衣，配合無人機(jī)燈光秀，讓千年技藝成為文旅市場的“流量密碼” 。此外，冰雪經(jīng)濟(jì)也在與古鎮(zhèn)聯(lián)動，紹興柯橋喬波冰雪世界在春節(jié)日均客流量達(dá)1500人次，證明“冷資源”也能在古鎮(zhèn)片區(qū)催生“熱經(jīng)濟(jì)” 。運(yùn)營突破：從“流量”到“留量”的服務(wù)升級。面對暴漲的客流，如何讓“網(wǎng)紅”變“長紅”？2026年春節(jié)的案例給出了答案：誠意與服務(wù)。重慶榮昌在春節(jié)假期免費(fèi)開放1.7萬個停車位，覆蓋城區(qū)機(jī)關(guān)企事業(yè)單位和公共停車場，這種“寵游客”的貼心服務(wù)，贏得了極佳的口碑 。廣東陽山青蓮鎮(zhèn)通過典型鎮(zhèn)建設(shè)，完善了龍舟綠道、水文公園等公共設(shè)施，實(shí)現(xiàn)了“推窗見綠、出門入園”，讓游客愿意留下來，也讓民宿實(shí)現(xiàn)了“一房難求” 。

Facing the aforementioned policy benefits and market changes, Guzhen Cultural Tourism presented four breakthrough development ideas in 2026.

Business model breakthrough: From "local specialties" to "new domestic brands" and "first-store economy". Traditionally, the ancient town's commercial activities were criticized as "a uniform food street across the country". The current trend is that the ancient town is becoming an incubator for new brands and cultural spaces. In Anchang Ancient Town in Qiaoyang, the public cultural space "Anchangli" opened to the public, introducing new creative spaces such as "Shanlai Coffee" and "Yi Jin Xuan", and young people gathered here. This is not only a physical space transformation, but also a reshaping of the customer group structure. The aroma of coffee and the salty smell of duck sauce coexist wonderfully in the ancient town, meaning that the ancient town can both retain the stomachs of the elderly and capture the hearts of young people. The Sanhe Ancient Town in Hefei even innovatively created the "Supply and Marketing Fair", introducing 300 kinds of local specialties from Hefei to the ancient town. This "first-store collection" model not only revitalized idle spaces but also broke through the barriers between tourism, agriculture, and commerce.

Experience breakthrough: From "viewing the scenery" to "immersing in the scenery" for interactive experience. Simple light shows are outdated. The key now is the deep combination of "technology empowerment" and "humanistic narration". In 2026 Spring Festival, Qiaoyang Ancient Town introduced the same model as the Spring Festival Gala robots, these "heroes" interacted with tourists and paid New Year greetings in the cobblestone alleys, making cutting-edge technology accessible. At the same time, the Jianhu Scenic Area transformed the water town story into a dynamic living scroll, with a 20-meter-long floating dragon fish parade, integrating fish songs, drama, and the auspiciousness of the Year of the Horse.

In Shanghai Naxiang Ancient Town, the contrast between the white walls and dark tiles and the colorful and dazzling installations of cyberpunk style creates a visual impact that precisely hits the aesthetic point of young tourists. Tucheng Ancient Town broke the curse of "visiting the ancient town during the day and leaving during the night" through "daytime folk customs + night tour" full-time operation, with "thousand-lamp parade" and "red dance music festival" breaking the ancient town's "visiting during the day and leaving during the night" rule.

Scene breakthrough: From "single-point tour" to "integration of culture, commerce, tourism, and exhibition". The ancient town is no longer an isolated scenic area, but has become part of the urban leisure life. The "Welcome the God of Wealth" activity in Shanghai Minhang Qibao Ancient Town not only attracted tourists but also entered the adjacent shops, distributing red envelopes containing customized lottery tickets, directly boosting the sales of surrounding commercial areas. This linkage has extended the tourist flow to modern shopping malls. In Chongqing Rongchang, using the Summer Cloth Town and An Tao Town, the traditional craftsmanship was dressed in "trendy" clothes, combined with drone light shows, making the thousand-year craftsmanship a "traffic password" in the tourism market. In addition, the ice and snow economy is also linked with the ancient town, with the Jiaobo Ice World in Shaoxing Qiaoyang having an average daily visitor flow of 1,500 people on Spring Festival days, proving that "cold resources" can also generate "hot economy" in the ancient town area.

Operational breakthrough: From "traffic" to "retention" service upgrade. In the face of the soaring tourist flow, how to turn "internet celebrities" into "long-lasting celebrities"? The case in 2026 Spring Festival provides the answer: sincerity and service.Chongqing Rongchang offered 17,000 free parking spaces during the Spring Festival holiday, covering urban government agencies, enterprises, and public parking lots, this "treating tourists well" kind of caring service won excellent口碑. Guangdong Yangshan Qinglian Town through typical town construction， improved public facilities such as dragon boat greenways and hydrological parks， achieving "looking out the window to see greenery， going out to enter the park"， making tourists willing to stay and making the guesthouses "hard to reserve".

- END -

內(nèi)容整理｜愛易設(shè)規(guī)劃設(shè)計(jì)事務(wù)所、AYS愛易設(shè)

素材來源｜部分文案及圖片來源于網(wǎng)絡(luò)

文章聲明｜文章及圖片內(nèi)容僅供參考，我們尊重原創(chuàng)和知識產(chǎn)權(quán)，所有轉(zhuǎn)載或改編均會明確標(biāo)注出處；若不慎侵犯了第三方權(quán)益，請立即聯(lián)系我們，我們將盡快處理。

易老師聯(lián)系方式：13717943868