文旅案例 | 从流量到留量：2026年文旅消费趋势洞察与高质量供给体系构建|consumption|五五购物节|千帆|文旅案例|文旅消费|旅游|流量

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一、引言 | 繁荣之下的结构性变局

2026年开年，中国文旅市场交出一份亮眼答卷。元旦假期3天，全国国内出游1.42亿人次，较2024年增长5.19%；出游总花费847.89亿元，同比增长6.35%。春节前夕，交通运输部预测全社会跨区域人员流动量将再创新高，而“史上最长春节假期”更被业界视为全年消费的“风向标”。

然而，数字繁荣之下，真正的行业变局正在水面下涌动。据预测，中国有望在2031年超越美国成为全球最大旅游市场，但“最大”不等于“最强”。当下文旅行业面临的核心命题已非“如何吸引更多游客”，而是“如何服务好已经到来的游客”。2026年的最新数据揭示了一个关键转向：衡量市场表现的标准，正从游客人次转向体验质量，从规模扩张转向价值深耕。

二、2026年文旅市场 | 三个关键数据维度消费主力迭代：Z世代与“体验至上”主义的胜利。最新研究显示，75.6%的行业受访者将Z世代视为2026年出境游市场的核心驱动力。这一代消费者成长于物质丰裕时代，其消费哲学呈现鲜明特征：体验重于拥有、个性拒绝标配、意义大于符号。数据进一步勾勒出出境游人群画像：25岁以下年轻用户占比近四成，一二线城市用户占比64.8%，企业白领占比73.8%。这群“数字原住民”的旅行决策路径已发生根本改变——他们可能因一部韩剧决定前往首尔，因一场音乐节奔赴昌平，因一次非遗体验走进甘孜。传统观光旅游的“打卡式”消费正在让位于“沉浸式”文化参与。政策信号转向：从短期刺激到长期生态构建。2026年1月，国务院办公厅印发《加快培育服务消费新增长点工作方案》，围绕交通服务、旅居服务、入境消费、演出服务、体育赛事服务、情绪式体验式服务等12个领域出台系统政策。这份文件的标志性意义在于：文旅促消费政策已从“发券打折”的短期刺激，转向“基础设施-产品创新-制度保障”的长期生态构建。特别值得关注的是，政策首次将“情绪式、体验式服务”单列为潜力领域，提出对新业态实施包容审慎监管。这为沉浸式演艺、剧本娱乐、主题巡游等新兴业态打开了制度空间。入境游强势复苏：从“流量争夺”到“价值共鸣”。2025年，全国各口岸出入境外国人达8203.5万人次，同比增长26.4%；离境退税商品销售额同比增长95.9%。这组数据的背后，是免签政策扩容、国际航班恢复、人民币汇率走强等多重因素的叠加效应。但更深层的变化在于，国际旅游目的地对中国游客的争夺已进入“2.0时代”。澳大利亚旅游局大中华区总经理韩彬指出，中国游客不再满足于走马观花，而是追求“与当地文化和自然建立更深层次的连接”。斐济旅游局则强调，推广策略已从“目的地可达性”转向“价值共鸣的建立”。这意味着，即便在跨境流动全面恢复的背景下，单纯依赖“免签+航班”的传统吸引力公式已然失效，情感共鸣与文化认同成为新的竞争壁垒。

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、风向标意义 | 数据背后的三个根本性转变

上述数据指向文旅消费逻辑的三个根本性转变：

第一，从“有没有”到“好不好”。2026年元旦客单价597.1元，较2024年仅微增1.1%，但海南离岛免税销售额同比暴涨121.5%。这组“剪刀差”揭示：大众消费趋于理性，但优质供给仍能激发强劲支付意愿。

第二，从“一次性交易”到“终身关系”。四川甘孜“终身门票卡”15天线上销售额破亿，印证了一个朴素真理：当游客对目的地产生情感认同，其终身价值远高于单次到访的消费贡献。

第三，从“资源依赖”到“内容驱动”。昌平音乐节带动综合消费4.8亿元，85%乐迷来自京外；“村超”等赛事经济持续升温。这些现象表明，优质的文体内容正取代自然资源成为核心流量入口。

四、实践探索 | 三个案例的方法论解码甘孜“终身门票卡”：从流量思维到用户运营。2026年1月，四川甘孜州推出“贡嘎海棠卡”与“贡嘎金雕卡”，售价317元、318元，游客购卡后可终身不限次数进入全州14个核心景区。产品上线15天，线上销售额突破1亿元，被业界称为“门票经济的颠覆性创新”。这一模式的价值不仅在于销售奇迹，更在于其背后的运营逻辑重构。甘孜州同步推出“月月有活动”的全年IP体系——冬季冰雪嘉年华、春季梨花赏花季、夏季赛马音乐节、秋季越野摄影赛，确保持卡游客“何时抵达都有风景可看、有活动可玩”。同时，通过政府承诺与法律规约双重锁定政策延续性，将“终身权益”从营销噱头转化为合同之债。甘孜探索的实质，是将目的地与游客的关系从“一次性交易”升级为“终身连接”。当景区不再依赖门票收入，便有动力通过持续的内容供给让游客“常来常新”，从而实现从“流量变现”到“用户终身价值挖掘”的范式跃迁。银川《西夏樂集》：遗产活化的沉浸式解法。2026年春节，银川西夏陵景区推出《西夏樂集》廊街行浸式演艺项目。该项目以世界文化遗产西夏陵为基底，搭建“遗址为基、史实为纲、体验为桥”的三维叙事体系，50余名NPC扮演西夏公主、麻魁女将军、宫廷乐师等历史形象，游客可在行进中参与西夏文拓印、弓弩试射、茶礼习仪等互动环节。项目创新采用“30分钟行浸式演艺+30分钟沉浸互动”的双轨机制，让游客从历史的“旁观者”转变为“参与者”“讲述者”。这恰恰回应了Z世代“深度文化参与”的核心诉求。更值得借鉴的是，项目同步落实首道门票免费政策，收入来自二次消费——观光车、定制体验等——这与甘孜“去门票经济”的思路异曲同工。《西夏樂集》的启示在于：文化遗产活化不能止步于“让文物说话”，而要创造“让游客与文物对话”的场景。当静态的遗址与动态的演绎有机共生，传统文化便获得了当代的表达方式与消费场景。昌平“千帆音乐公园”：赛事演艺经济的产业化路径。北京昌平区整合三大公园资源，打造总面积超7050亩、可容纳6.5万人的“昌平·千帆音乐公园”，总投资约3亿元。这一项目的突破在于：摒弃“临时搭台”的游击模式，建设具备高标准基础设施的“永久会址”，实现“即搭即演、平急两用”。数据揭示了演艺经济的“黄金效益”：2024年昌平举办多项大型音乐节，吸引超35万人次参与，其中85%为京外乐迷，累计带动综合消费4.8亿元。2026年“千帆音乐季”预计接待乐迷60万人次，带动消费约8亿元。昌平模式的深层价值在于“举办即招商”的产业逻辑——通过持续的内容供给吸引年轻客流，再以客流吸引文化科技企业落户，实现从“活动引流”到“产业落地”的闭环。这正是《工作方案》所倡导的“商旅文体健深度融合发展”的生动实践。

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".

综合2026年最新数据与典型案例，当下文旅行业应对市场变局、培育持久动能，需在三个层面构建新型供给体系：

其一，产品逻辑从“资源展示”转向“意义共创”。Z世代消费者购买的不仅是风景与服务，更是可供社交分享、自我建构的“意义素材”。文旅项目应深度挖掘在地文化IP，创造可供游客“参与演绎”的内容场景，而非仅提供“可供观看”的景观陈列。

其二，商业模式从“流量变现”转向“用户运营”。甘孜“终身卡”模式揭示，在获客成本高企的当下，提升用户终身价值比追逐新增流量更具经济理性。目的地应通过持续的内容供给与权益设计，将“一次性游客”转化为“终身用户”。

其三，产业思维从“单点突破”转向“生态融合”。昌平音乐公园证明，文旅的真正价值不仅在于自身消费，更在于其对交通、住宿、餐饮、零售、文娱等上下游产业的拉动效应。文旅项目应主动嵌入城市产业体系，成为区域经济发展的“连接器”与“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.