文旅案例 | 古镇不“古”：2026年文旅趋势下的古镇突围之路|三河古镇|千灯|文旅|民俗|水乡

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2026年的春节假期，文旅市场迎来了一场关于“传统”与“新生”的精彩演绎。从绍兴柯桥的“多巴胺”色彩到合肥三河的“春晚”流量，从上海南翔的赛博朋克到贵州土城的千灯巡游，古镇不再是那个只属于中老年人的怀旧场所，而是成为了年轻人争相打卡的“新宠”。透过春节假期的数据与现象，结合最新的政策导向与市场变化，我们可以清晰地捕捉到古镇文旅正在经历的深刻变革。古镇正在经历从“静态保护”向“动态生长”、从“观光游览”向“沉浸体验”、从“单打独斗”向“融合共生”的跨越式转型。

一、政策定调 | 从“分散保护”走向“连片发展”

在探讨具体玩法之前，必须先读懂最新的政策指挥棒。2026年2月，财政部与住房城乡建设部联合发布《关于开展传统村落特色保护区建设工作的通知》，为未来三年的古镇（传统村落）发展定下了基调。

这份文件释放了几个关键信号：第一，资金投入更精准。2026-2028年，中央财政将对入选县给予每个5000万元的定额补助，但钱不能用于“栽盆景、搭风景”的形象工程，必须花在刀刃上，如公共传统建筑修缮、基础设施完善和特色产业培育。第二，发展模式连片化。政策明确提出“跨省域打造传统村落特色保护区”，鼓励风貌接近、文化同源的地区统一规划，避免各自为政、同质化竞争。第三，强调内生动力。要求建立以村民为主体的保护机制，这意味着未来的古镇开发不再是简单的资本驱逐原住民，而是要让原住民成为古镇活态文化的一部分。这一政策的出台，为古镇文旅指明了方向：未来的竞争不再是单个古镇的“单打独斗”，而是文化主题的“片区品牌”之争。

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特色产业. 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、市场变局 | 游客为何而来？

如今的游客，尤其是作为消费主力的“Z世代”，他们的消费习惯正在重塑古镇的业态逻辑。

首先是“情绪价值”超越“功能价值”。游客去古镇不再满足于“看房子、买芡实糕”，而是寻求一种情感的共鸣或身份的认同。合肥三河古镇的走红极具代表性。借助春晚的惊鸿一瞥，三河古镇不仅接住了“泼天流量”，更通过复原百年茶楼“凌宝泰”，让民谣里传唱的“舍不得”变成了可触摸的现实。游客临窗而坐，品雨前茶，听船女哼唱民谣，这种“岁月静好”的氛围感，远比一块生硬的介绍牌更具吸引力。

其次是“在地化体验”的深度追求。游客希望融入当地生活，体验“老底子”的味道。绍兴柯桥的安昌古镇，持续二十七届的腊月风情活动，以“非遗传承+沉浸体验”为核心，城隍巡游把老街变成流动的舞台，水上婚礼再现水乡浪漫。这种原汁原味的民俗，让游客不仅是“看客”，更是参与者。

最后是“社交货币”的刚性需求。一个地方如果没有拍照打卡点、没有短视频传播点，在年轻人心中基本就等于“不存在”。贵州土城古镇的“千灯巡游”、孔明灯升空，柯桥古镇的“神马飞天”夜空大秀，都是为社交媒体量身定制的视觉爆点。

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 | 古镇“新”生的四条路径

面对上述政策红利与市场变化，古镇文旅在2026年呈现出四大突破性的发展思路。

业态突破：从“土特产”到“新国货”与“首店经济”。传统的古镇商业一度被批为“全国统一小吃街”。现在的趋势是，古镇正在成为新锐品牌和文化空间的孵化器。在柯桥的安昌古镇，旧厂房改造而成的公共文化空间“安昌里”开门迎客，引入“山赖咖啡”“绘锦轩”等新锐文创空间，年轻人在这里扎堆。这不仅是物理空间的改造，更是客群结构的重塑。咖啡的香气与酱鸭的咸香在古镇里奇妙共存，意味着古镇既能留住老年人的胃，也能抓住年轻人的心。合肥三河古镇更是创新性地打造“供销大集”，将合肥市300多种特产集中引入古镇。这种“首店集合”的模式，让游客“来一次古镇，买遍全市特产”，不仅盘活了闲置空间，更打通了文旅与农业、商业的壁垒。体验突破：从“看景”到“入景”的沉浸式交互。单纯的灯光秀已经过时，现在的关键是“科技赋能”与“人文叙事”的深度结合。柯桥古镇在2026年春节引入了春晚同款机器人，这些“大侠”在青石板巷间与游客互动拜年，让前沿科技变得触手可及。与此同时，鉴湖景区将水乡故事演成可游可赏的活态长卷，长达20米的空飘鳌鱼巡游，将渔歌、戏剧与马年祥瑞熔铸一体。而在上海南翔古镇，一边是粉墙黛瓦，一边是赛博朋克风格的炫彩装置，这种“古今同框”的视觉冲击，精准击中了年轻游客的审美点。土城古镇则通过“白天民俗+晚上夜游”的全时段运营，用“千灯巡游”和“红动音乐节”打破了古镇“白天看景、晚上走人”的魔咒。场景突破：从“单点游览”到“文商旅体展”融合。古镇不再是一个孤立的景区，而是成为了城市休闲生活的一部分。上海闵行七宝古镇的“迎财神”活动，不仅吸引了游客，还走进了沿街商铺，发放内含定制彩票的红包，直接带动了周边商圈的销售额提升。这种联动将古镇的客流外溢到了现代商场。重庆荣昌则利用夏布小镇和安陶小镇，将非遗技艺穿上“潮”衣，配合无人机灯光秀，让千年技艺成为文旅市场的“流量密码” 。此外，冰雪经济也在与古镇联动，绍兴柯桥乔波冰雪世界在春节日均客流量达1500人次，证明“冷资源”也能在古镇片区催生“热经济” 。运营突破：从“流量”到“留量”的服务升级。面对暴涨的客流，如何让“网红”变“长红”？2026年春节的案例给出了答案：诚意与服务。重庆荣昌在春节假期免费开放1.7万个停车位，覆盖城区机关企事业单位和公共停车场，这种“宠游客”的贴心服务，赢得了极佳的口碑。广东阳山青莲镇通过典型镇建设，完善了龙舟绿道、水文公园等公共设施，实现了“推窗见绿、出门入园”，让游客愿意留下来，也让民宿实现了“一房难求” 。

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".