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一、引言 | 最新政策

2026年3月，政府工作报告提出“高质量发展文化旅游业，丰富文旅体商等融合业态”，这是文旅体商业态融合概念首次正式亮相国家顶层政策文件。“丰富”二字的表述，为“十五五”开局之年的文旅产业发展指明了拓展方向——不再是单一业态的线性延伸，而是文化、旅游、体育、商业四大领域的系统性重构。

从发展实践来看，文旅体商融合绝非简单的业态叠加。其本质是以文化为内核、旅游为形态、体育为参与载体、商业为消费场景，构建沉浸式、复合型的消费场景。在这一逻辑下，城市更新、乡村振兴、赛事经济等均成为融合发展的试验场。

二、政策背景 | 理论框架

国家战略层面的首次定调：2026年政府工作报告对文旅体商融合的表述具有里程碑意义。此前，业态融合多停留在地方探索层面，如贵州“村BA”、江苏“苏超”等现象级IP虽已展现巨大潜力，但缺乏顶层设计支撑。此次写入政府工作报告，意味着融合发展的制度瓶颈有望在“十五五”时期得到系统性破解。全国政协委员、湖南省体育局局长黄东红指出，当前赛事经济发展存在顶层设计碎片化、产业生态脆弱、同质化严重、运营管理粗放四大问题，亟需建立省市县三级赛事经济联席会议机制，设立省级产业引导资金。这一判断同样适用于更广义的文旅体商融合——跨部门协同治理能力的提升，是业态深度融合的制度保障。

理论内核：体验经济的四维构建。文旅体商融合的理论基础可概括为“四位一体”的体验经济模型：文化为内核：解决“为什么来”的问题，需要深挖本土文化基因，避免千城一面、千赛一面。如绍兴提出“江南生活在绍兴”IP，将越文化、宋韵文化、名人文化转化为可体验的场景。旅游为形态：解决“怎么体验”的问题，通过线路设计、场景营造将分散资源串珠成链。海淀区“三山五园”通过数字孪生技术构建古今交融的游览动线。体育为参与载体：解决“如何互动”的问题，以赛事活动吸引人流、凝聚注意力。东北地区城市足球联赛（“东北超”）联动四省区八城市，开创跨区域群众体育新模式。商业为消费场景：解决“如何变现”的问题，将流量转化为消费增量。南昌市通过“融合消费码”实现政府引流、商户让利、消费者得惠的三方共赢。

The first official statement at the national strategic level: The 2026 government work report's description of the integration of culture, tourism, sports and commerce holds a milestone significance. Previously, the integration of business models mostly remained at the local exploration stage, such as the phenomenon-driven IPs like "Village BA" in Guizhou and "Su Super" in Jiangsu, although they have demonstrated great potential, they lacked top-level design support. This being included in the government work report means that the institutional bottlenecks for integrated development are expected to be systematically resolved during the "15th Five-Year Plan" period. National Committee member Huang Donghong from Hunan Province, the director of the Hunan Provincial Sports Bureau, pointed out that currently, there are four major problems in the economic development of events: fragmented top-level design, fragile industrial ecosystem, severe homogenization, and loose operation management. It is urgently necessary to establish a three-level joint meeting mechanism for event economy at the provincial, municipal and county levels and set up a provincial-level industry guiding fund. This judgment also applies to the broader concept of cultural, tourism, sports and commercial integration - the improvement of cross-departmental collaborative governance capabilities is the institutional guarantee for the deep integration of business models.

The theoretical core: The four-dimensional construction of the experience economy. The theoretical basis for the integration of culture, tourism, sports and commerce can be summarized as the "four-in-one" experience economy model: Culture as the core: Solving the problem of "why to come" requires deep exploration of local cultural genes, avoiding uniformity in every city and every competition. For example, Shaoxing proposed the "Jiangnan Life in Shaoxing" IP, converting Yue culture, Song Dynasty culture and celebrity culture into experienceable scenes. The "Three Mountains Five Gardens" in Haidian District constructed a tour route that integrates ancient and modern times through digital twin technology. Sports as the participation carrier: Solving the problem of "how to interact", attracting people and concentrating attention through sports events. The Northeast City Football League ("Northeast Super") linked four provinces and eight cities, pioneering a new model of cross-regional mass sports. Commerce as the consumption scene: Solving the problem of "how to monetize", converting traffic into consumption growth. Nanchang City achieved a win-win situation for the government, merchants and consumers through the "Integrated Consumption Code".

三、发展新思路 | 四大核心路径

数字化赋能：从物理叠加到化学融合。2026年，AI、数字孪生、元宇宙等技术正深度重构文旅体商融合的形态。北京海淀区在“AI+文商旅体融合”论坛上发布的九大项目中，“AI曹雪芹”“圆明园正觉寺沉浸式光影演艺”等标志性项目引人注目。这些项目不是简单的技术炫技，而是通过数字手段让文化“活起来”、让消费“沉浸进去”。数字技术的更深层价值在于打通产业边界。绍兴市提出推动国有景区实行“国企投资+民营运营”模式，植入全息投影、数字光影技术，逐步实现静态旅游向动态旅游转变。这种转型的本质，是用技术语言重构文化叙事，让游客在沉浸体验中自然产生消费动机。

赛事经济牵引：让“流量”变“增量”。体育赛事正成为撬动文旅体商融合的重要支点。数据显示，“湘超”联赛带动文旅消费达136.79亿元，“苏超”实现“1元门票带动7.3元消费”的亮眼成绩。这一现象的底层逻辑是：赛事具有高黏性、高频次的注意力聚合能力，能够为文旅商业提供稳定的流量入口。2026年新涌现的“东北超”赛事，在模式上更进一步。该赛事由辽宁、吉林、黑龙江、内蒙古四省区共同发起，首批参赛城市达8个，并面向全国公开招募特许商品服务合作商，开发球衣、纪念币、食品等全品类衍生品。这种“赛事IP+全域开发”的模式，将赛事流量转化为可持续的商业价值。河南的实践则展示了“体育搭台、文化唱戏”的另一路径。仰韶酒业与河南足球俱乐部达成战略合作，2026赛季河南队将以“河南俱乐部彩陶坊队”之名征战职业赛事，实现七千年仰韶文化与现代足球的跨界联动。这标志着体育IP与文化IP的深度融合，正在催生新的品牌价值空间。

主客共享共创：从“网红”到“长红”的逻辑跨越。成功的文旅场景必须有本地居民生活支撑，保留烟火气与日常物价体系，让游客享受居民同等便利。这一“主客共享”理念，正是破解同质化困境的关键。绍兴古城改造中，“景城一体”被确立为核心目标。通过推出古城walk畅行码、漫游地图、手持元宝游古城等产品，将居民日常生活空间转化为游客体验空间，实现“江南生活”的可触摸、可沉浸。这种模式下，本地人不是被“请出去”的表演者，而是与游客共创体验的参与者。南昌市在构建融合消费生态时，同样强调“政企同心、双向奔赴”。通过建立“优质商户资源库”，将景区、酒店、餐饮、运动场馆等各类市场主体纳入统一调度体系，政府负责引流，商户提供权益，共同服务市民与游客。

票根经济联动：打通消费闭环的机制创新。“票根经济”是2026年涌现的创新概念。绍兴市提出以“票根经济”为支点，串联文旅、赛事、商业等多维场景，推出“一张门票游绍兴”活动，开发“门票+住宿+餐饮+景区”联合优惠产品。其核心逻辑是：以一张票（赛事票、演出票、景区票）为凭证，撬动周边多业态消费。南昌市的“融合消费码”模式更具数字化特征。消费者在活动现场扫码完成“在场认证”后，即可获得消费券领取资格，在合作商户消费时自动抵扣。同时，码内集成商户专属权益，消费者可享受折扣、满减、赠品等多重优惠。这种模式实现了“政府引流、商户让利、消费者得惠”的闭环，让流量真正转化为可追踪、可运营的消费数据。

Digital empowerment: From physical superposition to chemical integration. In 2026, technologies such as AI, digital twins, and the metaverse are deeply reconfiguring the form of the integration of culture, tourism, entertainment, and commerce. At the "AI + Cultural Tourism Entertainment Integration" forum held in Haidian District, Beijing, nine projects were released. Among them, the landmark projects like "AI Cao Xueqin" and "Immersive Light and Shadow Performance at Yuanmingyuan Zhenge Temple" attracted much attention. These projects are not simple displays of technological prowess; they bring culture to life and immerse consumption. The deeper value of digital technology lies in breaking through industry boundaries. Shaoxing City proposed to promote state-owned scenic spots to adopt the "state-owned investment + private operation" model, integrating holographic projection and digital light and shadow technology, and gradually transforming static tourism into dynamic tourism. The essence of this transformation is to restructure cultural narratives using technical language and naturally generate consumption motivation for tourists through immersive experiences.

Event economy traction: Transforming "traffic" into "increment". Sports events are becoming an important fulcrum for driving the integration of culture, tourism, entertainment, and commerce. Data shows that the "Xiang Super League" has driven cultural tourism consumption to reach 13.679 billion yuan, and the "Su Super League" achieved the remarkable result of "1-yuan ticket leading to 7.3-yuan consumption". The underlying logic of this phenomenon is that events have high stickiness and frequent attention aggregation capabilities, which can provide stable traffic entrances for cultural tourism and commerce. In 2026, the newly emerged "Northeast Super League" event took this model to the next level. This event was initiated by four provinces and regions including Liaoning, Jilin, Heilongjiang, and Inner Mongolia. The first batch of participating cities reached 8, and it publicly recruited franchisees for special goods and services, developing full-category derivatives such as jerseys, commemorative coins, and food. This "event IP + all-round development" model converts event traffic into sustainable commercial value. The practice in Henan demonstrated another path of "sports as the stage, culture as the show". Yangshao Liquor and the Henan Football Club reached a strategic partnership, and in the 2026 season, the Henan team would compete in professional events under the name "Henan Club Cao Tao Fang Team", achieving cross-border linkage between 7,000-year-old Yangshao culture and modern football. This marks the deep integration of sports IP and cultural IP, which is giving rise to new brand value space.

Shared and co-created by hosts and guests: Crossing the logic from "internet sensation" to "long-lasting popularity". A successful cultural tourism scene must have the support of local residents' daily life, preserving the flavor and daily price system, allowing tourists to enjoy the same convenience as local residents. This "host and guest sharing" concept is precisely the key to solving the homogenization dilemma. In the renovation of the ancient city of Shaoxing, "scene-city integration" was established as the core goal. By launching products such as the "Ancient City Walk Smooth Travel Code", "Wandering Map", and "Holding Yuanbao to Explore the Ancient City", the daily living space of residents was transformed into a tourist experience space, achieving the touchability and immersion of "Jiangnan Life". Under this model, local people are not "performers invited out" but participants in the co-creation of experiences with tourists. Nanchang City, when building a integrated consumption ecosystem, also emphasized "government and enterprises working together, mutual progress". By establishing a "high-quality merchant resource database", various market entities such as scenic spots, hotels, restaurants, and sports venues were included in a unified dispatch system, with the government responsible for attracting traffic and merchants providing rights and interests, jointly serving citizens and tourists.

Ticket root economy linkage: Mechanism innovation to connect the consumption loop. "Ticket root economy" is an emerging innovative concept in 2026. Shaoxing City proposed to use "ticket root economy" as a fulcrum, connect multiple dimensions of scenarios such as culture, tourism, and events, and launch the "Tour in Shaoxing with One Ticket" activity, developing joint discount products of "ticket + accommodation + dining + scenic spot". Its core logic is: With one ticket (event ticket, performance ticket, scenic spot ticket) as the voucher, leverage multiple业态 consumption around it. Nanchang City's "Integrated Consumption Code" model has more digital characteristics. After consumers complete "on-site certification" by scanning the code at the event site， they can obtain the qualification for receiving consumption coupons and automatically deduct them when consuming in cooperative merchants. Meanwhile, within the code, exclusive benefits for merchants are integrated. Consumers can enjoy various discounts, promotions, and gifts. This model achieves a closed loop of "government attracting traffic, merchants offering concessions, and consumers benefiting", converting the traffic into traceable and operable consumption data.

四、产品创新方向 | 典型案例

沉浸式文旅产品：科技赋能文化IP。沉浸式演艺正成为文旅体商融合的拳头产品。绍兴计划推出《越王勾践》《越女传奇》等优质演艺项目，争取全年举办演唱会、音乐节50场以上，打造“跟着演艺去旅行”特色游线。圆明园正觉寺沉浸式光影演艺项目，则通过数字技术重现历史场景，让文物“说话”。城市更新领域的沉浸式商业空间同样值得关注。百联集团在苏州河畔打造的“百联食尚·苏河潮集”，依托光二仓库、光三仓库等百年历史建筑，引入米其林餐厅、文创市集、快闪演出，构建“美食+艺术+商业+文旅”的滨水复合消费场景。历史空间与现代消费的融合，既激活了存量资产，也为消费者提供了独特的场景体验。

赛事IP全产业链开发：“东北超”的特许商品开发模式，为赛事IP价值最大化提供了范本。开发品类涵盖球衣服饰、贵金属纪念币、球星卡、定制食品、数码配件等十余大类，几乎覆盖消费生活的所有领域。这种“IP+全品类”模式，将赛事影响力延伸至赛前、赛中、赛后的全时段。地方特色赛事的差异化发展同样值得关注。贵州“村BA”火爆之后，“苏超”“湘超”等地方联赛纷纷涌现。魏鹏举建议，文化上要实现百家争鸣，因地制宜地向公众呈现地方特色，依托原生态做出特色。河南足球与仰韶文化的结合，正是这一思路的体现——通过足球赛事传播中原文化，通过文化赋能提升赛事内涵。

数字化消费新场景：数字消费券正在从单纯的促销工具升级为消费生态构建平台。南昌市“融合消费码”不仅承载消费券发放功能，更成为连接政府、商户、消费者的数字化纽带。入库商户可灵活设置差异化权益内容，增强对目标客群的吸引力。海淀区推出的“时空流转走廊”则以19米高清LED屏动态演绎三山五园历史画卷，结合扫码猜谜、AI作诗等互动体验，让传统文化与数字科技对话。这种“文化+科技+互动”的模式，为博物馆、景区等传统空间的数字化转型提供了新思路。

复合型消费业态：“节气+运动+美食+非遗”的复合业态正在兴起。绍兴策划“二十四节气”系列活动，推动不同时令的特色消费。上海百联推出的“民间厨神争霸赛”“养生咖吧”等创新业态，将餐饮、健康、社交功能融为一体。乡村旅游领域，“微度假、深体验”成为方向。绍兴覆卮山、西白山等乡村旅游片区，融合田园采摘、民俗体验、精品民宿，打造周末村集等复合业态。这种模式突破了传统农家乐的低端定位，向品质化、主题化方向升级。

Immersive Cultural Tourism Products: Technology Empowers Cultural IPs. Immersive performances are becoming a key product for the integration of culture, tourism, sports and commerce. Shaoxing plans to launch high-quality performance projects such as "King Goujian of Yue" and "The Legend of the Yue Girl", aiming to hold more than 50 concerts and music festivals throughout the year and create a "traveling with performances" special tour route. The immersive light and shadow performance project of Yuanmingyuan Zhenzhue Temple is recreating historical scenes through digital technology, allowing the cultural relics to "speak". The immersive commercial spaces in the urban renewal field are also worthy of attention. Baolian Group has created "Baolian Food Style - Suzhou River Trend Collection" on the banks of the Suzhou River, relying on century-old historical buildings such as Light Two Warehouse and Light Three Warehouse, introducing Michelin restaurants, cultural markets, and pop-up performances, and constructing a waterfront multi-functional consumption scenario combining "food, art, commerce, and tourism". The integration of historical spaces and modern consumption not only activates the existing assets but also provides consumers with unique scene experiences.

All-round Development of IP for Sports Events: The "Specialized Merchandise Development Model of 'Northeast Super'" provides a model for maximizing the value of sports event IPs. The development categories cover clothing and accessories for sports, precious metal commemorative coins, star cards, customized food, digital accessories, and more than ten major categories, almost covering all areas of consumer life. This "IP + All Categories" model extends the influence of the event to all time periods before, during, and after the event. The differentiated development of local characteristic events is also worthy of attention. After the popularity of "Village Basketball", "Su Super", "Xiang Super" and other local leagues emerged. Wei Pengjihu suggested that in terms of culture, there should be a hundred schools of thought, presenting local characteristics to the public in a way that suits the local conditions, and making features based on the original ecology. The combination of Henan football and Yangshao culture is an embodiment of this thinking - spreading the Central Plains culture through football events and enhancing the event's connotation through culture empowerment.

New Digital Consumption Scenarios: Digital consumption vouchers are upgrading from simple promotional tools to a platform for building a consumption ecosystem. The "Integrated Consumption Code" in Nanchang not only has the function of distributing consumption vouchers but also becomes a digital link connecting the government, merchants, and consumers. Registered merchants can flexibly set differentiated rights and benefits content to enhance the attractiveness to target customer groups. The "Time Travel Corridor" launched by Haidian District combines a 19-meter high-definition LED screen to dynamically present the historical of the Three Mountains and Five Gardens，combined with interactive experiences such as scanning codes for riddles and AI poetry creation，allowing traditional culture to have a dialogue with digital technology. This "Culture + Technology + Interaction" model provides new ideas for the digital transformation of traditional spaces such as museums and scenic spots.

Comprehensive Consumption Formats：The "Seasonal + Sports + Food + Intangible Cultural Heritage" comprehensive format is emerging. Shaoxing plans to launch a series of "Twenty-Four Solar Terms" activities to promote characteristic consumption during different seasons. Shanghai Baolian launched innovative formats such as "Folk Cooking God Championship" and "Health Café"， integrating dining，health，socializing functions. In the rural tourism field， "micro vacation，deep experience" has become the direction. Rural tourism areas such as Fuchizhi Mountain and Xibai Mountain in Shaoxing，integrating rural agricultural picking，folk experience，and high-end guesthouses，have created composite formats such as weekend village collections. This model breaks through the low-end positioning of traditional and upgrades to a quality-oriented and theme-based direction.