一大波政府资金涌入文旅产业

A large wave of government funds poured into the cultural tourism industry

重振文旅产业，成为2023年各地稳增长、扩内需、强信心的“必选动作”。各地政府不约而同传递出推动文旅产业高质量发展积极信号，多地百亿级、千亿级文旅项目密集亮相。

Reviving the cultural and tourism industry has become a "must-have action" for steady growth, expansion of domestic demand and strong confidence in 2023 ". Local governments have all conveyed positive signals to promote the high-quality development of the cultural and tourism industry, and many places have made intensive appearances in tens of billions of levels and hundreds of billions of levels of cultural and tourism projects.

今年2月以来，全国多个省市相继发布一系列旨在促进文化旅游产业发展的政策，通过“真金白银”的政策激励，提振文旅消费，为文旅产业注入强劲动力。新旅界梳理了自2月以来，全国各省及地市发布的典型激励政策，挖掘出政策发力的三大方向：一是项目带动引领；二是培育优质市场主体；三是重视“旅游+”发展。通过借鉴多地政策发力方向，为地方制定激励政策，提振文旅产业发展提供借鉴和参考。

Since February this year, many provinces and cities across the country have successively issued a series of policies aimed at promoting the development of the cultural tourism industry. Through the "real money" policy incentives, cultural tourism consumption has been boosted and strong impetus has been injected into the cultural tourism industry. The new tourism industry has sorted out the typical incentive policies issued by various provinces and prefectures and cities across the country since February, and excavated three major directions of policy force: first, project-driven leadership; second, cultivating high-quality market entities; third, attaching importance to the development of "tourism. By drawing on the direction of multi-land policy, it provides reference and reference for local governments to formulate incentive policies and boost the development of the cultural and tourism industry.

项目引领提振产业发展

Project leading to boost industrial development

项目既是产业发展的重要支撑，也是促进文旅深度融合、推动旅游业高质量发展的重要抓手。

The project is not only an important support for industrial development, but also an important starting point to promote the deep integration of culture and tourism and promote the high-quality development of tourism.

3月31日，山东省发布《关于促进文旅深度融合推动旅游业高质量发展的意见》，提出实施重大项目引领工程，推进文化“两创”、红色文旅、数字文旅、海洋旅游、工业旅游、乡村旅游、黄河文旅、生态旅游、文旅康养、基础设施等十大类工程。到2027年，实施300个以上重大文旅项目，累计投资超过5000亿元，形成25个以上“雁阵形”文旅产业集群。3月26日，在2023山东省旅游发展大会上，山东重点发布了30个文旅招商项目，分为五大类：休闲康养类、海洋旅游类、乡村旅游类、研学旅游类和文化体验类。康养类项目是山东较为重视的类别，也是近年来不断发力的方向。山东积极推进文旅与康养产业融合发展，着力打造“康养山东”要素产品体系。在政策上明确表示，保障项目用地，提供资金支持，每年在全省遴选10个文旅康养强县，每个给予1000万元奖励资金，实施重点项目建设，为休闲康养产业提供优越政策环境。康养旅游，堪称近年来的旅游“种子”选手。后疫情时代，越来越多人的旅游需求“由外而内”，开始注重健康、养生和心灵共鸣。休闲康养旅游正是依托于优美的自然环境、温泉、森林公园、壮美山峦等，为游客提供接近自然、释放内心的独特旅游体验，康养旅游凭借自身“健康+”标签、社交距离感、空间时间上的“避峰”，受到越来越多消费者的关注和喜爱。

On March 31, Shandong Province issued the "Opinions on Promoting the Deep Integration of Cultural Tourism and Promoting the High-quality Development of Tourism", proposing to implement major project leading projects to promote cultural "two creations", red cultural tourism, digital cultural tourism, marine tourism, Ten categories of projects including industrial tourism, rural tourism, Yellow River cultural tourism, eco-tourism, cultural tourism and health care, and infrastructure. By 2027, more than 300 major cultural and tourism projects will be implemented, with a cumulative investment of more than 500 billion yuan, forming more than 25 "wild goose array" cultural and tourism industry clusters. On March 26, at the 2023 Shandong Tourism Development Conference, Shandong mainly released 30 cultural and tourism investment projects, which were divided into five categories: leisure and health care, marine tourism, rural tourism, research tourism and cultural experience. The health care project is a category that Shandong pays more attention to, and it is also the direction of continuous force in recent years. Shandong actively promotes the integration and development of cultural tourism and health care industry, and strives to build a "health care Shandong" element product system. In terms of policy, it is clearly stated that the land for the project will be guaranteed and financial support will be provided. Every year, 10 cultural, tourism, health and health care counties will be selected in the province, and each will be given 10 million yuan in reward funds to implement key project construction and provide a superior policy environment for the leisure and health care industry. Health tourism can be called the "seed" of tourism players in recent years. In the post-epidemic era, more and more people's travel needs are "from the outside in" and are beginning to focus on health, wellness and spiritual resonance. Leisure and health tourism relies on the beautiful natural environment, hot springs, forest parks, magnificent mountains, etc., to provide tourists with a unique travel experience that is close to nature and releases their hearts. Health tourism relies on its own "health" label, sense of social distance, and space The "peak avoidance" in time has attracted more and more consumers' attention and love.

康养旅游要想发展得好，必然要以优质的乡村环境为“根据地”，乡村旅游的成长速度，也与康养旅游的火热程度成正相关。

If health tourism wants to develop well, it must take the high-quality rural environment as the "base". The growth rate of rural tourism is also positively related to the popularity of health tourism.

3月，山东省发布《山东省文化和旅游厅等8部门关于推进乡村旅游高质量发展的实施方案（2023-2025年）》。明确提出优化建设乡村度假长廊、重点建设康养游憩带的任务。充分发挥泰山、沂蒙山核心景区辐射带动作用，整合资源、丰富业态，聚力打造两大生态怡人、景致优美、文化浓郁的休闲康养游憩带。依托齐鲁八号风情路、泰山九女峰、福憩泰山等民宿集聚区，开发创意山居、茶园客栈、乡村营地、农遗非遗展示、摄影写生等多层次文化旅游业态，建设环泰山乡村休闲康养游憩带。利用康养旅游业态带动乡村旅游，只是项目带动文旅行业高质量、集群化发展的一个缩影。立足全国，可以看到，多个省份均支持以康养旅游作为旅游发展的引领，并给予政策上的大力支持。今年以来，云南省、浙江省、河南省等地相继发布消息，大力支持康养旅游发展

In March, Shandong Province issued the "Implementation Plan of 8 Departments including the Shandong Provincial Department of Culture and Tourism on Promoting the High-quality Development of Rural Tourism (2023-2025)". Clearly put forward the task of optimizing the construction of rural holiday corridors and focusing on the construction of health and recreation belts. Give full play to the radiation and driving role of the core scenic spots of Mount Tai and Yimeng Mountain, integrate resources, enrich business formats, and focus on creating two major ecological, beautiful scenery, and culturally rich leisure and recreation belts. Relying on Qilu No.8 Fengqing Road, Mount Tai Jiu Nu Peak, Mount Tai Fu and other residential accommodation gathering areas, we will develop multi-level cultural tourism formats such as creative mountain residence, tea garden inn, rural camp, agricultural heritage exhibition, photography and sketching, and build a leisure and recreation belt around Mount Tai. The use of health tourism to drive rural tourism is only a microcosm of the high-quality and clustered development of the cultural tourism industry driven by the project. Based on the whole country, we can see that many provinces support health tourism as the guide of tourism development, and give strong policy support. Since the beginning of this year, Yunnan Province, Zhejiang Province, Henan Province and other places have successively released news to vigorously support the development of health tourism.

云南省策划推出100个以上省级重大文旅项目，推动文化旅游与医疗、教育、体育、养老、科技等产业深度融合发展，推出医疗健康、中医药养生、户外运动、科普研学、旅居养老等康养旅游新业态，对年度投资2亿元以上的省级重大文旅项目，按其实际完成投资的3%给予奖励。

Yunnan Province plans to launch more than 100 major provincial-level cultural and tourism projects to promote the in-depth integration of cultural tourism with medical, education, sports, elderly care, technology and other industries, and launch medical and health, traditional Chinese medicine health, outdoor sports, popular science research, residential and elderly care, etc. New forms of health care tourism will be rewarded for major provincial-level cultural and tourism projects with an annual investment of more than 0.2 billion yuan, 3% of their actual investment.

浙江省重点推进泰顺华东大峡谷、龙泉瓯江文化休闲康养中心等项目建设，培育省级以上生态旅游示范区20个以上，并优先保障文旅重大项目土地、资金等要素。河南省加大对黄河文化产品、休闲度假产品、乡村康养等四季重点文旅产品的宣传推介力度，对工作开展较好的省辖市（济源示范区、航空港区）给予宣传营销经费补贴。除此之外，许多省市也聚焦鼓励促进文旅融合、旅游名片打造、消费集群创建等类型项目打造。

Zhejiang Province focuses on promoting the construction of Taishun East China Grand Canyon and Longquan Oujiang cultural leisure and health care center, cultivating more than 20 eco-tourism demonstration areas above the provincial level, and giving priority to the protection of land, funds and other elements of major cultural and tourism projects. Henan Province has increased the publicity and promotion of key cultural and tourism products in the four seasons, such as the Yellow River cultural products, leisure and vacation products, and rural health care, and provided publicity and marketing subsidies to provincial cities (Jiyuan Demonstration Zone, Airport Area) that have carried out better work. In addition, many provinces and cities also focus on encouraging the promotion of cultural and tourism integration, tourism business card creation, consumer cluster creation and other types of projects.

江苏省安排9000万元支持文旅融合建设、产业融合新业态、文旅产业平台等项目，安排1.16亿元文化和旅游发展资金，支持消费提振、产业融合、数字赋能等项目。福建省重点支持各地各部门系统性谋划开发一批主题鲜明、具有地方特色、产业整合度高、示范性强的文旅产业项目。湖南省加快下达2亿元省级文化和旅游发展专项资金，围绕建设世界旅游目的地，打造“五张名片”，重点支持消费提振、文旅融合等项目。壮大优质主体带动区域发展市场主体是经济社会发展的韧性、潜力和底气所在，是稳住经济大盘的关键支撑，也是推动旅游业高质量发展的重要力量。为了推动文旅产业的可持续发展，各地政府重视培育优质市场主体，鼓励企业和个人积极参与文旅产业发展。壮大领军企业，培育规模大、结构优、韧性强的文商旅企业是许多省市的“发力点”。在本地培育、引进带动力强的旅游行业龙头企业、领军企业，配合本地旅游产业总体发展格局，补充旅游发展空白，补齐、带动甚至创造产业链条，丰富地市旅游产业。以点带面，既可以带动区域发展，又能够优化文化旅游产业生态环境，催生一批生龙活虎的旅游中小微企业及市场主体。4月16日，常州市发布《关于加快推进文商旅融合发展的实施意见》，突出强调市场主体培育工程，力争到2025年，新增1家全国“旅游集团20强”、5家上市文商旅企业、3个省级以上文化产业和旅游产业融合发展示范区、5个省级以上文化产业示范园区（基地）。与此同时，常州市对优质市场主体给出了“丰厚”奖励政策：对首次入选全国“旅游集团20强”文旅企业，给予200万元一次性奖励；对首次进入统计库的规模以上文旅企业，给予10万元一次性奖励；对进入辅导备案的文旅企业、申报上市的文旅企业、创成五星级旅游饭店等文旅企业，给予50-100万元不等的奖励……不难看出，常州市希望通过大力扶持具有国际国内竞争力的文商旅融合发展企业主体，做大主体规模。发展规模即可形成集聚带动效应，当企业具备一定的投资规模，当地旅游功能和服务体系完善，在吸引客源、促进消费等方面就有明显的带动作用和聚集效应。湖南省在培育优质市场主体的道路上，注重引来“金凤凰”。湖南省在培育本土文旅“千亿企业”和“百亿企业”目标的基础上，鼓励世界500强旅游企业或中国旅游集团20强企业投资湖南，给予每家最高不超过500万元的一次性资金奖补。

Jiangsu Province has arranged 90 million yuan to support projects such as the construction of cultural and tourism integration, new forms of industrial integration, and cultural and tourism industry platforms, and 0.116 billion yuan of cultural and tourism development funds to support projects such as consumption boosting, industrial integration, and digital empowerment. Fujian Province focuses on supporting various localities and departments to systematically plan and develop a number of cultural and tourism industry projects with distinct themes, local characteristics, high industrial integration and strong demonstration. Hunan Province has accelerated the issuance of 0.2 billion yuan of provincial special funds for cultural and tourism development, focusing on the construction of world tourism destinations, creating "five business cards", focusing on supporting projects such as consumption boosting and cultural and tourism integration. Strengthening high-quality subjects to drive regional development market subjects is the resilience, potential and confidence of economic and social development, the key support to stabilize the economic market, and an important force to promote the high-quality development of tourism. In order to promote the sustainable development of the cultural and tourism industry, local governments attach importance to cultivating high-quality market players and encourage enterprises and individuals to actively participate in the development of the cultural and tourism industry. Strengthening leading enterprises and cultivating large-scale, well-structured, and resilient cultural, business and travel enterprises are the "starting points" of many provinces and cities ". Cultivate and introduce leading enterprises and leading enterprises in the tourism industry with strong driving force locally, cooperate with the overall development pattern of the local tourism industry, supplement the gaps in tourism development, complement, drive and even create industrial chains, and enrich the tourism industry in prefectures and cities. It can not only promote regional development, but also optimize the ecological environment of cultural tourism industry, and give birth to a number of vigorous tourism small and medium-sized enterprises and market entities. On April 16, Changzhou City issued the "Implementation Opinions on Accelerating the Integrated Development of Culture, Business and Tourism", highlighting the market main body cultivation project, and striving to add 1 national "Top 20 Tourism Groups" and 5 listed culture, business and tourism companies by 2025, 3 demonstration zones for the integrated development of cultural industries and tourism industries above the provincial level, and 5 cultural industry demonstration parks (bases) above the provincial level. At the same time, Changzhou City has given a "generous" reward policy to high-quality market entities: 2 million yuan will be given a one-time reward to cultural and tourism enterprises selected for the first time as one of the "Top 20 Tourism Groups" in the country; A one-time reward of 100000 yuan will be given to cultural and tourism enterprises above designated size that enter the statistical database for the first time. For cultural and tourism enterprises that have entered the counseling record, those that have declared for listing, give rewards ranging from 50 to 1 million yuan... It is not difficult to see that Changzhou City hopes to develop the main body of the enterprise by vigorously supporting the integration of cultural, commercial and travel with international and domestic competitiveness, and make the main body larger. The scale of development can form the agglomeration driving effect. When the enterprise has a certain investment scale and the local tourism function and service system are perfect, it will have an obvious driving effect and agglomeration effect in attracting tourists and promoting consumption. On the road of cultivating high-quality market subjects, Hunan Province pays attention to attracting "golden phoenix". On the basis of cultivating local cultural and tourism "100 billion enterprises" and "10 billion enterprises", Hunan Province encourages the world's top 500 tourism enterprises or the top 20 enterprises of China Tourism Group to invest in Hunan, giving each one a one-time fund of no more than 5 million yuan.

昆明市也在政策上提出积极引进全国、世界知名的大型文旅集团，推动大型文旅企业上市，吸引国内知名的创意设计企业、现代传媒企业等到昆设立地区发展总部，并给出财政、金融信贷等政策支持。

In terms of policy, Kunming also proposes to actively introduce national and world-renowned large-scale cultural and tourism groups, promote the listing of large-scale cultural and tourism enterprises, attract domestic well-known creative design enterprises and modern media enterprises to set up regional development headquarters in Kunming, and provide financial, financial and credit policy support.

嘉兴桐乡市发布政策，鼓励旅游饭店加强与国内（国际）知名品牌酒店管理集团合作，对符合要求的委托经营、投资兴建等活动给予15-30万元不等的奖励。

Jiaxing Tongxiang City issued a policy to encourage tourist hotels to strengthen cooperation with domestic (international) well-known brand hotel management groups, and give rewards ranging from 15 to 300000 yuan for activities such as entrusted operation and investment and construction that meet the requirements.

“旅游+”新业态 掌握流量密码

"Tourism" new format master traffic password

以文塑旅、以旅彰文。为进一步推动文化与旅游深度融合，各省市重视“旅游+”模式发展。“旅游+”是把旅游作为主体地位，旅游与其他产业融合发展。比如，旅游+演出、旅游+营地、旅游+展览……丰富的业态，不仅创造了旅游市场新的增长点，也为其他产业的发展开辟了新路径，促进各类型资源的有效利用。分析各地推出的政策，主要关注以下几个“旅游+”业态“旅游+活动”开年以来，演唱会、音乐节等各类线下活动强势迎来复苏。5月9日， “五月天北京鸟巢演唱会”开票当日，北京全城住宿预订量较2019年同期增长约300%。“鸟巢”周边5公里住宿预订量上涨2400%。这样空前火热的场景，印证了“旅游+活动”业态的火热。音乐节、展会等活动除了门票收入，还可以直接拉动本地城市餐饮、住宿、交通等方面消费增长。越来越多的地市也注意到这一现象，纷纷出手，试图借线下活动热度“东风”。

To the culture of the brigade, to the brigade Zhang Wen. In order to further promote the deep integration of culture and tourism, all provinces and cities attach importance to the development of "tourism +" mode. "Tourism +" is to take tourism as the main position, tourism and other industries integration development. For example, tourism + performances, tourism + camps, tourism + exhibitions... The rich format not only creates new growth points in the tourism market, but also opens up new paths for the development of other industries and promotes the effective use of various types of resources. Analysis of the policies introduced around the main focus on the following "tourism +" format "tourism + activities" since the start of the year, concerts, music festivals and other offline activities have ushered in a strong recovery. On May 9, on the day of the "May Day Beijing Bird's Nest Concert", the number of accommodation bookings in Beijing increased by about 300 compared with the same period in 2019. "Bird's Nest" around 5km accommodation bookings increased by 2400. Such an unprecedented hot scene confirms the fiery format of "tourism + activities. In addition to ticket revenue, music festivals, exhibitions and other activities can directly stimulate the growth of local urban catering, accommodation, transportation and other aspects of consumption. More and more prefectures and cities have also noticed this phenomenon and have made moves to try to take advantage of the "east wind" of offline activities ".

河南省提出统筹开展多领域、多层次的消费促进活动，筹办大型演艺活动、赛事、展会，举办或参加消费促进月、国际消费季、双品购物节、老字号嘉年华、全球文旅创作者大会、体育产业博览会等活动，省财政给予奖补。

Henan Province proposes to coordinate the development of multi-field and multi-level consumption promotion activities, organize large-scale performing arts activities, competitions, and exhibitions, hold or participate in consumption promotion month, international consumption season, double-product shopping festival, time-honored carnival, global cultural and tourism creators conference, Sports Industry Expo and other activities, the provincial finance will give awards and subsidies.

苏州市评选一批苏州市文旅消费优秀活动，给予不超过实际投资额的20%、最高不超过30万元的奖补。常州市提出树立城市演艺新标杆，提升演唱会、音乐活动等品牌吸引力，建设青果巷、文化广场、运河五号等演艺消费集聚区。同时，对激活文旅演艺市场、推动会展业市场化发展的主体，给予不超过100万元的奖励同时，各地市同样注重从消费端发力，为消费者提供实实在在的实惠：山东省财政安排3000万元给予补助，带动各市发放1亿元以上文化和旅游惠民消费券。河南省鼓励各地发放零售、餐饮、文化旅游、住宿等消费券，省财政按不超过省辖市（济源示范区、航空港区）实际财政支出的30%给予补贴奖补。广东省面向在本地消费的居民游客发放总值约1000万元的文旅消费惠民补贴。大连市启动“五折嗨游大连”文旅消费券发放活动，活动持续至4月29日，共发放400万元文旅消费券。各地市双管齐下，一是从供给侧发力，根据旅游消费者的需求，有效打造旅游活动，不断丰富旅游产品供给，助力文旅消费热起来。二是从消费端发力，加大政府促消费的扶持力度，以消费券撬动成百上千倍消费额，提升消费信心，持续释放旅游消费潜力，为行业复苏和振兴注入动能。“旅游+非遗”2月17日，文旅部发布《文化和旅游部关于推动非物质文化遗产与旅游深度融合发展的通知》，提出推进推动非遗与旅游在更广范围、更深层次、更高水平上融合。各地市更重视非遗，在不断的尝试与总结中，对于如何促进传统文化与旅游的融合，进而带动文旅行业高质量发展也有了不同的认识。

Suzhou City selected a batch of excellent cultural and tourism consumption activities in Suzhou City, and gave awards and subsidies not exceeding 20% of the actual investment and not exceeding 300000 yuan. Changzhou proposes to set up a new benchmark for urban performing arts, enhance the attractiveness of brands such as concerts and music activities, and build performing arts consumption gathering areas such as Qingguo Lane, Cultural Square and Canal 5. At the same time, the main body that activates the cultural tourism performing arts market and promotes the market-oriented development of the exhibition industry will be given a reward of no more than 1 million yuan. At the same time, all prefectures and cities also pay attention to making efforts from the consumer side to provide consumers with tangible benefits: Shandong Province's finance Arranged 30 million yuan to provide subsidies to drive cities to issue cultural and tourism coupons above 0.1 billion yuan. Henan Province encourages all localities to issue consumer vouchers for retail, catering, cultural tourism, accommodation, etc., and the provincial finance will give subsidies and subsidies not exceeding 30% of the actual fiscal expenditure of the provincial cities (Jiyuan demonstration zone, airport port area). Guangdong Province provides residents and tourists who spend locally with a total value of about 10 million yuan to benefit the people. Dalian launched the "50% discount hi tour to Dalian" cultural and tourism consumption coupons, which lasted until April 29, with a total of 4 million yuan of cultural and tourism consumption coupons. The two-pronged approach of various localities and cities is to make efforts from the supply side to effectively create tourism activities according to the needs of tourism consumers, constantly enrich the supply of tourism products, and help cultural and tourism consumption to become hot. Second, from the consumer side, increase the government's support to promote consumption, with consumer vouchers to pry hundreds of thousands of times the amount of consumption, enhance consumer confidence, continue to release the potential of tourism consumption, for the recovery and revitalization of the industry to inject momentum. On February 17, the Ministry of culture and tourism issued the notice of the Ministry of culture and tourism on promoting the deep integration and development of intangible cultural heritage and tourism, proposing to promote the integration of intangible cultural heritage and tourism in a wider range, deeper level and higher level. Various prefectures and cities pay more attention to intangible cultural heritage. In continuous attempts and summaries, they have different understandings on how to promote the integration of traditional culture and tourism, and then promote the high-quality development of the cultural and tourism industry.

非遗剪纸（图源：滨州文旅）

Intangible Cultural Heritage Paper-cut (Source: Binzhou Cultural Travel)

江苏省、安徽省、云南省、内蒙古等地都推出了数量不等的非遗特色精品旅游线路，为消费者到本地旅游提供更多样的选项，也推进本地文旅融合进程。

Jiangsu Province, Anhui Province, Yunnan Province, Inner Mongolia and other places have launched a number of non-heritage boutique tourism routes, providing consumers with more options for local tourism, but also to promote the process of local cultural and tourism integration.

其中，江苏省还推出无限定空间非遗进景区示范项目15个，非遗工坊30个，采取补贴、奖励和贷款贴息等多种方式进行扶持。

Among them, Jiangsu Province has also launched 15 demonstration projects of unlimited space intangible cultural heritage into scenic spots and 30 intangible cultural heritage workshops, which are supported by subsidies, incentives and loan discounts.

一些地市也在着力于让非遗“活”起来、“动”起来、“用”起来，开发非遗生产、体验、互动等新模式，力图打造新的文化消费增长点。

Some prefectures and cities are also focusing on making intangible cultural heritage "live", "move" and "use", developing new models of intangible cultural heritage production, experience, and interaction, and trying to create new growth points for cultural consumption.

云南省在2023年推出100个以上省级重大文旅项目的政策背景下，深入推进“文化润滇”，推进景迈山古茶林景观申遗，规划建设大理太和城、晋宁石寨山古墓群等国家考古遗址公园和云南非遗博览园，开发文博和非遗体验消费项目。

Under the policy background of launching more than 100 provincial major cultural and tourism projects in 2023, Yunnan Province will further promote "cultural moistening Yunnan", promote the application of ancient tea forest landscape in Jingmai Mountain, plan and build national archaeological site parks such as Dali Taihe City and Jinning Shizhai Mountain Ancient Tombs Group and Yunnan Intangible Heritage Expo Park, and develop cultural and intangible cultural heritage experience consumption projects.

烟台市财政安排100万元，对非遗保护传承有力、品牌效应突出、拉动消费成效显著的区市予以补贴，实施“山东手造”推进工程，开设非遗文创推广运营中心，推出非遗原创标识和国潮品牌，打造新的文化消费增长点。

Yantai City has allocated 1 million yuan to subsidize districts and cities with strong inheritance of intangible cultural heritage protection, outstanding brand effect and remarkable effect in stimulating consumption. It has implemented the "Shandong Handmade" promotion project, set up an intangible cultural heritage promotion and operation center, launched intangible cultural heritage original logo and national tide brand, and created a new growth point of cultural consumption.

“旅游+夜经济”

"Tourism night economy"

如今，人们的夜生活正在趋向多元化，夜经济已成为反映城市经济复苏的一面镜子，夜游、夜赏、夜玩、夜读等新业态逐渐崛起，助力夜间经济规模不断扩大，并释放出强大的消费力。要想繁荣夜间文化旅游市场，激活文旅消费，让“夜间经济”成为旅游的新亮点，离不开政策的支持与护航。

Nowadays, people's nightlife is becoming more diversified, and the night economy has become a mirror reflecting the economic recovery of the city. New formats such as night travel, night appreciation, night play and night reading are gradually rising, helping the scale of the night economy to expand continuously and release strong consumption power. To prosper the night cultural tourism market, activate cultural tourism consumption, and make the "night economy" a new highlight of tourism, it is inseparable from policy support and escort.

各地市注重夜经济各种业态的打造，试图唤醒多元文旅业态，拉动消费回暖。河南省提出壮大夜购、夜食、夜游、夜娱、夜宿、夜展、夜读等规模，打造多业态融合发展的夜经济场景。昆明市、北京市等地注重打造多样化的本土夜间产品。昆明市着重发展夜游景区（公园）、夜游街区（美食街区）、夜游活动、水上演出等，打造一批夜间文化项目营造“夜昆明”休闲氛围。通过别具一格的本土夜游旅游模式，为游客创造出更加多元化、差异化的感受，吸引更多旅游消费，推动夜经济进一步发展。

All cities pay attention to the night economy of various types of business to create, trying to awaken the multi-cultural tourism industry, to stimulate consumption recovery. Henan Province proposes to expand the scale of night shopping, night food, night travel, night entertainment, night stay, night exhibition, night reading, etc., to create a night economic scene of multi-format integration and development. Kunming, Beijing and other places focus on creating a variety of local night products. Kunming focuses on the development of night tour scenic spots (parks), night tour blocks (food districts), night tour activities, water performances, etc., to create a number of night cultural projects to create a "night Kunming" leisure atmosphere. Through the unique local night tour tourism mode, we can create more diversified and differentiated feelings for tourists, attract more tourism consumption, and promote the further development of night economy.

昆明夜生活（图源：昆明文旅）

Kunming Nightlife (Source: Kunming Cultural Tourism)

同时，各地市也注重夜经济集聚区的培育。夜经济集聚区是发展夜间经济的重要组成部分，为充分释放夜间消费潜力、做大做强夜经济、培育经济新增长点。河南省、辽宁省、湖南省等地对到达一定规模的夜经济集聚区（或所在县、市、区）给出20-500万元的奖励；常州市也立下目标，力争到2025年，新增4个省级以上夜间文旅消费集聚区。2023年，复苏与发展是文旅产业发展的“主旋律”。在如今“柳暗花明”的市场态势下，康养旅游、“旅游+”等业态都将是文旅行业发展的新动力，而来自各地市的税收优惠、费用减免、行业补贴等多层面的“排忧解难”，也将有效助力文旅行业提振发展。各地政策的梳理，可以为各地市文旅产业发展提供视野与思路，共同建构文旅行业更优质的格局和生态。

At the same time, all cities also pay attention to the cultivation of night economic agglomeration area. Night economic agglomeration area is an important part of the development of night economy, in order to fully release the potential of night consumption, expand and strengthen the night economy, and cultivate new economic growth points. Henan Province, Liaoning Province, Hunan Province and other places will give 20-5 million yuan rewards to night economic clusters (or counties, cities, and districts) that reach a certain scale; Changzhou City has also set a goal, and strive to increase by 2025, 4 new night cultural tourism consumption clusters above the provincial level. In 2023, recovery and development is the "main theme" of the development of the cultural and tourism industry ". Under the current market situation of "dark willows and bright flowers", health tourism, "tourism" and other business formats will be the new driving force for the development of the cultural tourism industry, and the tax incentives, fee reductions, industry subsidies and other multi-level "solving problems" from various regions and cities, It will also effectively help the cultural tourism industry to boost its development. The combing of local policies can provide vision and ideas for the development of the cultural and tourism industry in various cities, and jointly construct a better pattern and ecology of the cultural and tourism industry.