西北民航：“首乘+航文旅”为市场发展提供新动能

Northwest Civil Aviation: "First Passenger + Flight Culture and Tourism" Provides New Momentum for Market Development

2026年暑运，航空市场发展呈现出新的特点，一方面， 7、8月份的航班量、旅客运输量相较于1-6月增长明显，暑运仍是传统的市场旺季；另一方面，受航油成本增长、内需不足、高铁竞争等内外部因素的影响，市场发展面临较大挑战。面对暑运新形势，西北民航各单位将做优首乘服务与推动航文旅融合发展深入结合，“首乘+航文旅”为航空市场提供了新动能，成为“稳市场”的压舱石。

During the 2026 summer travel season,the aviation market has shown new development features. On the one hand, flight volume and passenger traffic in July and August increased significantly compared with January to June, and the summer travel season remains a traditional market peak. On the other hand, affected by internal and external factors such as rising jet fuel costs, insufficient domestic demand, and competition from high-speed rail, market development faces considerable challenges. Facing the new situation of the summer travel season, civil aviation entities in Northwest China will deeply integrate improving first-time flyer services with promoting the integrated development of aviation, culture, and tourism. "First-time flyer + aviation, culture, and tourism" has provided new momentum for the aviation market and become a ballast stone for stabilizing the market.

首乘服务是民航的暖心品牌，是一个区域对外展示的窗口，也是航文旅融合发展的重要基础。首乘旅客大多是初次来西北、初次出游的增量客源，是文旅市场最具潜力的新生消费群体。可以说，首乘服务的体验质感，直接决定游客来西北旅游的第一印象，也直接影响文旅市场的人气活力。

First-time flyer service is a warm-hearted brand of civil aviation, a window for a region to present itself to the outside world, and an important foundation for the integrated development of aviation, culture, and tourism. Most first-time flyers are incremental passengers who are visiting Northwest China and traveling for the first time, and they are the emerging consumer group with the greatest potential in the cultural tourism market. It can be said that the experiential quality of first-time flyer service directly determines tourists' first impression of traveling in Northwest China and directly affects the popularity and vitality of the cultural tourism market.

西北管理局发挥行业政府引领作用，从顶层设计方面筑牢首乘服务与航文旅深度融合的基础。管理局推进“场景引领”首乘服务再升级主题活动，将“首乘航文旅服务”作为升级首乘服务的重要场景之一，引导辖区各航空公司、机场结合地域特点和文旅资源优势，打造首乘航文旅融合产品，促进市场提质增效。开展“跨域+跨业”合作，与陕西省文旅厅联合印发推进航空和旅游与民航业融合发展工作方案，将做好首乘旅客航空旅游服务作为重要内容，引导航企深挖首乘研学旅客、国际首乘旅客、首乘老年和儿童旅客等的航空旅游潜力。

The Northwest Regional Administration gave play to the leading role of the industry government and, through top-level design, solidified the foundation for the deep integration of first-time flyer services with aviation, culture, and tourism. The Administration advanced the themed activity of upgrading first-time flyer services through "scenario guidance," making "first-time flyer aviation, culture, and tourism services" one of the important scenarios for upgrading first-time flyer services, and guiding airlines and airports in its jurisdiction to develop integrated first-time flyer aviation, culture, and tourism products in light of regional characteristics and cultural tourism resource advantages, so as to promote market quality and efficiency. It carried out "cross-regional and cross-sector" cooperation and, together with the Shaanxi Provincial Department of Culture and Tourism, jointly issued a work plan for promoting the integrated development of aviation, tourism, and the civil aviation industry, making good first-time flyer aviation tourism services an important part of the plan and guiding aviation enterprises to deeply tap the aviation tourism potential of first-time flyer study-tour passengers, international first-time flyers, and elderly and child first-time flyers.

为推动各项融合措施落地落实，西北管理局携手陕西省文旅厅、安康市政府组织举办“云端启航·文旅共融”陕西支线机场航文旅融合主题活动，搭建平台，引导航空公司、机场和地方文旅企业凝聚合力，推出“首乘+航文旅”产品，签订意向合作协议，联合开展首乘服务和航文旅下沉营销，扩大民航客源。为精准分析首乘服务和航文旅融合对市场发展的促进作用，管理局建立“首乘+航文旅”信息月度报送机制，定期开展数据统计和分析，为辖区推进相关工作提供数据支撑和技术支持。为加强首乘服务推进的标准体系保障，管理局联合民航大学加快推进首乘服务行业标准项目，首乘服务行业标准（送审稿）经民航行业标准审查会议正式审查通过，其未来出台将为首乘服务的标准化、链条化、全域化推进提供坚实保障。

To promote the implementation of various integration measures, the Northwest Regional Administration, together with the Shaanxi Provincial Department of Culture and Tourism and the Ankang Municipal Government, organized the "Cloud Departure · Cultural Tourism Integration" themed event for aviation-culture-tourism integration at Shaanxi regional airports. This built a platform to guide airlines, airports, and local cultural tourism enterprises to pool their strengths, launch "first-time flyer + aviation, culture, and tourism" products, sign letters of intent for cooperation, and jointly carry out first-time flyer services and downstream marketing for aviation, culture, and tourism, thereby expanding civil aviation passenger sources. To precisely analyze the role of first-time flyer services and aviation-culture-tourism integration in promoting market development, the Administration established a monthly information reporting mechanism for "first-time flyer + aviation, culture, and tourism," regularly conducting data statistics and analysis to provide data and technical support for relevant work in its jurisdiction. To strengthen the standards system underpinning the advancement of first-time flyer services, the Administration, together with the Civil Aviation University of China, accelerated the project for industry standards on first-time flyer services. The draft industry standard for first-time flyer services (for review) has been officially approved at the civil aviation industry standards review meeting, and its future promulgation will provide solid guarantees for advancing first-time flyer services in a standardized, chained, and all-encompassing manner.

西北地区各航空公司联合机场，积极开展首乘服务进乡村、进社区、进校园活动，将民航安全、服务常识和“首乘+航文旅”产品带到群众身边，让群众近距离感受民航，选择航空旅行。东航西北分公司前往西安交通大学、西安邮电学院等高校，开展首乘服务“进校园”活动，为广大师生推出专属客票和服务产品；海航兰州分公司赴荣正医药、兰州建投、甘肃公航旅等企业，面向广大职工开展首乘服务和文旅宣传；德令哈机场在中国旅游日、五一期间赴柯鲁柯镇“生命树”基地开展首乘服务等产品推介和宣传；甘肃省民航机场集团各机场组织员工团队赴基层开展首乘服务“进社区”活动，面对面为群众解答乘机疑惑。1-6月，西北民航各单位共开展首乘服务“三进”活动120余场次，覆盖社区、学校、厂矿的居民、学生、职工合计约17.19万人，有效提升了广大人民群众的航空旅行意愿。各航空公司积极打造包含文旅优惠券等权益的首乘专属客票，通过公司官网、OTA平台等渠道向广大首乘旅客发售，2026年上半年，东航、春秋航、海航等8家航空公司在西北地区共销售首乘旅客专属客票22.78万张，销售额合计1.67亿元。“首乘+航文旅”助推航空市场取得了较好经济效益和社会效益。

Airlines and airports across Northwest China have actively carried out first-time flyer service activities in villages, communities, and campuses, bringing civil aviation safety knowledge, service information, and "first-time flyer + aviation, culture, and tourism" products to the public, enabling people to experience civil aviation up close and choose air travel. China Eastern Airlines Northwest Branch visited Xi'an Jiaotong University, Xi'an University of Posts and Telecommunications, and other universities to carry out first-time flyer service "campus" activities, offering exclusive tickets and service products to teachers and students. Hainan Airlines Lanzhou Branch visited enterprises such as Rongzheng Pharmaceutical, Lanzhou Construction Investment, and Gansu Civil Aviation Tourism, conducting first-time flyer service and cultural tourism promotion for employees. Delingha Airport carried out promotions of first-time flyer services and other products at the "Tree of Life" base in Keluke Town during China Tourism Day and the May Day holiday. Airports under the Gansu Civil Aviation Airport Group organized employee teams to go to the grassroots to carry out first-time flyer service "community" activities, answering people's questions about flying face to face. From January to June, civil aviation entities in Northwest China carried out more than 120 "three-entry" first-time flyer service activities, covering approximately 171,900 residents, students, and workers in communities, schools, and factories and mines, effectively enhancing the public's willingness to travel by air. Airlines actively created exclusive first-time flyer tickets that include benefits such as cultural tourism coupons, selling them to first-time flyers through official websites, OTA platforms, and other channels. In the first half of 2026, eight airlines including China Eastern Airlines, Spring Airlines, and Hainan Airlines sold a total of 227,800 exclusive first-time flyer tickets in Northwest China, with total sales of 167 million yuan. "First-time flyer + aviation, culture, and tourism" has helped the aviation market achieve sound economic and social benefits.

在管理局、省级文旅部门和相关地市政府的支持下，辖区民航企业主动作为，通过举办首乘服务暨航文旅融合主题活动，以点带面推动航空市场发展。西部机场集团举办“线上+线下”相结合的“首乘+航文旅”主题活动，线上活动确定了“西安首乘送好礼”“打卡世界西安站”“山海相逢·即刻出发”等主题，线下活动分别在青岛、杭州、北京、西安四地展开,系列活动现场参与群众超过2.5万人，微博话题阅读量和直播观看累计超过450万次，直接推动航空销售收入341.2万元。甘肃、宁夏、青海民航各单位组织开展了形势多样的“首乘+航文旅”主题活动，推出了符合首乘旅客出行特点的航文旅融合产品，甘肃机场集团设计“入境航班+省内交通”一站式衔接方案，解决首乘旅客“旅长游短”痛点；银川机场与银川文旅在候机区搭建宁夏21景AI体验氛围首乘儿童互动区和小型儿童游乐区；青海机场公司联合旅游企业在西宁-祁连航线推出“小小飞行家”航空研学产品，免费为首乘等研学团队提供支线机场大巴车服务；东航结合电视剧《主角》热播，深挖西安本地文旅资源和民俗文化优势，推出登机牌礼遇，首乘旅客等凭登机牌可在“西影风雷年代影视基地”享门票8折优惠；长安航空推出“家庭出行”客票产品，降低出行门槛打破传统单人购票模式，累计服务首乘等各类旅客超1.25万人。西北民航各单位聚焦首乘旅客出行痛点，紧盯老人、学生、外地游客等重点人群，优化全流程服务、细化暖心举措、完善闭环保障、创新航文旅融合产品，真正实现了首乘无忧、全程暖心，为“首乘+航文旅”深度融合筑牢了服务基础、客流基础和口碑基础。依托成熟的首乘服务体系，西北民航推出首乘游客专属文旅礼包和惠民政策，让每一次首次乘机出行都成为一次沉浸式的区域文旅宣传。

With the support of the administration, provincial cultural tourism departments, and relevant municipal governments, civil aviation enterprises in the jurisdiction took the initiative to promote aviation market development through holding first-time flyer service and aviation-culture-tourism integration-themed events, using key initiatives to drive broader progress. Western Airport Group held "online + offline" "first-time flyer + aviation, culture, and tourism" themed events. The online activities featured themes such as "Xi'an First-Time Flyer Gifts," "Check In at World Xi'an Station," and "Mountains and Seas Meet · Depart Immediately." The offline activities were held in Qingdao, Hangzhou, Beijing, and Xi'an, with more than 25,000 people participating on site, over 4.5 million cumulative Weibo topic reads, and livestream views, directly driving 3.412 million yuan in aviation sales revenue. Civil aviation entities in Gansu, Ningxia, and Qinghai organized various "first-time flyer + aviation, culture, and tourism" themed activities and launched aviation-culture-tourism integration products suited to the travel characteristics of first-time flyers. Gansu Airport Group designed a one-stop connection plan of "inbound flight + intra-provincial transportation" to address the pain point of "long journeys but short tours" for first-time flyers. Yinchuan Airport and Yinchuan Culture and Tourism set up an AI experience-themed first-time flyer children's interaction area featuring Ningxia's 21 scenic spots and a small children's play area in the terminal. Qinghai Airport Company, together with tourism enterprises, launched the "Little Aviator" aviation study-tour product on the Xining-Qilian route, providing free shuttle bus service at regional airports for first-time flyers and other study-tour groups. China Eastern Airlines, leveraging the popularity of the TV drama "The Leading Role," deeply tapped Xi'an's local cultural tourism resources and folk culture advantages to launch boarding pass privileges, allowing first-time flyers and others to enjoy a 20% discount on tickets at the "Xiying Fenglei Era Film and Television Base" with their boarding passes. Changan Airlines launched a "family travel" ticket product, lowering the travel threshold and breaking the traditional single-person ticketing model, serving more than 12,500 first-time flyers and other passengers in total. Civil aviation entities in Northwest China focused on the travel pain points of first-time flyers, paid close attention to key groups such as the elderly, students, and out-of-town tourists, optimized full-process services, refined warm-hearted measures, improved closed-loop guarantees, and innovated aviation-culture-tourism integration products, truly achieving worry-free first-time flying and warm-hearted service throughout the journey, and laying a solid foundation in service, passenger flow, and reputation for the deep integration of "first-time flyer + aviation, culture, and tourism. " Relying on a mature first-time flyer service system, Northwest China's civil aviation launched exclusive cultural tourism gift packages and benefit policies for first-time flyers, making every first-time flight an immersive regional cultural tourism promotion.

面对当前航空市场发展形势，西北民航将持续发力，加大与地方合作力度，拓展“首乘+航文旅”的深度和广度，面向西北地区4900万未乘机群体，通过优化、深化“首乘+航文旅”融合，开发更多、更有市场的航文旅产品，深挖首乘旅客的航空旅行需求，推动更多首乘旅客转化为常旅客，从而带动企业营收、提高市场效益、稳定市场发展基本盘，为“十五五”发展目标奠定坚实基础，为谱写加快建设交通强国民航篇章贡献更大西北力量。（　作者：李达 作者单位：民航西北地区管理局）

Facing the current development situation of the aviation market, civil aviation in Northwest China will continue to intensify its efforts, strengthen cooperation with local governments, and expand the depth and breadth of "first-time flyer + aviation, culture, and tourism. " Targeting the 49 million people in Northwest China who have never flown, it will optimize and deepen the integration of "first-time flyer + aviation, culture, and tourism," develop more and more marketable aviation-culture-tourism products, deeply tap the air travel demand of first-time flyers, and encourage more first-time flyers to become frequent flyers, thereby boosting enterprise revenue, improving market efficiency, and stabilizing the foundation of market development. This will lay a solid foundation for the development goals of the 15th Five-Year Plan and contribute greater Northwest strength to writing the civil aviation chapter in accelerating the building of a transportation powerhouse. (Author: Li Da; Author's affiliation: Northwest Regional Administration of Civil Aviation Administration of China

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