随着冬季旅游旺季的到来，全国各地正积极打造多元化、沉浸式的新消费场景，以激发文旅市场活力，推动冬季文旅持续升温。在北方，冰雪经济成为亮点：哈尔滨推出冰雪大世界升级版，融合灯光秀、互动体验与文创产品；吉林长白山则通过‘滑雪+温泉+民俗’的复合模式吸引游客。南方地区也不甘示弱，四川、云南等地依托温暖气候和丰富非遗资源，开发‘冬日康养+文化研学’线路，满足家庭及银发群体的休闲需求。此外，多地还借助数字技术，如AR导览、虚拟现实体验等，提升游客参与感。政策层面，不少省市出台专项扶持措施，包括发放文旅消费券、优化交通接驳、延长景区营业时间等，为冬季文旅注入强劲动力。这些创新举措不仅丰富了冬季旅游产品供给，也有效拉动了地方消费，助力文旅产业高质量发展。
As the peak winter tourism season arrives, regions across China are actively creating diverse and immersive new consumption scenarios to invigorate the cultural and tourism market and sustain winter travel momentum. In northern China, ice-and-snow economies are taking center stage: Harbin has launched an upgraded version of its Ice and Snow World, integrating light shows, interactive experiences, and cultural creative products. Changbai Mountain in Jilin Province attracts visitors with a hybrid model combining skiing, hot springs, and local folklore. Southern regions are also stepping up—Sichuan and Yunnan, leveraging their mild winter climates and rich intangible cultural heritage, have developed ‘winter wellness plus cultural study’ itineraries catering to families and senior travelers. Additionally, many destinations are enhancing visitor engagement through digital technologies such as AR navigation and virtual reality experiences. On the policy front, numerous provinces and cities have introduced targeted support measures, including issuing cultural tourism vouchers, improving transport connectivity, and extending operating hours at scenic spots. These innovative initiatives not only enrich winter tourism offerings but also effectively boost local consumption, contributing to the high-quality development of the cultural and tourism industry.
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