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文旅案例 | 旅游度假区存量激活:基于空间再生产与业态微创新的规划响应

admin2026年03月15日 10:08:10国内旅游目的推荐7

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一、引言 | 政策窗口期下的度假区转型逻辑

2026年初，随着《横琴粤澳深度合作区文旅产业发展扶持办法》的正式印发，我国文旅产业政策正式迈入“精准滴灌”阶段。该政策首次构建了“产业提质—业态丰富—服务升级”三位一体的扶持体系，不仅对国家级旅游度假区创建给予最高500万元奖励，更将扶持触角延伸至演艺产业、时尚产业、低空经济、夜间消费等细分赛道。与此同时，贺州姑婆山、海口观澜湖等度假区正在进行的国家级创建实践表明，单纯依赖大拆大建的传统开发模式已难以为继，如何利用政策红利实现“少投入、大产出”成为行业核心命题。

二、空间再生产 | 存量资产的“点化”之术

政策指引下的低效用地盘活：2025年以来，自然资源与文旅部门的政策合力日益显现。亳州华佗百草园项目提供了经典范本：通过对废窑场和垃圾山的生态修复，将2020亩闲置土地转化为集康养、研学于一体的文旅综合体，带动周边产业产值超亿元。这一案例的核心启示在于，度假区的空间升级不必“另起炉灶”，而应善于发现城市更新中的“边角料”和“负资产”。湖南桑植县的实践更具说服力。当地交旅集团对八大公山片区3万多平方米闲置资产进行摸底，创新“三不变三提升”方案（保持权属、建筑、生态不变，提升功能、价值、效益），仅投入1000余万元就将废弃科研宿舍改造为热门森林民宿，暑期两个月实现营收80万元。这种“针灸式”改造模式，正是度假区实现低成本扩张的理想路径。

从单一场景到复合功能转换：贺州姑婆山度假区的汽车营地改造颇具代表性。原本利用率不高的汽车营地，通过植入私汤庭院、音乐酒廊和星空影院，转型为高端民宿“憩心云舍”，平均入住率达76%。这一转变的本质，是将单一功能的停车空间升级为多重复合的生活空间。规划学中有个经典概念叫“空间句法”，强调空间的可达性与可理解性。对于度假区而言，那些看似无用的“消极空间”—桥下空间、屋顶平台、建筑架空层—恰恰是政策扶持的重点对象。横琴新政明确将夜间演艺、文创集市纳入奖励范畴，正是鼓励将这些空间转化为“黄金地带”。

微改造中的文化叙事：昆明觉海楼的改造案例揭示了空间再生产的另一维度：文化赋值。这座闲置多年的政府存量资产，通过挖掘“留滇、忧滇、治滇”的历史文脉，融入微演艺、非遗体验、沉浸式业态，变身为城市文化会客厅。文化注入的成本远低于建筑重建，却能创造数倍的情感溢价——这正是“少费用撬动大消费”的底层逻辑。

Revitalizing underutilized land under policy guidance: Since 2025, the combined policies of the natural resources and tourism departments have become increasingly evident. The Huotuo Baocaiyuan project in Bozhou provides a classic example: Through ecological restoration of abandoned kiln sites and garbage mountains, 2020 acres of idle land were transformed into a cultural tourism complex integrating health care and educational activities, driving the surrounding industry's output to exceed 100 million yuan. The core lesson from this case lies in the fact that the spatial upgrade of a resort area does not need to start from scratch; instead, it should be adept at discovering the "offcuts" and "negative assets" in urban renewal. The practice in Sangzhi County, Hunan Province is even more persuasive. The local transportation and tourism group conducted a survey of over 30,000 square meters of idle assets in the Baigongshan area, innovating the "three remain unchanged and three improvements" plan (maintaining ownership, buildings, and ecology unchanged, and improving functions, value, and benefits), and with only 10 million yuan of investment, transformed the abandoned research dormitories into popular forest guesthouses, achieving a revenue of 800,000 yuan in just two months of the summer vacation. This "acupuncture-style" renovation model is precisely the ideal path for resorts to achieve low-cost expansion.

From a single scene to a composite function transformation: The transformation of the car campsite in Guohe Mountain Resort in Hezhou is quite representative. The originally underutilized car campsite was transformed into a high-end guesthouse "Qixin Yunshu" by integrating private hot spring courtyards, music bars, and starry sky cinemas, with an average occupancy rate of 76%. The essence of this transformation is to upgrade the single-function parking space into a multi-functional living space. In planning, there is a classic concept called "space syntax", emphasizing the accessibility and comprehensibility of space. For resorts, those seemingly useless "negative spaces" - underbridge spaces, rooftop platforms, and building overhangs - are precisely the key targets of policy support. The new policy in Xingqin clearly includes night performances and cultural markets in the reward scope, which is precisely to encourage converting these spaces into "golden areas".

Cultural narrative in micro-renovation: The renovation case of Juehai Building in Kunming reveals another dimension of space reproduction: cultural assignment. This idle government-owned asset for many years was transformed into a city cultural meeting room through the exploration of the historical context of "staying in Yunnan, worrying about Yunnan, and governing Yunnan", integrating micro-performance, intangible cultural heritage experience, and immersive business models. Cultural infusion costs much less than building reconstruction, but it can create a multiple-fold emotional premium - this is the underlying logic of "leveraging small expenses to drive large consumption".

三、业态微创新 | 政策红利导向的产品迭代

首发经济的乘数效应：横琴新政对澳琴本土品牌和国内外知名品牌的首发首秀活动，分别给予活动投入25%和50%的奖励，单次最高可达100万元。这一政策精准瞄准了“首发经济”的引爆效应。研究表明，一场成功的首发活动带来的不仅是当天的消费收入，更是社交媒体上的亿级曝光和目的地形象的年轻化重塑。武汉极地海洋度假区的实践印证了这一逻辑。该度假区通过引入热门IP“奶龙”，打造华北首个奶龙嘉年华，集合游乐、餐饮、文创等要素，成功构建亲子家庭的复购场景。这种“IP+首发”的模式，投入可控、见效迅速，特别适合希望在短期内激活市场的度假区。

四季运营的时间延展：新疆将军山滑雪场的转型故事发人深省。作为全国唯一城市高山滑雪场，将军山曾面临严重的“冬季依赖症”。2023年起，运营方将冬季的山顶观日落场景升级为集音乐、社交、自然观赏于一体的夕阳派对，夏季业态形成缆车观光、极速卡丁车、星空露营矩阵，实现了“一季热”到“四季旺”的跨越。这一案例的规划学意义在于：度假区的时间维度同样可以“挖潜”。同样的空间、同样的设施，只需改变运营逻辑和内容植入，就能创造出全新的消费时段。海口2026年工作计划中明确提出打造“国际演艺之都”，引进大型演唱会和高品质剧目，正是为了填补旅游淡季的消费空白。

低空经济与夜间消费的新赛道：横琴新政率先将直升机低空观光、无人机飞行表演纳入扶持范围，夜间主题消费活动的最高奖励提升至100万元。桑植县南滩草原迅速响应，开通“乘直升机观草原”项目，配套星空帐篷、篝火晚会，123个帐篷营地“五一”期间接待游客超5万人次。这些新兴业态的共同特点是：轻资产、重体验、强传播。与传统的大型设备投资不同，低空观光可以通过合作运营实现“零成本启动”，夜间光影秀可以通过租赁设备实现“按需点亮”。在政策补贴的杠杆效应下，这些业态的投入产出比极具想象力。

康养业态的资源价值转化：姑婆山度假区的温泉集中供应模式堪称制度创新。通过统一勘探、统一供应，将地热资源从“卖原料”转向“卖服务”，已与270户业主签订供水协议，广泛应用于理疗、洗浴、康养等领域。这一模式破解了度假区内多主体开发的资源分配难题，实现了资源的永续利用和价值最大化。

The multiplier effect of the first-to-market economy: The new policy of Xingqin offers 25% and 50% rewards respectively for the investment in activities of local and internationally renowned brands making their debut and premieres in Aomen and Qingshan. The maximum reward per event can reach 1 million yuan. This policy precisely targets the triggering effect of the "first-to-market economy". Studies have shown that a successful debut event not only brings in the consumption income of the day, but also generates billions of exposures on social media and reshapes the image of the destination in a youthful way. The practice of Wuhan Polar Ocean Resort Park has confirmed this logic. The resort park, by introducing the popular IP "Milk Dragon", created the first Milk Dragon Carnival in North China, integrating elements such as amusement, catering, and cultural creation, successfully building a repeat purchase scenario for families. This "IP + debut" model has controllable investment and rapid effect, and is particularly suitable for resorts that aim to activate the market in a short period.

The extension of the operational time of four seasons: The transformation story of Jinchengshan Ski Resort in Xinjiang is thought-provoking. As the only city-based alpine ski resort in the country, Jinchengshan once faced a serious "winter dependence syndrome". Since 2023, the operator has upgraded the winter mountain-top sunset viewing scene into a sunset party integrating music, social interaction, and natural viewing, and formed a summer business matrix of cable car sightseeing, speed karting, and starry sky camping, achieving the leap from "one-season popularity" to "four-season prosperity". The planning significance of this case lies in: The time dimension of the resort can also be "exploited". The same space and facilities, just by changing the operational logic and content implantation, can create a completely new consumption period. The 2026 work plan of Haikou clearly proposes to build an "international performing arts city", introduce large-scale concerts and high-quality shows, precisely to fill the consumption gap during the off-season of tourism.

New tracks for low-altitude economy and night-time consumption: The new policy of Xingqin first included helicopter low-altitude sightseeing and drone flight performances in the support scope. The maximum reward for night-time themed consumption activities was raised to 1 million yuan. Sanshi County Nan Tan Grassland responded quickly and launched the "Helicopter View of Grassland" project, equipped with starry sky tents and bonfire parties. During the May Day holiday, 123 tent camps received over 50,000 tourists. The common feature of these emerging business models is: light assets, heavy experience, and strong dissemination. Different from traditional large-scale equipment investment, low-altitude sightseeing can achieve "zero-cost start-up" through cooperative operation, and night-time light and shadow shows can be "lit up on demand" through leasing equipment. Under the leverage effect of policy subsidies, the input-output ratio of these business models is highly imaginative.

The transformation of resource value of health care business: The centralized supply model of hot springs in Guojiaoshan Resort Area is a remarkable institutional innovation. Through unified exploration and supply, the geothermal resources have been transformed from "selling raw materials" to "selling services", and have signed water supply agreements with 270 property owners, widely applied in therapy, bathing, and health care fields. This model has solved the resource allocation problem of multiple developers in the resort area and achieved sustainable utilization and maximum value of resources.

四、服务国际化 | 政策协同下的消费门槛降低

2026年，中国旅游度假区的发展逻辑正在发生根本性转变：从“拿地-建设-招商”的线性开发，转向“存量激活-政策对接-业态创新”的有机更新。

入境消费的堵点打通：2026年海口市文旅工作计划中，将“提升入境移动支付便利化”列为重点任务。横琴新政则更进一步，不仅支持多语种标识与导览系统建设（按实际投入50%给予最高100万元奖励），还新增小语种导游专项奖励。这些看似“软性”的服务提升，实则是撬动国际消费的关键杠杆。达酷互动云展示的“AI碰碰卡”产品，让境外游客通过手机触碰直接进入多语言服务界面，简化了搜索信息的步骤。技术的介入使得国际化服务不再意味着高昂的人力成本，而是可以通过数字化手段实现“一次性投入、长期性收益”。

跨境联动的市场放大：贺州姑婆山针对大湾区市场推出的“一票三日用”联票和“门票+交通+住宿”组合套餐，使5月以来接待大湾区游客同比增长103%。这种“政策联动+产品组合”的模式，实现了客源地的精准撬动——不是通过降价竞争，而是通过价值叠加提升客单价。横琴与澳门的联动更具示范意义。新政对“澳门+横琴”模式的影视制作、研学游、精品旅游线路给予叠加奖补，促使两地合作从“物理结合”走向“化学反应”。对于地处省际交界或跨境合作区的度假区而言，这种“政策叠加”思维值得借鉴。

In 2026, the development logic of China's tourist resorts is undergoing a fundamental transformation: from the linear development model of "land acquisition - construction - investment promotion" to the organic renewal model of "activation of existing resources - policy alignment - innovation of business models".

The bottlenecks of inbound consumption have been addressed: In the 2026 tourism and culture work plan of Haikou City, "improving the convenience of inbound mobile payment" is listed as a key task. The new policy of Hengqin goes even further, not only supporting the construction of multilingual signs and guide systems (with a maximum reward of 1 million yuan for a maximum investment of 50%), but also adding a special reward for small language tour guides. These seemingly "soft" service improvements are actually the key levers to drive international consumption. The "AI touch card" product displayed by Daaku Interactive Cloud shows that foreign tourists can directly enter the multi-language service interface by touching their mobile phones, simplifying the steps of searching for information. The intervention of technology has made international services no longer mean high labor costs, but can be achieved through digital means with "one-time investment and long-term benefits".

Market expansion through cross-border linkage: Guwo Guwo Mountain in Hezhou launched "one ticket for three days use" combined tickets and "ticket + transportation + accommodation" package combinations for the Greater Bay Area market, resulting in a 103% year-on-year increase in the number of visitors from the Greater Bay Area since May. This "policy linkage + product combination" model has achieved precise leverage of the source market - not through price competition, but by adding value to increase the average order value. The linkage between Hengqin and Macao is more exemplary. The new policy provides additional rewards for the "Macao + Hengqin" model in film production, study tours, and premium tourism routes, promoting the cooperation between the two places from "physical combination" to "chemical reaction". For tourist resorts located at the provincial border or cross-border cooperation zones, this "policy stacking" thinking is worth learning from.