中国文化产业和旅游业发展报告:2022年总结及2023年趋势

Report on the Development of China’s Cultural Industry and Tourism:The Summary of 2022 and Tendency of 2023

全面的权威数据统计实证表明,2022年中国文旅产业融合创新,迎难而进,迈向高质量发展的新时代。(1)整体概况:政策护航,产业纾困政策和区域规划密集出台;市场驱动,承压前行,规上文化企业数量持续上升,与宏观经济发展同频共振,但恢复速度弱于预期;九大门类营收“四升五降”,产业动能亟需全面提升;新业态发展迅猛,态势持久,成为产业发展新动能;企业营收东、西部微增,中部强增,东北地区下降,政策仍需精准发力;微旅游业和小众旅游恢复加快,新业态数字化转型仍处于起步阶段。(2)六大特征:产品供给收缩,提质增效升级成为行业发展内驱动力;预期转弱明显,文旅消费受到明显冲击和压抑;要素创新突出,数字技术重塑业态,数字化驱动仍是产业发展关键词;文化产品“出海”亮点频现,海外文旅推广提速增效;“两创”引领,传统文化破圈,“国潮”增速;“农文旅”“文商旅”“文体旅”等“深度融合”凸显文旅产业方向。(3)六大问题:产业融合加速态势及融而不合、多头治理等问题倒逼深化文化体制改革;业内法治化建设亟待加强,营商环境仍需持续优化;产业分类对创新融合发展体现尚不充分,统计制度亟待完善;文旅运营管理能力不足,规范化和标准化建设有待推进;文化安全意识需全面加强;文旅资源向高质量产品创新转化动能不足,国际影响力有待提升。(4)十大发展趋势:文旅融合加速深化,助推产业由高速发展转向质量提升;市场预期强于市场复苏,稳中求进成为发展主旋律;文旅企业重新洗牌,中小微文旅企业成为供应链修复的重要一环;文旅产业结构升级,新业态引领文旅产品加速更新迭代;文旅消费分层分级加速,细分领域有望诞生“独角兽”;线上文旅消费渗透率进一步提升,乡村及中老年市场有待挖掘;区域联动趋势突出,重大文旅产业龙头作用彰显;文旅产业全面赋能趋势进一步凸显;元宇宙发展仍处于初级阶段,加速推动文旅产业“数实融合”;重新定义全球化,文化贸易与出入境游成为新增长点。

The comprehensive statistical evidence of authoritative data shows that in 2022,China's cultural tourism industry will enter a new era of high-quality development.(1)Quotations on the market:Policy assistance,industrial rescue policies and regional planning are intensively introduced;driven by the market and under pressure,the number of cultural enterprises above designated size continues to rise,which resonates with macroeconomic development at the same frequency,but the recovery speed is weaker than expectedl.."Four increases and five decreases",the industrial kinetic energy needed to be comprehensively improved;The new format has developed rapidly and the situation is lasting,which has become a new kinetic energy for industrial development;The revenue of enterprises increased slightly in the east and west,increased strongly in the middle and decreased slightly in the northeast.The policy still needs to be more precise.The recovery of micro-tourism and niche tourism has accelerated,the digital transformation of new formats is still in its infancy.(2)Six characteristics:the supply of products is shrinking,and upgrading quality and efficiency has become the internal driving force for the development of the industry;The expected weakening is obvious,and the consumption of cultural tourism is obviously impacted and suppressed;Factor innovation is outstanding.Digital technology reshaping the format.Digital drive is still the key word of industrial development;The highlights of cultural products""going out"are frequent,and the promotion of overseas cultural tours is speeding up and increasing efficiency;Leading by"two innovations",traditional culture has broken the circle,and the"national tide"has increased;"Agricultural tourism"and"cultural tourism"are booming."Deep integration"highlights the direction of cultural tourism industry.(3)Six major problems:the accelerated trend of industrial integration forced the deepening of cultural system reform;The construction of rule of law in the industry needs to be strengthened urgently,and the business environment still needs to be continuously optimized;Industrial classification does not fully reflect the development of innovation and integration,and the statistical system needs to be improved urgently;The operation and management ability of cultural tourism is insufficient,and normalization and standardization construction need to be promoted;Cultural safety awareness needs to be comprehensively strengthened;The kinetic energy of transforming cultural tourism resources into high-quality product innovation is insufficient,and its international influence needs to be improved.(4)Ten development trends:the integration of culture and tourism is accelerated and deepened,and the industry is promoted from high-speed development to quality improvement;Market expectation is stronger than market recovery,and striving for stability becomes the main theme of development;Small and medium-sized micro-cultural tourism enterprises become an important part of supply chain recovery;The industrial structure of cultural tourism are upgraded,and the new format leads the accelerated updating iteration of cultural tourism products;The stratification and grading of cultural tourism consumption is accelerating,and the segmentation field is expected to give birth to a"unicorn";The market space in rural areas and middle-aged and elderly people is vast to be tapped;The trend of regional linkage is outstanding,and the leading role of major cultural tourism industry projects is highlighted;The trend of comprehensive empowerment of the cultural tourism industry is further highlighted;The development of the meta-universe is accelerating the integration of digital economy and real economy of the cultural tourism industry;Globalization will be redefined,cultural trade and inbound and outbound tourism will be the new growth points.