甘肃文化和旅游发展分析与预测（2026）
中文摘要
甘肃是共建“一带一路”倡议的重要节点省份与“中华民族文化资源宝库”，黄河上游甘肃段更是中华文明重要发源地与多元文化交流枢纽。2024～2025年，在文化强省战略持续推进下，甘肃文旅产业逐步实现从“资源优势”向“发展优势”转化，为2025～2026年发展奠定坚实基础。
2024～2025年，甘肃统筹推进文化事业、文化产业和旅游业发展，取得可喜成就。第一，顶层设计为高质量发展提供政策保障。国家出台的“一带一路”倡议、黄河流域生态保护和高质量发展战略红利持续释放，甘肃出台的文化强省、旅游强省等政策不断完善，为甘肃文化和旅游领域实现高质量发展，提供了有力保障。第二，向群众提供更加优质的公共文化服务。城乡公共文化服务一体化建设加快、智慧文旅设施逐步普及、数字化服务水平显著提升、优质文化资源直达基层的基础格局初步形成。第三，文旅产业活力得到进一步释放。以项目建设为抓手，一批“十四五”重点文旅项目按计划推进，文旅融合向纵深发展，研学旅行、红色旅游、乡村旅游等新业态不断涌现，“如意甘肃”品牌影响力持续扩大。其中，黄河国家文化公园（甘肃段）重点片区建设提速，沿线文化遗产保护与旅游开发协同推进；红色旅游融合发展区依托南梁、会宁等红色资源，推出沉浸式红色教育体验项目，吸引大量研学团队与游客。同时，敦煌文化、黄河文化、丝路文化等文化资源的深度挖掘与活化利用，进一步丰富了文旅产品供给，增强了产业发展活力。
结合2024～2025年发展现状与国家政策导向，2025～2026年甘肃文旅产业将进入高质量发展关键期，呈现六大趋势。一是政策驱动效应持续凸显，“一带一路”倡议深入推进将加强甘肃与共建国家文旅合作，黄河流域生态保护和高质量发展战略将加速黄河文化旅游带建设，乡村振兴战略将推动乡村文旅提质升级。二是市场需求向深度体验化、个性化转变，游客对文化沉浸体验、生态康养、非遗互动等产品需求显著增长，数字化消费习惯进一步巩固。三是数字技术深度赋能文旅产业，虚拟现实、增强现实技术广泛应用于文化遗产保护与旅游体验，智慧景区、智慧服务平台建设提速，数字文旅产品创新迭代加快。四是品牌IP化发展趋势明显，“如意甘肃”品牌向细分领域延伸，形成多维度品牌矩阵，敦煌文化、黄河文化等IP的国际传播力进一步提升。五是区域协同发展格局加速形成，省内将加强跨区域文旅资源整合，同时深化与陕西、青海等周边省份的文旅合作，实现优势互补。六是生态与文旅融合发展，生态旅游、绿色研学等产品成为主流，黄河国家文化公园（甘肃段）建设将推动生态保护与文旅发展协同共进。
甘肃文旅产业发展在取得显著成效的同时，对标文化强省、旅游强省目标与高质量发展要求，仍存在五大突出问题。一是产业结构失衡，传统观光旅游占比过高，新兴业态如文旅康养、高端研学等发展不足，产业链条短、附加值低，产业协同效应不明显。二是品牌建设与传播瓶颈，“如意甘肃”品牌内涵挖掘不深，区域品牌协同推广不足，传播渠道仍依赖传统媒体，数字化传播力度欠缺。三是要素保障短缺，文旅专业人才匮乏，尤其是复合型数字文旅人才；资金投入难以满足产业发展需求，部分重点项目推进受限；部分地区基础设施滞后，影响游客体验感。四是公共服务错配，旅游旺季与淡季服务供给失衡，服务质量与标准有待提升，景区、交通枢纽等区域服务设施布局不合理。五是区域发展不均衡，河西走廊、兰州等地区文旅发展水平相对较高，城乡文旅资源配置与基础设施建设差距较大，区域协同发展机制不完善。
为应对挑战、把握机遇，2025～2026年甘肃需从五大维度发力。一是构建“如意甘肃”品牌矩阵，深挖敦煌文化、黄河文化等内涵，整合区域品牌资源，利用新媒体、跨境电商等创新传播渠道，提升品牌国际影响力。二是推动业态创新与产业链延伸，加快发展数字文旅、康养文旅、非遗文旅等新业态，培育文旅龙头企业，促进文旅与农业、科技、体育等产业深度融合，提升产业链附加值。三是强化要素保障，实施文旅人才培养计划，引进高端专业人才；拓宽资金渠道，鼓励社会资本参与文旅项目；加快补齐基础设施短板，完善智慧文旅服务体系。四是深化协同发展，建立省内跨区域文旅合作机制，推动城乡文旅资源均衡配置；加强与周边省份及共建“一带一路”国家的文旅交流合作，打造跨省、跨国文旅精品线路。五是优化公共服务，建立动态服务供给机制，平衡淡旺季服务需求；制定文旅服务地方标准，提升服务专业化水平；科学布局服务设施，增强游客便利性与满意度。
未来，甘肃需以“如意甘肃”品牌为核心，以文旅融合为路径，攻坚突出问题，推动文旅产业从规模扩张向质量效益转型，从单点发展向矩阵协同升级，助力文化强省、旅游强省建设，为文化强国建设贡献陇原力量。
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总报告
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文化篇
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旅游篇
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田野调查篇
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