粤港澳大湾区旅游业发展报告（2025）
| 书 名： |
粤港澳大湾区旅游业发展报告（2025） |
| 英 文 名： |
REPORT ON TOURIST INDUSTRY OF GUANGDONG-HONG KONG-MACAO GREATER BAY AREA IN CHINA （2025）
|
| 作 者： |
徐红罡 保继刚 主编 |
| I S B N： |
978-7-5228-6814-1 |
| 丛 书 名： |
|
| 关 键 词： |
粤港澳大湾区 旅游业 旅游市场 旅游产品 目的地建设 |
| 出版时间： |
2026年01月 |
中文摘要
本报告依据2024～2025年文化和旅游产业的发展情况，对粤港澳大湾区旅游业发展中的重要问题进行跟进研究。粤港澳大湾区锚定旅游业高质量发展首要目标，持续深入贯彻落实习近平总书记对旅游工作做出的重要指示，聚焦文化和旅游深度融合、绿色转型推动旅游业可持续发展、激活旅游消费新动能三个方面。2024～2025年是粤港澳大湾区文旅产业蓬勃发展的时期，尤其是入境游表现亮眼，助推粤港澳大湾区作为入境游目的地的能级跃升。同时，人工智能技术助力旅游业提质升级。本报告对粤港澳大湾区旅游业发展中的成熟与新兴旅游市场和产品、目的地建设、跨境消费特征等进行追踪研究。全书共分为四个部分。
第一部分为总报告，2024～2025年粤港澳大湾区旅游业立足战略高位，融合创新态势明显，尤其是在人工智能方面。同时，区域内流动性增强，入境游表现亮眼。粤港澳大湾区需要持续推进旅游业高质量发展，依托数字化和绿色技术，全面推进旅游业转型升级，促进粤港澳大湾区可持续发展。
第二部分为专题篇，横向比较了粤港澳大湾区旅游政策可持续性、旅游美誉度以及酒店集团和乡村旅游目的地的可持续和高质量发展情况，发现城市的旅游政策在推动可持续发展方面存在不足，城市对旅游美誉度的关注差异显著，区域旅游业发展失衡；借助评价体系和框架，遴选出十家最佳酒店集团和乡村旅游目的地实践案例。
第三部分为市场和产品篇，剖析了较小众的旅游产品如废墟旅游、动物旅游等在粤港澳大湾区的发展特征，发现废墟旅游普遍经历探索、转变与改造三个阶段；动物旅游景点空间总体形成“双核引领+三区辅助”分布特征，资源禀赋和交通区位是主要影响因素。同时，关注到了武术传统文化传承和旅游发展利用问题，特别是公众认知偏差、产业链低端化、政策持续性不足及传承模式僵化等，并分析了演唱会旅游、城市艺术与文化旅游街区的发展脉络和特征，发现澳门演唱会市场形成由中国与韩国流行文化构成的“双核驱动”格局，城市艺术与文化旅游街区的发展形成多元化的驱动模式。
第四部分为目的地建设篇，关注文旅行业人才发展，重点围绕导游和餐饮两大核心业务从业者，发现服务员、餐饮店店长、门店运营等岗位人才的需求量较大；在导游信用评价系统建设方面，旅行社态度存在差异；导游群体普遍期待公正评价、职业发展与权益保障；旅游协会内部存在“质量优先”与“规模优先”的战略张力。此外，围绕粤港澳大湾区跨境流动和旅游消费主题，分析了港澳消费者前往深圳、珠海等城市消费的特征，发现“港人北上”消费由以餐饮、购物、休闲娱乐为主逐步向医疗、教育、养老等深度服务延伸，当前存在结构单一、支付体系未融合、交通接驳不畅、政策衔接不足等问题；珠海的文旅产品供给与港澳居民的消费需求之间仍存在结构性错位，表现为高品质体验等需求尚未得到充分满足。同时，本报告对中山市文旅发展情况进行了深入分析，发现面对深中通道开通的机遇，中山市仍存在可进入性较弱、准备不充分、相比周边地市竞争力不强、接待设施不足等痛点。
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总报告
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专题篇
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目的地建设篇
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