透视2024十大流行语：别再文旅融合了，这些才是2025年文旅新风向

中国项目投资产业基金

透视2024十大流行语：别再文旅融合了，这些才是2025年文旅新风向

前言|PREFACE2024年，随着社会的快速发展和文化的多元交融，一系列新的流行语应运而生。

《咬文嚼字》发布的“2024年十大流行语”不仅反映了当下的社会热点和民众情绪，更为我们洞察2025年文旅消费的新动向提供了独特的视角。

作为文旅行业的规划者和实践者，我们需要深入理解这些流行语背后的文化内涵和消费趋势，以便更好地满足游客的多元化需求，推动文旅产业的持续繁荣。

以下是对这十大流行语及其对2025年文旅消费影响的深度分析。Behind the bright screens, thousands of young people are spinning in the high-pressure life of the city. Their bodies are exhausted, their spirits are consumed, and the dreams they once held have long been crushed by the endless "996" work mode. It's time to resist - the emergence of 'digital

前段见了一个有20多年景区运营经验的总监，他一脸茫然的诉说：不知不觉传统的运营方式，好像已经失效了……

我想，这应该是一次文旅的革新，也是一个时代的落幕！——设计师 大成|正文|TEXT PART

一、数智化：推动文旅产业的智能化升级

1.DIGITIZATION: PROMOTING THE INTELLIGENT UP-GRADING OF THE CULTURAL AND TOURISM INDUSTRY

“数智化”是数字化和智能化的融合体，代表了新型工业化的鲜明特征。在文旅产业中，数智化的应用将推动旅游产品的创新和服务质量的提升。通过大数据分析、人工智能等技术手段，我们可以实现旅游资源的精准配置和高效管理，为游客提供更加个性化的旅游体验。

例如，智能导览系统可以根据游客的兴趣和偏好，提供定制化的游览路线和推荐景点，让游客在旅行中更加便捷地获取信息，提升旅游体验。

Digitization "is the fusion of digitization and intelligence, representing the distinct characteristics of new industrialization. In the cultural and tourism industry, the application of digitalization will promote innovation in tourism products and improve service quality. Through technologies such as big data analysis and artificial intelligence, we can achieve precise allocation and efficient management of tourism resources, providing tourists with a more personalized travel experience. For example, intelligent navigation systems can provide customized tour routes and recommended attractions based on tourists' interests and preferences, making it more convenient for tourists to obtain information during their travels and enhancing their travel experience.

二、新质生产力：助力文旅创新升级，丰富旅游体验

2.NEW QUALITY PRODUCTIVITY :HELP THE INNOVATION AND UPGRADING OF CULTURAL TOURISM ,ENRICH THE TOURISM EXPERIENCE

新质生产力是以创新为主导，融合高科技、高效能、高质量特征，推动经济社会高质量发展的先进生产力形态。文旅产业通过引入和应用新质生产力，能够实现产业的创新升级和高质量发展。

新质生产力为文旅产业提供了新技术、新方法和新理念，推动了文旅产品与服务的创新，提升了产业效率与质量，并促进了文旅产业与其他产业的深度融合，为游客带来更加丰富多彩、个性化和高质量的旅游体验。

New-quality productivity is an advanced form of productivity that is innovation-led, integrates high-tech, high-efficiency, and high-quality features, and promotes high-quality economic and social development. The cultural tourism industry can achieve innovative upgrading and high-quality development through the introduction and application of new productivity. New productivity provides new technologies, methods and concepts for the cultural tourism industry, promotes the innovation of cultural tourism products and services, improves industrial efficiency and quality, and promotes the deep integration of the cultural tourism industry with other industries, bringing more colorful, personalized and high-quality tourism experiences to tourists.

三、未来产业：引领文旅融合的新趋势

3.FUTURE INDUSTRY:LEADING THE NEW TREND OF CULTURAL TOURISM INTEGRATION

“未来产业”包括未来制造、未来信息、未来材料、未来能源、未来空间和未来健康等新赛道。

在文旅产业中，未来产业的发展将推动文旅融合的新趋势，为游客提供更加多元化和个性化的旅游体验。

例如，我们可以结合当地的文化特色和历史底蕴，开发具有创意和吸引力的文旅项目，如主题乐园、文化街区、艺术展览等，让游客在旅游过程中体验到不同的生活方式和文化氛围。

Future industries "include new tracks such as future manufacturing, future information, future materials, future energy, future space, and future health. In the cultural and tourism industry, the future development of the industry will promote a new trend of cultural and tourism integration, providing tourists with more diversified and personalized tourism experiences. For example, we can combine local cultural characteristics and historical heritage to develop creative and attractive cultural and tourism projects, such as theme parks, cultural blocks, art exhibitions, etc., allowing tourists to experience different lifestyles and cultural atmospheres during the tourism process.

四、City不City：展现城市文旅的新风貌

4.CITY IS NOT CITY: SHOWCASING A NEW STYLE OF URBAN CULTURE AND TOURISM

“City不City”作为一句流行的网络用语，反映了现代人对城市生活的向往和追求。

在文旅消费中，越来越多的游客开始注重城市的时尚感和现代化程度，希望在城市中体验不同的生活方式和文化氛围。

因此，我们需要关注城市的时尚元素和文化特色，打造具有吸引力和竞争力的文旅产品。

例如，通过举办音乐节、艺术节、电影节等活动，吸引更多的游客来到城市，感受城市的魅力和活力。

As a popular internet slang, 'City is not City' reflects modern people's yearning and pursuit for urban life. In cultural and tourism consumption, more and more tourists are paying attention to the fashion sense and modernization level of the city, hoping to experience different lifestyles and cultural atmospheres in the city. Therefore, we need to pay attention to the fashion elements and cultural characteristics of the city, and create attractive and competitive cultural and tourism products. For example, by organizing events such as music festivals, art festivals, and film festivals, more tourists can be attracted to the city to experience its charm and vitality.

五、硬控：强化文旅产品的吸引力

5.HARD CONTRO:STRENGTHE ATTRACTIVENESS OF CULTURAL AND TOURISM

“硬控”一词源于游戏，指使游戏玩家在一定时间内无法操控自己角色的一类技能。

在文旅产业中，“硬控”可以理解为强化文旅产品的吸引力，让游客无法抗拒其魅力。

例如，我们可以通过打造独特的旅游景观、提供优质的旅游服务、举办丰富的文化活动等方式，提升文旅产品的吸引力和竞争力，让游客在旅游过程中获得更加深刻的体验和感受。

The term 'hard control' originates from games and refers to a type of skill that prevents players from controlling their characters for a certain period of time. In the cultural and tourism industry, "hard control" can be understood as strengthening the attractiveness of cultural and tourism products, making it irresistible to tourists. For example, we can enhance the attractiveness and competitiveness of cultural and tourism products by creating unique tourist landscapes, providing high-quality tourism services, and hosting rich cultural activities, allowing tourists to gain deeper experiences and feelings during the tourism process.

六、水灵灵地 X X X：激发文旅产品的生动性

6.WATER SPIRIT LAND XXX:INSPIRING THE VIVIDNESS OF CULTURAL AND TOURISM PRODUCTS

“水灵灵地XXX”原本出自一位韩国女歌手在展示照片拼贴画时说的话，后来被用于形容人漂亮而有精神、动植物等润泽有生气。

在文旅产业中，我们可以借鉴这种表达方式，通过生动的描述和形象的展示，激发文旅产品的生动性和吸引力。例如，在旅游宣传中，我们可以使用生动的语言和形象的图片，展示旅游景点的美丽风光和独特魅力，吸引游客的关注和兴趣。

The phrase 'Water Spirit Land XXX' originally came from a Korean female singer who was showcasing a photo collage. Later, it was used to describe people who are beautiful and energetic, as well as animals and plants that are moist and lively. In the cultural and tourism industry, we can draw on this expression to stimulate the vividness and attractiveness of cultural and tourism products through vivid descriptions and visual displays. For example, in tourism promotion, we can use vivid language and vivid images to showcase the beautiful scenery and unique charm of tourist attractions, attracting the attention and interest of tourists.

七、班味：反映职场文化的旅游需求

7.CLASS FLAVOR: REFLECTING THE TOURISM DEMAND OF WORKPLACE CULTURE

“班味”指的是上班压力过大的人们眼神疲惫、面容憔悴的状态。

在文旅消费中，越来越多的职场人士开始注重通过旅游来放松身心、缓解压力。

因此，我们需要关注职场文化的旅游需求，打造适合职场人士的旅游产品。例如，可以提供一些具有休闲和放松功能的旅游产品，如温泉度假、SPA按摩等，让职场人士在旅游过程中得到身心的放松和恢复。

'Ban Wei' refers to the tired and haggard appearance of people under excessive work pressure. In cultural and tourism consumption, more and more professionals are paying attention to relaxing and relieving stress through travel. Therefore, we need to pay attention to the tourism needs of workplace culture and create tourism products suitable for professionals in the workplace. For example, some tourism products with leisure and relaxation functions can be provided, such as hot spring vacations, SPA massages, etc., allowing professionals to relax and recover both physically and mentally during their travels.

八、松弛感：倡导轻松自在的旅游态度

8.RELAXATION: ADVOCATING A RELAXED AND RELAXED ATTITUDE TOWARDS TOURISM

“松弛感”作为一种新的生活态度和价值观，强调在忙碌的生活中保持轻松自在的心态。

在文旅消费中，越来越多的游客开始注重休闲和放松，希望在旅游过程中享受身心的愉悦和舒适。

因此，我们需要倡导轻松自在的旅游态度，为游客提供更加舒适和愉悦的旅游产品。

例如，可以提供一些具有休闲娱乐功能的旅游产品，如主题公园、水上乐园等，让游客在旅游过程中感受到轻松和愉悦。

Relaxation "as a new attitude and value system emphasizes maintaining a relaxed and comfortable mindset in a busy life. In cultural and tourism consumption, more and more tourists are paying attention to leisure and relaxation, hoping to enjoy physical and mental pleasure and comfort during the travel process. Therefore, we need to advocate a relaxed and comfortable attitude towards tourism, and provide tourists with more comfortable and enjoyable tourism products. For example, some tourism products with leisure and entertainment functions can be provided, such as theme parks, water parks, etc., to make tourists feel relaxed and happy during the tourism process.

九、银发力量：挖掘老年文旅市场的潜力

9.SILVER HAIR POWER:EXPLORING THE POTENTIAL OF THE ELDERLY CULTURAL AND TOURISM MARKET

“银发力量”指老年群体在社会各个领域产生的不可忽视的力量。

随着人口老龄化的加剧，老年文旅市场逐渐崛起。作为文旅产业的从业者，我们需要关注老年游客的需求和特点，挖掘老年文旅市场的潜力。

例如，可以提供一些适合老年人的旅游产品，如养生旅游、文化旅游等，让老年游客在旅游过程中获得身心的愉悦和满足。

The 'Silver Hair Power' refers to the undeniable power generated by the elderly population in various fields of society. With the intensification of population aging, the elderly cultural and tourism market is gradually rising. As practitioners in the cultural and tourism industry, we need to pay attention to the needs and characteristics of elderly tourists and explore the potential of the elderly cultural and tourism market. For example, some tourism products suitable for the elderly can be provided, such as health tourism, cultural tourism, etc., allowing elderly tourists to enjoy physical and mental pleasure and satisfaction during the tourism process.

十、小孩哥/小孩姐：关注青少年文旅市场的发展

10.CHILD BROTHER/ CHILD SISTER: PAY ATTENTION TO THE DEVEIOPMENT OF THE YOUTH CULTURAL AND TOURISM MARKET

“小孩哥/小孩姐”指的是在某方面具有过人才能的孩子。

在文旅消费中，青少年群体具有巨大的潜力。

他们渴望探索未知的世界，体验不同的文化和生活方式。

因此，我们需要关注青少年游客的需求和特点，打造适合他们的旅游产品。

例如，可以提供一些具有教育意义和趣味性的旅游产品，如科普旅游、亲子旅游等，让青少年游客在旅游过程中获得知识和成长。

“Child Brother/Child Sister "refers to a child who possesses exceptional talent in a certain field. In cultural and tourism consumption, the youth group has enormous potential. They yearn to explore the unknown world, experience different cultures and lifestyles. Therefore, we need to pay attention to the needs and characteristics of young tourists and create tourism products that are suitable for them. For example, educational and entertaining tourism products can be provided, such as science popularization tourism, parent-child tourism, etc., to enable young tourists to gain knowledge and grow during the tourism process.

【结语】C O N C L U S I O N年度热门词汇与流行趋势是社会发展脉动的直接体现，深入探究年度“十大热词”，能为文旅行业提供精准把握今年游客消费偏好和市场动态的微观视角，并为预测明年可能持续或新兴的消费热点提供贴近实际的市场洞察。

这样的深入理解，有助于文旅企业在业务布局、产品创新、环境构建及品牌故事讲述时，采取更加贴近消费者需求、顺应市场变化、灵活应变的具体操作思路与策略，这对于企业的生存发展、盈利增长及持续创新而言，远比空泛的豪言壮语、口号宣传或盲目引用更能有效推动市场主体的成功与进步。

The annual popular vocabulary and trends are a direct reflection of the pulse of social development. In depth exploration of the annual "Top Ten Hot Words" can provide a micro perspective for the cultural and tourism industry to accurately grasp this year's tourist consumption preferences and market dynamics, and provide practical market insights for predicting the possible sustained or emerging consumption hotspots next year. Such a deep understanding will help cultural and tourism enterprises adopt specific operational ideas and strategies that are closer to consumer needs, adaptable to market changes, and flexible when it comes to business layout, product innovation, environmental construction, and brand storytelling. This is far more effective in promoting the success and progress of market entities for the survival, development, profit growth, and continuous innovation of enterprises than vague slogans, slogans, or blind quotes.