In the summer of 2025, Guangdong's cultural and tourism sector delivered a standout performance,ranking first nationwide in both tourism visits and spending, with a 5.32% year-on-year increase in tourist arrivals and a 2.72% rise in tourism expenditure.

This achievement not only reflects the release of consumer demand but also underscores the results of Guangdong's persistent efforts in supply-side structural reforms in its cultural and tourism sector and precise alignment with new consumption demand.

By staying closely attuned to the market, Guangdong's supply-side structural reforms in the cultural and tourism sector have been driving the transformation of products and business models toward greater refinement and higher quality. The popularity of "island trips,""premium small-group tours,"and "hotel packages"this summer demonstrates how quality supplyis meeting emerging new consumption demand.

Data shows that related series products during this year's Fishing Season Opening Festival saw a year-on-year increase of over 380% in tourism visits, while agritourism activities such asrural eco-tours and lychee picking trips grew by 400%.

Digitalization and Intelligentization are also being deeply integrated into Guangdong's cultural and tourism industry. Leveraging a digital platform called "Yueshengshi"operated by the provincial government, visitors can now access one-stop services including information inquiries, reservations,and guided tours.

Source:PEARL

粤文旅暑期“双冠”背后的“吸客密码”

2025年暑期文旅市场，广东交出了一份“人次与金额双第一”的成绩单——全省旅游人次同比增长5.32%，旅游消费金额同比增长2.72%，均领跑全国。

这份成绩单既是消费需求的集中释放，更是广东省近年来坚持推动文旅供给侧结构性改革、精准匹配新消费需求的成果。

广东的文旅供给侧结构性改革，紧扣市场脉搏，推动产品和业态向精细化、高品质转型。暑期火爆的“海岛游”“精品小团”“酒店套餐”等，即是优质供给匹配消费新需求的直接印证。

相关数据显示，今年开渔节系列产品收客人数同比增长超380%，乡村生态游、荔枝采摘游等农文旅融合产品增长400%。

广东还将数字化、智能化深度融入文旅产业，依托“粤省事”等数字政府平台，为游客提供信息查询、预约预订、导览讲解等“一站式”服务。

文 | 记者  刘星彤
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