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class="detail-title"> 銀發(fā)經(jīng)濟催生新風口康養(yǎng)文旅發(fā)展?jié)摿Υ? </div> <div id="yyyyyy02y" class="detail-info"> <span>來源：證券日報</span><span>作者：王麗新陳瀟見習記者梁傲男</span><span>2024-10-28 07:34</span> </div> <div id="yyyyyy02y" class="detail-content-wrapper"> <div id="yyyyyy02y" class="social-bar"> <div id="yyyyyy02y" class="tt">點贊</div> <div id="yyyyyy02y" class="like like-btn " data-id="1373410" data-url="/operation/like.html"></div> <div id="yyyyyy02y" class="fav post-btn " data-id="1373410" data-url="/operation/collect.html" ></div> <a class="comment" href="#comment"></a> <div id="yyyyyy02y" class="tt">分享</div> <div id="yyyyyy02y" class="share-popup social-share" data-initialized="true" data-title="銀發(fā)經(jīng)濟催生新風口康養(yǎng)文旅發(fā)展?jié)摿Υ? data-description="銀發(fā)經(jīng)濟催生新風口康養(yǎng)文旅發(fā)展?jié)摿Υ? data-image="" data-url="https://h5.stcn.com/pages/detail/detail?id=1373410&jump_type=reported_info" > <a class="social-share-icon icon-wechat wx"></a> <a class="social-share-icon icon-qzone 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src="https://static-web.stcn.com/static/scripts/echarts.min.js"></script><p>康養(yǎng)文旅，作為一種融合旅游和養(yǎng)老的新模式，在銀發(fā)經(jīng)濟背景下展現(xiàn)出巨大的發(fā)展?jié)摿Α?/p><p>通過企業(yè)信息查詢工具得到的數(shù)據(jù)顯示，截至目前，中國康養(yǎng)旅游相關(guān)企業(yè)的數(shù)量已超過7000家。其中，1年內(nèi)新增注冊相關(guān)企業(yè)超過300家，不少頭部上市企業(yè)已展開布局，進一步激發(fā)康養(yǎng)文旅市場活力。</p><p>多地政府也高度關(guān)注這一新賽道，發(fā)布各類政策支持打造康養(yǎng)文旅產(chǎn)業(yè)鏈。在市場需求和政策支持的雙重推動下，康養(yǎng)文旅產(chǎn)業(yè)逐步打破傳統(tǒng)界限，融合養(yǎng)老、養(yǎng)生、醫(yī)療、文化、酒店、旅居等多業(yè)態(tài)，形成了一個復合、多元的產(chǎn)業(yè)系統(tǒng)，并推動區(qū)域經(jīng)濟蓬勃發(fā)展。</p><p>形成兩大主流模式</p><p>康養(yǎng)文旅作為銀發(fā)經(jīng)濟的入口級場景，已躋身“文旅+”產(chǎn)業(yè)中最有成長空間的板塊之一。</p><p>當前，多地已利用獨特的自然資源與當?shù)貎?yōu)勢產(chǎn)業(yè)融合，逐步發(fā)展出兩大主流康養(yǎng)文旅模式：一是“醫(yī)療+旅游”模式，二是“養(yǎng)生+旅游”模式。</p><p>其中，“養(yǎng)生+旅游”模式的產(chǎn)品類型較為廣闊，不僅包括逃離炎夏、寒冬的季節(jié)性康旅，還有深睡眠及醫(yī)養(yǎng)旅游目的地、醫(yī)藥康養(yǎng)等新業(yè)態(tài)，甚至進一步演化出養(yǎng)顏及養(yǎng)心的康旅產(chǎn)品，且多地“養(yǎng)生＋旅游”模式的文旅產(chǎn)業(yè)已初具規(guī)模，部分地區(qū)該產(chǎn)業(yè)集群全年創(chuàng)收已達千億元量級。</p><p>例如，河南省依托山水、溫泉、醫(yī)藥、功夫文化等資源優(yōu)勢，打造出了三門峽盧氏、平頂山堯山等一批全國重要的康養(yǎng)目的地和康養(yǎng)產(chǎn)業(yè)集群；2023年漳州文旅康養(yǎng)產(chǎn)業(yè)產(chǎn)值已突破千億元。</p><p>在“醫(yī)療+旅游”模式方面，由于各地老齡化及醫(yī)療水平存在差距，目前以“治”為主，“旅”為輔的高端“醫(yī)療+旅游”模式，亦備受青睞。</p><p>例如，海南自由貿(mào)易港博鰲樂城國際醫(yī)療旅游先行區(qū)（以下簡稱“先行區(qū)”）是全國唯一的“醫(yī)療特區(qū)”。據(jù)了解，2024年1月份至8月份，先行區(qū)接待醫(yī)療旅游人數(shù)26.23萬人次，同比增長100%。截至目前，先行區(qū)已累計引進特許藥械超440種，包含罕見病、腫瘤、眼科、體檢、醫(yī)美等七大特色核心專科；三亞加快推動醫(yī)養(yǎng)融合養(yǎng)老新模式，完善“醫(yī)療健康+養(yǎng)老”業(yè)態(tài)布局，探索特色的“醫(yī)養(yǎng)康護一體化”發(fā)展之路。</p><p>而在旅游供應鏈端，更是已衍生出康養(yǎng)型民宿，康養(yǎng)型公寓及各類其他配套業(yè)態(tài)。</p><p>“自2024年初至今，在途家網(wǎng)登記的‘養(yǎng)老院’類型的民宿數(shù)量同比增長超55%，大連、廣州、深圳、上海、杭州、大理等都是較集中的區(qū)域。同時，這類民宿的預訂量增長較快，今年以來的預訂量同比增長超150%。”去哪兒相關(guān)負責人向《證券日報》記者表示。</p><p>同程旅行康養(yǎng)旅居項目部總經(jīng)理、同程康養(yǎng)研究院執(zhí)行院長王文向《證券日報》記者表示，中國康養(yǎng)旅游的市場機遇和潛力巨大。未來，如何將旅行場景和康養(yǎng)產(chǎn)品服務融合，是需要持續(xù)迭代和優(yōu)化的關(guān)鍵點。</p><p>多個產(chǎn)業(yè)痛點待破</p><p>值得關(guān)注的是，隨著康養(yǎng)文旅賽道進入快速發(fā)展階段，產(chǎn)業(yè)整體也面臨著越來越多的挑戰(zhàn)。比如，市場需求快速增長與產(chǎn)業(yè)服務生態(tài)不成熟之間存在矛盾，項目落地、運營和盈利難，市場有效供給短缺等問題。</p><p>在業(yè)內(nèi)人士看來，要破解上述難題，有兩大關(guān)鍵舉措，一是資源整合，二是深挖高端醫(yī)療、特色文化體驗等精準需求。</p><p>“目前產(chǎn)業(yè)發(fā)展的堵點，在于資源整合的廣度和深度，需要平衡大眾需求和精準需求，經(jīng)濟效益和社會效益。”王文表示，廣度是指整合多種不同類型的資源，以滿足不同客戶群體的需求。而深度是指在整合時需要深入挖掘每種資源的潛力，提供更優(yōu)質(zhì)、更具特色的產(chǎn)品和服務。</p><p>復星康養(yǎng)集團總裁陳育駿表示，“文體旅康養(yǎng)”產(chǎn)業(yè)之間完全可以融會貫通，在很多場景實現(xiàn)互相嵌套。</p><p>同時，不少企業(yè)已經(jīng)意識到，康養(yǎng)文旅項目不僅需要拼硬件設(shè)施，軟件和服務更是破題的關(guān)鍵。</p><p>“攜程今年針對銀發(fā)人群推出旅行服務保障、專屬會員權(quán)益等舉措，打造新型旅行方式。”攜程集團敏捷項目部總經(jīng)理王欣欣向《證券日報》記者介紹。</p><p>途牛相關(guān)負責人表示，公司主推“牛人專線”和“樂開花爸媽游”，重點關(guān)注服務，滿足老年人“慢游”需求。</p><p>在旅游酒店行業(yè)高級經(jīng)濟師趙煥焱看來，康養(yǎng)文旅產(chǎn)業(yè)發(fā)展是新的建設(shè)和投資過程，產(chǎn)業(yè)鏈相關(guān)市場主體需以健康產(chǎn)業(yè)為核心、提供“好服務”為準繩，將健康、養(yǎng)生、養(yǎng)老、休閑、旅游、食品乃至互聯(lián)網(wǎng)等多種要素及多元化功能融為一體，形成新產(chǎn)業(yè)、新業(yè)態(tài)、新模式。</p><p>“跨產(chǎn)業(yè)、泛行業(yè)的深度融合發(fā)展有望成為現(xiàn)階段乃至下一階段支撐康養(yǎng)文旅產(chǎn)業(yè)發(fā)展的關(guān)鍵。”北京聯(lián)合大學旅游學院在線旅游研究中心主任楊彥鋒向《證券日報》記者表示，這也將有助于持續(xù)挖掘康養(yǎng)文旅行業(yè)巨大的發(fā)展?jié)摿Α?/p><p>多路資本加速布局</p><p>全國旅游標準化技術(shù)委員會發(fā)布的數(shù)據(jù)顯示，2023年，我國康養(yǎng)旅游市場規(guī)模已接近900億元。預計到2029年，中國康養(yǎng)旅游市場規(guī)模將接近1600億元。另有相關(guān)機構(gòu)預測顯示，2050年老年人口旅游消費總額有望達到2.4萬億元以上。</p><p>上萬億元的市場有待開拓，資本以及相關(guān)市場主體展開了怎樣的布局？</p><p>據(jù)了解，截至目前，旅企、上市藥企及地產(chǎn)企業(yè)已經(jīng)入局康養(yǎng)文旅賽道，正在實踐如何“跨界”融合，打造“康養(yǎng)文旅+”的新興商業(yè)模式。</p><p>2024年初，啟迪藥業(yè)披露公告稱，擬打造創(chuàng)新型“中醫(yī)藥+康養(yǎng)文旅”新業(yè)態(tài)，打造集中醫(yī)藥智能制造工業(yè)觀光、中醫(yī)藥文化沉浸式互動體驗于一體的特色工業(yè)旅游園區(qū)。</p><p>盤龍藥業(yè)則于2023年底宣布，孫公司投資1.8億元在陜西省商洛市柞水縣發(fā)展“秦嶺盤龍谷康養(yǎng)文旅”，資金用于建設(shè)一家1.8萬平方米的二級康復醫(yī)院，打造“醫(yī)療+康養(yǎng)+康復”綜合體。</p><p>此外，房企也聞風而動，華僑城等已在建設(shè)運營集康養(yǎng)、文化娛樂、休閑養(yǎng)生于一體的康養(yǎng)文旅度假地。</p><p>在王文看來，推動康養(yǎng)旅游產(chǎn)業(yè)發(fā)展，需要政府、企業(yè)、院校，醫(yī)療機構(gòu)等立體化政策輸出和整合合作，通過政府引導，進行制度設(shè)計、融資服務模式創(chuàng)新和平臺搭建，場景營造，為康養(yǎng)旅居客群提供高質(zhì)量康養(yǎng)旅居酒店的服務。</p><p>據(jù)悉，大黃山世界級休閑度假康養(yǎng)旅游目的地建設(shè)正在持續(xù)推進。該項目由黃山市、池州市、宣城市、安慶市與重點投資企業(yè)進行簽約，項目總投資額超125億元。同時，安徽省政府與中國文化產(chǎn)業(yè)投資基金理事會共同組建了總規(guī)模100億元的大黃山產(chǎn)業(yè)投資基金。</p><p>從政策層面來看，國家發(fā)改委此前發(fā)布的《關(guān)于全面推動基礎(chǔ)設(shè)施領(lǐng)域不動產(chǎn)投資信托基金（REITs）項目常態(tài)化發(fā)行的通知》（以下簡稱《通知》）提出，養(yǎng)老設(shè)施，依法登記并在民政部門備案的養(yǎng)老項目可申報基礎(chǔ)設(shè)施領(lǐng)域不動產(chǎn)投資信托基金（REITs）。</p><p>一位不愿具名的投資人表示，若拉長到10年時間來看，康養(yǎng)文旅產(chǎn)業(yè)是有獨特優(yōu)勢的，是安全邊際和確定性較高的產(chǎn)業(yè)，未來能給投資方帶來穩(wěn)定回報。</p> 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