文旅案例 | 农文旅融合新纪元：农业元宇宙的兴起、全龄友好的新乡村主义进行时

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2025年中国农文旅市场迎来结构性拐点。据中国旅游研究院最新数据显示，2025年上半年全国乡村旅游接待人数达18.2亿人次，同比增长23.5%，恢复至2019年同期水平的132%；乡村旅游总收入突破6800亿元，同比增长31.2%。这一增长背后，是消费群体的代际更迭——Z世代（1995-2009年出生）已占乡村旅游客群的38.7%，成为最大消费群体。与此同时，农文旅投资结构发生重大变化：社会资本投资占比从2020年的45%上升至2025年的68%，标志着农文旅项目正从政策驱动转向市场驱动。

市场呈现三大新特征：一是“微度假”常态化，平均停留时间从1.2天延长至2.4天；二是消费分层明显，高端定制农文旅产品客单价超8000元/人，同比增长40%；三是科技渗透加深，72%的农文旅项目已应用至少一项数字化技术。这些变化预示着农文旅发展已进入以质量、体验和创新为核心的新阶段。

一、四类农文旅项目的2025年前景与创新方向1）数字田园综合体：农业元宇宙的兴起。市场前景：2025年智慧农业与旅游融合市场规模预计突破1200亿元。随着5G-A（5G Advanced）商用和XR（扩展现实）设备普及，“虚实共生”的农业体验成为新蓝海。农业农村部数据显示，截至2025年6月，全国已建成“数字田园”示范项目127个，较2023年增长210%。创新路径：农业数字孪生系统：通过物联网传感器实时映射农田状态，游客可在虚拟空间参与种植决策；区块链溯源体验：将农产品全生命周期数据上链，消费者通过AR扫描查看“数字生长日记”；AI个性化推荐：基于游客行为数据，智能匹配农耕体验、节气餐饮、手作课程。

前沿案例：浙江“云上稻香”数字农场（2024年建成）该项目整合了华为云和阿里达摩院技术，打造了中国首个“全息农业主题公园”。游客佩戴轻量化MR眼镜后，可在真实稻田中看到虚拟的水稻生长过程、养分流动动画；通过手势操作参与“数字插秧比赛”；农产品包装附有NFT数字藏品，实现实体与虚拟价值双流转。运营一年内，项目接待游客42万人次，其中35%为科技爱好者，复游率达47%，带动当地大米品牌溢价达300%。

2）气候适应性农庄：碳中和背景下的生态体验。市场前景：根据《2025中国可持续旅游发展报告》，83%的城市消费者愿意为碳中和旅游产品支付10%-30%溢价。2025年1-6月，全国新增“零碳农庄”认证项目89个，是2023年全年的2.1倍。创新路径：碳足迹可视化系统：实时显示游客活动产生的碳排放及抵消过程；气候智慧型农业展示：集成耐旱作物、节水灌溉、生物固碳等适应技术；生态服务价值转化：开发碳汇体验课程、生态责任旅行产品。前沿案例：四川“熊猫碳汇庄园”（2025年认证）该项目位于大熊猫栖息地边缘带，创新性地将生态保护与农文旅结合。庄园内每间民宿屋顶安装光伏板，能源自给率达65%；餐食采用“食物里程”小于50公里的本地食材；游客可通过参与竹林抚育获得“碳积分”，兑换特色产品。经中国质量认证中心测算，庄园每年固碳量达287吨，成功发行了全国首单“农文旅碳汇VER”（自愿减排量）。项目吸引了大量ESG（环境、社会、治理）投资关注，估值在一年内增长2.3倍。3）代际共融乡村社区：全龄友好的新乡村主义。市场前景：2025年民政部数据显示，城市老年人乡村旅居需求同比增长56%，同时“亲子研学”和“青年创客”需求持续旺盛。成功的农文旅项目正从单一业态转向全龄段社区构建。创新路径：空间模块化设计：同一区域内布局适老设施、亲子空间和共享办公区；跨代际活动设计：如祖孙共学的传统手艺课程、老少协作的社区农场；混合居住模式：短期游客、季节性居民和原住民共同参与社区治理。

前沿案例：江苏“三生融合社区”（2023-2025年分阶段建设）该项目创造性提出“30%原住民+40%新村民+30%流动客”的人口结构模型。社区内设有：面向老年人的“智慧康养小屋”（配备健康监测和紧急呼叫系统）；面向家庭的“自然教育营地”（每周开设24节户外课程）；面向数字游民的“乡村工作站”（提供千兆光纤和共享会议室）。社区采用“积分制治理”，居民通过参与垃圾分类、文化传承等活动积累积分，兑换公共服务。社区内创业项目存活率达78%，远高于行业平均水平。

4）农科旅教融合体：未来食物的教育场景。市场前景：2025年教育部将“食农教育”纳入中小学必修内容，预计创造每年500万人次的研学需求。同时，细胞培养肉、垂直农业等食品科技催生了“未来食物旅游”新品类。创新路径：从田间到实验室的动线设计：在同一空间展示传统农耕、设施农业和食品科技；沉浸式危机体验：通过VR模拟粮食短缺场景，增强食物珍惜意识；可食地景设计：将功能性农作物转化为艺术景观。

前沿案例：上海“未来食物公园”（2024年开放）该项目由中科院植物研究所与光明食品集团联合打造，占地200亩，分为“传统农耕区”、“智慧温室区”和“食物科技馆”三大板块。最具创新性的是“细胞农业透明实验室”，游客可实时观察细胞培养肉的生产过程，并在体验餐厅品尝。公园与上海128所中小学签约，开发了覆盖K-12全学段的食农教育课程包。2025年上半年接待研学团队2100批次，单日最高接待量达8000人，相关衍生产品收入占总收入42%。

In 2025, China's agricultural, cultural and tourism market will reach a structural turning point. According to the latest data from the China Tourism Academy, the number of rural tourism visitors in China reached 1.82 billion in the first half of 2025, an increase of 23.5% year-on-year, and recovered to 132% of the level in the same period of 2019. The total revenue of rural tourism exceeded 680 billion yuan, increasing by 31.2% year-on-year. Behind this growth lies the generational shift of the consumer group - Generation Z (born between 1995 and 2009) has accounted for 38.7% of the rural tourism customer base, becoming the largest consumer group. Meanwhile, the investment structure of agriculture, culture and tourism has undergone significant changes: the proportion of social capital investment has risen from 45% in 2020 to 68% in 2025, marking that agriculture, culture and tourism projects are shifting from policy-driven to market-driven. The market presents three new features: First, "micro-vacations" have become the norm, with the average stay time extending from 1.2 days to 2.4 days; Second, there is a clear stratification in consumption. The average transaction value of high-end customized agricultural, cultural and tourism products exceeds 8,000 yuan per person, with a year-on-year growth of 40%. Third, the penetration of technology has deepened, with 72% of agricultural, cultural and tourism projects having applied at least one digital technology. These changes indicate that the development of agriculture, culture and tourism has entered a new stage centered on quality, experience and innovation.

I. Prospects and Innovative Directions of Four Types of Agricultural, Cultural and Tourism Projects in 2025 1) Digital Rural Complex: The Rise of Agricultural Metaverse. Market prospects: The market size of the integration of smart agriculture and tourism is expected to exceed 120 billion yuan by 2025. With the commercialization of 5G-A (5G Advanced) and the popularization of XR (Extended Reality) devices, the agricultural experience of "virtual and real coexistence" has become A new blue ocean. According to data from the Ministry of Agriculture and Rural Affairs, as of June 2025, 127 "Digital Countryside" demonstration projects have been built across the country, an increase of 210% compared with 2023. Innovation Path: Agricultural Digital Twin System: By using Internet of Things sensors to map the status of farmland in real time, tourists can participate in planting decisions in a virtual space. Blockchain traceability experience: Upload the full life cycle data of agricultural products to the chain, and consumers can scan with AR to view the "Digital Growth Diary". AI personalized recommendation: Based on tourists' behavior data, it intelligently matches farming experiences, seasonal dining, and handicraft courses. Frontier Case: Zhejiang's "Cloud Rice Fragrance" Digital Farm (to be completed in 2024) This project integrates Huawei Cloud and Alibaba DAMO Academy technologies to create China's first "holographic agricultural theme park". After wearing lightweight MR Glasses, tourists can see virtual animations of the rice growth process and nutrient flow in real rice fields. Participate in the "Digital Rice Transplanting Competition" through gesture operation; The packaging of agricultural products is accompanied by NFT digital collectibles, enabling the dual circulation of physical and virtual value. Within one year of operation, the project received 420,000 visitors, among whom 35% were technology enthusiasts. The repeat visit rate reached 47%, driving the local rice brand's premium to 300%.

2) Climate-Adaptive Farm: An ecological Experience in the context of carbon neutrality. Market prospects: According to the "2025 China Sustainable Tourism Development Report", 83% of urban consumers are willing to pay a premium of 10% to 30% for carbon-neutral tourism products. From January to June 2025, 89 new "Zero-carbon Farm" certification projects were added across the country, which is 2.1 times the number for the whole of 2023. Innovation Path: Carbon Footprint Visualization System: Real-time display of carbon emissions generated by tourists' activities and the offset process; Climate-smart agriculture Exhibition: Integrating drought-resistant crops, water-saving irrigation, biological carbon sequestration and other adaptive technologies; Ecological service value transformation: Develop carbon sink experience courses and ecological responsibility travel products. Frontier Case: Sichuan's "Panda Carbon Sink Estate" (Certified in 2025) This project is located on the edge of the giant panda habitat and innovatively combines ecological protection with agriculture, culture and tourism. Each homestay in the manor is equipped with photovoltaic panels on its roof, achieving an energy self-sufficiency rate of 65%. The meals use local ingredients with a "food mileage" of less than 50 kilometers. Visitors can earn "carbon points" by participating in bamboo forest tending and exchange them for special products. According to the calculation of China Quality Certification Center, the annual carbon sequestration of the manor amounts to 287 tons, and it has successfully issued the first "Agricultural, Cultural and Tourism Carbon Sink VER" (Voluntary Emission reduction) in the country. The project has attracted a significant amount of ESG (environmental, social, and governance) investment attention, and its valuation has increased by 2.3 times within a year.

3) Intergenerational Integration Rural Community: A New Ruralism friendly to all ages. Market prospects: According to data from the Ministry of Civil Affairs in 2025, the demand for rural travel and residence among urban elderly people has increased by 56% year-on-year. Meanwhile, the demand for "parent-child study Tours" and "young makers" remains strong. Successful agricultural, cultural and tourism projects are shifting from a single business format to the construction of communities for all age groups. Innovation path: Spatial modular design: Layout elderly-friendly facilities, parent-child Spaces, and shared office areas within the same zone. Intergenerational activity design: such as traditional handicraft courses for grandparents and grandchildren to learn together, and community farms for collaboration between the young and the old. Mixed living model: Short-term tourists, seasonal residents and indigenous people all participate in community governance together. Frontier Case: Jiangsu's "Three-Life Integration Community" (to be constructed in phases from 2023 to 2025) This project creatively proposed a population structure model of "30% indigenous people +40% new villagers +30% migrant workers". The community is equipped with: a "Smart Health Care Cabin" for the elderly (equipped with health monitoring and emergency call systems); Family-oriented "Nature Education Camp" (offering 24 outdoor classes per week); "Rural Workstations" for digital nomads (offering gigabit optical fiber and shared meeting rooms). The community adopts a "points-based governance system". Residents accumulate points by participating in activities such as garbage classification and cultural inheritance, and exchange them for public services. The survival rate of entrepreneurial projects within the community has reached 78%, which is much higher than the industry average.

二、2025年可持续发展：ESG框架下的三重价值实现环境维度：从保护到再生的跃升。生物多样性银行：浙江“天目山生态综合体”项目开发前对基地生物多样性进行本底调查，承诺运营后物种丰富度年增长不低于3%。每损失一棵古树需补种100棵乡土树种并管护10年。水-能-粮纽带管理：采用系统思维设计循环，如北京“永续农园”将渔菜共生系统的富营养水用于沼气发电，发电余热为温室供暖，形成闭合循环。材料护照制度：所有建筑材料登记“成分”和“可拆解性”，确保未来可完全回收利用。苏州“太湖源零废弃村落”实现92%的建筑材料可追溯、可回用社会维度：从参与到赋能的深化。社区股权设计2.0：福建“土楼共益计划”将村民资源细分为“房屋使用权”、“文化知识产权”、“劳动技能”等不同股权类别，分别计价入股，使老人、妇女等群体的无形资产得到合理估值。乡村技能认证体系：农业农村部2025年推出“乡村工匠”国家职业技能标准，持证者收入平均提高35%。云南“普洱茶旅融合带”已有1,200名村民获得认证。跨村联合运营平台：多个相邻村庄组建“文旅联合体”，共享客源、共担风险、共同营销。安徽“皖南三村联盟”通过此模式，营销成本降低40%，客流量增长65%。治理维度：从监管到共治的转型。数字化共治平台：村民、游客、投资者通过手机APP参与项目决策和监督。江西“婺源乡治通”平台上线一年，累计处理1.2万条建议，采纳率达38%。动态利益调整机制：根据项目不同发展阶段调整分红比例，初期向投资方倾斜，稳定后逐步提高社区分配比例。河南“红旗渠文旅带”协议明确，社区收益比例从15%阶梯式上升至45%。第三方影响力评估：引入独立机构每年评估项目的社会和环境影响力，结果与融资利率挂钩。2025年国内已有9家银行推出“影响力挂钩贷款”。三、未来三年趋势预测与行动建议趋势预测（2026-2028）：AI原生农文旅产品涌现：生成式AI将深度参与体验设计，为每个游客实时生成个性化叙事脚本和互动内容。农业外延极大扩展：太空农业、海洋牧场等前沿领域将成为高端农文旅主题。农文旅碳交易常态化：项目产生的碳汇、生物多样性保护价值将进入公开交易市场。乡村数据资产化：经过脱敏处理的乡村流量数据、文化数据可作为资产估值和融资抵押。 行动建议：技术嫁接策略：农文旅项目不必自主开发技术，而应成为“技术应用场景实验室”，与科技企业形成共生关系。敏捷试错机制：设立不超过总投资15%的创新基金，用于快速测试新业态，失败即停，成功则快速复制。数据资产意识：从项目设计阶段即建立数据收集框架，关注体验数据（X-data）与运营数据（O-data）的融合。韧性构建重点：设计“气候适应性体验方案”，如旱季主打星空观测、雨季主打温室手作，实现全天候运营。

Iii. Sustainable Development in 2025: Triple Value Realization under the ESG Framework

Environmental dimension: A Leap from protection to regeneration. Biodiversity Bank: Before the development of the "Tianmu Mountain Ecological Complex" project in Zhejiang Province, a background survey of the base's biodiversity was conducted, and it was committed that the species richness would increase by no less than 3% annually after operation. For every ancient tree lost, 100 native tree species need to be replanted and maintained for 10 years. Water-energy-grain link management: Adopt systems thinking to design the cycle. For instance, in Beijing's "Yongxu Agricultural Park", the eutrophic water from the fishery-vegetable symbiosis system is used for biogas power generation, and the waste heat from power generation is used to heat greenhouses, forming a closed cycle. Material passport system

All building materials are registered for "composition" and "disassemblability" to ensure complete recyclability in the future. The "Taihu Source Zero Waste Village" in Suzhou has achieved that 92% of its building materials are traceable and reusable. Social dimension: Deepening from Participation to empowerment. Community Equity Design 2.0

The "Tulou Common Benefit Plan" in Fujian Province subdivides villagers' resources into different equity categories such as "house usage rights", "cultural intellectual property rights", and "labor skills", which are valued and invested separately, enabling the intangible assets of groups such as the elderly and women to be reasonably valued. Rural skills certification system

The Ministry of Agriculture and Rural Affairs will introduce the national vocational skills standard for "Rural Craftsmen" in 2025, with the average income of certificate holders increasing by 35%. In the "Pu 'er Tea and Tourism Integration Belt" of Yunnan Province, 1,200 villagers have been certified. Cross-village joint operation platform: Multiple adjacent villages form a "cultural and tourism consortium" to share tourists, risks and conduct joint marketing. Through this model, the "Wannan Three Villages Alliance" in Anhui Province has reduced marketing costs by 40% and increased customer flow by 65%. Governance dimension: The transformation from regulation to co-governance. Digital co-governance platform: Villagers, tourists and investors participate in project decision-making and supervision through a mobile APP. One year after its launch, the "Wuyuan Rural Governance Pass" platform in Jiangxi Province has processed a total of 12,000 suggestions, with an adoption rate of 38%. Dynamic benefit adjustment mechanism: Adjust the dividend ratio according to different development stages of the project. Initially, tilt towards the investors, and gradually increase the community distribution ratio after stabilization. The agreement on the "Hongqi Canal Cultural Tourism Belt" in Henan Province clearly states that the proportion of community income will increase step by step from 15% to 45%. Third-party impact assessment: Introduce an independent institution to assess the social and environmental impact of the project annually, and link the results to the financing interest rate. By 2025, nine domestic banks have launched "impact-linked loans".

Iv. Trend Forecast and Action Suggestions for the Next Three Years

Trend Forecast (2026-2028) : AI-native agricultural, cultural and Tourism products Emerge: Generative AI will deeply participate in experience design, generating personalized narrative scripts and interactive content in real time for each visitor. The extension of agriculture has been greatly expanded: cutting-edge fields such as space agriculture and Marine ranches will become the themes of high-end agriculture, culture and tourism. Regularized carbon trading in agriculture, culture and tourism: The carbon sink and biodiversity conservation value generated by projects will enter the public trading market. Rural data assetization: Rural traffic data and cultural data that have undergone desensitization processing can be used as asset valuation and financing collateral.

Action Suggestion: Technology grafting strategy: Agricultural, cultural and tourism projects do not need to develop technologies independently. Instead, they should become "technology application scenario laboratories" and form a symbiotic relationship with technology enterprises. Agile trial-and-error mechanism: Establish an innovation fund of no more than 15% of the total investment to rapidly test new business models. If it fails, stop; if it succeeds, quickly replicate. Data asset awareness: Establish a data collection framework from the project design stage, focusing on the integration of experience data (X-data) and operation data (O-data). Key points for resilience construction: Design "climate-adaptive experience plans", such as focusing on star observation during the dry season and greenhouse handicrafts during the rainy season, to achieve all-weather operation.

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