文旅案例 | 国家级户外运动目的地：打造有魂、有体、有趣的山水舞台、“国家公园+”模式成为亮点

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当城市的天际线逐渐被高楼定义，另一种对地平线的渴望正在亿万中国人心中蓬勃生长。从敦煌戈壁的徒步者身影，到崇礼雪道的跃动弧线，从漓江岸边的骑行队伍，到南海之滨的冲浪板划出的浪痕——户外运动，已不再是少数探险家的专利，而是日益融入国民生活的大众选择。在此浪潮中，“国家级户外运动目的地”这一概念的提出与建设，绝非简单的项目布局，而是关乎全民健康、区域经济、生态和谐与文化自信的国家级战略擘画。它象征着我们对人与自然关系的重新构想，对休闲生活品质的主动塑造，以及对“绿水青山就是金山银山”理念的生动实践。

一、发展现状：蓬勃兴起与多维挑战并存，当前，我国国家级户外运动目的地的发展呈现“需求井喷、供给升级、格局初显”的总体特征。

从需求侧看，全民户外热情高涨。人们对健康、自然、沉浸式体验的追求达到新高度。徒步、登山、露营、骑行、滑雪、水上运动等呈现指数级增长，参与者从专业圈层迅速向家庭、青年、银发等全年龄段拓展，消费链条不断延长，专业化、个性化、社交化需求日益凸显。

从供给侧观，目的地建设进入快车道。以国家体育总局、文化和旅游部联合认定的“国家级体育旅游示范基地”、“国家户外运动休闲空间”等为引领，一批具备国际潜力的目的地正在成型。如河北崇礼依托冬奥遗产，打造世界级滑雪胜地；浙江莫干山以“体育+民宿”闻名；广西阳朔成为全球攀岩爱好者的天堂。这些目的地初步实现了自然资源与运动项目的结合，带动了基础设施、装备制造、赛事运营、培训服务的集群发展。

然而，繁荣背后，深层挑战不容忽视：一是系统规划缺失，不少地区仍停留在“有什么玩什么”的粗放阶段，同质化严重，缺乏与国家公园、国家文化公园等战略的深度嵌合。二是生态红线约束，如何在高强度利用中守护脆弱生态环境，是永恒的课题。三是安全网络薄弱，救援体系、保险保障、行业标准亟待健全。四是产业链条尚短，多局限于门票、住宿等初级收入，高附加值的培训、认证、装备研发、媒体内容产出不足。五是文化内涵浅表，未能深度融合地方文脉，形成独特精神标识。

As the skyline of cities is increasingly defined by tall buildings, another longing for the horizon is flourishing in the hearts of billions of Chinese people. From the figures of hikers in the Dunhuang Gobi to the dynamic arcs on the ski slopes in Chongli, from the cycling teams on the banks of the Li River to the wave patterns left by surfboards on the coast of the South China Sea - outdoor activities are no longer the exclusive domain of a few adventurers, but have increasingly become a popular choice for the general public. In this wave, the proposal and construction of the "National Outdoor Sports Destination" concept is not merely a simple project layout, but a national strategic blueprint concerning the health of the entire population, regional economy, ecological harmony and cultural confidence. It symbolizes our re-conception of the relationship between humans and nature, the active shaping of the quality of leisure life, and the vivid practice of the concept of "Green mountains and clear waters are as valuable as gold and silver".

1. Development Status: Coexistence of vigorous growth and multi-dimensional challenges. Currently, the development of national outdoor sports destinations in China presents a general characteristic of "demand explosion, supply upgrade, and initial formation of pattern". From the demand side, the enthusiasm for outdoor activities among the general public is high. People's pursuit of health, nature and immersive experiences has reached a new height. Hiking, mountain climbing, camping, cycling, skiing, water sports, etc. have shown exponential growth, with participants rapidly expanding from professional circles to families, young people, the elderly and other age groups, and the consumption chain has been continuously extended, with increasingly prominent demands for professionalization, personalization and socialization. From the supply side, destination construction has entered a fast lane. Led by the "National Sports Tourism Demonstration Bases" and "National Outdoor Sports Leisure Spaces" jointly recognized by the National Sports Administration and the Ministry of Culture and Tourism, a number of destinations with international potential are taking shape. For example, Hebei Chongli, relying on the Olympic heritage, has built a world-class skiing resort; Zhejiang Moganshan is famous for "sports + homestay"; Guangxi Yangshuo has become a paradise for rock climbing enthusiasts. These destinations have initially achieved the combination of natural resources and sports projects, driving the cluster development of infrastructure, equipment manufacturing, event operation, training services, etc.

However, behind the prosperity, deep challenges cannot be ignored: First, the lack of systematic planning, many regions are still at the stage of "whatever there is to do, do it", with serious homogeneity and a lack of deep integration with national parks, national cultural parks and other strategies. Second, ecological red lines constraint, how to protect fragile ecological environments in high-intensity utilization is an eternal issue. Third, the weak safety network, rescue systems, insurance guarantees and industry standards urgently need to be improved. Fourth, the industrial chain is still short, mainly limited to tickets, accommodation and other primary income, with insufficient high value-added training, certification, equipment research and development, and media content production. Fifth, the cultural connotation is superficial, failing to deeply integrate with local cultural traditions and forming a unique spiritual symbol.

二、政策支持：顶层设计引领，多部门协同赋能，近年来，国家层面对户外运动及其目的地建设的扶持力度空前，政策体系日趋完善，清晰勾勒出发展路径。

核心政策引擎明确。2022年，国家体育总局等八部门联合印发的《户外运动产业发展规划（2022-2025年）》是纲领性文件，明确提出“建设一批国家级户外运动目的地”，并从空间布局、设施建设、赛事体系、产业生态等方面全面部署。随后《国民旅游休闲发展纲要（2022—2030年）》等均将户外休闲、体育旅游置于重要位置。

多维度支持工具并举。在土地保障上，鼓励利用荒山、荒地、废弃矿区等建设户外项目；在资金引导上，中央预算内投资、体育彩票公益金予以倾斜，并鼓励社会资本参与；在标准建设上，加快户外运动安全、服务、设施标准的制修订；在赛事驱动上，支持举办高水平国际国内户外赛事，打造自主品牌IP；在科技赋能上，推动智慧步道、数字导航、可穿戴设备在目的地的应用。

“国家公园+”模式成为亮点。随着国家公园体制的建立，在严格保护前提下，特许经营制度为开展生态友好的徒步、观鸟、自然教育等户外活动开辟了新空间，实现了顶级生态资源与顶级户外体验的结合。

三、未来前景：广阔天地，迈向高质量生态，展望未来，国家级户外运动目的地的发展前景广阔，将呈现四大趋势：

深度融合化：超越“体育+旅游”的简单叠加，迈向与文化、教育、健康、科技、乡村振兴的“5+”深度融合。目的地将成为传承地方非遗、开展研学实践、促进康养疗愈、应用前沿科技、带动乡村共富的综合性平台。产品智慧化：借助5G、北斗、物联网、AR/VR，打造全流程数字体验。从智能预约、安全监控、实时导览，到虚拟预体验、运动数据分析、社交分享，智慧化将极大提升便捷性与趣味性。市场细分与国际化：针对银发族、青少年、女性、家庭等不同客群，开发细分产品。同时，吸引国际赛事落户，对标国际服务标准，打造具有全球吸引力的世界级目的地。绿色低碳化：生态优先理念贯穿始终，目的地建设运营将全面采用绿色技术，倡导无痕户外，发展碳汇经济，成为展示生态文明建设成果的窗口。

四、建设路径与产品业态植入：打造有魂、有体、有趣的山水舞台，做好国家级户外运动目的地，需以“生态为基、文化为魂、产业为用、惠民为本”，进行系统构建。

首先，做好顶层规划与精准定位。必须进行深入的资源本底调查，明确核心吸引力（是雄奇山水、独特地貌还是人文底蕴），进行全国乃至全球坐标系下的差异化定位，避免盲目跟风。规划须严守生态红线，进行环境影响评估，并与国土空间规划、交通规划等无缝衔接。

其次，构建多层次、可迭代的产品业态体系。这是目的地活力的核心：核心吸引层（“必体验”）：标志性户外线路：如国家级步道（类似美国PCT）、黄金水系漂流、经典骑行环线、高山滑雪道集群。旗舰级赛事活动：承办或自主创办具有国际影响力的马拉松、越野赛、自行车赛、水上运动赛等。顶级自然体验：在专业向导带领下的高山攀登、洞穴探险、荒野徒步等。大众参与层（“乐参与”）：轻量化休闲项目：家庭露营、湖畔瑜伽、山地自行车公园、休闲攀岩墙、越野卡丁车等。四季全时产品：开发冰雪、避暑、观星、赏叶等季节性主题产品，平衡淡旺季。技能培训与认证：建立户外运动学校，提供从入门到专业的各级培训及国际资质认证。融合体验层（“深感受”）：“户外+文化”：古道文史之旅、非遗手作营地（如制作皮划艇、弓箭）、户外主题演艺（山间音乐会、崖壁光影秀）。“户外+教育”：青少年自然科考营、地质研学、野外生存训练、生态道德课堂。“户外+康养”：森林疗愈步道、温泉运动康复、中医药膳食补配套。“户外+社群”：打造俱乐部聚集区，举办户外电影节、装备展、爱好者分享会。配套服务层（“享服务”）：智慧服务枢纽：集信息咨询、在线预订、救援指挥、数据监控于一体的综合服务中心。特色住宿体系：从生态露营地、主题民宿、森林木屋到高端度假酒店，满足不同需求。在地化商业：户外装备零售与租赁、本地特产市集、轻食咖啡、装备维护店。安全救援网络：建立覆盖全域、反应迅速的现代化应急救援体系，配套保险产品。

II. Policy Support: Leading with top-level design, multi-sectoral collaboration for empowerment. In recent years, the national level has provided unprecedented support for outdoor sports and destination development. The policy framework has become increasingly complete, clearly outlining the development path.

The core policy engine is clear. In 2022, the National Sports Administration and eight other departments jointly issued the "Outdoor Sports Industry Development Plan (2022-2025)", which is a guiding document, clearly stating "build a number of national outdoor sports destinations", and comprehensively deploying aspects such as spatial layout, facility construction, event system, and industrial ecology. Subsequently, the "National Tourism and Leisure Development Outline (2022-2030)" and others have placed outdoor leisure and sports tourism in an important position. Multiple support tools are employed in various dimensions. In terms of land guarantee, encouraging the construction of outdoor projects on barren mountains, barren lands, and abandoned mining areas; in terms of financial guidance, central budgetary investment, sports lottery public funds are given priority, and encouraging private capital participation; in terms of standard construction, accelerating the formulation and revision of safety, service, and facility standards for outdoor sports; in terms of event-driven support, supporting the holding of high-level international and domestic outdoor events, and creating brand IP; in terms of technology empowerment, promoting the application of smart trails, digital navigation, and wearable devices in the destination. The "National Park +" model has become a highlight. With the establishment of the national park system, under the premise of strict protection, the concessionary operation system has opened up new space for conducting eco-friendly hiking, bird watching, natural education, etc., achieving the combination of top ecological resources and top outdoor experiences.

III. Future Prospects: Broad horizons, towards high-quality ecology. Looking forward, the development prospects of national outdoor sports destinations are broad, and will present four major trends: Deep integration: Beyond the simple superposition of "sports + tourism", moving towards the "5+" deep integration with culture, education, health, technology, and rural revitalization. The destination will become a comprehensive platform for inheriting local intangible cultural heritage, conducting experiential learning, promoting health care and healing, applying cutting-edge technologies, and driving rural common prosperity. Product smartization: Utilizing 5G, Beidou, Internet of Things, AR/VR, creating a full-process digital experience. From intelligent reservation, safety monitoring, real-time guidance, to virtual pre-experience, movement data analysis, social sharing, smartization will greatly enhance convenience and fun. Market segmentation and internationalization: Developing differentiated products for different customer groups such as the elderly, teenagers, women, and families. At the same time, attracting international events to settle,对标 international service standards， and creating a world-class destination with global appeal. Green and low-carbonization： The concept of ecological priority runs through the entire process， and destination construction and operation will fully adopt green technologies， advocate traceless outdoor activities， develop carbon sink economy， and become a window to showcase the achievements of ecological civilization construction.

IV. Construction Path and Product Format Implantation： Creating a soulful， tangible， and interesting landscape stage， to build a national outdoor sports destination， requires systematic construction with "ecology as the foundation， culture as the soul， industry as the use， and benefiting the people as the core". First， do a good job in top-level planning and precise positioning. It is necessary to conduct in-depth resource background investigations， clearly define the core appeal (whether it is magnificent mountains and waters， unique landforms， or cultural heritage)， conduct differentiated positioning under the national and global coordinate system， avoiding blind following. The planning must strictly abide by the ecological red line， conduct environmental impact assessment， and seamlessly connect with land use planning， transportation planning， etc. Secondly， build a multi-level， iterative product format system. This is the core of the destination's vitality： Core attraction layer ("must-try")：标志性 outdoor routes： such as national trails (similar to the PCT in the United States)， golden waterway rafting， classic cycling routes， mountain skiing clusters. Flagship-level event activities： hosting or independently organizing events with international influence such as marathons， cross-country races， bicycle races， water sports races. Top-notch natural experiences: Mountain climbing led by professional guides, cave exploration, wilderness hiking, etc. Mass participation level ("Enjoy Participation"): Lightweight leisure activities:

Family camping, lake-side yoga, mountain bike park, leisure climbing wall, off-road go-karting, etc. Year-round all-time products: Develop seasonal theme products such as ice and snow, summer relief, stargazing, and leaf appreciation to balance peak and off-peak seasons. Skills training and certification: Establish an outdoor sports school and provide training from beginner to professional levels and international qualification certifications. Integrated experience level ("Deep Experience"): "Outdoor + Culture": Ancient road cultural history tours, intangible cultural heritage handicraft camps (such as making kayaks, bows and arrows), outdoor theme performances (mountain music concerts, cliff wall light and shadow shows).

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