海南自贸系列|自贸港旅游产业:量与质全面提升

旅游业是海南自贸港四大主导产业之一。2024年，海南省出台《海南旅游业高质量发展三年行动计划(2024—2026年)》，提出将高品质打造环岛旅游公路旅游体系和海南热带雨林国家公园生态旅游产品，高质量打造海洋旅游产品体系、文旅融合产品体系、体旅融合产品体系、医疗和康养旅游产品体系等，推动建设一批重大旅游项目。

      在今年的十一国庆中秋假期，海南全省范围内新开业运营旅游项目就达到了19个(含网红打卡点)。其中：

    万宁3个：神州半岛假日度假酒店、中旅日月逐浪驿站(试营业)、神州半岛肆海集商业综合体;

    昌江3个：海尾国家湿地公园、昌江棋子湾海角之恋太空舱民宿、昌江棋子湾海边市集;

    海口1个：全球花果之旅景区;

    三亚1个：三亚湾壹号(文旅商综合体);

    儋州1个：神冲滨海旅游度假区;

    琼海1个：白石岭旅游区亲水乐园;

    文昌1个：神州科技馆;

    五指山1个：“通什1988”全景沉浸式街区;

    陵水1个：陵水热带林博园(大溪岭);

    白沙1个：白沙大院乡村度假酒店;

    琼中2个：水央·归隐民宿项目、万寿山古城;

    东方1个：御龙湾商旅酒店;

    屯昌1个：水晶之缘水晶民宿;

    临高1个：滨海生态日出花园。

一、海南旅游产业现状

     海南旅游业目前正处在从规模扩张向高质量发展转型的关键阶段。

   1、在经济表现上，2025上半年海南的游客数量和旅游收入都创出了历史新高，根据2024年的公开数据，旅游业收入对全省GDP的贡献达到26%。

    2025年上半年，因为85国免签、144小时港澳团免签等政策推动，海南全省上半年接待游客5521.29万人次，同比增长8.1% 。入境过夜游客65.29万人次，同比增长31.7%，俄语区游客增长显著。游客总花费1189.27亿元，同比增长8.4% ，离岛免税购物额167.6亿元，人均消费6754元。

    2、在旅游产品体系上，海南旅游汇聚形成了海洋度假、免税购物、医疗康养、航天体验等十大特色业态，环岛旅游公路成为核心吸引点。

     例如，cdf海口国际免税城推出儿童剧场、研学课堂、主题巡游等活动，在免税城一地之内既能满足购物消费、餐饮需求，又可以游玩、遛娃，实现从单一消费场景向复合型消费场景的升级，还与大型赛事、演唱会等活动联动，向粉丝推出吃住行游购娱等一条龙旅游权益。

    3、在旅游基础设施上，海南环岛旅游公路、热带雨林公路、机场、高铁等构建了“快进漫游”的交通网络。

    4、在市场营销方面，海南一直在通过海外社交媒体提升当地旅游影响力。今年的5月13日，海南省旅游和文化广电体育厅为全球29家海南旅游境外推广办事处授牌，涉及地区包括东亚、东南亚、东北亚、欧洲和北美，具体城市包括了中国香港、中国台湾台北、中国台湾高雄、吉隆坡、莫斯科、柏林、东京、新加坡、河内、乌兰巴托等。

二、旅游产业面临主要挑战

    海南自贸港发展旅游产业也存在短板和一定的不足：





三、未来发展方向

     海南旅游业在迎接自贸港政策红利的同时，需要因地制宜，妥善应对产业发展的挑战，才能真正把握住发展机遇，实现海南旅游业的高质量、可持续发展，将海南建设成为名副其实的国际旅游消费中心。这需要政府、企业、行业协会等各方主体的共同努力和长期坚持。

1、深化产业融合，拓展消费新空间。

      未来海南将更注重“旅游+和“+旅游”的融合发展。一方面，海南推动旅游与文化、体育、医疗、农业、会展等产业的深度融合，打造更多像博鳌乐城医疗旅游、万宁近海冲浪、文昌航天主题乐园旅游的特色项目增长极。

      在体育旅游方面，海南旅文厅副厅长徐翔鸿曾经在采访中这样解释海南体育旅游的发展战略：海南地处中国最南端，体育旅游因南而特，因特而强。海南四季温暖，山水秀美，各具特色，山地户外、热带雨林项目是重点，适合马拉松、骑行、高尔夫、登山探险等项目，还适合奥运会、亚运会、亚沙会、全运会等多个竞技项目在海南打造训练基地、转训基地、赛事中心，现在正在按照国家体育总局要求推进‘一核多点’国家体育训练南方基地建设工作。”

      另一方面，通过发展夜间经济（如国家级夜间文旅消费集聚区、深化免税政策、打造高端旅游综合体等方式，延伸旅游消费链条，提升过夜游客的消费水平和停留时间 。根据2024年11月颁布的《海南省创建夜间文化和旅游消费集聚示范区工作方案》，海南省已成功创建6个夜间文化和旅游消费集聚区，其中三亚3个、海口2个、陵水1个，分别是三亚市海昌梦幻海洋不夜城、三亚千古情、三亚鹿回头风景区、海口市观澜湖新城、海口骑楼—外滩文化街区、陵水黎族自治县海南海洋欢乐世界。此外，海南省还将在海口、三亚、儋州三城选取六个区域作为夜间文化和旅游消费集聚示范区创建的核心，包括海口沿海甸河两岸、府城地区；三亚的大东海—鹿回头—三亚湾、荔枝沟片区、海棠湾，以及儋州海花岛等。

2、陆海联动，做强蓝色经济

      根据《海南省海洋旅游高质量发展三年行动方案》，海南将构建以三亚、海口、琼海、儋州、三沙为引领的多层次海洋旅游产品体系，重点发展邮轮旅游（增开东盟航线）、游艇旅游（建设智能服务平台）、水上运动（建设冲浪、潜水基地）等业态，并探索“低空+海洋”等创新模式，目标是到2027年全省海洋旅游收入突破400亿元 。

      海南在加强邮轮游艇旅游国际国内合作，广泛加强与欧洲、美洲、澳洲、亚洲等沿海沿岸国家特别是东亚、东南亚及南亚等地区国家的邮轮旅游合作，大力加强与天津、上海、青岛、厦门等国内主要邮轮港口城市的旅游联合，将海南的地理区位优势，打造海上“丝绸之路”沿线国家邮轮旅游经济带。

3、完善全域旅游格局，提升基础设施。

      以环岛旅游公路和环热带雨林国家公园旅游公路为骨架，将全岛的景区、海湾、乡村、文化遗址等资源“串珠成链”，未来将继续完善海南环岛沿途的观景平台、亲海景点、特色民宿等配套设施，并推动客流从传统热门湾区向中部雨林、特色乡村等更广阔的区域分流。

      海南环岛旅游公路于2023年12月18日全线建成通车，主线全长988千米，由海南交投负责建设运营。今年1月海南环岛旅游公路成功入选交通运输部、文化和旅游部联合公布的全国第一批35个旅游公路项目名单。

     2021年的9月30日，国务院同意设立海南热带雨林国家公园，今年正是海南热带雨林国家公园成立两周年。国庆中秋假期期间，海南热带雨林国家公园推出尖峰岭、吊罗山、五指山、霸王岭、黎母山等精品旅游线路，游客可选择不同线路进入热带雨林国家公园内的黎母山、尖峰岭、霸王岭、吊罗山、五指山5个片区，线路经过了雨林瀑布、栈道、科普宣教馆、观景台、黎母庙、天池、风情小镇等知名景点。

4、提升国际化水平，塑造强势品牌

     持续开展如“酷酷的海南”等精准国际营销活动，讲好海南故事 。同时，核心在于提升旅游服务的国际化水准，包括引进和培育高端专业人才、推行国际通用的服务标准、完善多语种服务环境等，从而真正塑造“国际旅游消费中心”的品牌形象。

5、坚持绿色发展，创新赋能

     海南的发展始终以优质生态环境为基础。未来将大力发展气候康养、森林康养等健康产业 ，并积极应用大数据、人工智能等新兴技术，催生新的旅游商业模式和体验方式，实现可持续发展。

     海南着力打造“海南雨林康养”特色品牌，《海南省推动康养产业发展三年行动方案(2025—2027)》中提出，要“与林融合打造特色森林康养服务”。海南将充分利用海南独特的自然资源和气候优势，推动森林康养产业的发展，确保其可持续性和竞争力。

      在政策支持与基础设施建设方面，海南支持森林康养基地、森林人家建设，对于在不破坏森林生态前提下建设的森林步道等基础设施，依法依规按直接为林业生产经营服务的工程设施占用林地办理。同时结合“两环”旅游公路建设，打造沿线森林康养基地、森林人家产品体系。

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