文旅案例 | 國家級戶外運(yùn)動目的地：打造有魂、有體、有趣的山水舞臺、“國家公園+”模式成為亮點(diǎn)

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當(dāng)城市的天際線逐漸被高樓定義，另一種對地平線的渴望正在億萬中國人心中蓬勃生長。從敦煌戈壁的徒步者身影，到崇禮雪道的躍動弧線，從漓江岸邊的騎行隊(duì)伍，到南海之濱的沖浪板劃出的浪痕——戶外運(yùn)動，已不再是少數(shù)探險家的專利，而是日益融入國民生活的大眾選擇。在此浪潮中，“國家級戶外運(yùn)動目的地”這一概念的提出與建設(shè)，絕非簡單的項(xiàng)目布局，而是關(guān)乎全民健康、區(qū)域經(jīng)濟(jì)、生態(tài)和諧與文化自信的國家級戰(zhàn)略擘畫。它象征著我們對人與自然關(guān)系的重新構(gòu)想，對休閑生活品質(zhì)的主動塑造，以及對“綠水青山就是金山銀山”理念的生動實(shí)踐。

一、發(fā)展現(xiàn)狀：蓬勃興起與多維挑戰(zhàn)并存，當(dāng)前，我國國家級戶外運(yùn)動目的地的發(fā)展呈現(xiàn)“需求井噴、供給升級、格局初顯”的總體特征。

從需求側(cè)看，全民戶外熱情高漲。人們對健康、自然、沉浸式體驗(yàn)的追求達(dá)到新高度。徒步、登山、露營、騎行、滑雪、水上運(yùn)動等呈現(xiàn)指數(shù)級增長，參與者從專業(yè)圈層迅速向家庭、青年、銀發(fā)等全年齡段拓展，消費(fèi)鏈條不斷延長，專業(yè)化、個性化、社交化需求日益凸顯。

從供給側(cè)觀，目的地建設(shè)進(jìn)入快車道。以國家體育總局、文化和旅游部聯(lián)合認(rèn)定的“國家級體育旅游示范基地”、“國家戶外運(yùn)動休閑空間”等為引領(lǐng)，一批具備國際潛力的目的地正在成型。如河北崇禮依托冬奧遺產(chǎn)，打造世界級滑雪勝地；浙江莫干山以“體育+民宿”聞名；廣西陽朔成為全球攀巖愛好者的天堂。這些目的地初步實(shí)現(xiàn)了自然資源與運(yùn)動項(xiàng)目的結(jié)合，帶動了基礎(chǔ)設(shè)施、裝備制造、賽事運(yùn)營、培訓(xùn)服務(wù)的集群發(fā)展。

然而，繁榮背后，深層挑戰(zhàn)不容忽視：一是系統(tǒng)規(guī)劃缺失，不少地區(qū)仍停留在“有什么玩什么”的粗放階段，同質(zhì)化嚴(yán)重，缺乏與國家公園、國家文化公園等戰(zhàn)略的深度嵌合。二是生態(tài)紅線約束，如何在高強(qiáng)度利用中守護(hù)脆弱生態(tài)環(huán)境，是永恒的課題。三是安全網(wǎng)絡(luò)薄弱，救援體系、保險保障、行業(yè)標(biāo)準(zhǔn)亟待健全。四是產(chǎn)業(yè)鏈條尚短，多局限于門票、住宿等初級收入，高附加值的培訓(xùn)、認(rèn)證、裝備研發(fā)、媒體內(nèi)容產(chǎn)出不足。五是文化內(nèi)涵淺表，未能深度融合地方文脈，形成獨(dú)特精神標(biāo)識。

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：頂層設(shè)計(jì)引領(lǐng)，多部門協(xié)同賦能，近年來，國家層面對戶外運(yùn)動及其目的地建設(shè)的扶持力度空前，政策體系日趨完善，清晰勾勒出發(fā)展路徑。

核心政策引擎明確。2022年，國家體育總局等八部門聯(lián)合印發(fā)的《戶外運(yùn)動產(chǎn)業(yè)發(fā)展規(guī)劃（2022-2025年）》是綱領(lǐng)性文件，明確提出“建設(shè)一批國家級戶外運(yùn)動目的地”，并從空間布局、設(shè)施建設(shè)、賽事體系、產(chǎn)業(yè)生態(tài)等方面全面部署。隨后《國民旅游休閑發(fā)展綱要（2022—2030年）》等均將戶外休閑、體育旅游置于重要位置。

多維度支持工具并舉。在土地保障上，鼓勵利用荒山、荒地、廢棄礦區(qū)等建設(shè)戶外項(xiàng)目；在資金引導(dǎo)上，中央預(yù)算內(nèi)投資、體育彩票公益金予以傾斜，并鼓勵社會資本參與；在標(biāo)準(zhǔn)建設(shè)上，加快戶外運(yùn)動安全、服務(wù)、設(shè)施標(biāo)準(zhǔn)的制修訂；在賽事驅(qū)動上，支持舉辦高水平國際國內(nèi)戶外賽事，打造自主品牌IP；在科技賦能上，推動智慧步道、數(shù)字導(dǎo)航、可穿戴設(shè)備在目的地的應(yīng)用。

“國家公園+”模式成為亮點(diǎn)。隨著國家公園體制的建立，在嚴(yán)格保護(hù)前提下，特許經(jīng)營制度為開展生態(tài)友好的徒步、觀鳥、自然教育等戶外活動開辟了新空間，實(shí)現(xiàn)了頂級生態(tài)資源與頂級戶外體驗(yàn)的結(jié)合。

三、未來前景：廣闊天地，邁向高質(zhì)量生態(tài)，展望未來，國家級戶外運(yùn)動目的地的發(fā)展前景廣闊，將呈現(xiàn)四大趨勢：

深度融合化：超越“體育+旅游”的簡單疊加，邁向與文化、教育、健康、科技、鄉(xiāng)村振興的“5+”深度融合。目的地將成為傳承地方非遺、開展研學(xué)實(shí)踐、促進(jìn)康養(yǎng)療愈、應(yīng)用前沿科技、帶動鄉(xiāng)村共富的綜合性平臺。產(chǎn)品智慧化：借助5G、北斗、物聯(lián)網(wǎng)、AR/VR，打造全流程數(shù)字體驗(yàn)。從智能預(yù)約、安全監(jiān)控、實(shí)時導(dǎo)覽，到虛擬預(yù)體驗(yàn)、運(yùn)動數(shù)據(jù)分析、社交分享，智慧化將極大提升便捷性與趣味性。市場細(xì)分與國際化：針對銀發(fā)族、青少年、女性、家庭等不同客群，開發(fā)細(xì)分產(chǎn)品。同時，吸引國際賽事落戶，對標(biāo)國際服務(wù)標(biāo)準(zhǔn)，打造具有全球吸引力的世界級目的地。綠色低碳化：生態(tài)優(yōu)先理念貫穿始終，目的地建設(shè)運(yùn)營將全面采用綠色技術(shù)，倡導(dǎo)無痕戶外，發(fā)展碳匯經(jīng)濟(jì)，成為展示生態(tài)文明建設(shè)成果的窗口。

四、建設(shè)路徑與產(chǎn)品業(yè)態(tài)植入：打造有魂、有體、有趣的山水舞臺，做好國家級戶外運(yùn)動目的地，需以“生態(tài)為基、文化為魂、產(chǎn)業(yè)為用、惠民為本”，進(jìn)行系統(tǒng)構(gòu)建。

首先，做好頂層規(guī)劃與精準(zhǔn)定位。必須進(jìn)行深入的資源本底調(diào)查，明確核心吸引力（是雄奇山水、獨(dú)特地貌還是人文底蘊(yùn)），進(jìn)行全國乃至全球坐標(biāo)系下的差異化定位，避免盲目跟風(fēng)。規(guī)劃須嚴(yán)守生態(tài)紅線，進(jìn)行環(huán)境影響評估，并與國土空間規(guī)劃、交通規(guī)劃等無縫銜接。

其次，構(gòu)建多層次、可迭代的產(chǎn)品業(yè)態(tài)體系。這是目的地活力的核心：核心吸引層（“必體驗(yàn)”）：標(biāo)志性戶外線路：如國家級步道（類似美國PCT）、黃金水系漂流、經(jīng)典騎行環(huán)線、高山滑雪道集群。旗艦級賽事活動：承辦或自主創(chuàng)辦具有國際影響力的馬拉松、越野賽、自行車賽、水上運(yùn)動賽等。頂級自然體驗(yàn)：在專業(yè)向?qū)ьI(lǐng)下的高山攀登、洞穴探險、荒野徒步等。大眾參與層（“樂參與”）：輕量化休閑項(xiàng)目：家庭露營、湖畔瑜伽、山地自行車公園、休閑攀巖墻、越野卡丁車等。四季全時產(chǎn)品：開發(fā)冰雪、避暑、觀星、賞葉等季節(jié)性主題產(chǎn)品，平衡淡旺季。技能培訓(xùn)與認(rèn)證：建立戶外運(yùn)動學(xué)校，提供從入門到專業(yè)的各級培訓(xùn)及國際資質(zhì)認(rèn)證。融合體驗(yàn)層（“深感受”）：“戶外+文化”：古道文史之旅、非遺手作營地（如制作皮劃艇、弓箭）、戶外主題演藝（山間音樂會、崖壁光影秀）。“戶外+教育”：青少年自然科考營、地質(zhì)研學(xué)、野外生存訓(xùn)練、生態(tài)道德課堂。“戶外+康養(yǎng)”：森林療愈步道、溫泉運(yùn)動康復(fù)、中醫(yī)藥膳食補(bǔ)配套。“戶外+社群”：打造俱樂部聚集區(qū)，舉辦戶外電影節(jié)、裝備展、愛好者分享會。配套服務(wù)層（“享服務(wù)”）：智慧服務(wù)樞紐：集信息咨詢、在線預(yù)訂、救援指揮、數(shù)據(jù)監(jiān)控于一體的綜合服務(wù)中心。特色住宿體系：從生態(tài)露營地、主題民宿、森林木屋到高端度假酒店，滿足不同需求。在地化商業(yè)：戶外裝備零售與租賃、本地特產(chǎn)市集、輕食咖啡、裝備維護(hù)店。安全救援網(wǎng)絡(luò)：建立覆蓋全域、反應(yīng)迅速的現(xiàn)代化應(yīng)急救援體系，配套保險產(chǎn)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,對標(biāo) 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")：標(biāo)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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