景区NPC（非玩家角色）正在成为文旅产业的新增长引擎。通过扮演历史人物、文学大家等角色与游客进行互动演绎，景区实现了从传统观光式旅游向沉浸式体验的转变1。数据显示，68%的国内游客将沉浸式体验列为选择景区的首要标准，远超景观观赏的23%1。这一转变也拉动了体验经济的整体增长——截至2025年11月，我国体验经济市场规模已达18.4万亿元，同比增长22.6%，预计今年突破22万亿元1。
多家景区因NPC互动模式获得显著业绩提升。河南开封万岁山武侠城拥有1500余名NPC和日均超3000场实景演艺，参与NPC互动的游客日均停留时间延长2.3小时，年营收从2022年的8000万元跃升至2025年的12.7亿元1。河北唐山河头老街景区2025年接待游客超800万人次，全年营收同比增长53%，形成了超过1000名演职人员的互动矩阵1。市场需求旺盛，自今年3月以来，全国已有超50家景区扎堆招聘NPC1。
业界也面临角色同质化、过度营销等问题，需要建立内容审核规范、打造文化型NPC以实现可持续发展1。
Non-player characters (NPCs) have become the tourism industry's latest draw, transforming attractions through interactive performances and immersive encounters that replace traditional sightseeing with experiential engagement.1 According to the China Tourism Research Institute, 68% of domestic travelers now prioritize immersive experiences as their primary criterion when choosing destinations, far surpassing the 23% who prioritize scenic views.1 The broader experience economy reflects this shift, with the market reaching 18.4 trillion yuan as of November 2025, representing year-on-year growth of 22.6%, and projections suggest the sector will exceed 22 trillion yuan this year.1
The commercial impact of NPC-driven attractions has proven substantial. Kaifeng's Wansuishan Martial Arts City, which employs over 1,500 NPCs and stages more than 3,000 live performances daily, saw average visitor dwell time increase by 2.3 hours among guests participating in NPC interactions, while annual revenue surged from 80 million yuan in 2022 to 1.27 billion yuan by 2025.1 Similarly, Tangshan's Hetou Old Street in Hebei Province welcomed over 8 million visitors in 2025, achieving year-on-year revenue growth of 53% through an interactive workforce exceeding 1,000 performers.1 The trend has accelerated significantly, with more than 50 attractions nationwide launching NPC recruitment drives since March of this year.1
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