义渡古镇在国庆假期期间日均接待游客超万人次，而同城的白沙古镇、铁塔公园等仅依靠资源底蕴的景区客流平淡1。对标来看，西线景区国庆假期总接待游客量仅为东线景区总客流的50%1，形成明显对比。相比之下，兵马俑景区7天假期累计接待游客近40万人次1，展现出不同景区间的巨大差异。
这种差异背后反映的是运营策略的迥异。义渡古镇自5月以来推进景观提质、活动聚气、内容赋能三大举措1，打造了国风嘉年华活动，包含猜灯谜、趣味游园、非遗展演、特色卤宴、文创市集等10余项活动1，通过沉浸式体验和内容创新实现人气爆棚。万岁山武侠城等景区也采取了类似的体验创新策略获得市场认可。
业内观点指出，国内文旅产业正在经历深刻转变。文旅赛道下半场不再是比拼资源，而是内容、体验、运营、服务的综合较量1，标志着景区竞争格局已从单纯的资源依赖转向多维度的体验竞争。
China's cultural tourism landscape is experiencing a notable divide in visitor traffic during peak travel periods, with attractions increasingly competing on experiential content rather than natural or historical resources alone.1 During the National Day holiday, Yidu Ancient Town attracted an average of over 10,000 visitors daily,1 while the western scenic area drew only half the total visitor volume of its eastern counterpart.1 The Terracotta Warriors Museum received nearly 400,000 visitors across the seven-day holiday period.1
The performance gap reflects a fundamental shift in visitor preferences. Attractions employing immersive experiences and content-driven strategies have witnessed surging attendance, while those relying solely on traditional sightseeing models have seen stagnant traffic.1 Yidu Ancient Town implemented three key operational initiatives since May of this year: landscape enhancement, activity programming, and content enrichment.1 The town launched a Chinese cultural festival featuring over ten activities including lantern riddle games, themed garden tours, intangible cultural heritage performances, specialty culinary experiences, and creative markets.1 In the second half of the cultural tourism sector, competition is no longer about resource comparison, but rather a comprehensive contest of content, experience, operations, and service.1
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