Recently, Shanghai, Jilin, Guangxi and other places have introduced policy measures to further tap into the consumption potential of the cultural and tourism market from both the supply and demand sides. Taking Jilin Province as an example, on February 10th, the General Office of the Jilin Provincial People's Government issued the "Several Measures for Further Cultivating New Growth Points to Prosper Culture and Tourism Consumption", proposing specific measures such as "continuously expanding the scale and benefits of ice and snow consumption, and increasing the overall scale of ice and snow consumption voucher funds to 100 million yuan". Song Xiangqing, Vice President of the China Society of Business Economics, stated in an interview with reporters that with the booming development of the cultural and tourism industry, cultural and tourism consumption is showing a hot trend. Multiple regions have successively introduced supportive policies, which will help better meet the diverse, multi-level, and multi-faceted spiritual and cultural needs of consumers, and further promote the upgrading of cultural and tourism consumption. Create a new landmark for cultural and tourism consumption, and leverage the brand effect of important events; Developing the first and night economy, cultivating emerging business products; Introducing policies that benefit the people through consumption and strengthening the supply of public service products... Specifically, different regions have implemented rich and practical measures to promote the upgrading of cultural and tourism consumption. Among them, "characteristics" have become the key words for deploying work in some places, and many places emphasize expanding the supply of characteristic cultural and tourism products. Fu Yifu, a senior researcher at Xingtu Financial Research Institute, stated in an interview with reporters that currently, consumers are increasingly pursuing personalized and high-quality experiences, and their demand for freshness and depth of experience is growing. People are no longer satisfied with traditional sightseeing tourism, but pay more attention to cultural experience and spiritual enjoyment. Many places emphasize expanding the supply of characteristic cultural and tourism products, which helps to meet consumer preferences and create favorable conditions for highlighting regional characteristics and exploring cultural connotations. Many places in China have abundant tourism resources. Emphasizing the expansion of the supply of characteristic cultural and tourism products can effectively avoid homogeneous competition and low-quality redundant construction, enhance the vitality and competitiveness of local cultural and tourism brands, and further expand the scale and efficiency of cultural and tourism consumption Hong Yong, a think tank expert at the China Digital Reality Integration 50 Forum, told reporters. Currently, China's cultural and tourism consumption is showing strong vitality and resilience. According to data released by the Ministry of Culture and Tourism, based on a sample survey of domestic tourism, in 2024, the number of domestic tourists will reach 5.615 billion, an increase of 724 million from the same period last year and a year-on-year growth of 14.8%; In 2024, the total expenditure of domestic tourists on travel was 5.75 trillion yuan, an increase of 0.84 trillion yuan from the previous year, a year-on-year increase of 17.1%. However, some shortcomings and weaknesses cannot be ignored, such as the still room for improvement in the number of categories of cultural and tourism products, and the insufficient exploration of cultural connotations in some scenic spots. On January 13th of this year, the General Office of the State Council issued the "Several Measures for Further Cultivating New Growth Points and Prosperous Culture and Tourism Consumption" (hereinafter referred to as the "Several Measures"). The "Several Measures" put forward multiple specific measures such as "implementing the consumer benefit and profit sharing action", "enriching cultural and entertainment products", and "strengthening fiscal and financial support". The interviewed experts generally expressed that implementing the "Several Measures" requires joint efforts from local governments, enterprises, and all sectors of society to improve the allocation of cultural and tourism elements, enhance cultural and tourism service capabilities, carry out consumption subsidy activities with real money, and better release cultural and tourism consumption demand. When it comes to how finance can better empower cultural and tourism consumption, Hong Tao, Vice Chairman of the China Consumer Economy Society, told reporters that banks and other financial institutions should increase credit investment, innovate financial products, and provide flexible and diverse financial support for the development and construction of cultural and tourism projects; Further enhance the convenience and accessibility of consumer finance services, continuously deepen the digital transformation of consumer finance, and strengthen the protection of consumer rights and interests. (New Society)