中国健康旅游产业发展报告（2025）

1中国旅游协会健康旅游分会山东泰山文化和旅游规划设计院2025年12月 中国健康旅游产业发展报告（2025） 编撰单位： 中国旅游协会健康旅游分会山东泰山文化和旅游规划设计院 统筹指导： 王春峰（中国旅游协会健康旅游分会秘书长）常德军（山东泰山文化和旅游规划设计院院长） 编纂： 李翠萍（山东泰山文化和旅游规划设计院副院长）乔丽霞（山东泰山文化和旅游规划设计院品牌中心主任） 目录 一、引言：健康旅游的概念与环境背景................1 （一）健康旅游概念分类................................................................11.健康旅游概念..........................................................................12.健康旅游分类..........................................................................2（二）健康旅游的环境背景............................................................31.国际背景.................................................................................32.国内背景.................................................................................4 二、产业发展现状..................................5 （一）市场规模...............................................................................5（二）区域发展格局........................................................................61.东部沿海：医疗康养与滨海疗愈聚合带...............................62.中西部内陆：生态康养与文化疗愈融合区...........................73.东北三省：冰雪运动与森林康养特色区...............................7（三）产业主体与商业模式............................................................8 三、政策环境与产业支撑体系........................9 （一）国家战略与政策框架............................................................9（二）地方政策创新与实施..........................................................11（三）科技、人才与金融支撑体系..............................................131.科技支撑体系........................................................................132.人才支撑体系........................................................................14 3.金融支撑体系........................................................................15 四、市场需求与消费行为分析.......................15 （一）消费群体细分与需求特征..................................................15（二）消费行为演变与趋势..........................................................16 五、细分市场深度剖析.............................17 （一）中医药康养旅游：文化赋能的价值提升...........................171.中医诊疗体验........................................................................182.中药养生体验........................................................................183.养生功法和文化活动............................................................19（二）医疗健康旅游：高端化与国际化发展...............................191.重症治疗型...........................................................................192.健康管理型...........................................................................193.医美抗衰型...........................................................................20（三）温泉康养旅游：传统资源的现代转型...............................201.康养科学化...........................................................................202.体验多元化...........................................................................203.技术融合化...........................................................................21（四）森林康养旅游：生态价值的市场转化...............................211.森林疗愈基地........................................................................212.生态康养社区........................................................................213.自然教育体验........................................................................22（五）文化康养旅游：心灵疗愈的精神产品...............................22 1.儒家文化康养........................................................................222.道家文化康养........................................................................223.佛家文化康养........................................................................23 六、典型案例分析.................................23 （一）海南博鳌乐城国际医疗旅游先行区...................................23（二）以岭健康城.........................................................................25（三）北京九华山庄......................................................................28（四）长春国信南山酒店..............................................................31 七、产业挑战与发展机遇...........................33 （一）主要挑战与制约因素..........................................................331.产品与服务的结构性矛盾....................................................332.区域发展失衡与生态压力....................................................343.政策协同与市场机制短板....................................................354.技术赋能与人才支撑不足....................................................35（二）发展机遇与增长空间..........................................................361.政策红利持续释放................................................................362.消费升级趋势明显................................................................363.技术赋能创造新可能............................................................364.银发经济潜力巨大................................................................375.文化自信提升国潮康养........................................................37 （一）六大发展趋势预测..............................................................38 1.场景创新：多元融合与文化赋能........................................382.科技赋能：智能化与数据驱动............................................383.产业协同：跨域联动与全球布局........................................394.可持续发展：生态价值与社区参与.....................................395.细分市场：精准运营与场景跨界........................................406.政策引导：优化环境与提升竞争力.....................................41 （二）五项战略建议..............