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市场调查报告书
商品编码
1859774
全球城市体验经济市场:未来预测(至2032年)-按体验类型、平台类型、收入模式、用例、最终用户和地区进行分析Urban Experience Economy Market Forecasts to 2032 - Global Analysis By Experience Type, Platform Type, Revenue Model, Application, End User, and By Geography. |
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根据 Stratistics MRC 的数据,预计到 2025 年,全球城市体验经济市场规模将达到 1,300 亿美元,到 2032 年将达到 3,072 亿美元,预测期内复合年增长率为 13.1%。
城市体验经济指的是城市环境中,透过集体设计和提供的身临其境型、互动式和情感互动性活动。这些活动包括文化活动、娱乐、餐饮、艺术和休閒,旨在提升个人享受和难忘体验,通常旨在增强城市环境中的社交互动、感官刺激和情感联繫。这个概念强调了人们对体验的重视程度高于物质享受,以及如何塑造城市,使其提供参与性强、意义非凡的时刻,从而丰富日常生活并促进社区参与。
麦肯锡表示,城市正在投资扩增实境(AR) 等身临其境型技术,以创造独特的零售和文化景点,并透过增强、共用的城市体验来促进旅游业和当地消费。
城市旅游需求不断成长
城市体验经济市场的主要驱动力是城市旅游需求的激增,而这种激增又源于旅行者对沉浸式、文化丰富且具有社交互动性的体验日益增长的渴望。在不断壮大的中产阶级、日益增强的互联互通以及数位平台带来的全球视野的推动下,都市区目的地正在向以体验为中心的枢纽转型。千禧世代和Z世代消费者更倾向于真实、个人化的城市探险,而非传统的旅游方式。此外,对城市品牌建立、活动规划和创新街区的投入不断增加,也提升了旅游的吸引力。因此,这一趋势将推动体验经济垂直领域的整体需求成长。
基础设施拥堵
基础设施拥挤仍是限制城市体验经济市场扩充性的主要因素。快速的都市化和过度拥挤的城市中心常常给交通系统、住宿设施和公共设施带来压力,降低游客满意度。缺乏有效的拥塞管理和分区法规进一步加剧了这些问题。此外,文化遗产区和娱乐区的交通不便也会阻碍高价值旅游活动。随着城市努力平衡发展与宜居性,基础设施瓶颈持续阻碍主要城市中心无缝体验式旅游的拓展。
智慧城市一体化
与智慧城市计画的融合为城市体验经济市场带来了巨大的成长机会。物联网、人工智慧和地理空间分析等数位技术正在推动即时导航、人流控制和个人化游客互动。智慧基础设施增强了文化、零售和娱乐区之间的连结性,丰富了城市探索体验。此外,身临其境型技术和数据驱动的规划支持永续旅游和资源公平利用。随着都市区向智慧生态系统转型,旅游业与智慧城市框架之间的协同作用有望推动市场变革。
经济放缓
全球和区域经济放缓对城市体验经济市场构成重大威胁。可支配收入减少和消费优先事项的转变直接影响旅游、娱乐和休閒活动。通膨压力和地缘政治不稳定进一步抑制了消费者对非必需支出的信心。此外,城市体验服务提供者不断上涨的营运成本可能会限制创新和服务品质。因此,长期的经济不确定性可能会推迟对文化、休閒和体验基础设施的大规模投资,从而在中短期内影响市场发展势头。
新冠疫情对城市体验经济市场造成了巨大衝击,旅游业、实况活动和文化集会纷纷停摆。然而,这场危机也加速了体验产业的数位转型,催生了虚拟旅游、线上节庆和非接触式互动模式的兴起。随着限制措施的逐步放宽,旅客越来越倾向于选择户外、健康养生和社区体验。此外,城市也开始重塑城市空间,以提供更安全、更具互动性的体验。后疫情时代的復苏正在塑造城市体验的下一个时代,其重点在于韧性、永续性和线上线下融合的混合模式。
在预测期内,文化和遗产体验将是最大的细分市场。
由于全球对城市旅行中真实性、传统和故事性的日益重视,文化遗产体验领域预计将在预测期内占据最大的市场份额。数位说明、导览和保育计画正在推动遗产旅游的復兴。政府和私营部门正投资于文化区、博物馆和表演艺术,以吸引多元化的受众。此外,遗产节和身临其境型展览的举办也提高了参与度,进一步巩固了该领域在城市体验领域的领先地位。
预计在预测期内,AR/VR平台细分市场将实现最高的复合年增长率。
在技术快速普及和对互动式城市体验的需求推动下,AR/VR平台领域预计将在预测期内实现最高成长率。扩增实境(AR)和虚拟实境(VR)工具正在革新游客探索城市的方式,实现历史遗址的3D视觉化、数位艺术展览和游戏化的城市游览。科技主导的个人化体验提升了使用者参与度和可及性。随着旅游业日益注重体验,AR/VR将被融入文化、娱乐和零售空间,从而推动该行业的蓬勃发展。
预计亚太地区将在预测期内占据最大的市场份额,这主要得益于快速的都市化、蓬勃发展的旅游经济以及庞大的年轻人口对体验式消费的推动。东京、曼谷、新加坡和首尔等主要城市正崛起为体验式旅游中心,将文化、美食和科技完美融合。政府推行的智慧旅游和文化復兴措施进一步促进了这一增长。此外,可支配收入的增加和社交媒体主导的旅行愿望也巩固了该地区在全球城市体验经济中的主导地位。
在预测期内,北美预计将呈现最高的复合年增长率,这主要得益于强劲的数位化创新、城市更新计划以及对身临其境型休閒体验日益增长的需求。美国和加拿大的城市正在融合科技主导的故事叙述、现场娱乐和社区旅游模式。智慧旅游基础设施和混合文化活动的投资不断增加,正在改变人们参与城市的方式。此外,以永续性的旅游措施以及科技公司与文化机构之间的合作预计将进一步推动北美体验式旅游市场的扩张。
According to Stratistics MRC, the Global Urban Experience Economy Market is accounted for $130.0 billion in 2025 and is expected to reach $307.2 billion by 2032 growing at a CAGR of 13.1% during the forecast period. Urban Experience Economy refers to the collective design and delivery of immersive, interactive, and emotionally engaging activities within city environments. It includes cultural events, entertainment, dining, art, and recreational offerings that prioritize personal enjoyment and memorable experiences. These are often curated to enhance social interaction, sensory stimulation, and emotional connection in urban settings. The concept emphasizes how people value experiences over material goods and how cities can be shaped to offer meaningful, participatory moments that enrich daily life and foster community engagement.
According to McKinsey, cities are investing in immersive technologies like augmented reality to create unique retail and cultural attractions, driving tourism and local spending through enhanced, shareable urban experiences.
Growing urban tourism demand
The Urban Experience Economy Market is primarily driven by surging urban tourism demand as travelers increasingly seek immersive, culturally rich, and socially engaging experiences. Fueled by expanding middle-class populations, improved connectivity, and global exposure through digital platforms, urban destinations are evolving into experience-centric hubs. Millennials and Gen Z consumers prefer authentic and personalized urban adventures over traditional sightseeing. Additionally, rising investments in city branding, events, and creative districts are enhancing tourism appeal. Consequently, this trend accelerates demand across experiential economy verticals.
Infrastructure congestion
Infrastructure congestion remains a major restraint hindering the Urban Experience Economy Market's scalability. Rapid urbanization and overcrowded city centers often strain transport systems, accommodation, and public amenities, reducing visitor satisfaction. The lack of efficient crowd management and zoning regulations further exacerbates these issues. Moreover, limited accessibility in heritage and entertainment zones can deter high-value tourism activities. As cities struggle to balance growth with livability, infrastructure bottlenecks continue to impede seamless experiential travel expansion in major urban centers.
Smart city integration
Integration with smart city initiatives offers significant growth opportunities for the Urban Experience Economy Market. Digital technologies such as IoT, AI, and geospatial analytics are enabling real-time navigation, crowd control, and personalized visitor engagement. Smart infrastructure enhances connectivity among cultural, retail, and entertainment districts, enriching urban exploration. Furthermore, immersive technologies and data-driven planning support sustainable tourism and equitable resource utilization. As urban areas transition toward intelligent ecosystems, the synergy between tourism and smart city frameworks will drive transformative market advancements.
Economic slowdown
Global and regional economic slowdowns pose substantial threats to the Urban Experience Economy Market. Reduced disposable incomes and shifting spending priorities directly impact travel, entertainment, and leisure activities. Inflationary pressures and geopolitical instability further constrain consumer confidence in discretionary spending. Additionally, rising operational costs for urban experience providers can limit innovation and service quality. Consequently, prolonged economic uncertainty may delay large-scale investments in cultural, recreational, and experiential infrastructure, affecting market momentum in the short to medium term.
The COVID-19 pandemic severely disrupted the Urban Experience Economy Market, with lockdowns halting tourism, live events, and cultural gatherings. However, the crisis accelerated digital transformation across experiential sectors, leading to the rise of virtual tours, online festivals, and contactless engagement models. As restrictions eased, travelers increasingly sought open-air, wellness-oriented, and localized experiences. Moreover, cities began reimagining urban spaces for safer, more interactive experiences. Post-pandemic recovery emphasizes resilience, sustainability, and digital-physical hybrid formats shaping the next era of urban experiences.
The cultural & heritage experiences segment is expected to be the largest during the forecast period
The cultural & heritage experiences segment is expected to account for the largest market share during the forecast period, owing to rising global appreciation for authenticity, tradition, and storytelling in urban travel. Heritage tourism is being revitalized through digital interpretation, guided tours, and preservation programs. Governments and private sectors are investing in cultural districts, museums, and performing arts to attract diverse audiences. Furthermore, heritage festivals and immersive exhibitions enhance engagement, reinforcing this segment's leadership in the urban experience landscape.
The AR/VR-enabled platforms segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the AR/VR-enabled platforms segment is predicted to witness the highest growth rate, reinforced by rapid technological adoption and demand for interactive urban experiences. Augmented and virtual reality tools are revolutionizing how visitors explore cities, enabling 3D visualization of historical sites, digital art exhibitions, and gamified city tours. Tech-driven personalization enhances user engagement and accessibility. As tourism becomes increasingly experience-oriented, AR/VR integration across cultural, entertainment, and retail spaces will fuel dynamic growth within this segment.
During the forecast period, the Asia Pacific region is expected to hold the largest market share, ascribed to rapid urbanization, thriving tourism economies, and large youth populations driving experiential spending. Major cities such as Tokyo, Bangkok, Singapore, and Seoul are emerging as experiential tourism hubs blending culture, gastronomy, and technology. Government initiatives promoting smart tourism and cultural revitalization further support growth. Moreover, rising disposable incomes and social media-driven travel aspirations amplify the region's dominance in the global urban experience economy.
Over the forecast period, the North America region is anticipated to exhibit the highest CAGR associated with strong digital innovation, urban regeneration projects, and rising demand for immersive leisure experiences. U.S. and Canadian cities are integrating technology-driven storytelling, live entertainment, and community-based tourism models. Increasing investments in smart tourism infrastructure and hybrid cultural events are transforming urban engagement. Additionally, sustainability-focused tourism initiatives and partnerships between tech firms and cultural institutions are expected to further accelerate North America's experiential market expansion.
Key players in the market
Some of the key players in Urban Experience Economy Market include Disney, Live Nation Entertainment, Inc., Cirque du Soleil Entertainment Group, Merlin Entertainments Group, Madame Tussauds, Nike, Inc., Estee Lauder Companies, Under Armour, Inc., Samsung Electronics, Apple Inc., Sony Corporation, Hard Rock International, Adidas AG, Chanel, LVMH Moet Hennessy Louis Vuitton, and Dior.
In August 2025, Disney launched its "Disneyverse" immersive retail and entertainment concept in Tokyo, blending AR, themed merchandise, and live performances. The initiative targets Gen Z urban consumers seeking hybrid physical-digital experiences.
In July 2025, Live Nation Entertainment reported record Q2 revenue of $5.1B, driven by urban festivals and stadium tours. The company expanded its experiential footprint with new city-based concert residencies.
In April 2025, Merlin Entertainments launched "Urban Legends" at London Dungeon, integrating AR storytelling and interactive exhibits. The experience targets millennial and Gen Z tourists seeking immersive city attractions.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.