当醇香咖啡邂逅雪山 丽江再掀文旅热潮When fragrant coffee meets snow capped mountains in Lijiang, it reignites the trend of cultural tourism
原标题：畅游云南丨当醇香咖啡邂逅雪山 丽江再掀文旅热潮
从古城深巷到雪山脚下，从一杯手冲咖啡到一场专业赛事，咖啡产业正深度融入云南省丽江市的肌理，成为继自然风光与文化古镇之后，丽江的又一张亮眼文旅新名片。
如今，在丽江，游客在仰望雪山胜景、漫步古城街巷之余，走进咖啡小店，品鉴一杯裹挟着雪山灵气与古城烟火的特色咖啡，已成为一种全新体验。丽江凭借“咖啡+文旅+文化+产业”多元融合模式，正以全域联动的布局与沉浸式的体验，掀起咖啡文旅的新热潮。
因势而为 造就独特的产业成长之路
漫步白沙古镇，纳西庭院里飘出咖啡香；在咖啡馆里，游客在专业咖啡师的指导下体验手冲咖啡的乐趣。从街头小店到产业集群，从小众潮流到城市名片，一杯醇香咖啡，藏着丽江的山水诗意，载着产业的发展希望，更连着烟火人间的温暖与美好。眼下，“来丽江雪山下喝一杯咖啡”已成为无数旅行者的共同期待。
这股热潮是偶然“出圈”，还是厚积薄发？玉龙国有资本投资运营有限责任公司相关负责人语气笃定地说：“这是产业发展的必然。丽江虽然不是传统咖啡主产区，但坐拥世界文化、自然、记忆三重遗产，孕育出独一无二的‘咖啡慢生活’，这正是‘舍不得的丽江’最动人的时代表达。”该负责人表示，这不是网红现象，而是有场景、有文化、有政策、有匠心支撑的产业成长。丽江立足资源优势，持续深化与省内六大咖啡产区的常态化交流协作，借助“玉龙雪山咖啡活动周”平台互学互鉴、抱团发展，让丽江咖啡兼具独有的雪山气质与坚实的产业底气，推动形成资源共享、优势互补、共谋发展的产业新格局。
在白沙古镇经营咖啡馆多年的和月对此深有感触。她说：“以前游客进店只是随便坐坐，现在很多人专门为了喝一杯手冲咖啡而来，还会认真询问咖啡的产地和烘焙方式。”随着咖啡氛围日渐浓厚，该店月均营业额比两年前翻了一番，“咖啡慢生活成了白沙古镇的招牌”。
沉浸式体验 “一杯咖啡看雪山”
“今年，‘玉龙雪山咖啡活动周’以‘一杯咖啡看雪山’为主题，活动内容也全面提质升级。”该负责人表示，他们将白沙咖啡博物馆、和美集咖啡图书馆定位为丽江咖啡的文化窗口与体验阵地，集咖啡科普、风味品鉴、文化研学、技艺培训于一体，让咖啡文化深深扎根丽江土壤、融入城市文脉。
据该负责人介绍，本届咖啡活动周突出“更文旅、更下沉、更贴近游客”的深度体验。在空间上，联动大研古镇、白沙古镇、泸沽湖等核心景区，实现全城参与；在内容上，推出咖啡打卡季、PCA专业拉花赛事、趣味体验活动、百家咖啡馆优惠等多元玩法。无论游客身处古城小巷还是湖畔观景台，都能“随处可参与、随时能打卡”，真正实现“一杯咖啡看雪山”。
在束河古镇经营咖啡馆的资深咖啡师李尧对今年的活动充满期待。“PCA拉花赛落地丽江，对本地从业者来说是难得的学习机会。”他说，在“家门口”就能和全国顶尖选手交流，一杯咖啡的“含金量”越来越高了。
Original title: Traveling in Yunnan | Encountering Snowy Mountains with Fragrant Coffee, Lijiang Ignites Cultural Tourism Trend Again
From the deep alleys of the ancient city to the foot of the snow capped mountains, from a cup of handmade coffee to a professional competition, the coffee industry is deeply integrated into the texture of Lijiang City, Yunnan Province, becoming another eye-catching new business card for cultural tourism in Lijiang after the natural scenery and cultural ancient town.
Nowadays, in Lijiang, tourists not only admire the snow capped mountains and stroll through the streets and alleys of the ancient city, but also step into a small coffee shop and taste a cup of specialty coffee that carries the spirit of the snow capped mountains and the fireworks of the ancient city, which has become a new experience. Lijiang, with its diversified integration model of "coffee+cultural tourism+culture+industry", is setting off a new trend of coffee cultural tourism with a layout of global linkage and immersive experience.
To create a unique path of industrial growth based on the situation
Strolling through Baisha Ancient Town, the aroma of coffee wafts from the Naxi courtyard; In the caf é, tourists experience the pleasure of making coffee by hand under the guidance of professional baristas. From street shops to industrial clusters, from niche trends to city business cards, a cup of fragrant coffee hides the poetic landscape of Lijiang, carrying the hope of industrial development, and connecting with the warmth and beauty of the fireworks world. At present, "coming to Lijiang Snow Mountain to have a cup of coffee" has become the common expectation of countless travelers.
Is this trend just a coincidence or a gradual accumulation? The person in charge of Yulong State owned Capital Investment and Operation Co., Ltd. confidently said, "This is an inevitable development of the industry. Although Lijiang is not a traditional coffee producing area, it is home to the triple heritage of world culture, nature, and memory, nurturing a unique 'slow coffee life'. This is the most touching expression of the era of 'reluctant Lijiang'." The person in charge stated that this is not an internet celebrity phenomenon, but an industry growth supported by scenes, culture, policies, and craftsmanship. Based on its resource advantages, Lijiang continues to deepen its regular communication and cooperation with the six major coffee producing areas in the province. With the help of the "Yulong Snow Mountain Coffee Activity Week" platform, Lijiang Coffee combines its unique snow mountain temperament with solid industrial confidence, promoting the formation of a new industrial pattern of resource sharing, complementary advantages, and common development.
He Yue, who has been running a coffee shop in Baisha Ancient Town for many years, has deep feelings about this. She said, "In the past, tourists just sat around when they entered the store, but now many people come specifically for a cup of hand brewed coffee and seriously inquire about the origin and roasting method of the coffee." With the increasingly strong coffee atmosphere, the monthly average revenue of the store has doubled compared to two years ago, and "slow coffee life has become the signature of Baisha Ancient Town.
Immersive experience of "watching snow capped mountains with a cup of coffee"
This year, the 'Yulong Snow Mountain Coffee Activity Week' is themed 'Watching Snow Mountain with a Cup of Coffee', and the activity content has been comprehensively upgraded. The person in charge stated that they have positioned the Baisha Coffee Museum and the Hemeji Coffee Library as cultural windows and experience venues for Lijiang coffee, integrating coffee science popularization, flavor tasting, cultural research, and skill training, allowing coffee culture to deeply root in Lijiang soil and integrate into the urban context.
According to the person in charge, this year's coffee event week highlights a deep experience of "more cultural tourism, more immersive, and closer to tourists". In terms of space, linking core scenic spots such as Dayan Ancient Town, Baisha Ancient Town, and Lugu Lake to achieve city wide participation; In terms of content, we have launched various gameplay such as coffee check-in season, PCA professional latte art competition, fun experience activities, and discounts at hundreds of coffee shops. Whether tourists are in the alleys of the ancient city or on the lakeside observation deck, they can "participate anywhere and check in anytime", truly achieving the goal of "watching snow capped mountains with a cup of coffee".
Senior barista Li Yao, who runs a coffee shop in Shuhe Ancient Town, is looking forward to this year's event. The PCA flower competition landing in Lijiang is a rare learning opportunity for local practitioners. ”He said that being able to communicate with top players from across the country at his doorstep has increased the value of a cup of coffee.
A cup of snow mountain coffee, connecting natural scenery and cultural fireworks; A coffee festival has activated new momentum for cultural and tourism integration and industrial upgrading. Lijiang uses coffee as a medium to gather popularity through characteristic activities, establish local brand image, and build a strong foundation for the industry. It continuously enriches the connotation and extension of coffee culture, allowing visitors from all over to experience the unique charm of "reluctant Lijiang" in the mellow and distant atmosphere. (He Huifang)