咖啡文化深度融入城市消费Deep integration of coffee culture into urban consumption

近年来，贵州文旅市场体量持续壮大、客源结构不断优化。与之呼应，贵阳咖啡消费异军突起，培育出多位全国咖啡赛事冠军及多个本土头部品牌，咖啡文化深度融入城市消费与文旅场景，年轻消费群体不断扩容，为咖旅深度融合奠定了产业和市场根基。传统山水文旅亟待年轻化、差异化升级，咖啡作为潮流生活方式载体，成为补齐文旅消费短板、丰富沉浸式体验的重要突破口。

近日，由贵州省文化和旅游厅、贵州省商务厅联合主办的贵州“咖旅融合”洽谈会在贵阳举办。22位全国头部咖啡品牌主理人与省内16家重点景区、6家精品民宿、8家旅居企业代表齐聚，围绕“咖啡+景区”“咖啡+民宿”“咖啡+研学”“咖啡+山地度假”等主题深入对接，为贵州旅游注入年轻化、潮流化、品质化新动能。

贵州省文化和旅游厅党组书记、厅长阳向东表示，贵州文旅与咖啡业态双向赋能、共生共赢。庞大的文旅市场为咖啡产业提供了广阔空间，咖啡潮流业态则能有效丰富消费场景、补齐年轻态短板。他强调，咖旅融合要坚持务实落地、稳步推进，秉持“先易后难、由轻到重”原则，优先推广移动咖啡车、主题快闪店、特色市集等轻量化、低成本合作模式，同时支持优质景区、旅居载体布局咖啡业态，实现深耕发展。

洽谈会搭建了高效对接平台。产业端汇集的多位全国赛事冠军主理人，在门店运营、场景打造、流量运营等方面具备全链条成熟经验。文旅供给端涵盖黄果树、小七孔、西江千户苗寨等在内的重点景区和国家级旅游度假区，以及格美集团等旅居企业代表，集聚了生态资源、民族文化和客流渠道优势。会上，多家民宿重点企业提出业态升级、场景创新、研学产品开发、IP联名等多元需求。咖啡主理人结合贵州喀斯特地貌、瀑布梯田、苗侗村寨等独特资源，提出差异化、本土化落地方案。

多位从业者对前景充满期待。黑石咖啡主理人雷鸣希望借助景区空间推广贵州精品咖啡、精酿啤酒、精美文创、精致小吃、精致旅居“五精文化”，“让游客在一杯咖啡中读懂贵州独特风土人情”。循美里·青隐山居创始人刘波认为，打破咖啡馆只在城市的印象，把咖啡馆开进山野、开进民宿，才能留住客人。

“从今年4月起已经对接两家本土咖啡品牌开展合作，找准特色切入点打造复合型文旅业态。”贵阳咖啡行业协会副会长、吾界咖啡主理人强华看好赤水、梵净山、甲秀楼周边民宿等优质载体的潜力，提出除销售咖啡外，还可开发咖啡文创伴手礼，依托文旅渠道提升附加值，打通全产业链，让咖啡体验在更多场景中呈现。“协会也将持续发挥桥梁作用，联动政府、商家与从业者，推动咖啡成为城市文化生活化表达。”强华说。

经自由洽谈与精准对接，多家景区、民宿与头部咖啡品牌达成初步合作意向，实现资源互补、流量互导。下一步，贵州省文化和旅游厅将把“咖旅融合”纳入全省文旅重点业态培育体系，联动商务部门做好政策保障、牵线搭桥、跟踪服务，着力培育一批辨识度高、体验感强、可持续运营的示范项目，总结形成可复制、可推广的融合发展模式，推动贵州咖旅融合产业规模化、品质化发展。

2026世界咖啡冲煮大赛中国区总决赛现场。 主办方供图

In recent years, the volume of Guizhou's cultural and tourism market has continued to grow, and the customer source structure has been continuously optimized. In response to this, coffee consumption in Guiyang has emerged as a rising force, cultivating multiple national coffee competition champions and local top brands. Coffee culture has been deeply integrated into urban consumption and cultural tourism scenes, and the young consumer group continues to expand, laying the foundation for the deep integration of coffee and tourism industry and market. Traditional landscape tourism urgently needs to be rejuvenated and differentiated, and coffee, as a carrier of trendy lifestyle, has become an important breakthrough to fill the gap in cultural tourism consumption and enrich immersive experiences.

Recently, the Guizhou "Coffee Tourism Integration" Negotiation Conference, jointly hosted by the Guizhou Provincial Department of Culture and Tourism and the Guizhou Provincial Department of Commerce, was held in Guiyang. 22 leading coffee brand managers from across the country gathered with representatives from 16 key scenic spots, 6 boutique homestays, and 8 travel enterprises in the province to deeply connect around themes such as "coffee+scenic spots", "coffee+homestays", "coffee+study tours", and "coffee+mountain vacations", injecting new energy of youthfulness, trendiness, and quality into Guizhou tourism.

Yang Xiangdong, Secretary of the Party Group and Director of the Department of Culture and Tourism of Guizhou Province, stated that Guizhou's cultural tourism and coffee industry are mutually empowered and mutually beneficial. The vast cultural and tourism market provides ample space for the coffee industry, while trendy coffee formats can effectively enrich consumer scenarios and fill the gaps of the younger generation. He emphasized that the integration of coffee and tourism should adhere to pragmatic implementation and steady progress, uphold the principle of "easy first, difficult later, from light to heavy", prioritize the promotion of lightweight and low-cost cooperation models such as mobile coffee carts, theme pop-up stores, and specialty markets, and support the layout of high-quality scenic spots and travel carriers in the coffee industry to achieve deep cultivation and development.

The negotiation meeting has established an efficient docking platform. The multiple national competition champion managers gathered on the industry side have mature experience in store operation, scene creation, traffic operation, and other aspects throughout the entire chain. The cultural and tourism supply side covers key scenic spots and national level tourist resorts such as Huangguoshu, Xiaoqikong, and Xijiang Qianhu Miao Village, as well as representatives of travel enterprises such as Gemei Group, gathering advantages in ecological resources, ethnic culture, and passenger flow channels. At the meeting, several key homestay enterprises put forward diverse demands such as upgrading their business models, innovating their scenarios, developing research-based products, and collaborating on intellectual property. The coffee manager combines unique resources such as Guizhou karst landforms, waterfall terraces, and Miao Dong villages to propose differentiated and localized implementation plans.

Many practitioners are full of expectations for the future. Lei Ming, the manager of Blackstone Coffee, hopes to use the scenic area space to promote the "Five Essence Culture" of Guizhou's boutique coffee, craft beer, exquisite cultural and creative industries, exquisite snacks, and exquisite travel, "allowing tourists to understand the unique customs and traditions of Guizhou in a cup of coffee". Liu Bo, founder of Xunmeili Qingyinshanju, believes that breaking the impression that coffee shops are only in the city and opening them into the mountains and homestays is the key to retaining customers.

Since April of this year, we have been collaborating with two local coffee brands to identify unique entry points and create a composite cultural and tourism industry. Qiang Hua, Vice President of Guiyang Coffee Industry Association and Head of Wujie Coffee, is optimistic about the potential of high-quality carriers such as Chishui, Fanjingshan, and Jiaxiu Tower surrounding homestays. He proposed that in addition to selling coffee, we can also develop coffee cultural and creative souvenirs, rely on cultural and tourism channels to enhance added value, connect the entire industry chain, and present coffee experiences in more scenarios. The association will also continue to play a bridging role, linking the government, businesses, and practitioners to promote coffee as an expression of urban cultural life, "said Qianghua.

Through free negotiation and precise docking, multiple scenic spots, homestays, and top coffee brands have reached preliminary cooperation intentions, achieving resource complementarity and traffic mutual guidance. Next, the Department of Culture and Tourism of Guizhou Province will incorporate "coffee tourism integration" into the province's key cultural and tourism industry cultivation system, collaborate with the business department to provide policy guarantees, matchmaking, and tracking services, focus on cultivating a number of highly recognizable, experiential, and sustainable demonstration projects, summarize and form a replicable and promotable integrated development model, and promote the scale and quality development of Guizhou's coffee tourism integration industry.

The venue of the 2026 World Coffee Brewing Competition China Finals. Photo provided by the organizer