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市場調查報告書
商品編碼
1859774
全球城市體驗經濟市場:未來預測(至2032年)-按體驗類型、平台類型、收入模式、用例、最終用戶和地區進行分析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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根據 Stratistics MRC 的數據,預計到 2025 年,全球城市體驗經濟市場規模將達到 1,300 億美元,到 2032 年將達到 3,072 億美元,預測期內複合年成長率為 13.1%。
城市體驗經濟指的是城市環境中,透過集體設計和提供的身臨其境型、互動式和情感互動性活動。這些活動包括文化活動、娛樂、餐飲、藝術和休閒,旨在提升個人享受和難忘體驗,通常旨在增強城市環境中的社交互動、感官刺激和情感聯繫。這個概念強調了人們對體驗的重視程度高於物質享受,以及如何塑造城市,使其提供參與性強、意義非凡的時刻,從而豐富日常生活並促進社區參與。
麥肯錫表示,城市正在投資擴增實境(AR) 等身臨其境型技術,以創造獨特的零售和文化景點,並透過增強、共用的城市體驗來促進旅遊業和當地消費。
城市旅遊需求不斷成長
城市體驗經濟市場的主要驅動力是城市旅遊需求的激增,而這種激增又源於旅行者對沉浸式、文化豐富且具有社交互動性的體驗日益成長的渴望。在不斷壯大的中產階級、日益增強的互聯互通以及數位平台帶來的全球視野的推動下,都市區目的地正在向以體驗為中心的樞紐轉型。千禧世代和Z世代消費者更傾向於真實、個人化的城市探險,而非傳統的旅遊方式。此外,對城市品牌建立、活動規劃和創新街區的投入不斷增加,也提升了旅遊的吸引力。因此,這一趨勢將推動體驗經濟垂直領域的整體需求成長。
基礎設施堵塞
基礎設施擁擠仍是限制城市體驗經濟市場擴充性的主要因素。快速的都市化和過度擁擠的城市中心常常給交通系統、住宿設施和公共設施帶來壓力,降低遊客滿意度。缺乏有效的擁塞管理和分區法規進一步加劇了這些問題。此外,文化遺產區和娛樂區的交通不便也會阻礙高價值旅遊活動。隨著城市努力平衡發展與宜居性,基礎設施瓶頸持續阻礙主要城市中心無縫體驗式旅遊的拓展。
智慧城市一體化
與智慧城市計畫的融合為城市體驗經濟市場帶來了巨大的成長機會。物聯網、人工智慧和地理空間分析等數位技術正在推動即時導航、人流控制和個人化遊客互動。智慧基礎設施增強了文化、零售和娛樂區之間的連結性,豐富了城市探索體驗。此外,身臨其境型技術和數據驅動的規劃支持永續旅遊和資源公平利用。隨著都市區向智慧生態系統轉型,旅遊業與智慧城市框架之間的協同作用有望推動市場變革。
經濟放緩
全球和區域經濟放緩對城市體驗經濟市場構成重大威脅。可支配收入減少和消費優先事項的轉變直接影響旅遊、娛樂和休閒活動。通膨壓力和地緣政治不穩定進一步抑制了消費者對非必需支出的信心。此外,城市體驗服務提供者不斷上漲的營運成本可能會限制創新和服務品質。因此,長期的經濟不確定性可能會推遲對文化、休閒和體驗基礎設施的大規模投資,從而在中短期內影響市場發展勢頭。
新冠疫情對城市體驗經濟市場造成了巨大衝擊,旅遊業、實況活動和文化集會紛紛停擺。然而,這場危機也加速了體驗產業的數位轉型,催生了虛擬旅遊、線上節慶和非接觸式互動模式的興起。隨著限制措施的逐步放寬,旅客越來越傾向於選擇戶外、健康養生和社區體驗。此外,城市也開始重塑城市空間,以提供更安全、更具互動性的體驗。後疫情時代的復甦正在塑造城市體驗的下一個時代,其重點在於韌性、永續性和線上線下融合的混合模式。
在預測期內,文化和遺產體驗將是最大的細分市場。
由於全球對城市旅行中真實性、傳統和故事性的日益重視,文化遺產體驗領域預計將在預測期內佔據最大的市場佔有率。數位說明、導覽和保育計畫正在推動遺產旅遊的復興。政府和私營部門正投資於文化區、博物館和表演藝術,以吸引多元化的受眾。此外,遺產節和身臨其境型展覽的舉辦也提高了參與度,進一步鞏固了該領域在城市體驗領域的領先地位。
預計在預測期內,AR/VR平台細分市場將實現最高的複合年成長率。
在技術快速普及和對互動式城市體驗的需求推動下,AR/VR平台領域預計將在預測期內實現最高成長率。擴增實境(AR)和虛擬實境(VR)工具正在革新遊客探索城市的方式,實現歷史遺址的3D視覺化、數位藝術展覽和遊戲化的城市遊覽。科技主導的個人化體驗提升了使用者參與度和可及性。隨著旅遊業日益注重體驗,AR/VR將被融入文化、娛樂和零售空間,從而推動該行業的蓬勃發展。
預計亞太地區將在預測期內佔據最大的市場佔有率,這主要得益於快速的都市化、蓬勃發展的旅遊經濟以及龐大的年輕人口對體驗式消費的推動。東京、曼谷、新加坡和首爾等主要城市正崛起為體驗式旅遊中心,將文化、美食和科技完美融合。政府推行的智慧旅遊和文化復興措施進一步促進了這一成長。此外,可支配收入的增加和社交媒體主導的旅行願望也鞏固了該地區在全球城市體驗經濟中的主導地位。
在預測期內,北美預計將呈現最高的複合年成長率,這主要得益於強勁的數位化創新、城市更新計劃以及對身臨其境型休閒體驗日益成長的需求。美國和加拿大的城市正在融合科技主導的故事敘述、現場娛樂和社區旅遊模式。智慧旅遊基礎設施和混合文化活動的投資不斷增加,正在改變人們參與城市的方式。此外,以永續性的旅遊措施以及科技公司與文化機構之間的合作預計將進一步推動北美體驗式旅遊市場的擴張。
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.