Recently, many tourist attractions across China have introduced ‘free admission’ policies to attract visitors. However, media commentary points out that simply waiving entrance fees is not a fundamental solution—the real issue lies in reducing overreliance on ticket revenue. For years, numerous scenic spots have depended heavily—sometimes exclusively—on ticket sales as their primary income source, resulting in monolithic business models and limited motivation to improve services. When tickets are made free, financial pressure often intensifies, potentially compromising site maintenance and visitor experience.Experts recommend that attractions adopt diversified operations for sustainable growth—for example, by developing cultural and creative merchandise, enhancing food and accommodation quality, and introducing immersive experiences—to build a composite revenue model combining tickets, services, and consumption. Additionally, governments should strengthen fiscal subsidy mechanisms to support this transition and avoid the pitfalls of merely eliminating ticket fees without a broader strategy.In fact, successful cases already exist in provinces like Zhejiang and Sichuan: some sites have eliminated entrance fees yet boosted overall revenue through increased peripheral spending, while also significantly improving visitor satisfaction. This demonstrates that free admission is merely a tool—the true goal is shifting from a ‘ticket-based economy’ to an ‘industry-driven economy’ to achieve high-quality, sustainable tourism development.
近期，多地景区推出‘免门票’政策以吸引游客，但有媒体指出，单纯免门票并非治本之策，关键在于降低对门票收入的过度依赖。长期以来，不少景区将门票作为主要甚至唯一收入来源，导致运营模式单一、服务升级动力不足。一旦门票免费，财政压力陡增，反而可能影响景区维护与游客体验。专家建议，景区应通过多元化经营实现可持续发展，例如开发文创产品、提升餐饮住宿品质、引入沉浸式体验项目等，从而构建‘门票+服务+消费’的复合型收入结构。此外，政府也应完善财政补贴机制，支持景区转型，避免‘一免了之’带来的后续问题。实际上，浙江、四川等地已有成功案例：部分景区虽取消门票，但通过周边消费带动整体收益增长，游客满意度也显著提升。这说明，免门票只是手段，真正重要的是推动景区从‘门票经济’向‘产业经济’转变，实现高质量、可持续发展。
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