Exploring the relationship between government subsidies, market competition, and the digital transformation of cultural and tourism enterprises (CTEs) will provide inspiration for upgrading and promoting the digitization development of China’s cultural and tourism industry. This paper theoretically and empirically evaluates the effect of government subsidies on digital transformation of CTEs by developing an evolutionary game combined with Hotelling model, and meanwhile using the econometric model. The theoretical model demonstrates that different subsidy scale will affect the evolutionary efficiency of the system under different market competition intensities. And the empirical model shows that the relationship between government subsidies and the digital transformation of CTEs is a U-shaped curve and the market competition exerts the flattening moderation on the U-shaped relationship. The findings provide guidance to both policymakers and managers.