The "Altay Lawn" in Shanghai is also popular, and the "national trend" brings fire to the folk town during the Dragon Boat Festival

Release time:Jun 04, 2024 13:17 PM

Watching dragon boats in Diejiao in Foshan, immersive "New Chinese Tour" in Xi'an, checking in at "Altay Lawn" in Shanghai... The Dragon Boat Festival holiday is approaching, and various new ways to play are emerging, and the tourism market is ushering in a wave of bookings. Data from multiple travel platforms show that as of June 1, the number of cultural tourism bookings during the Dragon Boat Festival holiday has increased by nearly 70% year-on-year, with Beijing, Xi'an, Chengdu, Wuhan, Chongqing, Qingdao, Nanjing, Shanghai, etc. entering the top 10 destinations list , users in Beijing, Wuhan, Xi'an, Shanghai, and Chengdu are the most enthusiastic about traveling.

During this year's Dragon Boat Festival holiday, "national fashion" became a popular theme for holiday travel. Cultural cities such as Beijing, Xi'an, and Nanjing ranked among the top ten popular destinations in the country. Small cities with a strong Dragon Boat Festival folk atmosphere such as Foshan in Guangdong, Yichang in Hubei, and Quanzhou in Fujian became good places for surrounding tours. Driven by the hit TV series "My Altay", netizens discovered a number of "Altay alternative" attractions in and around various cities, which became a good place for citizens and tourists to enjoy a sense of relaxation.

Recently, the TV series "My Altay" has made the beauty of Xinjiang popular, but it is not that easy to go to Xinjiang. Netizens have discovered "Altay alternatives" from various places. "Altay subdivisions" such as Siguniang Mountain in western Sichuan and Bashang Grassland in Hebei Province have become popular short-distance tours around the Dragon Boat Festival. Park-version "Little Altay" such as Shanghai World Expo Cultural Park and Chengdu Shuangliu Central Park have become popular choices for urban micro-vacations.

“It’s not that Altay can’t afford to go, but the large lawn of the Expo Cultural Park is more cost-effective.” On social platforms, many netizens were “planted” by the huge green lawn of the Expo Cultural Park and the 11-hole bridge under the Twin Mountains. The empty space and few tourists here give people the illusion of being in the vast Xinjiang. In recent days, the expo cultural park, a large lawn facing the lake, has become a hot spot in Shanghai. Some netizens said that there was an event on the lawn on the day they went, but they unexpectedly discovered that the Expo Cultural Park is very large and has great greenery, making it a good place worth visiting in itself. Now, some people have affectionately called it Shanghai’s “Altay Lawn” and are exchanging information about the best time to take photos on the lawn in the comment area.

"Altay Lawn" in Shanghai World Expo Cultural Park.

The relevant person in charge of the Aba Siguniang Mountain Scenic Area revealed that as the Dragon Boat Festival approaches, the number of ticket bookings in the scenic area has increased significantly, with a year-on-year increase of nearly 50%. "Siguniang Mountain is not inferior to Xinjiang in summer. Many local citizens in Chengdu and tourists from surrounding cities do not have time to go to Xinjiang for the time being, so they take advantage of this short holiday to go on a short-distance 'surrounding trip', which is very cost-effective."

When micro vacations in cities become a new trend, young people enjoy a sense of relaxation, and parent-child families are busy "one-stop walking their children" at home. Wanda Plaza, Wuyue Plaza, Mixc, Vientiane City, and Impression City have become the most popular places for parent-child families. For the top five shopping malls, the search volume on Dianping.com exceeded 70% year-on-year. Enjoying delicious food, watching performances, buying toys, and playing games, parent-child scenes are increasingly diversified and enriched, and "spending one dollar to enjoy two experiences" has become a reality.

Experience the immersive “New Chinese Tour” in a famous cultural city

Hanfu make-up appointments, Hanfu-themed hotels, Chinese-themed restaurants, garden teahouses... Under the craze of "New Chinese-style travel", Chinese-style elements have further penetrated into all aspects of local life, in Beijing, Xi'an, Nanjing, etc. The famous cultural city has become a good place for immersive “new Chinese-style travel” during holidays.

Take Xi'an, the top 2 city for cultural tourism bookings on the Meituan platform, as an example. During the Dragon Boat Festival, major local scenic spots will launch a variety of cultural tourism activities and preferential measures to boost the "new Chinese style" travel craze. At Huaqing Palace, a landmark scenic spot for Tang cultural tourism in Xi'an, visitors can enter the park for free by reciting the full text of "Song of Everlasting Sorrow" independently in front of the Muhua Shuiqing Gate.

“Most people go to Huaqing Palace and only watch the Song of Everlasting Sorrow performance, but in fact the palace architecture and exquisite gardens, paired with Hanfu and horse-faced skirts are very impressive.” A tourist said in the guide area. Data shows that in the past two weeks, Dianping's searches for "Huaqing Palace Hanfu" have increased by nearly 220% year-on-year, and related notes such as "Yang Yuhuan in Huaqing Palace for a Day" have attracted a large number of platform users.

In addition, many businesses integrate urban characteristics and user needs to continuously innovate "new Chinese-style" cultural and tourism supplies. "Hanfu Hotel" and "Guochao Catering" are quietly becoming popular. Since the beginning of this year, the number of hotel merchants offering "Hanfu" themed products on the Meituan platform has increased by 120% year-on-year, and related orders have increased by 300%. At the HUALUXE Hotel Tanghua in Xi'an, the Tang style courtyard design creates a full sense of national fashion and has become a popular choice among tourists. During the Dragon Boat Festival holiday, in addition to providing Hanfu makeup services for tourists, hotel staff will also wear Hanfu to welcome guests.

The main immersive Song Dynasty ancient style secret room, the ancient teahouse in the Huizhou courtyard, the martial arts kendo hall to experience traditional competitive equipment... On the Meituan MCháo channel, a number of features with the theme of "National Trend" Merchants, through new business models that integrate fashion and traditional culture, provide young people with an immersive new "national style" experience.

“National Trend Dragon Boat Festival” drives cultural tourism consumption in folk towns

Dragon boat racing, eating dragon boat rice, and tasting rice dumplings from various regions, many small towns will hold various folk experience activities during the Dragon Boat Festival holiday to attract more tourists from surrounding cities for short trips.

In Guangdong, which has a strong dragon boat culture, Foshan has become a popular folk town during this year's Dragon Boat Festival due to the intangible cultural heritage project "Diejiao Dragon Boat Race". As of June 1, local cultural tourism bookings have increased by more than 80% year-on-year, and cities in Guangdong Province such as Guangzhou, Shenzhen, and Dongguan are the most popular. "Guangfo 2024 Dragon Boat Festival Dragon Boat Festival Activities Guide" "Detailed explanation of the location and time of Dragon Boat Night Practice" "Foshan Dragon Boat Village Transportation Guide"... In the past week, the search volume of the keyword "Dragon Boat Racing" has soared 150% month-on-month, and the note guide has increased by as much as 120%. "Diejiao Water Village is criss-crossed by rivers, and the 'dragon boat's flying' at the corners are a major attraction. There is a 'dragon boat night practice' almost every night before the game. After the night practice, you can eat dragon boat rice, go to the market, and do calligraphy exhibition."

Yichang, Hubei Province, Qu Yuan’s hometown, has launched the Dragon Boat Festival Cultural Festival. With folk activities such as Hanfu parade and dragon boat night tour, it has become a popular short-distance destination in the surrounding area. In Quanzhou and other places, special local festivals such as folk street parades and royal boat patrol ceremonies also attract many people. Tourists go.

As of June 1, the number of cultural tourism bookings related to Yichang during the Dragon Boat Festival holiday has increased by more than 105% year-on-year. Wuhan, Jingzhou, Xiangyang, Enshi, and Chongqing are the top five tourist source areas; the number of cultural tourism bookings related to Quanzhou has increased by more than 90% year-on-year, and Shenzhen , Fuzhou, Guangzhou, Xiamen and other provinces and surrounding cities are highly popular for travel.

Industry insiders said that during this year’s Dragon Boat Festival, not only did the bookings for scenic spot tickets, hotels, and bus tickets increase significantly, but also new ways of playing folk small town tours, immersive new Chinese-style tours, and urban micro vacations emerged, which greatly enriched tourists’ travel experience. As the beginning of the summer travel peak, the Dragon Boat Festival holiday will help accelerate consumption, expand capacity and improve the quality of life service industries in various places, and lay the "outpost" for local cultural tourism during the summer peak season.

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