110 million domestic tourists travelled during Dragon Boat Festival People's Daily
During the 2024 Dragon Boat Festival holiday, the national cultural and tourism market is generally stable and orderly. According to estimates from the data center of the Ministry of Culture and Tourism, there were a total of 110 million domestic tourism trips across the country, a year-on-year increase of 6.3%; the total travel expenditure of domestic tourists was 40.35 billion yuan, a year-on-year increase of 8.1%.
During the holidays, various places have launched special activities, new consumption scenarios and people-friendly measures to enrich the cultural and tourism life of the masses. Shaanxi held more than 600 cultural and tourism activities of various types, and launched discounted tickets, special rooms, special food, etc. Shanghai launched 200 activities in eight major sections of "visiting cultural and museums, seeing art exhibitions, enjoying good dramas, listening to music parties, coming to the sea for examinations, enjoying aesthetic education, visiting scenic spots, and tasting food." Fujian planned to launch more than 640 regional cultural theme activities and more than 140 people-friendly measures. Inner Mongolia launched products such as "graduation trips related to youth" for students.
Racing dragon boats, eating zongzi, singing folk songs, and appreciating ancient music, the rich cultural connotations of traditional festivals are deeply integrated with tourism development. Dragon boat races were held in Guangdong, Hunan, Zhejiang, Guizhou, Yunnan and other places. Wuhan, Hubei, launched a series of cultural and tourism activities called "Roaming Wuhan". Henan allows tourists to experience the charm of traditional culture through immersive scenes such as intangible cultural heritage performances and Dragon Boat Festival customs. Anhui launched products such as situational dramas in Huaxilou and immersive micro-space experience dramas. Jiangsu held the "Water Charm Jiangsu·Tesco Intangible Cultural Heritage" event. Various places have also organically integrated traditional folk customs and folk art into cultural spaces such as museums, art galleries, libraries, theaters, and cinemas, enriching new scenes for the in-depth integration of culture and tourism.
A large number of tourists choose local leisure or short-distance travel. Projects such as water-related activities, picking, farming experience, and camping in the suburbs are favored. Cultural venues and commercial streets have become the main recreational spaces for tourists. The national night culture and tourism consumption cluster holds Dragon Boat Festival themed special activities such as intangible cultural heritage experiences and folk markets according to local conditions to continue to release the vitality of night consumption.
Tourists are increasingly preferring to choose flexible and personalized travel methods, enjoying life in slow-paced travel, in-depth experience, and relaxation. Yunnan, Qinghai, Gansu, Inner Mongolia, Guizhou and other places have become popular choices for young people to travel by car and escape the summer heat. The two-way empowerment of "film, television, culture and tourism" has driven the popularity of the TV series "My Altay" to drive self-driving destinations represented by Altay Prefecture in Xinjiang and Nileke County in Yili Prefecture. The free travel packages of "ticket hotels" such as Beijing Universal Studios, Shanghai Disney Resort, and Zhuhai Chimelong Resort are very popular.
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