During the Dragon Boat Festival holiday in 2023, the cultural and tourism industries recovered strongly, and the national holiday market was generally safe, stable and orderly. According to the comprehensive calculation of the data center of the Ministry of Culture and Tourism, there were 106 million domestic tourist trips, up 32.3% year-on-year, and recovered to 112.8% in the same period of 2019 according to comparable caliber; The domestic tourism revenue was 37.31 billion yuan, a year-on-year increase of 44.5%, and it was restored to 94.9% in the same period of 2019 according to comparable caliber.
Cultural and tourism products are abundant in supply. The national culture and tourism system enriches the supply of cultural and tourism products and services, and deepens the connotation and atmosphere of festivals. The Ministry of Culture and Tourism has carried out in-depth special tourism promotion activities such as “Traveling with the Seasons in China”, “City Cruises” and “There are treasures in my hometown”, carried out creative tourism promotion of “24 solar terms” such as long summer and Dragon Boat Festival, combined with online media platforms to promote tourism leisure activities, cultural and folk activities and measures to benefit the people during the Dragon Boat Festival, and combined with online travel platforms to increase the supply of “Traveling for a Summer” tourism products, thus continuously creating a strong tourism atmosphere. Beijing coordinated the city’s cultural tourism resources, and jointly launched more than 1,700 events in various districts and relevant units; Around the Dragon Boat Festival, Chongqing launched more than 200 special cultural tourism activities, as well as more than 70 tourist routes and more than 80 measures to benefit the people. Fujian province’s cultural tourism system has launched more than 230 theme cultural tourism activities with various forms and rich contents through the combination of online and offline; Inner Mongolia Autonomous Region has launched more than 300 cultural tourism festivals in eight categories, including cultural tourism festivals, food experience, sports events, leisure night economy, cultural tourism research, mass culture, intangible cultural heritage display and Wulan Muqi performing arts.
Folk cultural activities are splendid. Non-legacy folk customs and traditional culture are integrated into the cultural life of modern people, and new scenes of deep integration of culture and tourism are constantly being introduced. Dragon boat racing, eating zongzi, singing folk songs, and enjoying ancient songs in ancient books will create a new space for host and guest to share with traditional folk activities. Ganzhou, Pearl River, Jieyang, Foshan, Dongguan, Yiyang, Yongzhou, Fuzhou and other places have started the Dragon Boat Race. In 2023, the concentrated exhibition activities of “Hundred Boat Race for the Dragon Boat Festival” in Sichuan Province blossomed more; The 2023 China Dragon Boat Race (Fujian Fuzhou Station) attracted nearly 100,000 citizens and tourists to watch the race on the spot; The 2023 Dragon Boat Festival Folk Square in Haikou City, with the theme of “writing songs from the Chu Dynasty and praising the national style”, allows citizens to immerse themselves in the life of the retro Dragon Boat Festival by restoring the ancient Dragon Boat Festival scenes. Traditional folk customs and folk arts are also organically integrated into cultural spaces such as museums, art galleries, libraries, theatres and cinemas, enriching the new scene of deep integration of culture and tourism. According to a special survey conducted by the Ministry of Culture and Tourism, 87.9% of tourists visited cultural venues, historical and cultural blocks, participated in various non-legacy projects and participated in cultural activities such as music festivals and concerts during holidays.
Night economy has become the highlight of the Dragon Boat Festival holiday cultural tourism consumption market. According to a special survey conducted by the Ministry of Culture and Tourism, due to the high temperature and the continuous enrichment of night tourism products in the destination, the proportion of tourists participating in night tours during the Dragon Boat Festival holiday reached 22.3%, a significant increase of 7.9 percentage points over the same period in 2022. According to the data monitoring, during the Dragon Boat Festival, 243 national night-time cultural and tourism consumption gathering areas had 36.253 million passengers at night, with an average of 49,700 passengers per night in each gathering area, an increase of 38.8% over the same period in 2022. Among them, Nanjing Qinhuai River-Confucius Temple Area, Tai ‘an Taishan Xiucheng, Wuhan Jianghan Road Pedestrian Street, Changsha Wuyi Business Circle, Chengdu Chunxi Road Dacifang, Nanning Sanjie Liangxiang, Xi ‘an City Wall Scenic Area and other gathering areas have accumulated more than 600,000 passengers at night during the Dragon Boat Festival holiday.
Tap the potential of tourism and leisure demand in market segments. During the holiday period, the temperature in all parts of China generally rises, so summer vacation and recreation tour have become the first choice for many tourists. The pleasant scenery and comfortable climate in Yunnan, Xinjiang, Qinghai, Gansu, Inner Mongolia and Guizhou have become popular choices for many young people to travel in go on road trip and summer. Qingdao, Dalian, Qinhuangdao, Yantai, Weihai, Ningbo and other coastal tourist destinations have become the first choice for many citizens and tourists to enjoy the summer. Campsite drifting in Shanghai, Beijing and other places welcomes many passengers, and water park scenic spots in Guangzhou and Sanya are favored by parents and children. The holiday coincides with the end of the college entrance examination and the end of the summer harvest in summer sowing, and the travel needs of students and migrant workers have increased significantly. Many scenic spots in Sichuan have introduced preferential measures for students, and various scenic spots, hotels, homestays and cultural venues in Beijing, Henan, Guangdong and Shaanxi have launched colorful research experiences such as DIY dumplings and Dragon Boat Festival science research classes.