As the 2024 Dragon Boat Festival holiday concluded, China's cultural tourism market witnessed continued growth following its high-performance last year. According to the Data Center of the Ministry of Culture and Tourism, over the three-day holiday, China's domestic trips reached 110 million, a 6.3% increase year-on-year, with total domestic tourism consumption at 40.35 billion yuan, an 8.1% increase year-on-year.

Reports from several online travel platforms on June 10th indicate that short-distance travel remained the primary trend for the Dragon Boat Festival holiday, with various "new Chinese style" folk culture experiences emerging as the top attractions.

Neo-Chinese style revitalizes cultural tourism

Under the influence of traditional customs of the Dragon Boat Festival, the "neo-Chinese style" travel surged, with many regions adapting local conditions to offer a variety of folk activities.

According to Tuniu's holiday consumption report, such products as folk experiences, explorations of Guochao (brands and products that incorporate Chinese traditional style and culture), ancient town tours, and museum visits were particularly popular. In regions with high demand for tourism including Beijing, Tianjin, Hebei, the Yangtze River Delta, the Pearl River Delta, and the Chengdu-Chongqing urban cluster, such themes as night tours in ancient towns, dragon boat races, museums, and unique folk or rural experiences were widely favored.

On the platform Fliggy, intangible cultural heritage, and folk experiences emerged as popular options, with tours like wearing zanhua headwear for photos in Quanzhou, small group tours in Xijiang Qianhu Miao Village in Guizhou, and guided museum tours being highly popular.

Data from Ctrip showed that several small cities gained popularity due to dragon boat races. The dragon boat races in Diejiao Village, Foshan were particularly eye-catching, driving a 250% year-on-year increase in car rental orders in Foshan during the Dragon Boat Festival holiday. On the platform Qunar, searches related to Guangdong's rich dragon boat culture doubled during the festival.

On the platform Tujia, as of June 10th, searches with keywords such as "dragon boat", "Dragon Boat Festival", and "sachet" increased threefold compared to the previous month, with related homestay bookings up by 50% year-on-year.

Unique folk culture attracts foreign tourists

Many tourists still chose to combine company leave with the Dragon Boat Festival holiday to extend their vacation time for cross-border travel. According to the National Immigration Administration, during the 2024 Dragon Boat Festival, the average daily number of border crossings nationwide was expected to reach 1.75 million, a 32.5% increase year-on-year.

Notably, traditional festivals have emerged as a window for foreign tourists to gain a deeper understanding of Chinese culture, with the Dragon Boat Festival attracting many foreign visitors. Ctrip's report indicated that inbound travel orders during the holiday increased by 115% year-on-year, with most tourists coming from the United States, the United Kingdom, Australia, the Republic of Korea, and Malaysia. The top ten popular inbound destinations for foreigners during the Dragon Boat Festival were Shanghai, Beijing, Shenzhen, Guangzhou, Chengdu, Hangzhou, Chongqing, Xi'an, Nanjing, and Qingdao.

According to Tongcheng Travel, flight bookings from Hong Kong and Macao SAR to the Chinese mainland also doubled year-on-year. During the Dragon Boat Festival, Hong Kong and Macao residents traveled to over 20 provinces and cities across the Chinese mainland.

“国潮端午”引领消费热潮，广东因龙舟文化浓郁“圈粉”

2024年端午小长假落下帷幕，中国文旅消费市场在去年高位运行的基础上保持增长态势。据文化和旅游部数据中心测算，小长假3天，全国国内旅游出游合计1.1亿人次，同比增长6.3%；国内游客出游总花费403.5亿元，同比增长8.1%。

根据多家在线旅游平台10日发布的小长假出游报告，短途游仍为端午假期出游的主流，各类“新中式”民俗文化体验成为绝对赢家。

“国潮端午”激活文旅新玩法

端午传统习俗的带动之下，“新中式”出游浪潮火热，多地因地制宜推出丰富多样的民俗休闲活动。

途牛假期消费盘点显示，整个端午假期，民俗体验、国潮探索、古镇漫游、文博访古等产品尤为引人注目，在出游需求旺盛的京津冀、长三角、珠三角以及成渝城市群等“1-2小时交通圈”，古镇夜游、龙舟竞赛、博物馆、特色民俗或田园乡村等旅游主题广受欢迎。

在飞猪平台，非遗、民俗等“国风”体验产品成为热门选项，泉州簪花旅拍自由行、贵州西江千户苗寨小团游以及带讲解服务的各地博物馆跟团游均受到追捧。

根据携程数据，一众小城因龙舟赛事被带火，其中，佛山叠滘龙舟赛事“吸睛力”超群，带动端午节佛山租车订单量同比增长250%。在去哪儿平台上，龙舟文化浓郁的广东端午搜索热度增加了一倍。

途家民宿平台上，截至6月10日，标签或描述中含“龙舟”“端午”“香包”等关键词的搜索量环比增长3倍，相关民宿预订量同比增长五成。

特色文化民俗“圈粉”外国游客

端午假期依然有许多游客拼假跨境旅游。据国家移民管理局消息，2024年端午节期间全国口岸日均出入境人员预计将达175万人次，较去年同期增长32.5%。

值得一提的是，传统节日成为外国游客深度了解中华文化的一扇窗，中国端午节吸引了不少外国游客。携程报告显示，小长假期间，平台入境游订单量同比去年增长115%，其中来自美国、英国、澳大利亚、韩国和马来西亚的游客最多。外国人最青睐的端午十大热门入境游目的地为：上海、北京、深圳、广州、成都、杭州、重庆、西安、南京和青岛。

另据同程旅行数据，香港、澳门飞往内地的机票预订热度同比也增长超过100%，端午假期，港澳居民前往内地旅游的目的地遍及二十多个省市。

文丨记者 刘星彤
图丨羊城派资料图
翻译丨邹晓华