During the 2024 Mid-Autumn Festival holiday, Guangdong's cultural and tourism market saw notable growth. From September 15th to 17th, the province welcomed 21.36 million tourists, a 13.6% increase compared to the same period in 2019. Tourism revenue reached 10.4 billion yuan, marking a 16.3% growth.

Major cultural events drive robust consumer spending

This year, Guangdong used major cultural and tourism events as a catalyst to boost consumer activity during the Mid-Autumn Festival.

On September 13th, the Guangdong Cultural & Tourism Promotion Conference and the Consumption Season in 2024 officially kicked off at the Canton Fair Complex. The event unveiled the province's outstanding tourism consumption initiatives for 2024, as well as the year's digital innovation projects in culture and tourism. Simultaneously, the third round of subsidy programs for the Guangdong Tourism Consumption Season was launched to further stimulate consumer interest.

As part of the Guangdong Cultural & Tourism Promotion Conference, the 2024 Guangdong International Tourism Industry Expo took place from September 13th to 15th. The event gathered tourism organizations and enterprises from nearly 50 countries and regions and over 30 domestic provinces and cities. The three-day expo attracted more than 50,000 visitors, with exciting activities and products driving demand. Nearly 10,000 business negotiations were concluded over the course of the event.

Additionally, the "Guangdong-Hong Kong-Macao Greater Bay Area Tower Alliance" was established, comprising iconic towers such as Canton Tower, Pingan Financial Center-Free Sky in Shenzhen, sky100 Hong Kong Observation Deck, and  Macao Tower Convention & Entertainment Centre. The alliance aims to strengthen cultural and tourism cooperation across the Greater Bay Area. Before the holiday, Canton Tower hosted the alliance's launch ceremony, inviting guests to explore the region, ascend its towers, admire the full moon, and celebrate the Mid-Autumn Festival.

Rich offerings of cultural and tourism products across the province

Throughout the Mid-Autumn Festival holiday, Guangdong's regions combined local cultural characteristics with tourism resources to enrich the variety of holiday experiences available to the public.

The Bai'etan Greater Bay Area Art Center received more than 40,000 visitors over three days. The Guangdong Museum of Art hosted 26 themed activities, including guided tours and festival workshops, attracting 19,000 participants. Meanwhile, the Guangdong Intangible Cultural Heritage Exhibition Center organized a diverse array of heritage events, such as the "Sounds of the Autumn Moon" guqin concert and the "Crafted Joys" cultural market, and "I Am a Little Journalist for Intangible Cultural Heritage" educational program, welcoming nearly 15,000 visitors.

The Guangdong Museum held a series of themed activities, attracting around 26,000 visitors and serving over 4 million people through its digital platforms. Its online exhibition, "A Night Under the Moon: Appreciating Hua Yan's Paintings", was livestreamed to an audience of 3.48 million.

At the Sun Yat-sen Library of Guangdong Province, artists from the Guangdong Couplets Association conducted knowledge-sharing sessions and calligraphy workshops. The library received 16,000 visitors in person, while nearly 180,000 people used its digital library services.

Across the province, various Mid-Autumn-themed performances and intangible cultural heritage exhibitions were offered, such as the "Starlit Mid-Autumn Night" at Shantou's Xiaogongyuan ("Little Park"), and the "Han Elegance in Autumn Splendor" folk culture event. These activities catered to the cultural needs of both residents and tourists during the holiday.

2024年中秋假期广东接待游客2135.7万人次，旅游收入104亿元

2024年中秋假期，广东文旅市场实现“双增长”！据初步测算，9月15日至17日，全省接待游客2135.7万人次，较2019年同期增长13.6%（按可比口径，下同）；实现旅游收入104.0亿元，较2019年同期增长16.3%。

重大文旅活动促进消费火热

今年中秋假期，广东以举办重大文旅活动为牵引，促进全省文旅消费持续火热。

2024广东文旅推介大会暨金秋文旅消费季9月13日在广交会展馆正式启动，发布了广东省2024年度文旅促消费优秀案例、2024年广东省文化和旅游数字化（科技创新）项目，同步开启第三轮2024年广东文旅消费季惠民补贴活动。

作为广东文旅推介大会的系列活动之一，2024广东国际旅游产业博览会于9月13日至15日举办，汇聚全球近50个国家和地区及国内30多个省市的文旅机构、企业参展参会。3天的展会吸引了超5万人入场参观，各展区特色活动精彩、优质产品热卖，累计达成近万次商业洽谈。

成立“粤港澳大湾区高塔联盟”。联盟由广州塔、深圳平安金融中心云际观光层、天际100香港观景台、澳门旅游塔会展娱乐中心组成，旨在加强粤港澳文旅合作。节前，在广州塔举办联盟成立仪式，诚邀各方来客游湾区、登高塔、赏明月、过中秋。

全省假日文旅产品供给丰富

今年中秋假期，广东各地综合本地区文化特色和旅游资源，有效丰富假日产品供给。

白鹅潭大湾区艺术中心三天共接待游客4万余人次，其中广东美术馆开展艺术导览、节庆工作坊、集章打卡等主题活动26场次，吸引游客1.9万余人次；省非物质文化遗产馆（省非物质文化遗产保护中心）举办“月盈清音”中秋古琴音乐会、“喜番造物社”非遗文创市集、“我是非遗小记者”研学活动等丰富多彩的非遗活动，累计接待入馆群众近1.5万人次。

省博物馆推出系列主题活动，接待观众约2.6万人次，通过新媒体平台为观众提供服务超400万次；在线上“粤粤直播间”推出“相约月明之夜 共赏华嵒画”展览导赏直播，观看人数超过348.3万人次。

省立中山图书馆携手广东楹联学会书画家，开展知识分享、书画创作、团扇送福等活动，假期累计接待读者1.6万余人次，近18万人次使用数字图书馆线上服务。

全省各地推出“中秋奇妙夜·月是故乡明”汕头小公园游园会、“汉风雅韵 秋锦华裳”非遗中秋游园会等系列中秋主题文艺演出和非遗展演活动，满足市民和游客的假期文化需求。

文丨记者 黄宙辉 黎存根 通讯员 粤文旅宣
翻译丨赵凡
英文审校丨林佳岱