Emerging travel trends unlock consumption vitality during Dragon Boat Festival

China has seen robust consumption growth in the culture and tourism market during the Dragon Boat Festival from June 8 to 10, highlighted by a number of new travel trends.

Data indicated that the number of travel bookings posted during the holiday period rose almost 70 percent year on year.

Tourists watching dragon boat races at Xinglong Lake, Chengdu, China, June 10, 2024. /CFP

Tourists watching dragon boat races at Xinglong Lake, Chengdu, China, June 10, 2024. /CFP

During this traditional holiday, with rich cultural connotations and a strong sense of ritual, “new Chinese-style” travel has become a popular buzzword among Chinese holidaymakers. This latest trend is characterized by engaging in various activities related to immersing oneself in the nation’s history and culture, including visiting museums, seeking out experiences relating to Chinese intangible cultural heritage elements and wearing traditional Chinese hanfu attire.

Renowned for their rich historical and cultural significance, cities like Beijing, Xi’an and Nanjing stood out as favored destinations. 

Tourists enjoying folklore performances at Xiangyang Ancient City, Hubei Province, China, June 9, 2024. /CFP

Tourists enjoying folklore performances at Xiangyang Ancient City, Hubei Province, China, June 9, 2024. /CFP

Meanwhile, strong demand for short-distance travel during the festival has led to bookings jumping 20 percent year on year, according to Chinese online travel service provider Ctrip. Destinations like Foshan, Yichang and Quanzhou saw a massive surge in bookings. 

Places offering picturesque farm vistas or showcasing exotic cultures are rising in popularity. For example, Altay, in the Xinjiang Uygur Autonomous Region, has become a trendy destination due to a hit television drama.

A view of Altay, Xinjiang Uygur Autonomous Region, China, June 9, 2024. /CFP

A view of Altay, Xinjiang Uygur Autonomous Region, China, June 9, 2024. /CFP

Amid a continued rise in ticket sales and hotel bookings during the Dragon Boat Festival, these emerging travel trends have greatly enriched people’s travel experience, according to industry experts.

The Dragon Boat Festival typically represents the start of the summer travel period in China. A travel boom during the holiday will contribute to a further increase in service consumption across the country, said the experts.