“千年非遗+现代场景”新韵起 非遗“组合拳”点燃沉浸式文旅热潮

Core Viewpoint - The Dragon Boat Festival, recognized as China's first traditional festival included in the UNESCO Intangible Cultural Heritage list, is experiencing a significant rise in popularity for cultural tourism in 2025, with a 50% increase in search interest for folk experience tours compared to the previous year [7]. Group 1: Cultural Tourism Trends - The immersive participation in traditional activities such as making zongzi and wearing sachets is becoming increasingly popular among tourists, enhancing the appeal of traditional culture [7]. - Major destinations for folk experience tours include Guangzhou, Hangzhou, Chengdu, Xi'an, Yueyang, Jiaxing, Suzhou, Chongqing, Wuhan, and Nanjing [9]. Group 2: Specific Destination Highlights - In the hometown of Qu Yuan, Miluo, hotel and tourism bookings have surged by over 80% during the festival period [11]. - Jiaxing, known as the hometown of zongzi, saw hotel bookings increase by 63%, with local residents sharing the secrets of making zongzi [13]. - In Xi'an, ticket sales for intangible cultural heritage performances increased by 1,260% compared to 2024, showcasing the growing interest in cultural experiences [15]. Group 3: Immersive Cultural Experiences - Various scenic spots across the country are integrating ancient intangible cultural heritage techniques into modern cultural tourism, creating immersive cultural experiences that resonate with visitors [15]. - In Zhejiang Jiaxing, 11 representative intangible cultural heritage projects are being showcased, featuring performances by young artists [17]. - In Henan Luohe, over 60 intangible cultural heritage projects are being presented in bustling shopping centers, attracting large crowds of visitors [22].