Huan Qiu Wang·2026-02-13 08:54Core Insights - The article highlights the growing popularity of intangible cultural heritage (ICH) experiences during the Spring Festival, transitioning from "check-in" to "immersive" experiences, which are becoming a significant way for tourists to engage with traditional culture [1][5] Group 1: Growth in ICH Experiences - The search volume for "ICH experiences" on Meituan Travel has increased by 200% year-on-year in the past week [1] - The top 10 popular destinations for ICH cultural experiences during the Spring Festival include Beijing, Fuzhou, Kaifeng, Xi'an, Tangshan, Quanzhou, Zhanjiang, Jieyang, Xiamen, and Huangshan [1] Group 2: Preferences of Younger Generations - The post-2000 generation is particularly interested in ICH, accounting for 30% of the search population, favoring interactive and unique experiences [3] - The top ten ICH activities for the 2026 Spring Festival include watching the fire dragon in Chaoshan, learning traditional Dong painting in Chengyang, and experiencing lanterns in Zigong [3] Group 3: Innovative ICH Experiences - Innovative ICH experiences are attracting younger participants, such as immersive performances combined with interactive storylines in Tangshan [5] - In Kaifeng, the popularity of cultural sites like Wansui Mountain and Qingming Riverside Garden has surged, with increases of 53% and 163% respectively since early February [5] Group 4: Integration of ICH in Hospitality - Many hotels are incorporating ICH experiences into their services, offering packages that include traditional costume experiences, which are well-received by tourists [7] - In Guangzhou and Jiangmen, travel bookings have seen significant growth, with hotel and homestay reservations increasing by 89% year-on-year [7] Group 5: Traditional Festivals and Modern Elements - The search interest in "New Year temple fairs" has surged approximately sevenfold, with many fairs integrating ICH performances, local snacks, and interactive games [9] - The article emphasizes the shift from mere participation to deep engagement in ICH, with platforms like Meituan facilitating access to these cultural experiences [9]