Core Viewpoint - The 2026 "Intangible Cultural Heritage Celebrating the New Year: Tasting Chinese New Year" theme promotion and intangible cultural heritage shopping month has been launched in Guangzhou, aiming to promote local intangible cultural heritage products and measures for public benefit [1]. Group 1 - The event features over 130 representative intangible cultural heritage projects from 15 provinces, municipalities, and regions, including Hong Kong and Macau, showcased for sale [3]. - The intangible cultural heritage shopping month will last until March 3, with various regions offering suitable intangible cultural heritage products, travel routes, and experiential services for the Spring Festival [3]. - The event aims to create new consumption scenarios for intangible cultural heritage, stimulating consumer vitality and becoming a new hotspot for innovation [3]. Group 2 - The launch includes a series of themed activities during the Spring Festival, such as "Lighting Up Chinese Lanterns," "Family Reunion with Food," and "Celebrating the New Year in Intangible Cultural Heritage Museums" [3]. - A video live-streaming event titled "Intangible Cultural Heritage Celebrating the New Year: The Flavor of My Hometown" has also been initiated [3]. - Concurrently, the Guangdong Provincial Department of Culture and Tourism is hosting a series of activities titled "Guangdong Goods Going Global, Delicious Food in Guangdong" [5].

Group 1: Travel Trends - The total cross-regional movement of people during the 2025 National Day and Mid-Autumn Festival holiday is projected to reach 2.433 billion, with an average of 304 million per day, marking a 6.3% year-on-year increase compared to 2024, setting a historical record [1] - Domestic travel during the 8-day holiday reached 888 million trips, an increase of 123 million trips compared to the 7-day holiday in 2024, with total spending amounting to 809 billion yuan, up by 108.2 billion yuan [1] - Tourists are increasingly exploring more diverse destinations, with travel interest shifting from classic to niche locations, as evidenced by significant growth in orders from third-tier cities and smaller cities in East Asia, Southeast Asia, and Europe [1] Group 2: Consumer Behavior - The average booking volume for transportation and accommodation increased by 5% and 4.6% respectively, while the average spending per trip rose by 14.6% during the holiday [2] - Popular domestic travel cities included Shanghai, Beijing, and Guangzhou, while international destinations favored by travelers included Japan, Hong Kong, and Thailand [2] - The rise of local food experiences has become a key aspect of deep tourism, with a 50% increase in tourists engaging in extended stays for immersive experiences compared to 2024 [3] Group 3: Experience Consumption - Experience-based consumption has become mainstream, with significant growth in orders for ancient towns and cities, as well as for zoos and water parks, with increases of 299%, 196%, and 152% respectively [4] - Traditional cultural experiences, such as glassmaking and pottery, have seen substantial order growth, with increases of 270% and 206% respectively, indicating a strong interest in intangible cultural heritage [4] - The popularity of ancient-style makeup among young tourists has surged, with a 111% increase in related orders, reflecting a trend towards cultural engagement [4]