Core Insights - The rise of folk experience tourism in China reflects a growing trend towards deep cultural engagement and immersive experiences among travelers [1][2][3] - Tourists are increasingly seeking meaningful interactions with local cultures, moving from passive observation to active participation [2][3] Group 1: Characteristics of Folk Experience Tourism - Tourists now arrive with prior knowledge of cultural symbols and specific experiential expectations, emphasizing the importance of "presence" in their experiences [1] - Social media plays a significant role in the dissemination of folk culture, enhancing its visibility and stimulating tourists' desire to explore [1] - Folk experience tourism integrates various local cultural elements, such as seasonal festivals, street culture, and local crafts, creating compelling narratives that resonate with visitors [1] Group 2: Trends in Folk Experience Tourism - The shift from seasonal folk experiences to everyday cultural engagement indicates a normalization of these activities among tourists [2] - Cultural spaces, including museums and restaurants, are evolving into key tourist destinations, exemplified by the integration of diverse cultural experiences in places like the "Liaohe Ferry" restaurant in Liaoning [2] - The popularity of folk experience tourism is revitalizing traditional skills and customs, making them more accessible to the public [2] Group 3: Cultural Preservation and Development - The development of folk tourism resources is crucial for the continuity of cultural heritage, emphasizing the need to maintain authenticity and avoid over-commercialization [3] - There is a call for balance between innovative presentation and the preservation of core cultural elements to prevent cultural dilution [3]

Group 1: Tourism Market Trends - The tourism market during the Dragon Boat Festival saw a rise in short-distance "micro-vacations," with consumers preferring trips within 300 kilometers [1][2] - Local and surrounding travel accounted for 64% of total travel orders, with popular destinations including Hangzhou, Nanjing, and Shanghai [2] - Domestic car rental orders increased significantly, with 44% of travel during the holiday involving self-driving [2] Group 2: Cultural Experience Consumption - Cultural experience consumption emerged as a highlight, with hotel bookings in destinations rich in cultural activities, such as Yueyang and Wuxi, increasing by over 40% year-on-year [2][3] - The combination of intangible cultural heritage and local cultural activities is enhancing the attractiveness of tourist destinations [1][2] Group 3: Family and Child-Oriented Travel - The overlap of the Dragon Boat Festival and Children's Day led to a surge in family travel, particularly to water parks, with ticket orders increasing by 165% [3][4] - Orders for family-friendly accommodations rose by over 50%, indicating a growing trend of multi-child families traveling together [3][4] Group 4: Cross-Border Travel - International flight prices decreased during the holiday, boosting outbound travel demand, with a 20% increase in bookings for connecting flights [4][5] - Inbound tourism orders grew by nearly 90%, with popular destinations including Shanghai and Beijing, and ticket sales for attractions increasing by over 150% [5]

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].

Core Insights - The popularity of traditional cultural experiences during the Dragon Boat Festival, such as dragon boat racing and zongzi making, has increased by 105% compared to last year [1] - Family travel during the Dragon Boat Festival has seen a growth of approximately 20% year-on-year [1] - Ticket bookings for popular theme parks have more than doubled compared to last year [1] Travel Trends - The main travel preferences include 2-hour high-speed train trips and short-distance self-driving tours [1] - Car rental bookings for the Dragon Boat Festival have increased by 47% compared to last year [1] - High-speed train stations have become the most popular locations for car pick-up and drop-off [1]

Group 1 - The core viewpoint of the articles highlights the rising consumer interest in traditional festivals, particularly the Dragon Boat Festival, which is driving new consumption dynamics in the tourism sector [1][2][3] - The integration of cultural heritage into tourism experiences is creating unique attractions, with local customs being transformed into participatory activities that enhance cultural appeal [2][3] - Data from various travel platforms indicate a significant increase in searches related to Dragon Boat activities, with a 270% increase in "dragon boat" keyword searches and a 216% increase in "dragon boat base" searches [2] Group 2 - The trend of local and short-distance travel is prominent during the Dragon Boat Festival, with high-speed rail and self-driving being the preferred modes of transportation [3][4] - The demand for regional culinary experiences is emerging as a new motivation for travel, with specific local delicacies attracting visitors to various regions [5] - Overall, the tourism market is showing steady growth, with local and surrounding travel accounting for 50% of bookings and a 23% year-on-year increase in surrounding travel reservations [3][4]

Group 1 - The tourism market is experiencing a surge as the Dragon Boat Festival approaches, with local and surrounding travel dominating, accounting for 50% of orders [1][3] - There is a significant increase in demand for family travel, with "Dragon Boat Festival family travel" heat rising by 152% compared to the previous period, and family trips making up nearly 40% of total travel [1][5] - Popular travel methods include self-driving and high-speed rail, with over 80% of travelers opting for these modes [3] Group 2 - The booking volume for surrounding travel has increased by 23% year-on-year, indicating steady market growth [3] - High-star hotel bookings are also on the rise, with four-star hotel reservations increasing by nearly 50% and five-star hotel bookings up by nearly 30% [3] - The combination of local resources and innovative product offerings, such as "ticket + dining" and "ticket + accommodation" packages, is gaining popularity among family travelers [6]