Core Insights - The integration of traditional craftsmanship with modern aesthetics in Zhejiang's intangible cultural heritage (ICH) is becoming a norm, as evidenced by the diverse offerings of mooncakes and pastries at the "Zhejiang Goodies" ICH Innovation Center [1] - The collaboration between Wu Fang Zhai and Jiaxing Traditional Chinese Medicine Hospital to create low-sugar rice cake mooncakes highlights the trend of merging culinary delights with health benefits [3] - The transformation of ICH into daily cultural experiences, such as the fish lanterns in Ningbo, showcases the shift from seasonal to everyday cultural products [3] Industry Trends - The current phase of cultural tourism in China emphasizes cultural essence, experiential engagement, and industrial integration, moving beyond mere economic transactions [5] - The "cultural empowerment" of ICH within the tourism sector creates unique selling points, enhancing the appeal of rural and urban areas in a saturated market [5][6] - The demand for ICH has spurred a new generation to engage in its preservation, with consumer spending providing financial support for innovation and protection of these traditional skills [6] Economic Impact - Successful cultural tourism integration is characterized by leveraging core cultural IPs like ICH to attract visitors, thereby boosting related sectors such as dining, accommodation, and retail [6] - Events like the fish lantern parade in Ningbo have demonstrated the potential for cultural experiences to significantly increase local economic activity, with surrounding businesses seeing income double [6] Future Directions - To ensure the sustainability of "ICH+" tourism projects, it is essential to maintain the integrity of traditional techniques while allowing for creative expressions that respect the core of ICH [7] - There is a need for deeper engagement in tourism experiences, moving beyond passive observation to co-creation, and developing regional cultural IPs that encapsulate broader narratives [7]