Dragon Boat Festival drives surge in cultural tourism across China

As China approaches the Dragon Boat Festival, demand for traditional goods, cultural tourism and heritage-related experiences is rising, highlighting the growing role of cultural consumption in the country's consumer economy, as reported by Global Times, a TV BRICS partner.

In Shanghai, sales of festival-themed products have increased in the lead-up to the holiday. Retailers also reported strong demand for festival foods, with shoppers purchasing zongzi in large quantities.

In Yiwu, Zhejiang Province, wholesalers reported brisk sales of traditional Dragon Boat Festival items, including five-coloured ropes, sachets and handcrafted egg pouches for children. According to vendors, the handmade products continue to generate strong demand, with restocking orders still being received ahead of the holiday period.

The festival is also supporting growth in the tourism sector. Data showed that bookings for travel packages featuring activities such as zongzi-making and dragon boat race viewing increased by more than 40 per cent week-on-week.

Industry data indicate that travellers are increasingly seeking participatory cultural experiences rather than traditional sightseeing. Bookings for cross-provincial flight-and-hotel packages increased by 90 per cent week-on-week, while accommodation near major dragon boat race venues recorded more than double the previous booking levels.

Cities with established dragon boat traditions have attracted visitors through programmes combining sporting events, cultural markets and intangible cultural heritage activities.

In Foshan's Nanhai District, authorities have scheduled nearly 40 sporting competitions and more than 50 cultural and tourism events during the Dragon Boat Festival holiday. Supported by more than US$29.57 million in combined funding from local authorities, businesses and financial institutions, the district has introduced four study-tour routes focused on dragon boat culture.

Experts say the broad increase in spending linked to the Dragon Boat Festival reflects changes in China's consumption patterns. While traditional festival products remain popular, demand is increasingly shifting towards cultural and experience-based consumption.

The Dragon Boat Festival, one of China's most important traditional holidays, is increasingly serving as a driver of consumption across retail, tourism, and cultural sectors as demand for heritage-based experiences continues to expand.