Experience the beauty of hairpins in Quanzhou, Fujian, visit the intangible cultural heritage market in Kaifeng, Henan, and watch a passionate "dragon boat race" in Diejiao Water Town, Foshan, Guangdong...... During the Dragon Boat Festival holiday just past, the "new Chinese" tourism was popular "out of the circle", and the "national tide fever" added vitality to the holiday economy.
The enthusiasm for travel is strong, the demand for visiting relatives and friends, and going out to play is superimposed, and the traffic flow and people are ushering in a peak. According to data from the Ministry of Transport, from June 8 to 10, 2024 (during the Dragon Boat Festival holiday), the cross-regional flow of people in the whole society was 637.616 million, with a daily average of 212.539 million people.
During the Dragon Boat Festival, various forms of folk cultural activities are held in various places to create a "new Chinese" consumption hotspot. Hubei Yichang launched the "National Tide Dragon Boat Festival" feast, and carried out activities such as Hanfu parades, dragon boat experiences, and night tours at the Dragon Boat Festival Garden Fair; The popularity of folk experience projects such as Fujian tea picking culture, cloud South Africa relics tie-dyeing, and Suzhou traditional opera continues to rise...... "national tide style" shines in the traditional festival.
Zongzi is the undoubted "C position" of the Dragon Boat Festival. On the day of the festival, Dongyi Town, Rizhao City, Shandong Province, took making zongzi as an important part of tourists' immersive shopping in the neighborhood. Fragrant mistletoe leaves, sweet glutinous rice, plump red dates, and long silk threads...... In the skillful hands of tourists, the leaves of the mistletoe wrap the glutinous rice, the silk threads are knotted, and a triangular dumpling is wrapped.
"Zongye is fragrant, wrapped in five grains, peel a zongzi and dip it in sugar." In the streets and alleys of Kashgar City, Kashgar Prefecture, Xinjiang Uygur Autonomous Region, eating zongzi dipped in yogurt is loved by tourists. A delicate enamel plate with freshly cooked rice dumplings and a spoonful of yogurt poured over them creates a "sweet reaction" between the mouths. In response to the preferences of tourists, the local area has also launched zongzi with flavors such as raspberry and fig.
The relevant person in charge of the Tourism Promotion and Foreign Exchange Department of the Department of Culture and Tourism of Xinjiang Uygur Autonomous Region said that a variety of "National Tide Dragon Boat Festival" activities have been held around the Dragon Boat Festival in various parts of Xinjiang to explore and inherit traditional culture, and deeply integrate with the tourism industry to meet the diversified cultural and tourism consumption needs of tourists.
In addition, "seasonal programs" such as wearing colorful ropes and hanging wormwood also bring more rituals to the Dragon Boat Festival, and these cultural and creative products with festival characteristics are popular in the market. This year, there are also wormwood bouquets in the market, and many flower shops use wormwood with calamus leaves, plus sachets, dolls and other decorations, so that wormwood is transformed into a new bouquet, which is also liked by young people.
From Hanfu to "new Chinese" clothing, from cultural museums to ancient towns, tourism products and destinations with Chinese style elements have repeatedly "gone out of the circle", and young people's recognition of "national tide" is gradually becoming a "wind vane" leading social aesthetics. According to the "2024 Survey Report on the Economic Development and Consumption Behavior of China's Guochao", in 2023, the market size of China's Guochao economy will be 2,051.74 billion yuan, a year-on-year increase of 9.44%.
In this regard, Hu Yu, a professor at the School of Journalism and Communication at Tsinghua University, said that the "national tide" combines Chinese cultural symbols, Chinese aesthetic spirit, traditional skills, manufacturing and cultural industries, and its popularity is a manifestation of patriotic feelings and a sense of cultural belonging.
The profound cultural heritage has been continuously excavated to meet the diversified tourism experience, and the new fashion of "national tide" has also been continuously integrated into the people's better life, showing hot consumption enthusiasm and cultural self-confidence.
The "new Chinese" tourism has great potential, and it is worth pondering how to "go down" after the "fire".
Enrich the experience with a cultural core. During this year's Dragon Boat Festival, many ancient towns focus on folk culture experience tours to create an immersive festival atmosphere. In some cities, national tide performing arts, literary and artistic experiences, and intangible cultural heritage markets have become effective carriers for promoting the deep integration of culture and tourism. Today's tourists are not only spectators, but also participants, and the tourism market must also keep pace with the times, innovate products, and enrich the connotation of tourism culture with more innovative experiences. It should also be seen that although many scenic spots have played the cultural card, they still stay at the level of sightseeing. Tourism development should pay attention to the sense of experience, participation and interaction, and stimulate tourists' willingness to travel and revitalize tourism resources through interesting activities.
Look for increments in the sinking market. This year's Dragon Boat Festival, the search popularity of cities such as Dongguan in Guangdong and Miluo in Hunan has increased significantly, and these small cities have been able to get out of the circle thanks to the long-term emphasis on folk culture. Dongguan took advantage of the "hometown of dragon boats" to create a city business card and launched the longest dragon boat month activity in the country; Miluo vigorously promotes the cultural brand of "Dragon Boat Hometown", gives full play to the advantages of local agriculture and sports resources, and does a good job in articles such as "Dragon Boat + Agriculture" and "Dragon Boat + Sports". Since the beginning of this year, county-level tourism has shone brightly, and small cities have tapped their own potential and told their own stories. In fact, local folk customs are the biggest tourism resources, and small cities should adapt measures to local conditions, cultivate and create more detonating cultural IPs, and turn cultural highlights into economic hotspots. At the same time, it is also necessary to enhance the awareness of "retention", while attracting guests from all over the world, constantly improve the infrastructure, improve the service level, enrich the whole chain of services such as food, accommodation, transportation, travel, shopping and entertainment, and promote the healthy and sustainable development of the local tourism industry.
Tap into the potential of traditional festivals. In recent years, "traditional festivals + tourism" has been welcomed by the public, reflecting the importance that Chinese people attach to traditional festivals. From the Mid-Autumn Festival to the Lantern Festival, the rich and diverse festival activities make tourism more cultural connotation and ritual, which meets the spiritual needs of modern people. At the same time, the innovation of cultural tourism products has also given new vitality to traditional festivals and become a new engine for stimulating consumption. In addition to national traditional festivals, local traditional festivals are also expected to develop into a tourism bonanza. For example, every year during the Songkran Festival, Yunnan will become a big stage for tens of thousands of people to carnival, promoting the significant growth of the cultural and tourism economy; The Harbin International Ice and Snow Festival is not only a hot spot for Chinese and foreign tourists, but also a bridge for domestic and foreign businessmen to carry out economic and trade cooperation and friendly exchanges. All localities take festivals with local characteristics as the starting point to create a new business card of urban cultural tourism.
"New Chinese" tourism carries people's expectations for a better life and is a new driving force to activate tourism consumption. All localities should closely follow the market, dig deep into demand, and transform excellent traditional culture into a lasting driving force for the development of tourism.
Source: Comprehensive from "People's Daily Online", "Economic Daily", "Reading Times" Issue 07, 2024
Author: Comprehensive
Editors: Xing Cheng, Yang Min (intern)
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