China recently witnessed a significant boost in domestic tourism and consumption during the Duanwu (Dragon Boat Festival) holiday.
According to data from the Ministry of Culture and Tourism, the country saw 106 million domestic trips during the holiday from June 22 to 24, marking a 32.3% increase year-on-year. This figure represents 112.8% of the trips made over the same period in 2019 on a comparable basis.
The three-day holiday also registered a year-on-year revenue increase of 44.5% in terms of domestic traveling, raking in 37.31 billion yuan ($5.19 billion), which is 94.9% over the same period of 2019 on a comparable basis, according to a China Daily report.
Online travel agency ly.com reported that bookings of air tickets, hotels, and gate tickets for scenic spots during the Duanwu holiday all surpassed those over the same period in 2019. The number of tourists visiting domestic scenic spots grew over 30% compared to the Duanwu holiday in 2019.
Alibaba’s travel portal Feizhu also reported that domestic travel services, including bookings of air tickets, hotels, short-distant, and medium-long-distant travels, continued with their recovering momentum since early this year. Bookings during this Duanwu exceeded that of 2019’s Duanwu.
The Ministry of Commerce reported that the sales of folk customs and upgraded goods increased significantly during the holiday. The sales of zongzi (seaweed wrapped rice balls) increased by 64.3%; gold and silver jewelry as well as sporting goods sales increased by 13.6% and 3.4% on a yearly basis, respectively.
Leisure consumption such as dining, movie and exhibitions viewing, water parks, and camping continued to increase in popularity, with a year-on-year growth of 18.5%.
In addition, the night-time economy boomed. According to a special survey by the Ministry of Culture and Tourism, the proportion of tourists participating in night trips during the Duanwu holiday reached 22.3%, a significant increase of 7.9 percentage points over the same period in 2022.
During the Dragon Boat Festival, the night passenger flow of 243 national night cultural and tourism consumption agglomeration areas was 36.253 million, with an average of 49,700 per night per agglomeration area, an increase of 38.8 percent over the same period in 2022.
Feng Rao, dean of the tourism research academy at Mafengwo – a travel services and social networking platform -, said the Duanwu holiday is considered the pulse of the summer tourism market. Considering the performance of the industry during the holiday, he expects travel to boom over the summer and for the nation’s tourism industry to continue to recover.
The Dragon Boat Festival’s impact on tourism and consumption in China is a testament to the importance of unique tourism festivals in boosting the outdoor recreation industry. As seen in the case of China, such festivals not only promote cultural heritage but also stimulate economic activity and contribute to the recovery and growth of the tourism industry.
Ever thought about how businesses could ride the wave of the Dragon Boat Festival buzz? Picture this – by offering cool deals and teaming up with top attractions, they can reel in more visitors and amp up sales. And why not add a twist? Imagine bringing the festival vibes alive with dragon boat races or zongzi-making events to connect with customers and make your brand shine during this festive season. Cool, right?
I really enjoyed learning about how the Dragon Boat Festival holiday in China sparked a surge in domestic tourism and spending, giving a boost to the hospitality and entertainment sectors. The increased interest in leisure activities like dining, movies, and water parks is such a fun trend to see among Chinese consumers during holidays. It’s awesome to see how these experiences are shaping the way people spend their time and money during festive seasons.