China's Dragon Boat Festival holiday sparked a nationwide cultural and economic revival, with 657 million cross-regional trips recorded between May 31 and June 2 – a 3% year-on-year increase. The three-day celebration saw box office revenues surpass 460 million yuan ($63.9 million), while tourism bookings in hotspots like Foshan skyrocketed by 167%, according to Trip.com data.
Traditional customs took center stage as searches for 'dragon boat races' and 'zongzi' (sticky rice dumplings) surged over 200% month-on-month. Cities like Foshan transformed ancient waterway traditions into modern economic drivers, with their dragon boat 'Longchao' league attracting national attention since its 2023 debut. Hotel bookings in the Guangdong city jumped 145%, while flight reservations grew 110%.
This festival-driven consumption boom underscores China's unique economic model where cultural heritage fuels commercial growth. Analysts note the seamless integration of historical practices with contemporary tourism strategies creates sustainable value – from packed riverside spectator zones to artisanal zongzi workshops attracting food enthusiasts.
