During this year’s Dragon Boat Festival holiday, the Chinese mainland witnessed a remarkable surge in travel and cultural activities. Celebrated from May 31 to June 2, the festival saw an estimated 657 million cross-regional trips, averaging 219 million journeys per day—a 3% increase compared to the previous year.
Box office revenues soared past 460 million yuan ($63.9 million), significantly surpassing last year’s figures. Data from China Mobile’s Wutong Big Data indicated that domestic travelers were projected to increase by 6% during the holiday, highlighting the strong momentum and resilience of China’s economy.
Cultural Heritage Takes Center Stage
The Dragon Boat Festival’s rich traditions sparked renewed interest among young travelers. Searches related to festival customs more than doubled year-on-year, with keywords like “dragon boat” and “zongzi” experiencing a 200% month-on-month surge.
Tourist destinations capitalized on this enthusiasm. In Foshan, Guangdong Province, the concept of “Longchao”—a super league of dragon boat races—blended traditional culture with competitive sports, drawing tourists nationwide. According to Trip.com data, Foshan’s overall tourism bookings increased by 167% year-on-year during the holiday, with hotel bookings up by 145% and flight bookings by 110%.
Family Travel on the Rise
This year’s festival coincided with International Children’s Day, making family trips a dominant trend. Wutong Big Data forecasted a 12% growth in family travel compared to 2024. On the Trip.com platform, family travel orders accounted for 35% of total bookings, and searches for family-friendly hotels rose by 45% year-on-year. Bookings for family rooms on Qunar increased by 51% compared to the same period last year.
Families were not only visiting theme parks and zoos but also engaging with intangible cultural heritage. Many scenic areas offered hands-on experiences, allowing children to craft traditional festival items like wormwood hammers, sachets, and colorful five-strand cords, immersing themselves in China’s rich traditions.
International Tourism Sees Growth
The international tourism market also witnessed significant growth during the Dragon Boat Festival. The National Immigration Administration reported an average of 1.97 million cross-border travelers per day—a 2.7% increase from last year. Popular outbound destinations included neighboring countries and regions within a three-hour flight radius, such as Japan, the Republic of Korea, Thailand, and Malaysia. Similarly, these nations were key contributors to inbound tourism.
The flourishing cultural and tourism activities during the Dragon Boat Festival reflect the Chinese mainland’s robust economic recovery and the steady rise in consumer confidence. The blend of tradition and modern innovation is not only preserving cultural heritage but also fueling economic growth.
