• Dragon Boat Holiday: A Catalyst for Tourism and Consumption in China

  • Jun 27 2023
  • Length: 4 mins
  • Podcast

Dragon Boat Holiday: A Catalyst for Tourism and Consumption in China By cover art

Dragon Boat Holiday: A Catalyst for Tourism and Consumption in China

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  • 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.
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