Ministry of Culture and Tourism: 79.61 million domestic tourists traveled during the Dragon Boat Festival holiday in 2022, and domestic tourism revenue reached 25.82 billion yuan

With the continuous introduction of favorable policies, the operating confidence of tourism enterprises and the enthusiasm of tourists to travel have been quickly restored. Before the Dragon Boat Festival, various regions have introduced favorable policies to support the recovery and development of culture and tourism, helping the recovery of the culture and tourism market. The Ministry of Culture and Tourism issued a notice to adjust the "fuse" mechanism for cross-provincial tourism, and further refine the "fuse" area for cross-provincial group tourism to the county (district). All regions have responded positively. Henan, Hunan, Guizhou, Jiangxi, Guangxi, Zhejiang, Jilin, Tianjin, Inner Mongolia and other places have successively announced the resumption of cross-provincial group tourism and "air ticket + hotel" business, and the tourism searches on major OTA platforms have increased significantly. The search and booking volume of medium and long-distance tourism products in low-risk areas such as Nanjing, Zhengzhou, Xi'an, Shenzhen, Wuhan, Guangzhou, Dalian, Tianjin, Harbin, and Changsha has increased significantly. Tourism companies have taken advantage of the situation and competed to launch tourism products such as long-distance tours for middle-aged and elderly people and parent-child camping for family travel. Unlike the Qingming Festival and May Day holidays when the tourism market boom was limited to source cities, the Dragon Boat Festival holiday saw a noticeable recovery in the market in medium and long-distance destinations such as Yunnan, Guizhou, Hainan, Jilin and Xinjiang, and the regional balance of the national tourism market improved.

The popularity of folk tourism remains high, and the supply of cultural and tourism products is rich. Inheriting excellent traditional culture has become an important feature of the Dragon Boat Festival holiday tourism market. Many places have launched dragon boat races, Hanfu garden tours, and experiential activities such as making rice dumplings and making sachets, integrating "traditional cultural customs" into "tourism and vacation scenes" to provide tourists with more consumption options. Shandong Tai'an held the "Tianzhu Shengjing" Dragon Boat Festival Folk Culture Blessing Festival and launched night performances such as "Millennium Intangible Cultural Heritage-Fire Dragon Steel Flower". Guizhou Guiyang held "Our Festival·Dragon Boat Festival and Intangible Cultural Heritage Inheritance Series of Activities". Gansu Tianshui launched "Wear Han Clothing, Visit Yuquan Wonderland", "Poetry, Elegance and Rhyme, Intoxicating Qin Style" Dragon Boat Festival Poetry Meeting and other activities. Yunnan Chuxiong has specially launched a number of Dragon Boat Festival theme tours to take tourists to experience colorful folk culture such as making rice dumplings, making sachets, and rowing dragon boats. Qingdao Laoshan Scenic Area launched a "free ticket" gift package and issued special consumption coupons to tourists to further help companies alleviate their difficulties.

Local tours, surrounding tours, and self-driving tours are dominant, and parent-child and camping products are favored by the market. Affected by the epidemic, consumer decision-making cycles and travel radius have shortened, and "light tourism", "micro vacations", and "stay-at-home hotels" characterized by short time, close distance, and high frequency are favored by tourists. Reservations for resort hotels, high-quality rural homestays, and hotels around theme parks in the suburbs of first- and second-tier cities are hot, and Dragon Boat Festival folk customs, farming and picking, camping picnics, and rafting to cool off have become the four hot themes of the Dragon Boat Festival holiday. Shanghai residents have a strong demand for relaxation and leisure, and Beijing's suburban tourism products are hot. The Dragon Boat Festival holiday follows the Children's Day on June 1st, and parent-child travel has become a highlight of the market. Featured farms, homestays, art galleries, and museums with parent-child and family themes are very popular. Beijing and Shanghai Happy Valley and other scenic spots have resumed opening, attracting a large number of parent-child travel families. Camping products are hot. The Shanghai Niulu Camping Bay Forest Park Campground opened for reservations on an online platform from June 2nd. In less than half a day, the camp's overnight camping products on June 3rd were sold out.

Digital technology enables product and service innovation and brings new cultural and tourism experiences. Various places use digital technologies such as 5G, AR, VR, and AI to actively carry out a variety of online cultural and tourism activities such as cloud performances, cloud entertainment, and cloud tourism, bringing immersive new experiences to the general public from multiple dimensions and perspectives. Beijing held a series of theme activities called "Dragon Boat Festival on the Cloud - Cloud Appreciation and Cloud Tour", Chongqing Tongliang and Lugang Ancient Town in Changhua, Taiwan jointly held the "Dragon Boat Festival on the Cloud in Chongqing and Taiwan", and Diqing, Yunnan held the "Diqing·Shangri-La Dragon Boat Festival on the Cloud" and other activities. Hebei, Zhejiang, Jiangsu, Sichuan, Hunan and other places have strengthened the application of smart tourism technology, making it convenient for tourists to obtain one-stop information on reservations, flow restrictions, epidemic prevention and control, management services, etc. through the official WeChat public accounts of scenic spots, and use big data to guide tourists to travel in staggered periods, so as to achieve scientific management and control and smart flow restrictions.