Traditional Celebrations Drive Record Tourism Numbers
During the Duanwu Festival holiday, Chengdu’s cultural tourism market made waves nationwide through its spectacular dragon boat competitions and vibrant intangible cultural heritage exhibitions. The city welcomed 7.332 million visitors, generating 5.23 billion yuan in tourism revenue, marking another successful chapter in Chengdu’s cultural-tourism integration strategy.
According to data from Chengdu’s Culture, Radio, Television and Tourism Bureau, this year’s Duanwu holiday saw a 6.6% year-on-year increase in visitor numbers, with tourism revenue growing by 10.8%. International visitors surged by 34.3%, while the city’s A-level scenic spots received 4.193 million visits, representing 12.2% growth.
Cultural Feast: Where Tradition Meets Innovation
Industry analysts observed three major tourism trends during the holiday: cultural experiences, short-distance trips, and summer retreats. Online travel platforms including Ctrip, Tongcheng Travel, Qunar, and Fliggy reported Chengdu ranking among the top destinations for family trips, domestic travel, and car rentals.
Ctrip data revealed a 20% increase in Sichuan hotel bookings compared to last year’s holiday, with most guests originating from Shanghai, Beijing, Xi’an, Shenzhen, and Guangzhou.
Chengdu’s tourism success coincided with the 9th China Chengdu International Intangible Cultural Heritage Festival. Under the theme “Celebrate Duanwu in Chengdu with the Heritage Festival,” the city hosted over 800 cultural events during the three-day holiday.
The immersive cultural experiences proved particularly popular. The Intangible Cultural Heritage Expo Park alone attracted more than 150,000 visitors, generating 12.22 million yuan in onsite sales and securing 162 intellectual property cooperation agreements.
Nighttime Spectacles Along the Jin River
As dusk fell along the Jinjiang River banks, a cultural extravaganza blending ancient traditions with modern entertainment captivated audiences. Performances ranged from poets reciting “Li Sao” in traditional attire to neon-lit street performers dancing to electronic beats. “It feels like dancing through history!” exclaimed Zhang Ran, a tourist from Xi’an, capturing the scene on her phone.
The “Night Tour of Jinjiang” program introduced innovative water-land connectivity options, allowing visitors to board special sightseeing buses at Chunxi Road that connected seamlessly with river cruises. “The experience transports you through Chengdu’s history while showcasing its modern charm,” remarked visitor Ms. Liu.
Official statistics show the nighttime program attracted approximately 87,800 visitors, with 18,000 participating in paid experiences that generated 660,000 yuan in revenue.
Dragon Boat Economics: Riding the Wave of Tradition
Nationwide, dragon boat racing emerged as a major tourism draw during the festival. In Chengdu, multiple districts hosted competitive events that combined sports with cultural preservation.
The Tianfu Dragon Boat Festival in Xinjin district stood out as Chengdu’s largest pre-World Games dragon boat competition. Forty-eight teams competed along the Nanhe River section, drawing over 70,000 spectators and creating peak holiday excitement.
Xinjin’s Culture, Sports and Tourism Bureau reported 415,800 visitors during the holiday (up 26.77% year-on-year) and 192 million yuan in tourism revenue (53.6% growth). Local specialty restaurants saw unprecedented demand, with popular establishments like “Fat Sister Huangladong Fish Restaurant” selling three times their usual volume.
“Our chefs barely had time to drink water during peak hours,” said the owner of Luo’s Restaurant, known for its Sichuan-style fish dishes. The Xinjin Aquatic Products Association reported at least doubled seafood demand during the festival.
The event’s popularity caused highway congestion near Xinjin, while local hotels achieved over 90% occupancy. Hundreds of heritage craftsmen and vendors lined the riverbanks, creating a dynamic cultural marketplace featuring traditional crafts and regional specialties.
Similarly, Huanglongxi Town attracted crowds with its dragon boat parades, duck-catching competitions, folk games, and cycling events along greenways. As the drumbeats faded, the economic ripple effects continued, with sustained tourist flows demonstrating the lasting impact of these cultural celebrations.
Sustainable Tourism Through Cultural Preservation
Experts highlight how Chengdu’s approach combines authentic cultural experiences with modern tourism infrastructure. “The secret lies in making intangible heritage tangible through interactive programming,” explains Dr. Li Wen, cultural tourism researcher at Sichuan University. “When visitors can taste, touch, and participate, the economic benefits follow naturally.”
The municipal government’s coordinated efforts between cultural institutions, tourism operators, and local businesses created a multiplier effect. Small enterprises particularly benefited from the increased foot traffic, with many reporting record holiday sales.
Looking ahead, Chengdu plans to expand its cultural tourism calendar, with the upcoming World Games expected to further boost international visibility. The success of this year’s Duanwu Festival provides a blueprint for integrating traditional festivals with contemporary tourism demands.
As night fell on the final holiday evening, the Jin River reflected both floating lanterns and smartphone screens – a symbolic blend of ancient and modern that defines Chengdu’s unique approach to cultural tourism. With visitor satisfaction surveys showing 94% approval ratings, the city appears to have found the perfect recipe for holiday tourism success.
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