Tourists make zongzi in Guling Scenic Area. [Photo/fjsen.com]

During the Dragon Boat Festival holiday, which coincided with Cultural and Natural Heritage Day on June 8, Fujian's cultural tourism sector planned a series of activities focusing on traditional customs related to the festival as well as the region's rich cultural and natural heritage. This led to a surge in public enthusiasm for culture-related outings.

This year, Fujian received a total of 6.8 million visits during the Dragon Boat Festival holiday, a 9.6 percent increase compared to the same period last year and a significant 35.3 percent increase compared to 2019. Tourists collectively spent 4.84 billion yuan ($667.29 million) on tourism-related items, an 11.5 percent increase from the previous year and a substantial 34 percent increase from 2019.

The rise of "new Chinese style" tourism, exemplified by folk experience tours, became a prominent feature of the holiday season. Traditional festivities sparked a renewed interest in exploring national culture and unique folk customs. Events such as the 2024 Fuzhou International Dragon Boat Invitational Competition, night dragon boat races in Sanxi village in Changle, and the "Climbing Dragon Boat" folk race event in Putian proved popular among tourists.

The promotion and exhibition activities related to intangible cultural heritages (ICH) attracted significant attention, with museums and ICH experiences proving immensely popular. Tourism data from ly.com underscored the strong appeal of Fujian's tea culture, listing it as the second most sought-after cultural heritage experience among tourists. Locations like Wuyishan and Fuding emerged as magnets for visitors eager to experience the art of tea picking and processing.

During the Dragon Boat Festival holiday in 2024, tourism in Fujian shifted towards short-distance trips and local excursions, driven by the challenges of arranging consecutive holidays and the increasing normalization of residents' travel habits. According to a report released by Ctrip on June 10, nearly 70 percent of holiday travel bookings were for nearby destinations, marking a nearly 20 percent increase compared to previous years.

Night dragon boat races are held in Sanxi village in Changle. [Photo/FJ Daily]

Tourists experience ICH folk activities celebrating the Dragon Boat Festival in Three Lanes and Seven Alleys. [Photo/FJ Daily]