National Day cultural tourism -unlocks- new ways to activate new potential in the consumer market
As we dive into the rich history of our capital, we find ourselves tracing the footsteps of five millennia. Walking through the historic alleys, we not only feel the warmth of our traditional culture but also admire the stunning natural beauty that our fields offer. This year’s National Day holiday has sparked a surge in consumer activity, with regions rolling out numerous promotional initiatives designed to energize the holiday economy and stimulate market engagement.
In recent developments, the cultural and tourism sectors have collaborated to launch a variety of innovative activities and fresh environments aimed at tapping into new consumer interest. The Ministry of Transport anticipates that this year’s National Day holiday will see a significant transformation in travel patterns, with an expected 1.94 billion trips—averaging around 277 million daily. That marks a 0.7% rise from last year and a striking 19.4% increase in comparison to 2019.
To rejuvenate the cultural tourism experience, many regions are embracing cutting-edge technology. At the Sanxingdui Museum in Sichuan, guests can engage with the country’s first immersive VR project set in an archaeological dig, allowing them to virtually experience the intriguing mysteries of Sanxingdui and showcasing the blend of ancient Shu civilization with modern technology. In Shenzhen, visitors will be treated to an awe-inspiring drone show titled “City in the Sky: Endless Possibilities,” featuring 2,000 drones illuminating the sky, reflecting a synergy of advanced technology and breathtaking visual artistry. Meanwhile, the Jianmen Pass scenic area has integrated advanced tracking technology and VR to create “A Thousand-Year Journey through Jianmen Pass,” where guests don devices to journey back in time and witness pivotal historical events.
An industry expert pointed out, “Integrating technology into the cultural tourism sector isn’t just about replicating old traditions; it’s about innovating and evolving our understanding of history and civilization.” With advancements like virtual reality (VR) and augmented reality (AR), the integration of “culture + new experiences + technology” is becoming a key trend in cultural tourism, driving innovation and high-quality growth in the sector.
Cities such as Chengdu, Shanghai, Guangzhou, Wuhan, and Baoding are responding proactively to this trend by teaming up with businesses and platforms to roll out large-scale National Day promotions. These offers encompass a wide array of consumer sectors, including dining, accommodations, entertainment, and popular attractions, providing substantial discounts that allow consumers to enjoy exceptional and affordable travel experiences, thus effectively boosting regional cultural tourism.
Tourism platforms have noted that ticket sales for many attractions were sold out on the first day of the holiday, with a reported 37% year-on-year increase in ticket orders for domestic locations and a 55% surge in homestay bookings.
In addition, “eco-tourism” has become a highlight for this year’s National Day holiday, gaining traction among travelers. In collaboration with the National Forestry and Grassland Administration, the Ministry of Culture and Tourism has launched 14 unique eco-tourism routes connecting national parks, scenic spots, forest parks, wetland parks, and geological sites. This initiative provides travelers with a wider variety of options, blending traditional travel experiences with innovative formats.
For example, the Jiangsu Coastal Wetland Eco-tourism Route features migratory bird pathways that stretch from Beigu Mountain Forest Park in Lianyungang to Yuantuo Cape Wetland in Qidong, offering a harmonious mix of leisure, education, and wellness. Visitors can enjoy breathtaking coastal views, watch birds in flight, and soak in the natural beauty while engaging with the latest eco-tourism trends. Similarly, the Sichuan Giant Panda Tracking Eco-tourism Route connects iconic sites like the Chengdu Breeding Center, Dujiangyan Protection Center, Mount Qingcheng, and Jiuzhaigou, inviting visitors to closely observe panda habitats and immerse themselves in local Tibetan and Qiang cultures while participating in eco-educational adventures.
An industry expert remarked, “Eco-tourism encourages visitors to respect nature and safeguard the environment, minimizing damage to our natural resources.” This approach supports the green transformation of the tourism sector, promoting the protection and restoration of natural spaces.
Experts advise that regions should leverage their existing tourism infrastructure and creatively harness their unique cultural assets. By incorporating distinctive cultural elements into the development of scenic areas, they can create high-quality, diverse, and personalized tourism products. Additionally, hosting events such as competitions, concerts, and cultural festivals can draw tourists in and extend their stays, effectively transforming visitor traffic into lasting engagement and laying a strong foundation for the ongoing success of the cultural tourism market.
