As the Dragon Boat Festival approaches, a noticeable uptick in short-haul travel and cultural activities across China has been observed. Industry insiders are projecting that this trend will escalate as the summer travel season gathers pace. The Dragon Boat Festival, also known as the Duanwu Festival, is a traditional celebration occurring on the fifth day of the fifth lunar month, which falls on May 31 this year, with public holidays slated from May 31 to June 2.

This year's festivities have seen holidaymakers increasingly favor travel options within what is often referred to as the 'two-hour high-speed rail radius' as well as self-driving trips spanning short to medium distances. Data released by travel platform Fliggy indicates a remarkable 47 percent year-on-year increase in car rental bookings for the holiday period.

In parallel, another travel platform, Trip.com, reported a robust 23 percent year-on-year rise in bookings for domestic short-haul travel during the upcoming holiday. Guo Yuan, a marketing manager at the Beijing CBD branch of CYTS Tours Holding Co, emphasized that even with the short duration of the holiday, traveler enthusiasm remains exceptionally high, noting a growth of over 20 percent in travel bookings compared to regular weekends, predominantly for short-haul excursions.

The appeal of traditional Dragon Boat Festival customs is experiencing a resurgence, with folk events like dragon boat racing becoming focal points for cultural and tourism spending. Data from Fliggy suggests that bookings for holiday-themed tours featuring traditional activities—such as dragon boat racing and zongzi making—have surged by a remarkable 105 percent year-on-year.

Regions such as Yueyang in Central China's Hunan Province and Foshan in South China's Guangdong Province, known for their lively dragon boat races, are witnessing a significant influx of holiday travelers. The growing popularity of cultural-themed tours is also evident at CYTS Tours Holding, where these experiences are increasingly favored for corporate group activities, as indicated by the volume of bookings secured.

Fu Wanli, manager of Utree Pavilion, a boutique guesthouse with Zen-inspired decor in Foshan, reported a 30 percent increase in revenue during the holidays compared to normal days, attributed to its proximity to a popular dragon boat drifting site. Government support initiatives, including promotional efforts and local cultural festivals, have substantially enhanced foot traffic, ultimately boosting spending on food and associated services.

Su Ying, ticketing manager at Nanhu Water Sports Center in Yueyang, shared updates on the center's family dragon boat competitions, which have gained popularity this year, seeing visitor increases of 30 to 50 percent year-on-year thanks to upgraded facilities. This surge in attendance aligns with the Fourth Hunan Tourism Development Conference, taking place in Yueyang, which is expected to further attract tourists to the center.

Experts note that the cultural and tourism sectors are emerging as pivotal drivers in China's broader strategy to stimulate consumption and bolster domestic demand. Professor Wang Jinwei from the School of Tourism Sciences at Beijing International Studies University highlighted that the services sector, chiefly culture and tourism, has become instrumental in achieving these economic objectives.

As part of the ongoing initiatives to boost consumption, the Chinese government introduced a nationwide campaign in late April aiming to promote cultural and tourism consumption, which includes festival-themed activities and region-specific events. This strategic push emphasizes the importance of these sectors in not only enhancing the holiday experience but also fostering economic resilience.