The small and long Dragon Boat Festival holiday in the past was superimposed on the Children's Day of "June 1", and traditional festivals such as Loong Boat racing and Zongzi wrapping were launched all over the country. Cultural and tourism consumption was activated through the integration of multiple formats such as "cultural tourism+performing arts" and "cultural tourism+sports". The economic vitality of the holiday burst out, injecting new momentum into the consumer market. According to expert analysis, this year's Dragon Boat Festival holiday has brought about a "double festival resonance" in the cultural and tourism market, with significant growth in parent-child and family consumption. The popularity of folk and parent-child tours is on the rise. Dragon boat racing, eating zongzi, and hanging mugwort are cultural customs of the Dragon Boat Festival, and the popularity of folk tours is on the rise. According to incomplete statistics by the reporter of Shanghai Securities News, 25 provinces in China held Loong Boat races this year during the Dragon Boat Festival holiday. Among them, there were nearly 80 Loong Boat races in Fujian Province. Ctrip data shows that, driven by the Loong Boat race, the search popularity of the Dragon Boat Festival folk custom experience tour has increased by 50% year on year. According to data from Qunar Travel, as of June 2nd, bookings for folk experience destinations on the platform have increased by over 40% year-on-year. Under the festival effect of Children's Day, the parent-child travel market ushered in a round of consumption boom. The big data of China Mobile wutong shows that during the small and long holidays, the scale of the national parent-child tourist group increased by 12% compared with the same period in 2024. In the theme activity of "Da Song Fenghua · Dream Back to the West Tower" at Jinan Rongchuang Park, there are many participating tourists, such as interactive games with children's NPCs and parent-child interactive games with "zongzi" children. "The superposition of the two festivals drives multiple consumption. For example, parents will buy gifts for children on Children's Day, travel and experience the Dragon Boat Festival customs, so as to achieve an effective combination of shopping and cultural tourism. ”Professor Wu Liyun from the Institute of Chinese Culture and Tourism Industry at Beijing International Studies University told reporters. In addition to traditional folk activities, various regions have also created diversified consumption scenarios through models such as "cultural tourism+performing arts", "cultural tourism+technology", and "cultural tourism+sports" to meet the personalized needs of tourists. During the Dragon Boat Festival holiday, Beijing, Tianjin, Hangzhou, Dalian and other places held multiple concerts, concerts and other performing arts activities, igniting the "performance economy". According to statistics, Dalian city held a total of 10 concerts during the Dragon Boat Festival holiday, including the "As You Wish" Golden Melody Audiovisual Candlelight Concert and the "Children's Day" Parent Child Audiovisual Concert. Many places attract tourists to check-in with "culture and tourism+technology". In the Chang'an Twelve Hour Theme Block in Xi'an, with the help of the "Digital Chang'an" AI face changing technology equipment, tourists can "travel" to the prosperous Tang Dynasty without changing their clothes, generate high-quality ancient style photos with just one click, and transform into characters such as "Li Bai" and "Noble Consort", attracting many tourists to check in. During the summer season, exercising during the Dragon Boat Festival has become a new trend. Yichang, Hubei Province has launched a series of water sports consumption season activities called "Going with Summer". Xiaogan has held a youth swimming competition, while Shiyan has hosted events such as the 2025 "Dongfeng Cup" Jingyan New Energy Vehicle Rally and the Children's Table Tennis Elite Competition. The "Culture and Tourism+Sports" activities have attracted many residents to participate, injecting vitality into the Dragon Boat Festival holiday. "Sports and fitness activities involving the whole people can enhance the interactivity and experience of the Dragon Boat Festival, enrich the experience scenes and consumption contacts of the Dragon Boat Festival, build a product matrix of" sports and fitness+cultural symbols ", and accelerate the release of the consumption potential of the Dragon Boat Festival. ”Sun Jin, a professor and doctoral supervisor at the University of International Business and Economics, told reporters. Since the beginning of this year, various regions have continuously introduced policies to promote consumption, boosting market confidence through measures such as issuing cultural and tourism consumption vouchers and offering discounts on scenic spot tickets. During the Dragon Boat Festival holiday, many regions have increased their support efforts to unleash consumption potential. To stimulate consumption momentum, more than 160 A-level tourist attractions in Hubei have launched measures to benefit the people, such as ticket discounts, combined ticket discounts, and parent-child family packages. Shandong has issued 50 million yuan cultural and tourism consumption vouchers, covering various fields such as scenic spot tickets, hotel accommodation, and cultural and creative products. In addition, Changchun launched a series of promotional activities of "Dragon Boat Festival Happy Shopping, Zongxiang Benefiting the City", and issued 4.5 million yuan of clothing, shoes and hats consumption vouchers in the form of "government+enterprise" joint contribution. This year's Dragon Boat Festival holiday, the Beijing Municipal Bureau of Culture and Tourism has launched more than 1700 activities and planned 7 themed suburban tour routes. ”Zheng Fang, Deputy Director of the Beijing Municipal Bureau of Culture and Tourism, recently introduced at a press conference. According to UnionPay Business data, the number of consumers in Beijing increased by 16.1% year-on-year; The consumption amount increased by 8.3% year-on-year, with cultural and entertainment consumption increasing by 7.6% year-on-year. How can holiday tourism consumption unleash greater potential? In Sun Jin's opinion, by developing post holiday themed products such as post holiday health tours, rural study tours, cultural in-depth tours, etc., more choices can be provided and holiday consumption can be extended. We can also explore flexible holiday and regional rotation mechanisms to achieve staggered vacations in different regions and industries. For post holiday consumption, we can try to extend discounts and special activities until after the holiday, encourage tourists to avoid peak hours, and extend the tourism consumption cycle. (New Society)