The recently concluded Dragon Boat Festival holiday saw a nationwide surge in cultural tourism as people across China engaged in traditional celebrations centered on dragon boat races, rituals, and seasonal foods. Travel agencies and online platforms reported significant increases in search activity related to the festival, highlighting a resurgence of interest in cultural heritage experiences.
According to data from travel platforms, keyword searches for terms such as “Dragon Boat Festival,” “dragon boat,” and “zongzi” more than tripled compared to a month earlier. Additionally, searches for folk-culture tourism increased by 55 percent year-on-year, reflecting growing enthusiasm for tradition-infused travel during the three-day holiday.
Dragon boat racing, a hallmark of the festival, attracted particular attention, shifting from a spectator event to a participatory attraction. Online travel site Ctrip recorded a 41.3 percent rise in searches for “dragon boat” on a week-to-week basis, underscoring the sport’s popularity as a draw for visitors. Guangdong province led the trend, with Foshan experiencing a 134.9 percent increase in travel-related searches, driven by the famed Diejiao dragon boat race. This event, often dubbed the “Flow on water,” is noted for its dynamic atmosphere and has become a magnet for tourists. One visitor from Shanxi province described the experience as far more powerful in person than through videos, praising the vibrant energy of the boatmen’s chants and drumbeats.
Beyond Guangdong, dragon boat races stimulated tourism across China. In Hubei province, searches for Jingzhou rose 87.5 percent week-over-week, while Zigui—birthplace of the ancient poet Qu Yuan—also emerged as a popular destination thanks to its cultural festival commemorating the poet’s legacy. Qu Yuan, a minister in the State of Chu during the Warring States Period, is remembered through dragon boat racing and the preparation of zongzi, rice dumplings traditionally eaten to honor his memory after he drowned in the Miluo River.
Food tourism formed another key component of the holiday’s cultural revival. Many travelers sought out regional delicacies associated with the festival. Notably, Minnan-style braised pork zongzi in Quanzhou, Fujian province, and Buyi ash zongzi in Guiyang, Guizhou province, saw heightened demand. Other specialty dishes such as crayfish from Qianjiang, Hubei; mackerel dumplings from Qingdao, Shandong; and cold fermented noodle soup from Lanzhou, Gansu, also attracted food enthusiasts willing to travel considerable distances. Hotel occupancy in these destinations increased by over 20 percent during the festival, illustrating the economic boost generated by culinary tourism.
Local industries tied to traditional crafts and foods benefited from the festival’s popularity. Miluo city in Hunan province, known as the “hometown of dragon boats,” supports 20 boatbuilding factories with an annual revenue exceeding 200 million yuan ($29.6 million). The 2026 Hunan Dragon Boat Super League finals took place in Miluo, featuring 38 top teams from across the province competing over two days to honor the spirit of Qu Yuan and celebrate cultural, tourism, and sporting integration.
Zongzi production also ramped up to meet strong market demand. In Quzici township, a major producer continued operations throughout the holiday, exceeding expectations despite widespread concerns about market slowdowns. Advances in automation helped maintain high output levels, with the facility producing up to 100,000 zongzi daily while ensuring consistent quality. Local workers, such as resident Weng Zhenggui, earned significant income through increased production.
Inbound tourism showed robust growth during the festival period as well. The online travel platform Fliggy reported that bookings surged more than sixfold compared to the previous year, signaling a renewed appetite among international travelers to participate in China’s vibrant cultural festivities.