Deep Integration of Culture and Tourism Drives a Rise in Experiential Consumption

On the first day of the Dragon Boat Festival holiday, the popularity of cultural and tourism scenes in places such as Xi'an rose. Tourists are no longer satisfied with simply “seeing the sights”; instead, they are more willing to step into local life and take part in immersive experiences. The article points out that from ancient cities and historic towns to rural activities, the integration of culture and tourism is driving travel from a “been there, done that” approach toward a consumption model that places greater emphasis on interaction and participation. The report mentioned that Fenghui Ancient Town in Shaoxing, Zhejiang, has attracted tourists to experience woodworking, folk customs, and local cuisine through restoration and protection efforts, as well as by bringing in veteran artisans. Some cities, meanwhile, are combining content dissemination with destination tourism by leveraging short microdramas, films, performances, and sporting events, thereby boosting visitor flows. The article also cited cases such as Guizhou Rongjiang’s “Village Super League” and Jiangsu’s “Su Super League,” where sports events have driven spending on dining, accommodation, and scenic spots, showing that cultural and tourism traffic is further being converted into incremental consumption. Relevant departments said that in the future they will continue promoting the deep integration of culture and tourism and cultivating more consumption brands such as “traveling following performances, films and television, sports events, and intangible cultural heritage.”