Dragon Boat Festival is a traditional festival with rich cultural connotations and a strong sense of ceremony. This Dragon Boat Festival holiday, "new Chinese style tour" and "Loong Boat tour" are popular, colorful handropes, wormwood and other ritual consumption "out of the circle", Zongzi taste upgrade, cross-border "new"... Culture and tourism are deeply integrated, the scene is constantly innovating, releasing consumption vitality. Immersive "new Chinese style tour" is popular, Han costume themed hotels, China-Chic themed restaurants, garden teahouses order tea Under the upsurge of "new Chinese style travel", the China-Chic element has further penetrated into all aspects of life during the Dragon Boat Festival holiday, especially among young people. Cultural cities such as Beijing, Xi'an, and Nanjing have become good destinations for immersive "new Chinese style tours" during holidays. Loong Boat Race is one of the traditional customs of the Loong Boat Festival. During the Dragon Boat Festival holiday, many small towns launched folk experience activities such as Loong Boat racing and eating Loong Boat meals, attracting more tourists from surrounding cities to come for "short trips". In Guangdong, where the "Loong Boat culture" is strong, Foshan has become a popular "folk town" during the Dragon Boat Festival this year with its intangible cultural heritage project - "Diejiao Loong Boat race". Diejiao Watertown is crisscrossed with rivers, and the "Loong Boat Drift" at the turning is a big attraction. Hubei Yichang, Qu Yuan's hometown, also launched the Dragon Boat Festival, which became a popular destination for short trips around by virtue of folk activities such as Han costume parade and Loong Boat night tour. In Quanzhou and other places in Fujian Province, local characteristic festival activities such as folk street stepping and prince boat patrol ceremonies have also attracted many tourists. "Ritual consumption" presents "new patterns", such as hanging wormwood, wearing sachets, and wearing colorful ropes. These "must do items" that people like to see give the Loong Boat Festival a full "ritual sense", and also set off a wave of consumption boom. Before the Dragon Boat Festival, the sales of these seasonal commodities have been rising all the way, with new designs, higher appearance, more accent and new vitality. A good life cannot do without a sense of ceremony. During the Dragon Boat Festival holiday, the elements of the Dragon Boat Festival such as wormwood, sachets and colorful ropes not only make the festival atmosphere "full", but also let people experience the cultural value of "ritual consumption". On the one hand, it reflects the innovation and changes in the consumer market, and on the other hand, it also conforms to the trend of upgrading the consumer structure of residents, injecting new momentum into economic recovery and development. Zongzi cross-border "new" Dragon Boat Festival, the leaves of Zongzi fragrance. Many businesses have been selling Zongzi since the end of April this year. In the week before the Dragon Boat Festival, the sales of Zongzi doubled year on year, and the sales of Zongzi in Guangdong, Zhejiang and Jiangsu ranked first in the country. Zongzi is a kind of high calorie food. In order to meet the needs of consumers for healthy diet, many businesses have made bold innovations in the taste of Zongzi this year, and introduced a batch of innovative new Zongzi products, such as fungus based anti greasy food fillings, coarse grain instead of glutinous rice, and fruit flavor. In Jiaxing, Huzhou, Hangzhou and other regions of Zhejiang Province, traditional and time-honored Zongzi producers have introduced many new tastes, such as black truffle scallop egg yolk zongzi, ham black pig five flower meat zongzi and chestnut bean paste zongzi, which are popular and loved by young people. On the one hand, the taste of Zongzi is constantly innovating; On the other hand, the traditional Zongzi still keeps the original production process, retaining the old taste in memory. According to media reports, in Taiyuan City Cultivation Intangible Cultural Heritage Center located in Jinyuan District, Taiyuan, local staff were busy preparing a large number of orders for Jinci rice dumplings before the Dragon Boat Festival. The production process of Jinci rice dumplings still follows the traditional process standards. This kind of Zongzi tastes soft, glutinous and sweet, and is loved by consumers. Chen Lifen, a researcher at the Market Economy Research Institute of the Development Research Center of the State Council, stated in a media interview that during the Dragon Boat Festival holiday, various regions have actively explored consumption hotspots and expanded consumption scenarios. The combination of traditional customs and culture with holiday economy has focused on key consumption areas such as culture and tourism, driving residents' consumption willingness to continue to rise. With the arrival of the summer consumption peak season and the support of relevant consumption promotion policies, the holiday consumption economy will maintain strong vitality, and service consumption will have a significant growth. (Lai Xin She)