Wormwood bouquets are popular "out of the circle", Loong Boat races stimulate cultural tourism consumption, and "camping for the Dragon Boat Festival" has become a new choice for young people to take a holiday... This Dragon Boat Festival holiday, showing fashion trends, emphasizing cultural heritage, and seeking distinctive personality has become an important feature of consumption. According to the data center of the Ministry of Culture and Tourism, the total number of domestic tourism trips during the Dragon Boat Festival holiday in 2024 was 110 million, a year-on-year increase of 6.3%; The total cost of domestic tourists traveling was 40.35 billion yuan, a year-on-year increase of 8.1%. Experts suggest further identifying the convergence points of the cultural and tourism industry, injecting new vitality into traditional folk products through modern aesthetics, and targeting young consumer groups to create more "small and beautiful" cultural and tourism boutiques, so as to revitalize traditional festivals. Creativity has emerged repeatedly. Traditional folk products are popular. Traditional wormwood, together with calamus and camphor leaves, is paired with bells, dry gourds symbolizing good fortune and well-designed Dragon Boat Festival Ankang cards. A fashionable and distinctive wormwood bouquet has become one of the most popular products on this Loong Boat Festival, and has been hot searched on social media platforms for many times. Reporters in the Monument to the people's Liberation Business District in Chongqing saw that wormwood bouquets were hung in the most prominent positions of many shops, attracting many young people to come to buy. Zhang Bingning, a consumer from Sichuan, said that it has always been the custom of hanging wormwood on the Loong Boat Festival, but now the wormwood bouquet not only retains the traditional meaning, but also combines the trend elements, making her and her friends refreshing. Some shop operators told reporters that wormwood bouquets "caught fire" very quickly. At first, many netizens shared photos due to novelty on platforms such as Tiktok and Xiaohongshu. Later, more and more people came to buy them offline, and sometimes even had to queue up at the store entrance. They also often carefully read the comments of netizens, analyze the characteristics of popular products they like every day, and keep up with the latest aesthetic tastes of the public. In Hunan, as the representative inheritor of the provincial intangible cultural heritage project "Miluo sachet making skill", Dai Yunyi and his team members launched the creative product "Chuci sachet" on the Loong Boat Festival, ushered in a wave of sales boom, and received a steady stream of orders from all over the country. "We embroider relevant poems and plant patterns on sachets, and use the fragrant plants mentioned in the Songs of Chu as spices to convey the beauty of Quyuan culture and the Songs of Chu." Dai Yunyi said. In the past, some merchants believed that 'internet celebrity products' must be unique and innovative, and traditional folk festival products have become commonplace, seeming to lack the potential to' go viral '. But the popularity of this mugwort bouquet inspires us to use modern aesthetics to inject new vitality into traditional products while making good use of online platforms, allowing 'old trees' to bloom with' new flowers' Pan Helin, a member of the Information and Communication Economy Expert Committee of the Ministry of Industry and Information Technology, said. Empowering culture and unleashing the potential for holiday consumption. The first day of this year's Dragon Boat Festival coincides with Cultural and Natural Heritage Day, and various cultural and museum venues have become the first choice for many young people to check in. On the Yuwang Palace stage of Chongqing Huguang Guild Hall, the actors of Chongqing Municipal Theatre, dressed in Chinese costumes, recited the historical drama "Qu Yuan" created by the famous playwright Guo Moruo. Applause echoed from the audience. The relevant person in charge of Huguang Guild Hall told reporters that they had made innovations in the form of performance this holiday, prepared cultural performances integrating poetry reading and drama, intangible cultural heritage performance of Drunken Bayu, and personified NPC performance of Zongzi during the Dragon Boat Festival, and achieved good results. During the holidays, people race Loong Boat, eat Zongzi, sing folk songs, and enjoy ancient songs. The connotation of traditional culture is deeply integrated with festival consumption. Loong Boat races were held in Guangdong, Hunan, Zhejiang, Guizhou, Yunnan and other places. Ctrip data shows that the travel orders for the Loong Boat Festival in Yueyang, Hunan Province, which will host the 2024 China Miluo River Loong Boat Super League, rose 52% year on year; The 11th China Peach Blossom Pond Loong Boat Race led to a 32% increase in holiday travel orders in Xuancheng, Anhui. Industry insiders believe that strengthening communication and collaboration between departments such as cultural heritage and tourism, and further integrating the rich heritage of traditional culture with tourism development, will be beneficial for promoting consumption recovery and unleashing potential. Pan Helin stated that culture is the soul of tourism, and it is crucial to identify the convergence points of cultural and tourism industry integration. We need to further improve the construction of professional cultural work teams, activate the utilization efficiency of relevant resources, expand and strengthen the tourism market for traditional folk festivals such as the Dragon Boat Festival, and inject new vitality into high-quality economic development. Personalized travel and designing more "small and beautiful" boutiques in Ninghai County, Ningbo City, Zhejiang Province. "Camping during the Dragon Boat Festival" has become a new choice for some local young people to vacation. On the day of Loong Boat Festival, some tourists drive to suburban villages and towns. During the day, they wrap Zongzi outdoors with their families and experience making lacquer fans. In the evening, they play Frisbee and taste tea near the camping base. Zhou Yaohui, the person in charge of a camping base in Ninghai, told reporters that during the holiday, he and his colleagues developed a "folk+ecological tourism" camping service, combining Dragon Boat Festival folk customs with agricultural, artistic, and sports elements, and making every effort to make tourists celebrate a relatively niche but special holiday. Many tourists are increasingly inclined to choose flexible and personalized travel methods, enjoying life in slow paced travel, in-depth experience, and relaxation and leisure. According to the information released by the Ministry of Culture and Tourism's WeChat official account "Voice of Culture and Tourism", Yunnan, Qinghai, Gansu, Inner Mongolia, Guizhou and other places have become popular choices for young people to travel by car and summer during the Dragon Boat Festival holiday. The dual empowerment of "film and television+cultural tourism" has been driven by the popularity of the TV drama "My Altay", which continues to drive the popularity of self driving destinations such as Altay in Xinjiang and Nileke County in Ili Prefecture. Huang Si, the head of industry research at Changsha New Consumption Research Institute, stated that the flexible and personalized characteristics of holiday travel pose new requirements for the supply capacity of holiday tourism products for businesses and relevant departments. Suggest designing more "small and beautiful" cultural and tourism boutiques for consumers of different age groups and needs. "A 'small and beautiful' boutique does not mean pursuing luxury and high cost, but rather further improving the content quality and innovation ability of service consumption, achieving refined, personalized, and distinctive services.". I believe that more consumers can obtain high-quality and customized travel experiences in the future Huang Si said. (Lai Xin She)