The value of festival culture and tourism lies in the uniqueness of this place
2026-09-20
The popularity of summer tourism has not yet faded away, and the travel craze during the Mid Autumn Festival holiday has returned. People rush to a Mid Autumn Festival celebration, not only looking up at the bright moon in the sky, but also revisiting the cultural significance of reunion through cultural and tourism scenes, and experiencing the profound warmth of traditional Chinese culture. The moonlight of Mid Autumn Festival is the clear glow under the sound of oars and the shadow of lamps in the water towns of Jiangnan, the bright moon beside the sunset in the northwest desert, and the charming beauty amidst the fireworks in the streets of Lingnan arcade. According to data from major platforms, the search volume for Mid Autumn Festival related tourism continues to rise, with moon viewing, Chinese folk customs, and immersive experiential products being highly favored by tourists.
The inclusion of traditional festivals as statutory holidays not only fully unleashes the potential of residents' leisure consumption, but also strengthens the cultural identity of the whole society. In recent years, holiday cultural and tourism consumption has become an important engine driving the growth of the cultural and tourism market. The cultural and tourism markets in various regions enrich the supply of traditional festivals, integrating festival legends, folk etiquette, and Eastern aesthetics into the entire tourism process. Tourists are no longer just spectators, but deeply involved in it, immersing themselves in the connotation of the festival and revisiting ancient customs. This series of innovations is essentially a precise response to the spiritual needs of the masses.
The iterative upgrading of holiday cultural and tourism products reflects the shift in the competitive focus of the cultural and tourism industry. The resource dividend of relying solely on landscape scenery and ancient architectural relics is gradually weakening, and the sense of atmosphere, ceremony, and participation is becoming a new increment of cultural and tourism products. As an ancient town, if one only stays at the level of sightseeing with small bridges and flowing water, it is easy to fall into the dilemma of uniformity. Wuzhen deeply excavates local folk customs, transforming lantern walking on bridges and moon worship by water into festival experiences that tourists can personally participate in, giving the ancient town a unique Mid Autumn Festival color. As a theme park, if we blindly compete with amusement facilities, it will be difficult to leave a unique memory. Kaifeng Wansui Mountain Wuxia City is based on its own Jianghu IP, updating the Mid Autumn Festival themed NPC (non player character) plot and Jade Rabbit parade, integrating the cultural image of reunion into street interactions, allowing tourists to retain exclusive holiday memories through the blending of emotions and scenery.
The revitalization of festival culture and tourism is not simply about atmosphere packaging, but a systematic reform of the development concept of culture and tourism. In the past, some regions developed cultural and tourism industries by enclosing land for landscaping and building landmarks, relying on heavy asset projects such as antique neighborhoods and large-scale amusement facilities to attract foot traffic. This type of model has high construction costs and is difficult to iterate and update. After the holiday heat dissipates, it often faces the problems of declining customer flow and aging business formats, which can also easily lead to industry problems such as homogenization and replication. In recent years, the industry has no longer simply focused on hardware and scale, but has delved deeper into the cultural core, creating immersive garden tours, Chinese style live performances, folk handicrafts, poetry night tours, and other empathetic experience scenes. This content centered light asset operation model can effectively prolong tourists' stay time, drive secondary consumption such as nighttime consumption and cultural and creative consumption, enhance tourists' willingness to revisit, and build a core competitive advantage that is difficult to replicate solely through hardware construction.
To create a sense of festival ceremony, the most important thing is to avoid a thousand cities and a simple replica. If all regions copy the same ancient style market, the same artificial moon, and homogenized lantern riddle activities, it will only gain short-lived popularity. The constant novelty of festival culture and tourism lies in its foundation in local scenery, style, scenery, customs, and flavors, and the extraction of cultural expressions with unique regional characteristics. Only by being unique to this place can we attract tourists to come there specifically; Only by achieving 'different years' can we retain tourists to visit repeatedly.
The development of cultural tourism ultimately relies on fresh cultural content to retain people's hearts. Only in this way can we break free from the short-lived popularity of holiday traffic and achieve the transition from a season of prosperity to a year of longevity. (Outlook New Era)
Edit:Luoyu Responsible editor:Wang Erdong
Source:ECONOMIC DAILY
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