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A roundup of popular cultural and tourism projects! How did these internet-famous cultural and tourism projects become so popular?

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2024-09-16

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Since the beginning of 2024, the domestic and international tourism markets have seen a rapid recovery. From the Spring Festival to May Day, every long holiday sees many tourist attractions across the country crowded with people, and tourists' enthusiasm for travel remains high. More and more tourism projects are using new media platforms such as short videos to create unique "internet celebrity" labels, successfully attracting tourists from all over the country to check in, injecting new impetus into economic development. With one wave after another of internet-famous projects going viral online, the tourism industry needs to cultivate its internal strengths to transition from "internet celebrity" to "lasting popularity," and from "traffic" to "retention." In the past three years, there have been many classic examples of tourism projects that have become incredibly popular. Let's analyze the "secrets" behind their success.

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Editor-in-Chief | Yang Ming

Editor | Jing Xiangyuan

Source | City Light Network

Xinjiang Altay

One drama made a city famous. The broadcast of the television drama "My Altay" showcased Altay's natural scenery and unique cultural atmosphere, attracting the attention of numerous netizens. Altay subsequently became incredibly popular, becoming a hot tourist destination and once again demonstrating the powerful driving force of "film and television + tourism."

Source: Altay Regional Media Center

Since its broadcast a month ago, "My Altay" has been a huge success in the film and television industry, bringing a new dawn to Altay's tourism market. The drama has sparked public interest in traveling to Altay, and the local tourism authorities have quickly responded by launching themed tourism routes, recreating the same scenic spots and culturally rich folk activities from the drama, maximizing the conversion of drama fans into Altay fans. Data from Tongcheng Travel shows that in the week following the drama's premiere, searches for "Altay" increased by 562%, with "Altay" rising to the top ten most searched terms on the Tongcheng Travel mini-program, and overall searches for "Xinjiang" increasing by 323%.

Source: Altay Regional Culture, Sports, Tourism and Broadcasting Bureau

The popularity of the television drama has brought new opportunities to the tourism economy. It proves the enormous potential of the marketing model that combines film and television works with tourist destinations. It not only provides new ideas for tourism marketing but also injects new vitality into local economic development.

Gansu Tianshui Mala Tang

Gansu Tianshui became famous for its mala tang (spicy hot pot), unexpectedly and in a way similar to Zibo's barbecue. It started when tourists, satisfied after eating mala tang in Tianshui, posted short videos on social media. These videos were then commented on and forwarded by many netizens, leading to an exponential increase in videos about Tianshui mala tang, creating a nationwide trend, and "Tianshui mala tang" quickly became a popular online term.

The delicious and unique "Tianshui mala tang" attracted a rush of Chinese tourists whose main travel motivation was "food," quickly bringing "popularity" and "traffic" to Tianshui, making it a phenomenal "hit" city.

Tianshui's rapid rise to "internet celebrity" city status is not solely due to a bowl of mala tang attracting a large number of Chinese tourists; the underlying resource base and cultural heritage are the most important support.

Tianshui is a historically and culturally renowned city in China. It is the Tianshui where the legendary ancestor Fuxi "opened the heavens with a single stroke," an important birthplace of Chinese agricultural civilization, where the Qin people conquered Guanzhong and achieved hegemony, where Zhuge Liang launched his Northern Expeditions and six campaigns to Qishan, and home to the Maiji Mountain Grottoes, one of China's four major grottoes. Tianshui not only has a unique combination of resources and culture, but its most valuable cultural attractions are located in areas not far from the city, providing tourists with extremely convenient viewing experiences.

Shandong Zibo Barbecue

While Zibo's barbecue was already incredibly popular last year, it turned out to be just a warm-up, with its popularity increasing this year. Since March, a large number of tourists have flocked to Zibo hoping to avoid peak season crowds, only to find that it was still "difficult to find a table." A barbecue restaurant owner who once left 17 negative reviews in an attempt to deter tourists said, "There are more people this year than last year, double the amount, and now the yard is full of tables."

Zibo's first step to success was winning over young people. In recent years, tourism chiefs across the country have been "competing," from promotional horseback riding to shooting characteristic short videos, sparing no effort in promoting local tourism. In comparison, Zibo's approach seems less "artistic" and "high-end." However, Zibo understands the principle of "the taste of everyday life is the most comforting," accurately targeting young people. Zibo's barbecue is delicious, affordable, and inherently social; hundreds of people gathering together to eat barbecue is undoubtedly a great attraction for young people who love lively gatherings. This shows that whoever wins over young people wins the world.

While tourists from all over the country flocked to Zibo for barbecue, the Zibo municipal government quickly realized that "traffic is a double-edged sword," providing a series of regulatory measures and public supporting services to address potential problems faced by out-of-town consumers.

Heilongjiang Harbin Ice and Snow Economy

Last winter, Harbin tourism exploded, with topics such as "Southern small potatoes bravely venture into Harbin" becoming a hot topic online. Harbin quickly became an internet celebrity city, with its popularity soaring. During the New Year's Day holiday, it received 3,047,900 tourists, with tourism revenue reaching 5.914 billion yuan, achieving a double harvest of economic benefits and tourism reputation, and its relevant practices are worth attention and reference.

Harbin seized the opportunity of the "ice and snow economy," amplifying the effects of ice and snow tourism, using the Ice and Snow World as its core to create a comprehensive ice and snow park integrating "eating, lodging, travel, entertainment, and shopping." It carefully planned new scenes and new ways to play, promoting the integration of ice and snow elements into every corner of the city and every aspect of tourists' experiences, making ice and snow an important tool for attracting tourists.

After becoming popular online, the tourism department closely monitored comments and suggestions from netizens and tourists' travel experiences, accurately analyzed needs, and quickly responded and made adjustments. For example, hot air balloons were launched over the Songhua River, frozen pears were sliced and served, artificial moons were hung in Sophia Cathedral, and warm rest stations were built in squares... Using a "tourist mindset" to improve the quality of tourism services, continuously introducing new activities, facilities, and projects, making great efforts to "please" tourists, making them feel comfortable and respected.

Source: CCTV News

Harbin's all-out approach to welcoming tourists provides Southern visitors with an immersive experience of Northeastern culture. Faced with a surge of tourists, the municipal government continues to introduce policies, optimize services, and upgrade urban public services. Comprehensive supervision of the city's scenic spots, hotels, guesthouses, shopping, and transportation is conducted to address issues affecting tourist experience, striving to fulfill the commitment to continuously improve service. Citizens are encouraged to treat out-of-town visitors kindly, offering them preferential treatment and showing love and care.

Image source: Harbin Tourism

Citizens have spontaneously offered free rides in their private cars and provided free ginger tea and brown sugar water. Businesses are also actively responding to the government's call, providing more attentive and thoughtful services to ensure tourists feel safe, comfortable, and happy. The joint efforts of the government and citizens have created a warm tourism atmosphere, conveying hospitality and friendliness to out-of-town visitors and offering enhanced experiences and emotional value.

Guizhou Rongjiang · Village Super League

Guizhou's "Village Super League" is an innovative initiative that integrates cultural, sports, and tourism resources, injecting new vitality into rural revitalization. This model not only helps improve the economic development level of rural areas but also promotes cultural heritage and ecological protection, achieving sustainable rural development.

Rongjiang boasts not only colorful ethnic cultures but also a rich football heritage, with over 80 years of history in local football. The "Village Super League" has been running for 16 years, and the county currently has 25 football fields. This foundation, combined with diverse media coverage such as online live streaming and short videos, has helped the Guizhou "Village Super League" gain widespread popularity. In terms of publicity and economic benefits, the "Village Super League" lasts for several months, generating more sustained economic benefits compared to annual ethnic festivals lasting only a few days.

To highlight the authenticity of the "village," the promotion of Guizhou's "Village Super League" has not involved any press conferences or official social media accounts. Instead, it has chosen to present the real "Village Super League" and the lively scenes of ethnic festivals from the perspective of ordinary villagers on new media platforms, using content to move the audience.

The success of the "Village Super League" is inseparable from its deep integration with new media. Rongjiang has actively attracted over 40 new media companies from other regions with planning and execution capabilities. Through accumulating experience, these teams finally captured the explosive potential of the "Village Super League," leading to its phenomenal success.

Image source: Rongjiang Release

In Rongjiang County, they have carefully cultivated 12,000 new media accounts and 2,200 local online live marketing teams, mobilizing the entire county's population to spontaneously shoot short videos of the event and promoting the "Village Super League" through new media platforms such as Douyin, Kuaishou, and WeChat Video Account. This nationwide participation has resulted in rapid dissemination, wide reach, and high public attention.

Kaifeng, Henan · Wang Po's Matchmaking

Kaifeng's popularity stems from the success of Wang Po's Matchmaking. Wang Po's Matchmaking, a live dating show at the 4A-level scenic spot Wansui Mountain Song Dynasty Wuxia City, initially aimed to showcase traditional local culture to tourists. As word-of-mouth spread, Wang Po's Matchmaking became a hit, boosting the popularity of the scenic spot and, consequently, Kaifeng itself.

Kaifeng's rise in popularity is primarily due to the success of Wang Po's Matchmaking. This success, in turn, is attributed to the scenic spot's creation of a strong local atmosphere—by cleverly integrating folk culture with mass tourism through popular traditional forms such as matchmaking and dating, providing tourists with a unique experience.

Along with Wang Po's Matchmaking, other shows at the Wuxia City, such as iron flower performances, water flying acts, female martial artists' aerial displays, and the "Three Attacks on Zhujiazhuang," have also gained recognition among tourists, leading to increased interest in other attractions in Kaifeng, such as the Qingming Shanghe Garden, the Daxiong Temple, the Tianbo Yang Mansion, the Dragon Court, and the Iron Pagoda. This has subtly and effectively established Kaifeng's image as the "City of Song Culture" in the minds of tourists and viewers.

Image source: Kaifeng Municipal Bureau of Culture, Radio, Television and Tourism

Similar to other internet-famous cities, following the explosion of "Wang Po's Matchmaking," Kaifeng has implemented comprehensive services, including developing customized tourism routes, adding mobile toilets, increasing personnel to manage traffic, expanding network capacity in key areas, and organizing volunteers to serve out-of-town tourists.

Hongshan Zoo, Nanjing, Jiangsu

The current popularity of Hongshan Zoo stands in stark contrast to its past struggles: "51 days of closure, zero income," "30 million yuan in losses"... Hongshan Zoo has transformed itself from a failing enterprise into a resounding success. Among all zoos in China, Hongshan is undoubtedly one of the fastest-improving and best-reputed in recent years.

A decade ago, Hongshan Zoo took a bold step by abolishing animal performances and feeding. The 40 yuan entrance fee, a major source of revenue, has remained unchanged for over a decade. In 2020, sales of cultural and creative products reached around 600,000 yuan. However, in recent years, Hongshan Zoo has experienced a remarkable turnaround, with sales reaching 2 million yuan in 2022 and 5 million yuan in the first half of 2023 alone.

Cultural and creative products have attracted young people, while adoption and joint branding initiatives have secured partnerships with brands. At Hongshan Zoo, adoption is categorized into individual cloud adoption, group adoption, and corporate adoption. Hongshan Zoo learned from its past losses that a zoo must have strong earning power to thrive. Hongshan has developed a clever tiered business model: entrance fees cover daily operations, cultural and creative products enhance influence, and cloud adoption targets high-net-worth individuals with high-priced options. This demonstrates that reasonable commercialization can sometimes be the greatest form of charity.

Wuzhen, Jiaxing, Zhejiang

Unlike other homogenous ancient water towns in southern China, Wuzhen, while preserving its cultural heritage, actively engages with the world, maintaining a balance of tranquility and vibrancy. The rich and fragrant charm of ancient southern China is perfectly embodied in Wuzhen, making it a spiritual homeland that countless people yearn for.

Some say that the Wuzhen Theatre Festival saved the town, once described as "black water, poor people." However, Wuzhen had already begun its self-rescue efforts before the festival was established.

An annual drama festival alone cannot lock in customer traffic for the long term. Therefore, Wuzhen, on this basis, regularly holds various markets, lifestyle festivals, art exhibitions, long street banquets, Wuzhen New Year celebrations, parades, co-branded pop-ups... While enriching and upgrading its content, it ensures that visitors, no matter when they arrive, will not be disappointed, truly focusing on creating content and developing cultural tourism businesses that start from the human perspective.

Image source: Official WeChat of Wuzhen Scenic Area

Dongzha was the first to make changes, focusing on Mao Dun's former residence to create a tourist town, preserving the original style and appearance of the Jiangnan water town, restoring the texture of ancient buildings, and attracting tourists with the natural and humanistic charm of the Jiangnan water town, establishing Wuzhen's reputation. Every brick and tile, every house and room, every river and alley, one can explore the charm of Jiangnan water towns on the bluestone slabs.

The later-built Xizha is positioned as a leisure and vacation scenic area. Combining with the on-site environment, it reasonably plans spatial flow, creates theme parks with artificial landscapes, optimizes the functional layout of the scenic area according to different needs, and separates areas into dynamic and static zones based on different functional attributes, ensuring that both introverts and extroverts can find their comfortable entry point in Xizha.

Innovation, content, and breaking through, allowing culture and art to permeate commerce, creating a spiritual utopia that interests young people, and developing businesses that attract young people. This, perhaps, is Wuzhen's winning formula.

Zhengzhou · Only Henan Drama Fantasy City

"Only Henan Drama Fantasy City" is based on Yellow River civilization, uses immersive theatrical art as its method, takes the unique "Fantasy City" architecture as its carrier, and tells stories about "land, grain, and heritage" with a brand-new viewing experience. Within just 10 days of opening, it appeared on CCTV 7 times, making it China's largest theater cluster.

Image source: Official WeChat of Only Henan Drama Fantasy City

"Only Henan" uses an epic brushstroke to illuminate every layer of Henan's political, economic, and cultural memory, recording the land and wheat, the glory and hardships, the hearts and lives of its people. It looks back at the Henanese's nostalgia for their homeland and interprets Henan's existence and charm within China.

Jiangxi Jingdezhen · Taoxichuan Cultural & Creative Block

Taoxichuan, developed by Jingdezhen Ceramic Culture Tourism Group, has a total planned area of 2 square kilometers and officially began operation in October 2016. In recent years, Taoxichuan has actively implemented the national "mass entrepreneurship and innovation" strategy, following the development ideas of "international style, strong experience, mixed formats, cross-industry operations," and "connecting with internationalization, benchmarking national level." With measures such as "strengthening platform construction, optimizing the dual-creation ecosystem, innovating dual-creation models, and promoting industrial integration," it has achieved "conversion of old and new growth drivers" and "industrial transformation and upgrading." Abandoned old factories have been transformed into youthful and fashionable cultural and creative blocks, and ceramic industrial production has been upgraded to a cultural and creative industry, becoming a new landmark for the national ceramic cultural and creative industry.

Image source: Taoxichuan Cultural & Creative Block Official Account

As a cultural pivot city of the "Belt and Road" initiative, Jingdezhen's Taoxichuan is implementing brand output as an urban window, expanding downstream industrial chains for young innovators and broadening the achievements of mass entrepreneurship and innovation. Taoxichuan continuously improves services, optimizes the environment, extends the industrial chain, and has initially built a dual-creation demonstration base integrating "production support services + sales channel support + entrepreneurial capital assistance + intellectual property protection + comprehensive service platform."

Xi'an · The Longest Day in Chang'an (Chang'an Twelve Hours)

"The Longest Day in Chang'an" is located in Xi'an Qujiang Mandy Plaza, covering three floors with a commercial space of 24,000㎡. It incorporates the IP of the TV series "The Longest Day in Chang'an" and Tang market culture content. Through the "5+" creative approach of brand+, story+, network+, experience+, and consumption+, it has meticulously created the first immersive Tang-style market life experience destination in China, centered around "three major theme spaces and six immersive scenes."

This project relies on the cultural heritage of the ancient city of Xi'an to present an authentic Tang-style market life experience space. It transforms film and television IP into commercial IP, and cultural scenes into consumption scenes, achieving a new level of enhancement for cultural tourism projects.

Changchun · This Mountain Here (Zhe You Shan)

The "Zhe You Shan" project is located at the intersection of Hongqi Street and Tongde Road in Chaoyang District, Changchun City, adjacent to Wanda Plaza. Breaking free from the constraints of shopping malls, it uses mountains as its architectural form, and through commercial complex design, it puts a large mountain into a box, creating the first indoor resort landscape town.

Tens of thousands of visitors on opening day, limited flow operations for seven consecutive days, and 24-hour non-stop business! This is an inspiring resort landscape town. It is reported that "Zhe You Shan" will also cooperate with provincial cultural departments, colleges and universities, and excellent creative teams to deeply explore cultural tourism products and brands with distinct Jilin characteristics, contributing to the creation of Jilin's cultural tourism IP. In addition, various novel cultural tourism experience projects will be launched subsequently, continuously broadening ideas, turning traffic into retention, and contributing to the development of Jilin's cultural tourism industry.

Shandong Zibo · Hongye Shiyan (Red Leaf Persimmon Rock)

During the recent May Day holiday, Hongye Shiyan was bustling, receiving over 120,000 visitors in total, setting new records for single-day visitor traffic and revenue.

Hongye Shiyan Tourist Area is located in Boshan District, Zibo City, Shandong Province, near the Binlai Expressway exit. It is known as the "scenic area growing at the highway exit" and is the preferred check-in destination for suburban tours in Zibo. Every autumn, Hongye Shiyan's ten thousand acres of native red maple forests are ablaze with color, magnificent and stunning, becoming a dazzling highlight for autumn tourism in Zibo and even Shandong.

Including ten thousand acres of red leaf spectacle, a 2020-meter glass water slide, a glaze workshop, creative guesthouses, and the most beautiful highway, among other "internet celebrity IPs," this "hot" and "popular" scenic area received over 100,000 visitors during its first Golden Week holiday after creative implementation. Simultaneously, it was selected for the second batch of preferred projects in Shandong Province's major new and old kinetic energy conversion project library in 2020, becoming a model for rural revitalization demonstration projects.

Image source: Shandong Cultural Tourism Hongye Shiyan Tourist Area

In its development, Hongye Shiyan fully leverages the enterprise's advantages in management, capital, and resources, guided by the integration of agriculture, culture, and tourism. It fully revitalizes idle land, forests, and dormant ancient villages and buildings, further stimulating the endogenous动力 for rural development, continuously increasing farmers' income, and successfully exploring a new path for agricultural-cultural-tourism integration to aid rural revitalization.

Tianjin · Shizilin Bridge

Last summer, Tianjin's Lion Forest Bridge became a "Level 8A internet celebrity attraction" among netizens. Tourists flocked from all directions just to watch the Tianjin uncles who were said to experience "60 seconds of happiness for every minute of survival" dive into the water. The uncles, shirtless and wearing shorts, legs together and arms tightly at their sides, would lean forward slightly and dive into the water, splashing water more than two meters high.

Source: Zhongshan Youth

The optimism and humor of the diving uncles resonated with young people who yearn for leisure and seek relaxation. Through social media, individual entertainment has become a wildly popular public event online.

Hangzhou Lingyin Temple

"Between work and school, I choose to burn incense." This phrase recently went viral on major social media platforms. Young people have been posting videos of themselves playing with 3D Buddhist beads and tapping electronic wooden fish on Xiaohongshu, Weibo, Douyin, and other social media platforms, with waves of 90s and 00s heading straight to temples for an immersive "Buddhist" outing.

Source: Lingyin Temple Official Weibo

According to "Juliang Data," among the 238 most popular temples in 19 first-tier and new first-tier cities, Lingyin Temple had the highest online popularity on Douyin, making it the "top streamer" among countless ancient temples. Temples used to be favored by the elderly, but now they have become one of the popular internet celebrity check-in destinations for young people. On major social media platforms, content about temple tours, experiences, and check-in strategies has become the "traffic password" and new "social currency" for various bloggers.

Changchun Zoo's Dream Westward Journey

Last summer, Changchun Zoo's innovative "Dream Westward Journey Season" themed series of activities became a hit, dubbed the theme park "more suitable for the physique of Chinese babies." After subsequent upgrades and renovations, Changchun Zoo's night tour project has now officially obtained authorization from CCTV's 1986 version of "Journey to the West," becoming an officially authorized "Journey to the West themed park."

Source: Changchun Palm

Changchun Zoo's night tour project leverages the common "animal" theme of the park and "Journey to the West." It mainly excavates elements from Journey to the West and implements classic scenes, further restoring the character designs of Journey to the West and optimizing scene design. It has established 12 themed scenes, including Mount Wu, The Great Monkey King's Rebellion, Daughter Country, Gao Laozhuang, and the South Heavenly Gate. Through cyclical situational performances, it allows tourists to immersively experience "Journey to the West culture," attracting a large number of visitors.

Qingdao International Beer Festival

Located on the Jinshatan Beach of Qingdao West Coast, this highly creative cultural landmark IP in Shandong, the World International Beer Festival and Global Beer Square, is positioned as "embracing the sea, Qingdao toasts the world." With its international project creativity, diversified brand activities, and continuous space accumulation development, it has been held for 33 consecutive years, receiving 8 million tourists annually, and has become a well-known festival brand in China.

Guizhou Shangchun Mountain

The 2024 CCTV Spring Festival Gala song "Shangchun Mountain," as an original Guizhou musical work, showcased the beautiful scenery of Guizhou's spring with its beautiful melody and lyrics, becoming a hit throughout China. "Shangchun Mountain" refers not only to a specific mountain in Guizhou but to the countless beautiful mountains and rivers on the Yunnan-Guizhou Plateau.

Source: Guizhou Provincial Department of Culture and Tourism, Rural Culture and Tourism Section

Guizhou has been developing its natural resources and ethnic culture as its two major strengths, with the "ethnic culture +" approach yielding good results. "Shangchun Mountain" has made a great start, vividly showcasing the beauty of Guizhou's mountainous areas. Taking advantage of this favorable wind, Guizhou's tourism industry has launched a series of eye-catching spring tourism products, attracting a large number of tourists from inside and outside the province to come to Guizhou to "ascend Shangchun Mountain" and enjoy the spring scenery, which is both timely and opportune.

Sichuan Guanghan Sanxingdui Museum

In recent years, Sanxingdui culture has frequently become a hot topic. The Sanxingdui Museum has gradually entered the public eye by bringing its cultural relics to life. Last summer, the new Sanxingdui Museum opened, exhibiting more than 1,500 cultural relics, including about 600 new ones. According to official statistics, the daily number of clicks for online ticket reservations exceeded 1.3 million, and tickets to the Sanxingdui Museum were in high demand.

Source: Sanxingdui Museum Official WeChat Account

The entire archaeological excavation process was recorded and broadcast online, creating the country's first open-style cultural relic restoration museum. Virtual technology was used to digitally reconstruct two national treasure-level cultural relics. Various cultural mediums such as animation, film, novels, and online games were used to tell the story of Sanxingdui, and creative cultural and creative products were successively launched. The Sanxingdui Museum is using every means to showcase the mysterious ancient Shu civilization to the world.

Shanghai Filming Locations of "Blooming Flowers"

With the popularity of the TV series "Blooming Flowers," places in Shanghai such as Huanghe Road, Nanjing Road, Jinxian Road, the Peace Hotel, and the Foreign Trade Building have become popular check-in spots. These landmarks and roads featured in the drama have become places that "Citywalk" enthusiasts flock to.

Source: Enjoy Shanghai

The tourism effect of "Blooming Flowers" goes far beyond this; many tourists have "visited a city because of a drama." Travel agencies have launched two-day, one-night "Blooming Flowers" private tours, visiting the same scenes in the drama, staying at the Peace Hotel, and tasting the same snacks featured in the drama. Other tourists have designed their own routes, following "Blooming Flowers" on a Citywalk in Shanghai. Behind the phenomenon of "a drama making a city popular" is the deep integration of the cultural and tourism industries, which helps to enhance the city's reputation and popularity, driving the local tourism economy and consumer market.

21. Fujian Quanzhou Intangible Cultural Heritage Hairpin Flowers

With the support of numerous celebrities and the sharing of personal experiences by self-media big Vs, Quanzhou Xupu's intangible cultural heritage hairpin flowers, along with the promotional copy "Wear flowers in this life, be beautiful in the next," have become a hit, setting off a craze for hairpin flowers online and offline. Behind the "hairpin flower craze" is not only people's pursuit and experience of beauty but also reflects the public's love and inheritance of China's intangible cultural heritage. Tourists from all over the country have come to Quanzhou Xupu to experience and take photos, strongly driving the development of Quanzhou's tourism industry. "Intangible cultural heritage + tourism" has also become a new trend in holiday tourism.

Source: Quanzhou Culture and Tourism

Within this ancient and charming tradition, Quanzhou's intangible cultural heritage of hairpin flower culture has flourished, becoming a major highlight of local cultural tourism. In recent years, the Quanzhou municipal government has also introduced a series of support policies, not only to protect and inherit the intangible cultural heritage of Quanzhou hairpin flowers, but also to successively introduce various regulations, providing legislative support for the long-term protection and utilization of the numerous world heritage sites, supporting Quanzhou's construction of a "World Heritage City."

22. Xishuangbanna, Yunnan Water Splashing Festival

"Get drenched, be happy for life." Recently, in Xishuangbanna, Yunnan, the annual Water Splashing Festival kicked off, turning streets and alleys into lively "water parks." Tourists from all over the country came to experience the joyous splashing. The Water Splashing Festival has become a new trend in cultural tourism, allowing tourists to enjoy the fun of ethnic festivals, appreciate the charm of intangible cultural heritage, and boost the local cultural tourism market!

Festivals have always been a key focus in the development of local cultural tourism. Festivals often provide a stage to showcase local culture, displaying local customs, spirit, and creating a festive atmosphere to drive tourism consumption. Their high popularity and large traffic, along with the intense festive atmosphere, immerse tourists in the experience, allowing them to deeply engage with the tourism activities and local culture.

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