Dragon boat races spark rise in tourism spending during ancient Chinese festival

Villagers compete during a dragon boat race at Xixi National Wetland Park in Hangzhou, east China's Zhejiang Province, on May 31, 2025. [Photo/Xinhua]

In the watery maze of Diejiao Village in Foshan, south China's Guangdong Province, dragon boat teams race through S-curves, L-bends and tight C-turns with breathtaking precision. Spectators gasp and cheer as the 25-meter-long boats spin around corners at full speed, water spraying in their wake.

A popular Cantonese saying captures the spirit of the event: "Ning ho bou laan, bat ho paa maan," meaning, "It's better to crash the boat than to paddle slowly." It's no surprise, then, that Chinese social media users have dubbed this tradition the "F1 on water," with thrilling clips of races going viral across the country and beyond during the recent Dragon Boat Festival holiday.

The festival falls on the fifth day of the fifth lunar month each year, and in 2009, it became the first Chinese holiday to be inscribed on UNESCO's list of Intangible Cultural Heritage. People throughout China and all over the world celebrate the festival, which has a history stretching more than 2,000 years.

Festivities vary from region to region but usually share several features: a memorial ceremony offering sacrifices to an ancient Chinese patriotic poet is combined with sporting events such as dragon boat races, zongzi (sticky rice dumplings) feasts, and folk entertainments such as opera performances.

These rich traditions are increasingly influencing how people choose their travel destinations. Across China, more tourists are seeking out immersive cultural experiences, and the Dragon Boat Festival offers both vibrant celebrations and a focus on deep-rooted heritage.

This year's holiday -- May 31 to June 2 -- turned Foshan into a travel magnet, with its total tourist bookings up 167 percent year on year. Hotel reservations jumped 145 percent, and airline ticket sales rose 110 percent.

"Chinese dragon boat racing has long gone global," said Chen Xiaolin, a Chinese-Canadian and the leader of a dragon boat team from Victoria, Canada, that joined an international dragon boat competition in east China's Suzhou city on May 31.

Chen originally founded the team in Victoria to connect with the local Chinese community. But over time, more and more local residents joined. "That might be because residents in Victoria really enjoy water sports like kayaking and canoeing, which have similarities to dragon boat racing," she said.

Yvonne Christine Ann Sharpe, a 70-year-old team member, had eight years of canoeing experience before she tried her hand at dragon boat racing. Sharpe told Xinhua that canoeing allows paddlers to switch hands, making it a bit easier than dragon boat racing, which has a complex technique and requires full team synchronization to maintain balance and speed.

"Hard connectivity, soft connectivity and economic ties lay the foundation for tourism, but cultural connectivity is key to sustaining its appeal," said Tang Jinwen, an associate professor at the Management College of Guangdong Polytechnic Normal University. Tang noted that traditional festivals like the Dragon Boat Festival are becoming cultural events that connect China with the world.

Traditional Chinese festival experiences are drawing growing numbers of international visitors to explore and connect with Chinese culture firsthand, particularly following the country's rollout of its visa-free travel policies.

According to data from the National Immigration Administration, 231,000 foreign nationals entered China during this year's Dragon Boat Festival holiday under these new policies -- a 59.4 percent increase compared to the same period last year.

Hotel searches for inbound international tourism during the holiday more than doubled this year, according to data from online travel giant Trip.com. The top-10 source countries for related inbound travel were Malaysia, the Republic of Korea, Singapore, Thailand, the United States, Russia, Japan, Britain, Australia and France.

Beijing, China's capital city, welcomed 67,000 international tourists during the holiday, a year-on-year increase of 35.8 percent. These visitors spent a total of 720 million yuan (about 100 million U.S. dollars), which was 41.1 percent higher than the same period last year.

China has been vigorously boosting its domestic consumption, notably in its culture and tourism sectors. Since the beginning of 2025, local governments have rolled out a variety of incentives, ranging from cultural vouchers to ticket discounts, aiming to unlock spending potential.

These efforts intensified during the 2025 Dragon Boat Festival. In central China's Hubei Province, more than 160 A-level scenic areas offered ticket discounts, pass bundles and family deals. Shandong Province distributed 50 million yuan in cultural tourism vouchers covering attractions, hotels and cultural products.

As China's economy reaches a certain level, a growing emphasis is being placed on exploring traditional culture and, in particular, how it is reflected in consumption, said Wang Qing, who works at a market economy institute under the Development Research Center of the State Council.

Elements of traditional culture are likely to play increasingly important roles in shaping consumption in China, Wang said.