The Cultural and Natural Heritage Day falls on June 13th. Since 2026, intangible cultural heritage (ICH) has been increasingly integrated into tourism consumption. As the summer travel season approaches, the desire to "travel to a city for its traditional crafts" has become a key driver for this year's summer holidays. A number of destinations rich in ICH resources are achieving a "corner overtaking" of traditional hot tourist cities by leveraging their unique cultural scarcity.
On June 12th, TONGCHENGTRAVEL released its "Summer 2026 Intangible Cultural Heritage Destination Guide". The listed destinations are, in order: Jingdezhen, Quanzhou, Suzhou, Xi'an, Dali, Chaozhou, Qiandongnan, Chengdu, Huangshan, and Pingyao. Data from TONGCHENGTRAVEL shows that as of June 12th, search popularity for keywords related to "ICH experiences" on its platform increased by 71% month-on-month, while bookings for ICH-themed products rose by 23% month-on-month. Notably, in-depth experience-oriented products like "ICH tie-dye" and "ICH drama" saw significant growth, indicating a shift from "passive viewing" to "active participation" in ICH experiences.
Jingdezhen, capitalizing on its millennium-old legacy as the "Porcelain Capital", has transformed its handcrafted porcelain-making techniques into a rich array of tourism products, making it a popular choice for Gen Z seeking "immersive experiences". Data from TONGCHENGTRAVEL shows that as of June 12th, search popularity for "Jingdezhen" on the platform increased by 64% month-on-month. Searches for core scenic spots like the Jingdezhen China Ceramic Museum and the Jingdezhen Taoxichuan Cultural and Creative Block rose by 58% month-on-month. Bookings for surrounding hotels and specialty homestays grew by 31% month-on-month, with an average booking lead time of 3-5 days. Simultaneously, more young people are willing to personally experience handcrafted porcelain-making. Search volume for keywords related to "porcelain-making experience" increased by 69% month-on-month, and bookings for premium small-group tours and packages that include porcelain-making experiences rose by 28% month-on-month. In terms of customer demographics, the proportion of young users aged 18-30 is relatively high, with Gen Z emerging as the main driver of this consumption trend.
Suzhou, meanwhile, has integrated ICH projects like Kunqu Opera, Pingtan (storytelling and ballad singing), and Suzhou embroidery into the daily life of the Jiangnan region, creating a vivid "first lesson in Jiangnan culture" for families with children. Data from TONGCHENGTRAVEL shows that as of June 12th, search popularity for "Kunqu Opera", "Pingtan", and "Suzhou embroidery" on the platform increased by 51% month-on-month. Family travel orders accounted for over 40% of the total. Search popularity for travel products favored by 90s-generation parents, which include educational interactions like ICH handicrafts and explanatory science popularization, rose by 43% month-on-month. Bookings for specialty ICH-themed homestays along Pingjiang Road and Shantang Street increased by over 20% month-on-month, indicating that more family tourists are willing to slow down and immerse themselves in culture while "reading Suzhou on foot".
Cross-industry collaborations between film/television and ICH are becoming a new pathway for destinations to gain wider recognition. The popular broadcast of the TV series "The Lead" on CCTV has brought the ancient art of Qinqiang opera to a broader audience, also boosting the popularity of ICH experiences in Xi'an. Data from TONGCHENGTRAVEL shows that as of June 12th, bookings for performance passes to the China Qinqiang Art Museum increased by 27% month-on-month. Searches for Xi'an teahouses and tea houses related to "Qinqiang" also saw significant growth, and bookings for surrounding hotels and homestays rose by 33% month-on-month. On the platform, bookings for premium tours in Xi'an related to ICH like "Qinqiang", "shadow puppetry", and "puppet shows" increased by 25% month-on-month. From a customer demographic perspective, the proportion of young users aged 25-35 is particularly prominent, indicating that film/TV IP is becoming a significant force in breaking ICH into the mainstream.
Other cities on the list also performed impressively. Data from TONGCHENGTRAVEL shows that as of June 12th, Quanzhou continued its trend of popularity with "Zanhuawei" (flower hairpin arrangement) experiences. Search popularity for related scenic spots like Quanzhou West Street and Xunpu Village increased by 89% month-on-month. Bookings for related one-day tour products rose by 21% month-on-month, and bookings for surrounding homestays grew by 23% month-on-month. Hands-on experiences like Bai ethnic tie-dye in Dali are deeply favored by young people. Search popularity for scenic spots like Xizhou Ancient Town where such hands-on experiences are available increased by 67% month-on-month. Chaozhou connects unique nighttime consumption scenes with ICH projects like Chaozhou Gongfu tea and Chaozhou opera. Search popularity for nighttime sightseeing spots like the Ancient City Paifang Street and Guangji Bridge rose by 52% month-on-month.
Notably, ICH is accelerating its integration into people's daily lives and festive memories. For the upcoming Dragon Boat Festival holiday, the national-level ICH project of dragon boat racing demonstrates strong cultural and tourism pulling power. Data from TONGCHENGTRAVEL shows that during the Dragon Boat Festival period, cross-province flight and hotel searches are concentrated towards cities hosting major dragon boat events. Bookings for hotels around event venues in dragon boat culture hubs like Guangzhou and Foshan have seen multiple-fold growth. Simultaneously, travel products featuring in-depth participation projects like making zongzi (rice dumplings) and watching dragon boat races have seen significant growth in popularity. From visiting temple fairs during the Spring Festival and making Song brocade wind chimes during Qingming Festival to watching dragon boat races during the Dragon Boat Festival, ICH is present throughout almost all annual holiday scenes and has also permeated weekend short trips. Consumers are moving from "viewing ICH" to "participating in ICH", with ICH activities becoming a new choice for the public's regular outings.
Analysis from the travel platform's research institute suggests that the shift of ICH experiences from "passive viewing" to "active participation", and the associated rise in tourism, reflects a deeper change in travel preferences among young consumer groups. The pursuit of emotional value and in-depth experiences is reshaping travel decision-making logic. Meanwhile, film/TV IP is accelerating the mainstream breakthrough of ICH, while demand for family educational travel injects new connotations of educational inheritance. As "traveling to a city for its traditional crafts" becomes a consensus for travel, intangible cultural heritage is transforming from a cultural legacy into a core driving force for the high-quality development of the cultural and tourism industry.
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