Intangible Cultural Heritage Summer Shopping Month is launched, and "Intangible Cultural Heritage + Tourism" is the main line to inject momentum into the market

Intangible Cultural Heritage Summer Shopping Month is launched, and "Intangible Cultural Heritage + Tourism" is the main line to inject momentum into the market

Recently, with the arrival of the peak summer tourism season, many places across the country have launched the "Intangible Cultural Heritage Summer Shopping Month" event, taking "Intangible Cultural Heritage + Tourism" as the main line, injecting new momentum into the summer market through cultural display, experience interaction, consumption promotion and other forms. This activity not only promotes the inheritance and innovation of intangible cultural heritage, but also provides new growth points for local economic recovery and tourism development.

1. Activity background and highlights

"Intangible Cultural Heritage Summer Shopping Month" is a summer themed event jointly launched by the Ministry of Culture and Tourism and governments in many places. It aims to attract tourists to participate and drive consumption growth through the deep integration of intangible cultural heritage culture with tourism and shopping. During the event, various places will hold colorful content such as intangible cultural heritage exhibitions, handicraft experiences, and specialty product exhibitions to provide tourists with an immersive cultural experience.

According to statistics, within one week of the event, the number of participants has exceeded 5 million, and the sales of intangible cultural heritage-related commodities increased by more than 30% year-on-year. The following are activity data for some key areas:

2. The innovative model of "intangible cultural heritage + tourism"

"Intangible Cultural Heritage + Tourism" is the core model of this event. By integrating intangible cultural heritage into tourism scenarios, we create characteristic cultural and tourism products. For example, Beijing has launched the "Intangible Cultural Heritage Night Market", where tourists can enjoy shadow puppetry, Peking Opera and other performances while tasting traditional snacks; Wuzhen, Zhejiang has launched an intangible cultural heritage handicraft experience workshop in combination with the characteristics of water towns to attract parent-child families to participate.

This model not only enriches tourism content, but also provides a display platform for intangible cultural heritage inheritors. Data shows that during the event, the income of intangible cultural heritage inheritors increased by an average of 40%, and the inheritors of some popular projects even had a single-day income of more than 10,000 yuan.

3. Market response and future prospects

Judging from market feedback, "Intangible Cultural Heritage Summer Shopping Month" has received wide praise. Tourists generally believe that the event not only meets the needs of cultural experience, but also provides affordable shopping options. The following are the statistics of some tourists’ evaluations:

In the future, with the in-depth promotion of the "intangible cultural heritage + tourism" model, more regions are expected to join this ranks. The Ministry of Culture and Tourism stated that it will continue to optimize the content of the event, promote the deep integration of intangible cultural heritage and modern consumption, and inject more vitality into the market.

4. Conclusion

"Intangible Cultural Heritage Summer Shopping Month" is not only a highlight of the summer tourism market, but also an important practice of intangible cultural heritage inheritance and innovation. Through the "intangible cultural heritage + tourism" model, not only has traditional culture rejuvenated, but it also provides new impetus for local economic recovery. We look forward to the continued upgrade of this event in the future and bring more surprises to tourists.