"We came to Qinghai last weekend and are going to spend Qixi by the Jade Lake of Dachaidan." Mr. Zhang and his girlfriend came to Qinghai in advance to spend a romantic Qixi.
Celebrate festivals in restaurants full of atmosphere, see exhibitions, and spend holidays while traveling... Compared with "where to play on Qixi", "what to play on Qixi" has become the focus of many young people.
On the day of Qixi, the 2023 Hainan Qixian Hot Spring Water Festival opened, and the picture shows the scene of the welcoming ceremony. People's Network Photo by Niu Liangyu
Meituan data shows that the number of reservations made in advance at restaurants on Qixi Day increased by 185% compared with the same period last year, and many Black Pearl restaurants were fully booked 14 days in advance. Among them, users in Shanghai, Beijing, Hangzhou, Hefei, Guangzhou and other cities pay more attention to the sense of ceremony, and the enthusiasm of "restaurant advance order" ranks among the top five in the country.
Many couples choose to spend Tanabata during their trip. According to Ctrip's data, the number of themed room bookings for various types of hotels increased year-on-year, and many domestic and foreign holiday destinations such as Qinghai, Ningxia and Singapore were favored.
In addition, high-star hotels that are closer to scenic spots, more convenient transportation and higher quality of supporting services have become popular bookings on Qixi this year. Among them, hotels such as Chimelong Panda Hotel Guangzhou, Universal Studios Beijing Hotel, Shanghai Toy Story Hotel, Beijing Qianyuan Hotel (near Nanluoguxiang and Shichahai), and Xi'an Jinjiang Xijing International Hotel (near Bell and Drum Tower and Muslim Street) are the more popular choices for Tuniu users.
The scene of the water carnival, citizens and tourists enjoy the coolness. People's Network Photo by Niu Liangyu
Scenic night tours have become a new way for contemporary young people to celebrate the Qixi festival, and the new play of traditional festivals has driven the prosperity of the night economy. Qunar data shows that on the day of Qixi, the sales of night tickets in scenic spots across the country increased by more than 2 times compared with the previous day. Among them, Shenzhen, Shanghai, Guangzhou, Chongqing, Beijing, Suzhou, Chengdu, Guilin, Xiamen and Wuhu are the top 10 cities with the most popular night tour on Qixi Day.
In recent years, art exhibitions have become increasingly attractive to young people with their ingenious curation and rich and diverse content. Mafengwo data shows that among the cities most enthusiastic about the exhibition in this year's "Qixi", Beijing, Shanghai, Guangzhou, Chengdu and Shenzhen ranked in the top five.
As a traditional Chinese festival, Qixi is inseparable from the elements of the national tide. In addition to listening to Chinese style concerts, visiting Chinese style handicraft markets, wearing Hanfu to visit the garden and other folk customs, it is also loved by young people.
"Clear Farming and Rain Reading-Exhibition of Rural Art Revitalization Works of Young Seedlings Painters Program" was exhibited in Longtou Ancient Village, Tanbu Town, Huadu District, Guangzhou, and the picture shows couples visiting the exhibition. Photo courtesy of interviewee
"The combination of romance and multiculturalism has produced a new model of cultural tourism economy, which is an extension of the current cultural characteristics of Chinese young people." Pan Helin, co-director and researcher of the Digital Economy and Financial Innovation Research Center of Zhejiang University International Business School, said that a large number of young people are divided into different groups by different niche cultures, and socialize with cultural symbols as a bond within the group, and the romantic economy is a new feature of young people's cultural consumption.
"The festival gives young people a starting point, and I hope that merchants will go deeper into the core of young people's culture to make goods and services that meet the needs of subdivisions and cultural preferences." Pan and Lin said. (People's Daily Guangdong Channel and Hainan Channel also contributed to this article)