CCTV News: In mid-April every year, many places in Yunnan usher in the annual Water Song Festival. In 2025, Mangshi, Dehong Prefecture, held a variety of folk activities to attract tourists from all over the country.

In order to welcome the arrival of the Water Splashing Festival, many people picked and enjoyed the flowers and decorated the water-splashing dragon pavilion. Amid the clanging sounds of the elephant drums and the water drums, they danced the Dai group dance "Ga Pai Light".

Many people also wear traditional clothing specially customized for the festival. It is understood that local residents often need to place an order one or two months in advance to get new clothes before the holiday.

During the Water Splashing Festival, the local area also launched special activities such as ethnic cultural tours and long street banquets to present the unique cultures and folk customs of various ethnic groups to citizens and tourists in a panoramic view. In order to satisfy the tourists' sense of integration and experience, local businesses have put in a lot of effort from product design to refined services.

The hotel's person in charge introduced that at present, the house price is between 500 and 600 yuan, and many tourists booked rooms half a month in advance. The booking rate of hotels during the Water Songkran Festival has exceeded 90%. Data from the local cultural and tourism department shows that the number of tourists received by major scenic spots in Mangshi increased by nearly 20% year-on-year two days before the Water Song Festival. Luodian, Guizhou: A wonderful display of unique folk activities in "March 13"

The "March 13" in the lunar calendar is one of the important traditional folk festivals of the Buyi people in Luodian County, Qiannan Prefecture, Guizhou Province. On April 12, the "March 13th" Folk Culture Festival with the theme of "Enjoy the Village and Fun Luodian" was staged locally.

On the festival, more than 40 parade arrays composed of more than 2,000 people dressed in ethnic costumes, paraded all the way on the main road of Luodian County, forming a mobile cultural corridor with colorful cultural exhibitions such as intangible cultural heritage skills, ethnic music and costumes, attracting a large number of people and tourists to stop and watch.

In the "March 13th" series of folk activities, there are also unique suona competitions, ethnic singing and dancing performances in Guizhou and Guangxi, and long table banquets in Buyi. This allows tourists to fully experience the unique charm of traditional folk culture while enjoying intangible cultural heritage and tasting delicious food.

It is understood that Luodian County takes "village" as its core element and has successively launched a series of theme activities such as watching village operas, rushing village markets, and tasting village banquets, which will last until the end of August 2025. Using culture to shape tourism, consumption enthusiasm continues to rise

Data from the National Information Center shows that in the first quarter, the consumption popularity index of life services increased by 18.3% year-on-year, an increase of 7.4 percentage points from the previous quarter. Trendy cultural and creative industries in various places, new museum exhibitions, and immersive dramas are becoming new consumption growth points.

In the Wuhan East Lake Scenic Area in Hubei Province, this plush cultural and creative toy "garlic bird" that only speaks "Wuhan dialect" has been selling well since its launch.

Not only Hubei, the Shanxi Museum launched the "Working People" series of cultural and creative products in 2025, inspired by the museum's cultural relics "Hu people eat cakes and ride camel figurines" and other cultural relics, and launched a total of more than 600 new products.

Behind the hot sales of cultural and creative industries is the strong attraction of traditional culture to consumers. In the Zhoucun Ancient Mall Scenic Spot in Zibo, Shandong, a unique lively exhibition such as the God of Wealth Market, traditional lantern festivals, and folk customs interpretation will be launched in 2025 to enhance service experience and consumption willingness. In the first quarter, Zhoucun Ancient Mall Scenic Area received 1.8415 million tourists, an increase of 7.35% over the same period in 2024, and sales of scenic spots increased by 30% year-on-year.

Henan, which "becomes the circle" by spreading traditional culture, has been constantly being updated in the "Movie Town Scenic Area" and "Only Henan·Drama Fantasy City", and intangible cultural heritage folk programs and intangible cultural heritage special experience projects have also made Chinese and foreign tourists dazzled.

Data shows that the proportion of service-oriented consumption expenditure in my country's per capita consumption expenditure has increased from less than 40% in 2013 to more than 46% in 2024, and the growth rate of per capita service consumption expenditure for residents is higher than the growth rate of per capita consumption expenditure for residents.