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East China’s Jiangsu province reported strong vitality in the cultural and tourism market during the May Day holiday. Let’s take a close look.

During the May Day holiday, Jiangsu received nearly 40 million domestic tourists, an increase of 277.7% compared with 2022. The total reported tourism revenue is 31.008 billion yuan, an increase of 220.8% year-on-year from 2022.

According to UnionPay business statistics, the total cultural and tourism consumption in Jiangsu reached 9.962 billion yuan in the first four days of the holiday, accounting for 10.45% of the national total, ranking first in the country.

Various forms of intangible cultural heritage, folk customs, and mass cultural activities are organized and arranged throughout the province to comprehensively promote the accelerated recovery of the cultural and tourism market and better unleash the potential of cultural and tourism consumption.

Among the popular programs during the holiday are the Lishui Midou Music Festival in Nanjing, the tourism season in Xuzhou, the light show in Huai"an Journey to the West Amusement Park, and the Luoma Lake International Sand Sculpture Festival in Suqian. Concerts and music festivals have increased hotel bookings in the surrounding areas, indicating increasingly evident spillover effect of tourism on surrounding consumption scenarios.

With more evident integration of culture and tourism, cultural and museum exhibitions, cultural performances, and national fashion have become new trends in tourism. Cultural landmarks such as Nanjing Museum and Yangzhou Grand Canal Museum of China are favored by tourists.

Public libraries and cultural centers at all levels in the province are open for free, actively exploring the creation of new cultural spaces, and carrying out cultural activities such as immersive experiences.

“Wearing Hanfu and then walking in the scenic area, it"s like crossing into ancient times. The environment is very good, and I also watched some performances,” said a tourist.

“In addition to traditional programs such as Iron Flower, Liuqin Opera, and Canal Drum, we have also added many popular programs for young people to enrich new forms of cultural tourism,” said Liu Yalin, General Manager Assistant of Xuzhou Luoma Lake Tourism Development Co., Ltd.

Jiangsu reported high level operation of rural tourism and hot spots. 631 A-level scenic spots and 561 rural tourism spots in the province received a total of 25.4357 million tourists, with a total consumption of 12.379 billion yuan, an increase of 39.85% and 38.04% respectively from 2019.

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