Harbin’s “Asian Winter Games” ignited the passion for ice and snow, and the movie “Nezha 2” was popular all over the world. In the first quarter of this year, from ice and snow to spring, from cultural IP to global fans, the cultural and tourism consumer market delivered a number of outstanding results. What new trends are present in my country’s cultural and tourism consumption market?

The reporter found that since the first quarter, the economic benefits of scenic spots with immersive cultural and tourism projects in various places have increased significantly, and cultural and tourism performances have quietly completed the upgrade of "from supporting value-added to profit engine".

In Wuyuan, Jiangxi Province, a large-scale landscape performance "Impression of Huishang" was performed on Huizhou's history and culture as the blueprint. Through various artistic forms of dance, acrobatics, and martial arts, it tells the legendary Huishang story, and cooperates with white walls, black tiles and layered terraces to save tourists from daytime to night.

In Xi'an, Shaanxi, the newly revamped large-scale historical dance drama "The Song of Everlasting Sorrow" has just started its premiere this year. The audience attendance rate has always been above 90% in the past two days. Through accommodation + hot springs + Everlasting Sorrow ticket services, the occupancy rate of surrounding hotels has increased from 30% to 80%.

The first real-life immersive stage play in China that shows China's third-line construction - "Insights 816", was recently staged in the 816 Project Scenic Area in Fuling District, Chongqing. Linked with the 816 town next to it, the tourists will experience the military culture, characteristic natural ecology in one-stop, and have a rest and eat.

Jiangsu Nanjing Tangshan Mining Ye Music Valley completed 91% of the audience outside the city and 70% of the audience outside the province watched the performance across cities and cross-provincially. Music performances have driven other cultural and tourism projects such as theme camping, geological study and study, and the sales of specialty catering during the performance increased by 65% ​​month-on-month.

The characteristic cultural and tourism comprehensive industry "attracts customers" and integrates consumption in multiple formats

Not long ago, the General Office of the CPC Central Committee and the State Council issued the "Special Action Plan to Boost Consumption". In terms of "expanding cultural, sports and tourism consumption", the plan emphasizes the deepening of the integration of consumption in multiple formats of business, tourism, culture, sports and health. All localities combine their own regional characteristics, natural ecology and cultural resources to innovate diversified consumption scenarios and "attract customers" with the characteristic comprehensive cultural and tourism industry.

The Harbin Chinese Baroque Historical and Cultural District has the largest and most complete Chinese Baroque building complex in China. At present, 101 historical and cultural buildings on the block form a landscape structure of "one axis, two portals, three squares, ten blocks, and multiple nodes". The diversified industrial model of "cultural experience, quality accommodation, food and catering, entertainment and leisure, trendy retail, and industrial communities" has made the "Erbin" cultural tourism prosperous.

Ten thousand cherry blossoms bloom in Hebi, Henan Province in Hebi. With the colorful fallen flowers, traditional instrumental music, cherry blossom boats, etc. are complementing each other. This year, Hebi has continued to stimulate consumption with "cherry blossom + intangible cultural heritage", "cherry blossom + exhibition", "cherry blossom + homestay", and "cherry blossom + night tour", and has also specially set up a "Sakura All" exclusive consumption welfare voucher with Hebi supermarkets and commercial institutions to revitalize the city's comprehensive cultural and tourism consumption with cherry blossom resources.

Zhejiang Hangzhou special action to boost consumption, issuing consumption gift cards for Hangzhou exhibitions, and promoting the integration of business, tourism, culture, sports and exhibitions to promote consumption. It is expected that there will be more than 50 happy season activities for catering consumption throughout the year and 30 sports events at national level and above. Shandong focuses on cultivating a new consumption engine of "concert + cultural tourism", and plans to organize no less than 5,000 concerts and music festivals in 2025. Ningxia Zhongwei has created a cultural and tourism brand "Youth Dew" Focusing on eight aspects such as sports, intangible cultural heritage, aesthetic education, and food, we plan 27 comprehensive cultural and tourism activities such as the Desert Hertz Music Festival.

As of the current national performance box office has reached 2.335 billion

In the first quarter, the national cultural performance market has continued to be hot. As of now, the national performance box office reached 2.335 billion in 2025, theater performances have "new new tricks", and the consumption of theaters has remained unabated. While high-quality cultural products add color to people's lives, they also make the spring consumer market full of cultural flavor.

Since the first quarter, the national cultural performance market has opened high and ended high, with performances in Shanghai, Zhejiang and Beijing ranking among the top three in the country. The entertainment market represented by concerts, music festivals, and traditional operas continues to be hot, and various performances are "new in ways". Recently, Jiangsu Performing Arts Group has brought four major dramas including the original Kunqu opera "The Banquet of Poetry: The Biography of the Talented Men of Tang". Explore cultural product innovation by ordering a drama fan, and the supply method of your order and my acting has stimulated market vitality.

The long-tail effect of the Spring Festival period has kept the consumption of movies unabated. The two extended screenings of "Nezha 2" continue to meet the needs of watching movies, and the sales of cultural and creative derivatives are booming. "Travel with movies" and "Travel with movies in China" have a significant driving effect on consumption, and the integration of film, culture and tourism is becoming a new economic growth point.