CCTV News: This May Day holiday, from cultural landmarks to secret landscapes, from city walks to rural vacations, the "heat value" of cultural and tourism consumption continues to rise. Traditional scenic spots and towns and villages with their own characteristics have launched innovative projects to drive the transformation of cultural and tourism consumption from "scenic" to "immersive".

In Malingxia Village, Nancheng County, Jiangxi Province, a unique and interesting sports meeting brings tourists a new holiday experience of "sports + tourism". 16 teams compete fiercely, and 11 local competitive projects such as tire turnover were staged one after another.

In Anjiang Town, Hongjiang City, Hunan Province, tourists insert tender green seedlings into mud in the paddy fields, and the tour guide turns into a counselor to shuttle through it for professional guidance. Although the seedlings are planted a bit crookedly, everyone has fun and learns.

It is understood that as of May 4, Hongjiang City received a total of 501,000 tourists, a year-on-year increase of 35%, and the sales of the agricultural and special product exhibition area exceeded 3.6 million yuan.

In Zhenjiang, Jiangsu, traditional tourism routes have also opened up new ways to play at night. In the early morning, I listen to a melodious bell at Jinshan Temple, in the afternoon, I go to Xijindu to see the ancient canal pier, and in the evening I will turn to Jingji Road to experience the Ming and Qing architecture. The newly opened trendy cake shop complements the old noodle shop. Through micro-update and micro-renovation, this old street has retained its original appearance to the greatest extent, with the average night passenger flow during the May Day holiday exceeding 40,000 people per day.

This year's May Day holiday, the Wuyi Mountain Scenic Area in Fujian also launched the 270-degree circular water curtain epic repertoire "The Moon of the Moon", connecting six chapters including "The Moon of Ten Thousand Rivers", "The Sky", and "Knocking the Mountains", using a 45-meter high-pressure water curtain, intelligent mechanical stage and other technologies, connecting Zhu Zi's Neo-Confucianism, Minyue civilization, and tea ceremony origins with a 70-minute feast of light and shadow.

Use culture to promote tourism and come up with new tricks. The spillover effect of "cultural tourism +" is significant.

Use culture to shape tourism and use tourism to promote culture. Local cultural and tourism departments have held more than 50,000 special cultural and tourism activities, and issued consumer subsidies such as cultural and tourism consumption coupons exceeding 400 million yuan.

Zhejiang Province recently issued the "Zhejiang Province Smart Tourism Innovation and Development Three-Year Action Plan (2025-2027)", adhering to "culture + technology", stimulating the vitality of smart cultural and tourism entities, and promoting the integration of production, education, research and application. In Anji, Zhejiang, this May Day, the AI ​​intelligent technology and XR virtual and real combination scenarios of the future fossil science field bring a fully immersive technology experience to young people. The scientific drama "Tianguan Kexing" watched through VR devices seems to be in the vast universe, solving cosmic puzzles.

This year on May Day, "Shouyang Cultural Tourism" in Jinzhong, Shanxi launched the "early bird ticket" with a 68-yuan joint ticket for five major attractions, and many tourists came here. Culture and tourism have leveraged the development of surrounding industries such as catering, camping, picking, farmland leisure tours, and various themed activities such as "Xiaohe Bank" barbecue camping season, rural food tours and other delicious food. Currently, it has brought 106,000 tourists to various scenic spots and attractions in Shouyang, with tourism revenue exceeding 3.48 million yuan, and has driven catering and tourism revenue of nearly 2.35 million yuan.

Tianjin has launched 80 key cultural and tourism activities with the theme of "'May Day' Carnival Day, Tianjin City Ren Xiaoyao", under the continuous promotion of Tianjin's cultural benefit cards and people-friendly policies. According to statistics, the total box office in the first quarter reached 14.71 million yuan, an increase of 125% from 6.53 million yuan in the same period in 2024. The average daily box office jumped from 72,000 yuan in 2024 to 163,000 yuan in 2025, showing a significant increase.

Managements and units in many places open parking spaces for tourists to park for free

Vacations are the peak period for people to travel, and they can also reflect the city's service and reception capabilities. During this May Day holiday, parking lots of government agencies, enterprises and institutions in Quzhou City, Zhejiang are open to citizens and tourists for free. In the Hongcun Scenic Area in Huangshan, Anhui, a warm inn has also been set up in the government compound to provide tourists with one-stop services such as rest and supply. At the same time, parking spaces in the courtyard and surrounding parking lots are also open to the public for free, allowing everyone to enjoy more considerate and affordable travel services.