CCTV News: During the May Day holiday in 2025, the popularity of cultural and tourism consumption continued to rise. From experiencing culture to traveling around the mountains and rivers, from walking in the city to vacationing in the countryside, cultural and tourism consumption has shown a "multi-point blossoming". The rapid development of new consumption growth points has brought citizens and tourists a new experience of diversified and quality holiday cultural tourism.

Around the holiday, the Ministry of Culture and Tourism organized the National "May Day" Cultural and Tourism Consumption Week, and jointly launched a series of consumption-friendly measures and special activities with relevant support agencies. More than 50,000 special events were held in various places, and consumption subsidies such as cultural and tourism consumption coupons were issued exceeding 400 million yuan.

Among them, Beijing launched more than 1,900 activities with the theme of "Beijing Color May Day, Enjoy Good Time", creating a variety of business-based consumption scenarios such as Aoyuan City Street, providing citizens and tourists with rich choices for celebrating the festival in a variety of ways.

Shandong launches "Hospital Shandong" discount package. Zhejiang, Sichuan, Shaanxi and other places have taken multiple measures to empower cultural and tourism consumption by holding personalized and special discount activities.

At the same time, in the "May Day" of 2025, the role of performances in driving consumption has become more prominent. Concerts and music festivals have been held in many places to attract a lot of visitors and become a new growth point for cultural and tourism consumption during the holidays.

Quzhou, Zhejiang Province launched the "Free Music Festival Ticket Tour". During the event, you can visit 14 core scenic spots in Quzhou for free with music festival tickets. Driven by concerts and other activities, the number of tourists received in local scenic spots increased by 64.11% year-on-year compared with 2024, driving a growth of 57 million yuan in cultural and tourism consumption.

Related data shows that during the May Day holiday, more than 5,000 large-scale commercial performances across the country are expected to exceed 100, with an audience of more than 2 million. It is estimated that the hotel tourism consumption will be driven by more than 2 billion yuan, forming a linkage effect of "3-hour performance leveraging 72-hour consumption". New scenarios and new products enhance the new vitality of cultural and tourism consumption

From cities to rural areas, various places continue to enrich new scenarios and new products for cultural, sports, business and tourism. The integrated development of culture, sports, business and tourism is becoming an important engine to promote consumption vitality.

This May Day holiday, from the event cultural and tourism complex to ethnic clothing tourism photography, from immersive exhibitions to parent-child study... all regions bring in-depth experience to tourists and stimulate market vitality with diverse new cultural and tourism consumption scenarios and new products.

According to the data center of the Ministry of Culture and Tourism, during the five-day holiday, 314 million domestic travelers nationwide, an increase of 6.4% year-on-year; the total cost of domestic tourists traveled was 180.269 billion yuan, an increase of 8.0% year-on-year.

At the same time, the night cultural and tourism consumption clusters in many places are brightly lit and crowded. During the May Day holiday in 2025, Juyongguan Great Wall opened a night tour mode and created a number of immersive performances. At the same time, Hanfu parade and other activities have been launched to enrich the tourists' experience.

Data shows that from 18:00 on April 30, 2025 to 6:00 on May 5, the national night cultural and tourism consumption cluster included in the monitoring scope had a cumulative night passenger flow of 75.9544 million, an increase of 5.24% year-on-year.