TONGCHENGTRAVEL has released the "2026 Summer Intangible Cultural Heritage Destination Guide", with a 71% increase in search popularity for intangible heritage experiences.

June 13th is "Cultural and Natural Heritage Day". Since 2026, intangible cultural heritage has been deeply integrated into the tourism consumption chain. With the approaching summer vacation, "traveling to a city for a craft" has become an important drive for summer travel this year. A group of destinations rich in intangible cultural heritage resources, relying on their unique cultural scarcity, are achieving a "overtaking on the curve" of traditional popular tourist cities. On June 12th, TONGCHENGTRAVEL released the "2026 Summer Intangible Cultural Heritage Destination Guide", with the listed destinations as follows: Jingdezhen, Quanzhou, Suzhou, Xi'an, Dali, Chaozhou, Qiandongnan, Chengdu, Huangshan, and Pingyao. TONGCHENGTRAVEL data shows that as of June 12th, the search popularity for keywords related to "intangible cultural heritage experience" on the platform increased by 71% compared to last month, and the popularity of booking intangible cultural heritage-themed products increased by 23% compared to last month. Among them, products with deep experience such as "intangible tie-dye" and "intangible drama" have seen significant growth, as intangible cultural heritage is shifting from "passive viewing" to "active experience". Jingdezhen, leveraging its thousand-year history as the porcelain capital, has transformed the handcrafted porcelain-making techniques into rich tourism products, becoming a popular choice for Generation Z to pursue "immersing experiences". TONGCHENGTRAVEL data shows that as of June 12th, the search popularity for "Jingdezhen" on the platform increased by 64% compared to last month, and the search popularity for core attractions such as the Jingdezhen China Ceramic Museum and the Jingdezhen Ceramic Artistic Street increased by 58% compared to last month. The booking volume for surrounding hotels and unique homestays increased by 31% compared to last month, with bookings made on average 3-5 days in advance. Meanwhile, more and more young people are willing to personally experience the handcrafted porcelain-making techniques. The search volume for keywords related to "porcelain-making experience" increased by 69% compared to last month, and the popularity of booking boutique small group and package products that cover porcelain-making experiences increased by 28% compared to last month. In terms of customer structure, the 18-30 age group accounts for a higher proportion, and Generation Z is becoming the main force behind this consumption trend. Suzhou has integrated intangible heritage projects such as Kunqu Opera, Pingtan, and Suzhou embroidery into the daily life of the Jiangnan region, creating a vivid "first lesson in Jiangnan culture" for parent-child families. TONGCHENGTRAVEL data shows that as of June 12th, the search popularity for "Kunqu Opera", "Pingtan", and "Suzhou embroidery" on the platform increased by 51% compared to last month, with family travel orders accounting for over forty percent of the total. The popularity of tourism products that include intangible handcrafts, educational explanations, and interactive research for the new generation of parents in their 90s increased by 43% compared to last month. The booking volume for characteristic intangible heritage homestays along Pingjiang Road and Shantang Street increased by over 20% compared to last month, with more and more family travelers willing to slow down and immerse themselves in the cultural atmosphere of "strolling in Suzhou". The cross-border linkage between film and television and intangible heritage is becoming a new path for destinations to break the mold. The popular TV drama "Main Character" on CCTV has brought the ancient art of Qinqiang opera to a larger audience, and has also boosted the popularity of intangible heritage experiences in Xi'an. TONGCHENGTRAVEL data shows that as of June 12th, the booking popularity for performances at the Chinese Qinqiang Art Museum in Xi'an increased by 27% compared to last month, and the search popularity for Qinqiang-related teahouses and tea houses in Xi'an also saw significant growth, with the booking volume for surrounding hotels and homestays increasing by 33% compared to last month. The popularity of booking boutique tours related to Xi'an's Qinqiang opera, shadow play, and puppet show increased by 25% compared to last month. In terms of customer structure, the 25-35 age group accounts for a prominent proportion, and film and television IPs are becoming an important driving force for breaking the mold of intangible heritage. Other cities on the list have also performed well. TONGCHENGTRAVEL data shows that as of June 12th, Quanzhou continues to rise in popularity with the "Zanfa Wei" experience. The search popularity for related attractions such as Quanzhou West Street and Shipu Village increased by 89% compared to last month, and the popularity of booking related one-day tour products increased by 21% compared to last month. Handcrafted experiences such as Bai tie-dye in Dali are popular among young people, with the search popularity for attractions such as Xizhou Ancient Town where handmade experiences are available increasing by 67% compared to last month. Chaozhou's unique night consumption scene is linked by intangible projects such as Chaozhou Gongfu Tea and Chao Opera, with the search popularity for nighttime tour scenes such as Ancient City Archways Street and Guangji Bridge increasing by 52% compared to last month. It is worth noting that intangible heritage is accelerating its integration into people's daily lives and festival memories. For the upcoming Dragon Boat Festival, the national-level intangible heritage project of Dragon Boat Racing is showing strong cultural and tourism traction. TONGCHENGTRAVEL data shows that during the Dragon Boat Festival, cross-provincial flight and hotel searches are concentrated in the venues hosting large-scale dragon boat races, with the booking popularity for hotels around dragon boat cultural cities such as Guangzhou and Foshan doubling. At the same time, travel products that include activities such as making zongzi and participating in dragon boat races have seen a significant increase in popularity. From visiting temple fairs during the Spring Festival, making Song brocade wind chimes during the Qingming Festival, to watching dragon boat races during the Dragon Boat Festival, intangible heritage is almost present throughout the year's festive scenes, and has even permeated into short weekend trips. Consumers are transitioning from "observing intangible heritage" to "participating in intangible heritage", and intangible heritage activities are becoming a new choice for daily travel for the general public. The TONGCHENG Research Institute analysis believes that the shift of intangible heritage experiences from "passive observation" to "active participation" reflects a deeper transformation in the travel preferences of young consumer groups, as users' pursuit of emotional value and deep experiences is reshaping travel decision-making logic. At the same time, the acceleration of film and television IPs breaking the mold of intangible heritage, and the demand for parent-child education injecting new connotations of cultural inheritance. When "traveling to a city for a craft" becomes a common consensus for travel, intangible heritage is transforming from cultural heritage to the core drive of high-quality development of cultural and tourism industries.