NanjingJune 22, 2026 /PRNewswire/ — As a key juncture marking the conclusion of the first half of the year’s cultural tourism market and the start of the peak summer season, this year’s three-day Dragon Boat Festival holiday demonstrated steady performance in cultural tourism consumption.
High-end resort products developed by Fosun Tourism Group, such as super resorts and super resort areas, have gained significant consumer favor and attention due to their emphasis on the integrated innovation of “vacation + local culture,” incorporating traditional Dragon Boat Festival customs like dragon boat racing, making zongzi (rice dumplings), and crafting sachets into the resort experience.
Among these, the total revenue of Club Med’s two domestic sunshine resorts in Lijiang and Guilin grew by 4% compared to the same period last year; outbound travel revenue from Southeast Asian sunshine resorts increased by 18% year-on-year; the hotel occupancy rate at the Sanya • Atlantis Resort rose by 12 percentage points year-on-year, total revenue grew by 6%, and the number of inbound tourists doubled year-on-year.
Club Med’s Outbound Travel Revenue Achieves Double-Digit Growth
During the Dragon Boat Festival period, Club Med effectively boosted both brand visibility and operational performance through an omnichannel model combining offline pop-up brand promotions with nationwide resort scene implementations.
From June 19 to July 18, Club Med, with its 76-year operational history, transformed the 80-meter-long corridor at Taikoo Li Qiantan in Shanghai into a “Global Vacation Time-Space Travel Corridor,” creating an immersive global vacation scene experience. Leveraging limited-time Dragon Boat Festival promotions, it precisely targeted urban customers, effectively planting seeds for the summer vacation market.
Within the Club Med resort segment, the brand leveraged the “Dragon Boat Festival and Local Intangible Cultural Heritage Folklore” theme across multiple domestic resorts to innovate holiday product offerings, resulting in significant market conversion success.
Data shows that from June 18 to June 21, the average daily room rate at Club Med Guilin Resort increased by over 14% compared to the same period last year.
In terms of outbound travel, revenue from Club Med’s Southeast Asian sunshine resorts grew by 18% year-on-year. Among these, revenue from core project operations at resorts like Phuket and Bintan also achieved double-digit growth.
Product Differentiation and Iteration: Resorts Set Benchmarks in Niche Vacation Markets
Facing intensified homogenization competition in the surrounding vacation market, Club Med’s Joyview and Neighbors series resorts have continued to drive product differentiation upgrades, combining local culture, seasonal features, and scene innovation to create unique holiday consumption scenarios.
During the Dragon Boat Festival, multiple hotels in the Joyview and Neighbors series reached full occupancy. Room revenue across the seven resorts in this series grew by 7%, and total revenue increased by 6% compared to the same period. Notably, the RGI (Revenue Generation Index) of Club Med Joyview Longwu Resort exceeded that of competing hotels in the same period by 10%.
Among these, Club Med Joyview Taicang Resort, through its innovative integration model of “national-style culture + ice and snow vacation + exotic dining,” achieved full occupancy for two consecutive days during the holiday.
Club Med Joyview Taicang Resort created unique summer ice and snow Dragon Boat Festival activities, including snow treasure hunts for ‘zongzi,’ snow dragon boat races, and snow tug-of-war.
Its original summer ice and snow Dragon Boat Festival activities, such as snow treasure hunts for “zongzi,” snow dragon boat races, and snow tug-of-war, along with highly recognizable scene-based projects that deeply integrate Dragon Boat Festival customs (zongzi, sachets, dragon boats, blessings) with ice and snow sports and parade performances, attracted a large number of visitors.
Club Med Joyview Nanjing Xianlin Resort collaborated with Jinling culture and drama IPs, using immersive pop-up theater to revitalize traditional folk experiences.
Club Med Joyview Hangzhou Longwu Resort staged the national-style stage play “Song of the Tea Mountain” during the holiday, featuring guqin string music, Song-dynasty long-sleeve dances, and immersive performances blending ancient and modern rituals to tell the Song-dynasty story of the tea mountain. It also offered Dragon Boat Festival tea-culture handicrafts like land dragon boats, incense plaques, and fruit mochi, paired with light sports like soccer and family yoga, allowing guests to immerse themselves in the Dragon Boat Festival tea culture of the Jiangnan tea mountains.
Visitors at Club Med Neighbors Anji Resort immersed themselves in the Dragon Boat Festival tradition of making zongzi.
Meanwhile, various resort projects tailored their offerings to local cultural and tourism resources to enhance the immersive experience for visitors. Club Med Neighbors Anji Resort, under the theme “Zongzi Love Amidst Mountains and Waters,” introduced seasonal dishes like crawfish and handmade zongzi, along with hands-on courses taught by G.Os (Gracious Organizers) for children, such as making zongzi, crafting wormwood sachets, and tea tasting. Evening performances like “Ode to the Heavenly Palace” were also featured.
Club Med Neighbors Heilongtan Resort skillfully integrated Sichuan-Shu folk customs and dragon boat culture with immersive vacation experiences, offering special activities like DIY Dragon Boat Festival zongzi and a national-style night market.
From morning acrobatics classes to evening fireworks shows, visitors at Heilongtan Resort unlocked a one-stop immersive, joyful vacation experience blending the rustic charm of western Sichuan, diverse sports vitality, and Dragon Boat Festival national-style features.
Local Intangible Cultural Heritage IP Boosts Inbound Tourism Revenue at Lijiang Resort
Cultural empowerment became a key driver for high-end vacation projects to stimulate consumption during this Dragon Boat Festival holiday. The Lijiang Mediterranean International Resort, centered around the fourth Ameize Intangible Cultural Heritage Ethnic Carnival, created a development model integrating “folk culture + holiday economy + night economy,” achieving both high traffic and positive word-of-mouth.
The fire qilin performance at Lijiang International Resort attracted visitors to stop and watch.
By integrating Naxi intangible cultural heritage with traditional Dragon Boat Festival customs, the Lijiang Mediterranean International Resort launched daytime experience programs such as an intangible cultural heritage market, Dongba blessings, and traditional handicrafts, complemented by folk song and dance performances with local cultural characteristics, including Naxi Leba dance and fire qilin shows.
Additionally, through the upgrade of youth-oriented nighttime offerings like fluorescent shows, fireworks displays, and themed interactive performances, the resort extended consumption duration and enriched consumption scenarios, building an all-weather vacation product system. This precisely catered to diverse vacation needs of families, parent-child groups, and young visitors, validating the sustainable commercial value of the “cultural IP + scene operation” model.
Consumption data from the Dragon Boat Festival period showed that, compared to the same period last year, the number of inbound tourists per night at this resort doubled. Total revenue from Club Med Lijiang Resort and Tang’an Hotel grew by 7% year-on-year.
Sanya • Atlantis Resort Sees Inbound Tourist Numbers Double Year-on-Year
On June 18, just before the Dragon Boat Festival, Asia’s first indoor Octonauts children’s play center officially opened at Sanya • Atlantis Resort, becoming a popular attraction. The center features 7 themed zones and over 40 immersive interactive activities.
Built around the original animated storyline of “Octonauts,” the scenes offer diverse experiences including puppet interactions, role-playing, and marine science education, balancing fun with knowledge. It also provides professional play companion services, effectively freeing up parents and offering an exclusive immersive play space for parent-child visitors.
After the opening of the Octonauts indoor children’s play center, parent-child visitor numbers surged significantly.
The renewed version of the signature resident show ‘C Show’ at Sanya Atlantis Resort featured spectacular performances.
At the same time, the night-time vacation experience received a major upgrade. The renewed version of the resort’s signature resident show, “C Show,” continued to run during the short holiday, filling the gap in nighttime leisure activities and forming an all-day Dragon Boat Festival vacation model of “daytime parent-child fun and nighttime immersive performances.”
Data from the three-day Dragon Boat Festival holiday at Sanya • Atlantis Resort showed that the hotel occupancy rate increased by 12 percentage points year-on-year, total revenue grew by 6%, and the number of inbound tourists doubled year-on-year. These international visitors primarily came from countries such as Russia, Kazakhstan, the United Kingdom, and Uzbekistan.