The fragrance of osmanthus and the bright moon make Mid-Autumn Festival another year. The stations and airports are bustling with people, popular attractions are crowded, cinemas and theaters are fully booked... During this year's Mid Autumn Festival holiday, 107 million people in China traveled, with a total expenditure of 51.047 billion yuan. The "crowd" drove the "popularity", forming a beautiful scroll of China's flow, reflecting the steady and progressive development trend of the Chinese economy. On the evening of September 15th, at 6pm, a folk performance with the theme of "Moon Reflecting Elegant Music and Mid Autumn Festival Love" opened at Gate 3 Square of Beijing Garden Expo Park to warm applause from the audience. The drum beats of the traditional Chinese percussion music "Dragon Soars and Tiger Leaps" are resounding. After playing each piece, the audience is still immersed in the melody. On the evening of the same day, the "Double Osmanthus Moon · Only This Mid Autumn Festival" park party was held in Liangping District, Chongqing, attracting many citizens to participate. My friends and I wore Hanfu specifically to experience the park party, and even made lacquer fans ourselves, "said Ms. Chen, a citizen. During the Mid Autumn Festival, many regions across the country have launched a variety of cultural activities based on traditional customs and innovative cultural scenes to better meet consumer needs. At the Fangyan Temple Fair held in the Fangyan Scenic Area of Yongkang, Zhejiang, villagers dressed in traditional costumes, held large flags, performed cross jumping formations, and performed various martial arts such as long stick solo training and short stick demolition; At the Harbin Ice and Snow World in Heilongjiang Province, tourists can exchange poems with the parade performers who embody Chang'e. Successful participants can receive a free ancient style lantern; In Yangzhou, Jiangsu, the ancient bridges and buildings on Shouxi Lake are illuminated by lights at night. On the shore, immersive experiential activities such as ancient style games and poetry interactions allow citizens to encounter Chinese aesthetics under the moon... Travel data shows that there is a strong demand for lantern festivals and park tours. According to Didi Chuxing data, during the Mid Autumn Festival holiday, Beijing Garden Expo Park, Kunming Grand View Park, and Guangzhou Cultural Park held Mid Autumn Festival lantern festivals, and taxi demand increased by 340%, 155%, and 82% respectively compared to the Dragon Boat Festival holiday. The Wansui Mountain Wuxia City Scenic Area in Kaifeng, Henan Province held a Mid Autumn Festival concert, and the demand for taxis increased by 152%. Xu Guangjian, a professor at the School of Public Management of Renmin University of China, said that taking the opportunity of sharing the Mid Autumn Festival, all regions have deeply explored the cultural connotation of poetry, songs, and customs, actively created new cultural products and new formats, and promoted the creative transformation and innovative development of China's excellent traditional culture. Consumption is becoming more rational and personalized. During this year's Mid Autumn Festival holiday, the domestic consumer market continues to show vitality. According to monitoring data from the Ministry of Commerce, during the 3-day holiday, the sales of key monitored catering enterprises in China increased by 6.5% year-on-year, while the sales of green organic food and communication equipment of key monitored enterprises increased by 18.1% and 5.7% respectively; The online retail sales of physical goods nationwide increased by 8.9% year-on-year. Eating mooncakes during the Mid Autumn Festival is an essential part of exploring the past. This year, the mooncake market has seen a trend towards simplicity, with many gift boxes having no more than three layers of packaging. Mooncakes have also undergone weight reduction, with small packages and mini mooncakes becoming the new favorites in the market. Loose mooncakes are very affordable, with flavors and quantities that can be freely matched, and the price is also reasonable Mr. Li, who came to buy mooncakes at a large supermarket in Chuzhou, Anhui, said. Pang Chaoran, deputy researcher at the Research Institute of the Ministry of Commerce, said that consumers are gradually shifting from blindly pursuing luxury in the past to paying more attention to quality and taste. Mooncakes, a traditional festival food, are returning to their cultural connotations and essential significance. The consumer market is becoming more rational and personalized. According to Meituan data, during the Mid Autumn Festival holiday, the number of group buying orders for "Mid Autumn Festival" and "Reunion" themed catering increased by more than 5 times compared to the same period last year, and dine in dining increased by nearly 20%; The number of leisure camping orders increased by 312% year-on-year, and the number of DIY handicraft workshop orders increased by 136.8% year-on-year. According to JD data, low sugar mooncakes are highly favored, with a year-on-year increase of 45% in transaction volume for low sugar five nut mooncakes; Baijiu with high cost performance ratio is sought after by consumers. In the survey, more consumers choose Baijiu with a unit price of 100-300 yuan. Holiday consumption is a window to observe economic vitality. During the Mid Autumn Festival holiday, there is a clear trend towards rational and personalized consumption, indicating that China's economic structure continues to optimize and gradually forms a higher-level dynamic balance where demand drives supply and supply creates demand Pang Chaoran said. During the Mid-Autumn Festival, when the integration of culture and tourism is obvious and short trips become the mainstream, Shapotou Tourist Attraction, located in Zhongwei, Ningxia, attracts many tourists with its continuous sand dunes and magnificent Yellow River. Cui Lu, from Chengdu, Sichuan, accompanied her parents to experience projects such as camel riding and desert flying in Shapotou. "It's unforgettable to experience the desert scenery and traditional Chinese culture with her family here." The tourism market continues to be hot. According to the data center of the Ministry of Culture and Tourism, 107 million domestic trips were made during the Mid-Autumn Festival holiday, an increase of 6.3% over the same period of 2019 on a comparable basis; The total expenditure of domestic tourists on travel was 51.047 billion yuan, an increase of 8.0% compared to the same period in 2019. The integration of culture and tourism is a prominent highlight. According to Feizhu data, the search popularity of moon watching and lantern watching tours during the Mid Autumn Festival holiday increased by 61% and 267% year-on-year, respectively. Theme activities such as the "Beijing Colorful Lantern Festival" at Beijing Garden Expo Park and the moon worship and blessing ceremony at Chengdu Wuhou Temple have become popular attractions for moon watching and lantern watching tours during the Mid Autumn Festival holiday. Micro vacations and short distance trips have become the mainstream of holidays. Reporters have found that this year's Mid Autumn Festival holiday is mainly characterized by short and medium distance travel, and "micro vacations" in the city and surrounding areas are very popular. Ctrip data shows that during the Mid Autumn Festival holiday, hotel bookings in the same province accounted for over 50%. Outbound tourism continues to show a high growth trend. According to Fliggy data, the number of outbound travel bookings during the Mid Autumn Festival holiday continues to increase on the basis of the Dragon Boat Festival, with double-digit growth rates for overseas tickets, local entertainment, and international cruise bookings compared to the Dragon Boat Festival holiday. The emphasis on cultural experience and personalized services is a prominent feature of this year's Mid Autumn Festival tourism market. The thriving holiday tourism market highlights the new vitality of China's economic development Xu Guangjian said. The cultural market is booming and improving during the Mid Autumn Festival holiday, with abundant supply in the film market. According to statistics from the National Film Administration, during the Mid Autumn Festival period (September 15-17), the national film box office was 389 million yuan, with 9.57 million viewers. Domestic films grossed 332 million yuan, accounting for 85.35% of the total box office. There are various types of films such as "The Wandering Earth 2 (3D version)", "Wild Children", and "Determination to Run Away". The popularity of "cultural and museum tourism" continues to rise. During the Mid Autumn Festival, museums across the country are showcasing their latest works. The Chongqing Bayu Folk Museum held a themed park tour called "Dreaming Back to the Past and Present - Museum Mid Autumn Night", which combines ancient and modern exhibitions, intangible cultural heritage performances, and folk consumption experiences to immerse citizens and tourists in the ancient night tourism scene; At the Changsha Bamboo Slips Museum, children dressed in Hanfu immerse themselves in the atmosphere of ancient reading in the "Ancient Study Room"; Hangzhou Museum invites visitors to make lotus lanterns by hand on Mid Autumn Festival night. Ctrip data shows that during the Mid Autumn Festival holiday, the number of museum ticket orders increased by 15% compared to the Dragon Boat Festival holiday. According to Meituan data, popular holiday check-in destinations include Hubei Provincial Museum and Shaanxi History Museum Qin and Han Hall. The consumption of 'New Chinese Style', which focuses on deep experience of traditional culture, is booming. According to Meituan data, during the Mid Autumn Festival holiday, the order volume of "New Chinese Style" themed tea house packages increased by 550% year-on-year, the search volume of "Intangible Cultural Heritage Handicrafts" increased by 373% year-on-year, and the search volume of "State Guesthouse" increased by 11% month on month. Overall, during this Mid Autumn Festival holiday, there are diverse cultural activities and rich folk experiences. The consumer market is full of vitality and popularity, and the holiday economy is showing new vitality Pang Chaoran said. (New Society)