With the completion of ceremonies such as erecting the pole, pulling out the dragon, making the finishing touch, catching the dragon, bidding farewell, and flourishing the pot, 68 year old Zhang Tingyuan, dressed in clothes with a golden background and embroidered with a blue dragon pattern, briskly boarded the colorful dragon boat. A dragon boat with a flat bottom, raised head, and raised tail was sailing flexibly and turning rapidly on the surface of Meilan Lake in Baoshan, Shanghai. The team members shouted in unison, the opera performers stood at the bow of the boat, and the colorful flags fluttered in the wind, attracting continuous cheers from the audience on site. The Loong Boat Festival (the custom of dragon boat rowing in Luodian) is a national intangible cultural heritage project. It retains the ancient folk customs in the south of the Yangtze River in the aspects of sacrifice ceremony, hull decoration and water performance. It has become a cultural symbol of Luodian Ancient Town in Baoshan District of Shanghai and an emotional bond to unite local people. Zhang Tingyuan, a member of Luodian Dragon Boat Intangible Cultural Heritage Inheritance Group, said that for decades, the audience who came to see the Dragon Boat Show before the Dragon Boat Festival were crowding one after another, including tourists from other parts of Shanghai and even from other places. The exhibition and experiential activities of intangible cultural heritage projects at various levels, such as the Luodian Colored Lanterns, Large Field Metal Paintings, and Gaojing Fabric Art Stacks, are located in the Lakeside Square. Citizens and tourists can try cutting a cute animal pattern with aluminum foil, making a lacquer fan with different pigments, or purchasing a cultural and creative product designed with the image of Luo Dian's "Flower God" cotton for their own enjoyment. According to statistics from the Shanghai Municipal Bureau of Culture and Tourism on the 10th, Shanghai received a total of 7.6152 million tourists during the Dragon Boat Festival holiday, a year-on-year increase of 13.24%. The number of visitors received by such open scenic spots as the Bund, Yu Garden and Little Lujiazui, A-level tourist attractions and museums increased by more than 30% year on year. The average room rental rate of guest hotels was 58%, an increase of 3 percentage points year on year. The holiday culture and tourism market is popular and consumption hot. "Intangible Cultural Heritage+" has become a hot topic. 63 national level intangible cultural heritage projects, 273 municipal level intangible cultural heritage projects, and over 800 district level intangible cultural heritage projects in Shanghai have entered the streets, communities, and campuses, integrating with different forms of cultural, commercial, and tourism, releasing new vitality in consumption and adding a unique era of brilliance to people's "urban memory". At Jinqiao, Shanghai, the "2024 Shanghai Cultural and Tourism Consumption Information Series (Spring and Summer)" organized by the Shanghai Municipal Bureau of Culture and Tourism is bustling. People wear hanfu, wrap Zongzi, beat pills, throw pots, make dough sculptures, experience intangible cultural heritage projects such as Lu's Heart Fist, pear paste candy, Rongqingtang sachet, and feel the excellent traditional Chinese culture. Foreigners from multiple countries and regions such as the UK, the US, Norway, Greece, Malaysia, Thailand, and Shanghai citizens and tourists enjoy the Dragon Boat Festival holiday together. Thomas Evrard, a French international student, wore a Hanfu with a golden dragon pattern and experienced the "Wulong Pan Ding" in the Heart Fist (Lu's Heart Fist) - swinging his nunchaku in the air like a long dragon swinging its tail, simple and easy to learn yet powerful. "It's really interesting!" he said. Yu Jiang, a municipal intangible cultural heritage inheritor of Lu's Heart and Mind Fist, introduced that this boxing technique is one of the most representative martial arts in Shanghai, and there are also overseas fans. Among the hundreds of apprentices he currently has, many come from France, Japan, and other countries. In the square space at No. 8 Hengshan Road, Xuhui District, Shanghai, Jiangnan silk and bamboo, classical folk music and jazz music haunt the intangible cultural heritage market. Citizens and tourists experience the intangible cultural heritage projects such as sachets, coils, pastry making, enamel ware, and Paper Cuttings paper cutting. During the three-day holiday, the average occupancy rate of businesses in this neighborhood has increased by 10% to 30%. The Jiating Hui commercial district in Jiading District, Shanghai combines dance with intangible cultural heritage. Children participate in vigorous dance activities and experience intangible cultural heritage skills such as Jiangnan boudoir embroidery and Anting medicinal patchwork. The commercial district is bustling with consumption. Looking across the country, "intangible cultural heritage+" is becoming a popular option in people's tourism process. According to the data of the same journey, non adherent folk travel, Loong Boat watching, etc. are the most popular themes of the Dragon Boat Festival holiday. According to the person in charge of Feizhu, activities such as Quanzhou Zanhua Travel Photography and Guizhou Xijiang Qianhu Miao Village Small Group Tour are highly popular among consumers. Ctrip's inbound orders for the Loong Boat Festival holiday increased by 115% year on year, and overseas tourists prefer to experience traditional Chinese folk culture. Chen Qinjian, Vice Chairman of the Chinese Folklore Society, believes that intangible cultural heritage is the crystallization of wisdom accumulated in people's lives and labor processes, and will inevitably be revitalized with the changes of the times. After the Dragon Boat Festival performance, Zhang Tingyuan's studio will also welcome many primary and secondary school students who appreciate dragon boats and learn to make wooden dragon boat models. "Whether participating in cultural and tourism activities or setting up dragon boat culture studios on campus, we hope that traditional culture can continue to be carried forward and bring spiritual strength to people," he said. (Lai Xin She)