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BEIJING, June 25 (TMTPost) – The box office during the Dragon Boat Festival has reaped the highest ticket sales since 2019, behind the 2018 record, thanks to a lineup of domestic new films and Hollywood blockbusters.

According to the National Film Special Fund Office, the permanent office of the State Film Special Fund Management Committee, the 2023 Dragon Boat Festival recorded a box office revenue of 908 million yuan, marking a whopping 410.11% year-on-year growth. Maoyan Movie, a one-stop movie Internet platform in China, reported an impressive movie attendance of approximately 22.52 million, with a total of 1.27 million screenings.

In terms of box office rankings, this year’s Dragon Boat Festival secured the second spot in Chinese film history for the same period. It surpassed the box office figures of 785 million yuan in 2019 and 468 million yuan in 2021. However, it fell short of surpassing the record-breaking box office of 912 million yuan set in 2018.

Notably, this year’s Dragon Boat Festival slot became the most expensive in the past five years. Maoyan Movie revealed an average ticket price of 40.4 yuan for the 2023 Dragon Boat Festival, whereas the average ticket prices from 2018 to 2022 hovered around 35 yuan and never exceeded 36 yuan. In 2022, the average ticket price was only 34.8 yuan.

During the period, a total of ten new films were released, and Lost in the Stars emerged as the champion with a box office of 507 million yuan, accounting for 55.7% of the total box office revenue.

In addition to the thriving movie market, the consumer market during the holiday also showcased remarkable vitality. According to monitoring data from the Ministry of Commerce, a wide array of activities and a strong willingness among residents to travel contributed to hectic activities observed in the consumer market.

Business data monitoring revealed significant growth in sales of festival-related goods, with a year-on-year increase of 64.3% in zongzi sales, 13.6% in gold and silver jewelry sales, and 3.4% in sports goods sales. Leisure activities like eating delicious food, watching movies and exhibitions, enjoying summer water activities, and engaging in picnics and camping experienced a surge in popularity, with remarkable year-on-year growth of 18.5%.

The number of tourist trips during the holiday surpassed pre-pandemic levels, but the revenue has not fully recovered to pre-pandemic levels, and travel enthusiasm has declined compared to the May Day holiday. According to the Ministry of Culture and Tourism’s data center on June 24, there were 106 million domestic tourist trips, representing a 32.3% year-on-year increase and reaching 112.8% of the same period in 2019. Domestic tourism revenue reached 37.31 billion yuan, which was a 44.5% increase from 2022 and 94.9% of that in the same period in 2019.

Dragon boat races emerged as popular events in south China during the holiday. Various cities such as Ganzhou, Zhujiang, Jieyang, Foshan, Dongguan, Yiyang, and Fuzhou attracted a significant number of locals and tourists to witness these thrilling matches.

Additionally, cultural activities were also omnipresent during the holiday, further stimulating consumption. According to the Ministry of Culture and Tourism, 87.9% of tourists visited cultural museums, historical and cultural districts, participated in various intangible cultural heritage projects, and attended music festivals, concerts, and other cultural activities during the holiday.

The 2023 Dragon Boat Festival holiday witnessed remarkable rebounds in the film, consumer, and tourism markets.

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