Guangdong ignites consumption craze with one ticket

This past May, Guangdong's performing arts market was booming. Stars like Xu Song and Cyndi Wang performed in Shenzhen, Hu Xia and A-Mei (Zhang Huimei) gathered in Guangzhou. Meanwhile, Hua Chenyu's Mars Concert landed in Foshan, and Dongguan hosted the Super Strawberry Music Festival, drawing crowds of eager fans.

"Traveling to a city for a concert" is becoming a new trend in the cultural and tourism sector. At the 21st China (Shenzhen) International Cultural Industries Fair (ICIF), Guangdong introduced a series of "Policy Measures for Guangdong Province to Promote High-Quality Development of Performing Arts Market," aimed at building an internationally top-tier performing arts city cluster and expanding the "performing arts +" industry chain. In 2024, Guangdong hosted 546 large-scale commercial performances, Generating a national-leading box office revenue of 3.734 billion yuan.

The intensive schedule of performances is creating a strong consumer attraction. During this year's May Day holiday, Hua Chenyu's concert in Foshan generated 680 million yuan in cultural, tourism, and business consumption within three days, while the Dongguan Super Strawberry Music Festival attracted 80,000 music fans, driving consumption of about 280 million yuan. Cross-city travel for concerts has become the norm. An office worker surnamed Lu from Guangzhou often takes the high-speed train to attend performances in Shenzhen, spending over 2,000 yuan on each trip, including tickets, food, lodging, and sightseeing.

In addition to large-scale performances, cultural tourism performances deeply rooted in local traditions are also flourishing. Since 2024, shows like "Guangdong Eternal Love," "Huangpu! Huangpu!," and "The Return Journey" have made their debut. For instance, the core performance of "Guangdong Eternal Love" at the Guangdong Eternal Love Scenic Area has been staged over 1,386 times, attracting more than 6.5 million visitors and increasing the cultural and tourism entertainment revenue of Nanhai District, foshan, by 23.4%. During the May Day holiday, the show held 11 performances in a single day, setting a new record for large-scale tourism performances in Guangdong.

The key to the development of tourism performances lies in the integration of culture and technology. Guangdong encourages the creation of immersive, real-life performances that blend natural settings and folk culture. These innovative performances are powering the high-quality development of the province's cultural tourism industry.

广东用一张门票掀起全域消费热潮

过去5月，广东演艺市场热度爆棚。许嵩、王心凌等明星在深圳开唱，胡夏、张惠妹等艺人齐聚广州，华晨宇火星演唱会在佛山、东莞超级草莓音乐节也相继上演，吸引众多乐迷。

“为演出奔赴一座城”正成为文旅新趋势。在第二十一届深圳文博会上，广东出台《关于推动广东演艺市场高质量发展的若干政策措施》，旨在打造国际一流演艺城市群、拓展“演艺+”产业链。2024年，广东省大型营业性演出场次达546场，票房收入37.34亿元，均居全国首位。

密集的演艺活动形成强大消费引力场。今年“五一”，华晨宇佛山演唱会3天带动6.8亿元文旅商贸消费，东莞超级草莓音乐节吸引8万乐迷，拉动消费约2.8亿元。跨城观演也成常态，广州上班族小卢就常乘坐高铁往返广深看演出，一场跨城演出叠加食宿、旅游等消费，开销超2000元。

除大型演出外，融入地方文化特色的旅游演艺项目也蓬勃发展。2024年以来，《广东千古情》《黄埔！黄埔！》《归途》等演出相继亮相。以广东千古情景区为例，自开业后核心剧目《广东千古情》演出超1386场，吸引超650万人次，拉动佛山市南海区规上文旅娱乐业收入增长23.4% ，“五一”期间单日连演11场，创广东大型旅游演出新高。

旅游演艺发展的关键在于文化与科技融合。广东鼓励结合自然环境、民俗文化，打造沉浸式、实景式新形态演出，以特色演艺推动文旅产业高质量发展。

文 | 记者 黄婷

实习生 顾群生

翻译 | 杨钧雅

英文审校 | 林佳岱