Beichuan Qiang Autonomous County in Sichuan Province has turned the traditional Qiang New Year into a major tourist draw. Since Thursday, visitors have flocked to Banaqia Commercial Street to experience 108 forms of intangible cultural heritage, from grass weaving and Qiang embroidery to lacquerware crafting, while sampling classic Qiang flavours.

The Qiang New Year, held on the first day of the tenth lunar month, is a heritage festival that expresses gratitude to nature, strengthens family and community bonds, and preserves cultural traditions passed across generations. Cultural-creative products inspired by these traditions have become a highlight for tourists. “This year’s New Year celebrations are unbelievably popular… Sales of cultural-creative products linked to intangible heritage have increased fivefold,” said shop owner Jiang Tianxia.

The festival has also boosted local accommodation, with more than 100 hotels and guesthouses fully booked a week in advance. Expected to continue until Monday, the celebrations are set to welcome over 700,000 visitors, generating more than 39 million U.S. dollars, with 58 percent spent on intangible cultural heritage goods and activities.

Source: China Central Television