Xiantao in central China's Hubei Province has seen a surge in visitors and economic growth as traditional dragon boat racing grows into a major cultural tourism attraction.

"I've always loved watching dragon boat races," said 78-year-old visitor Chen Zhengshan, who set off from the city of Honghu in Hubei at 5 a.m. on June 28 to watch the 2026 China Dragon Boat Open (Xiantao Station). "It's a sentiment shared by my generation."

The 2026 China Dragon Boat Open (Xiantao Station) is held in Xiantao, central China's Hubei Province. (Photo: People's Daily Online)

The event, held at Paihu Tourist Resort in Xiantao from June 28 to 29, marked the fourth consecutive year Xiantao has hosted the national-level event.

The Dragon Boat Festival, also known as Duanwu Festival, traditionally falls on the fifth day of the fifth lunar month (June 19 this year). However, in Xiantao, dragon boat races are often postponed to the 15th day of the month, as many local residents are busy with farming around the fifth.

On race days, drums echo across rivers and lakes as communities gather to hold dragon worship ceremonies, race dragon boats and celebrate, offering a vivid showcase of local heritage. The spectacle impresses both dragon boat racers and tourists alike.

This year, over 750 athletes from 16 professional teams from across China and 12 local community teams competed at the 2026 China Dragon Boat Open (Xiantao Station).

"The environment in Xiantao is excellent, with clean waters and beautiful scenery. Racing here is a real enjoyment," said Zeng Chuyun, team leader of a dragon boat team from Shangrao, east China's Jiangxi Province.

The excitement on the water has become an engine for cultural tourism development in the city.

Spectator stands are filled with crowds during the 2026 China Dragon Boat Open (Xiantao Station) in Xiantao, central China's Hubei Province. (Photo/Wu Qingxiao)

During the 2026 China Dragon Boat Open (Xiantao Station), Paihu Tourist Resort was filled with crowds. Folk performances, cultural tourism fairs and distinctive local experiences have allowed visitors to explore cultural heritage, enjoy local food and visit scenic attractions.

According to the Xiantao Bureau of Culture and Tourism, a single dragon boat event can attract over 80,000 visitors and generate nearly 80 million yuan ($11.78 million) in local consumption.

Having hosted the China Dragon Boat Open (Xiantao Station) for four consecutive years, Xiantao's tourism sector has seen strong growth, with total tourism revenue rising from around 3.22 billion yuan in 2021 to nearly 10.19 billion yuan in 2025.

The event has evolved beyond a sporting event in Xiantao.

A bonfire party is held at Mianyang town, a cultural tourism complex in Xiantao, central China's Hubei Province. (Photo courtesy of Mianyang town)

It now serves as a cultural bridge linking tradition with modern life, helping revive the city's traditional water-based customs while fueling widespread enthusiasm for fitness and sports.

Moreover, it has become the city's calling card, nurturing an integrated development model of cultural heritage preservation, people's livelihoods, tourism promotion and urban development.