Overview
The Ethnic Culture Festival brings together performers, artisans, and local communities for a programme of parades, performances, and markets. It positions Wujiangzhai as a flagship destination for multi-ethnic cultural tourism.
Programme elements
- Opening parade and drum ceremony at the Sun Drum Array.
- Evening performances featuring local music, dance, and costumes.
- Craft and food markets highlighting regional specialties.
- Community participation programmes and heritage workshops.
Experience and operations
Building on Wujiangzhai’s destination narrative, the project extends the visitor journey by linking spaces, programmes, and services into a cohesive experience. A festival-style format allows headline moments to anchor each day while smaller pop-up activities keep the atmosphere lively. Wayfinding, pacing, and dwell points are designed so guests can move between discovery, participation, and rest without losing the sense of place.
Community and seasonal impact
Operations emphasize curated partnerships and repeatable programming. Programming is curated with cultural partners to balance spectacle with local storytelling. Seasonal refreshes, local collaborations, and performance touchpoints keep the offer fresh while supporting long-term brand equity.