As a municipal-level intangible cultural heritage item, the Sanya Folk Dragon Worship Ritual has been passed down through generations for many years and has become an important events of Hainan’s marine culture. While adhering to its traditional core, this year’s event innovatively incorporates IP scenarization and narrative-driven concepts. Using the “Dragon King” and “Dragon Horse” as core elements, it connects landmarks such as Yazhou Xuegong (Confucian Temple) and Daxiao Dongtian, launching limited cultural and creative products like “Dragon King’s Blessing” and “Aotou Jigu.” This transforms visitors from mere “sightseers” into “participants in the narrative,” achieving an upgrade of cultural symbols into an immersive experience.

Holding this event at the significant starting point of the Hainan Free Trade Port’s closed customs operation carries profound meaning. The facilitation of inbound travel and the upgrading of the cultural tourism industry are driving Hainan’s transformation from traditional sightseeing to in-depth experiences, with local folk culture being the core competitiveness for high-quality cultural tourism development. As an important component of the “Excellent Traditional Chinese Culture in Yazhou” serial activities, this event leverages intangible cultural heritage as a medium to activate new cultural tourism formats, enriching the travel experience while strengthening the public’s cultural identity. It injects cultural momentum into Sanya’s efforts to build itself into a core area of an international tourism consumption center and helps Hainan’s unique folk culture shine on a broader world stage.