On June 13, 2026, more than 300 hanfu-clad visitors gathered at the Qianling scenic area in Qian County, Xianyang, to launch the “Hanfu Tour Shaanxi — Silk Road Boutique Tour” 2026 Hanfu Travel Shaanxi and Dragon Boat Cultural Consumption Week. The opening ceremony kicked off a province-wide cultural-tourism season that fuses traditional dress, Tang dynasty mausoleum sites, and Silk Road heritage.
Organized jointly by the Shaanxi Provincial Department of Industry and Information Technology and the Department of Culture and Tourism, the event positions Qianling — the joint tomb of Emperor Gaozong and Empress Wu Zetian — as a flagship destination. The opening drew participants from across Shaanxi, many wearing Tang-style ruqun and male officials’ round-collar robes, transforming the plaza into an open-air echo of the High Tang capital.
The campaign centers on the theme “hanfu + Tang imperial mausoleums + Silk Road.” Visitors who arrive in hanfu can follow a curated hanfu photo map linking the city’s most photogenic Tang and Silk Road landmarks. Pop-up boutique stores inside the scenic area stock replica Tang-dynasty accessories, headpieces, and travel-friendly hanfu, allowing visitors to rent or buy on site.
Event organizers describe the model as a “cultural-tourism consumption full chain” — from costumed entrance to themed retail to cultural performances — designed to convert foot traffic into local spending at scenic-area merchants. Similar pilots in Luoyang and Xi’an have shown that hanfu-wearing visitors stay on average 30% longer and spend more on food, photography, and souvenirs.
Highlights of the multi-week campaign include professional hanfu makeup artists stationed at the Qianling visitor center, Tang-dynasty music and dance performances at scheduled intervals, a hanfu parade at sunset, and photography contests themed around Tang mausoleum architecture. Discounts on admission for hanfu-wearing visitors and bundled tickets linking Qianling with the nearby Maoling and Zhaoling tombs are also in effect.
Shaanxi — home to the ancient capitals Chang’an and the western starting point of the Silk Road — has long framed hanfu tourism as cultural diplomacy. The Dragon Boat timing anchors the campaign in a traditional festival context, giving it a stronger seasonal hook than spring hanfu festivals.
