As China's Qiang ethnic people celebrated their traditional New Year on Thursday, Beichuan Qiang Autonomous County in southwest China's Sichuan Province has turned local traditions into a tourist boom, featuring immersive experiences with 108 kinds of intangible cultural heritage.

Banaqia Commercial Street, the main festival venue, was at the heart of celebration. Visitors have poured in to watch live demonstrations of grass weaving, Qiang embroidery, and lacquerware crafting, and to taste classic Qiang flavors. Cultural-creative products inspired by intangible heritage have emerged as star attractions among tourists.

Daily foot traffic on the street has exceeded 200,000 since Wednesday, and vendors say they have never seen flows of tourists like this.

"This year's New Year celebrations are unbelievably popular. We have had a steady flow of customers from morning to night. Sales of cultural-creative products linked to intangible heritage have increased fivefold compared with normal days," said Jiang Tianxia, a shop owner.

The festival is also driving a boom in local accommodation. More than 100 hotels and guesthouses were all fully booked a week ago.

The ongoing celebrations, lasting until Monday, are expected to attract over 700,000 visitors, generating tourism revenue of over 280 million yuan (about 39.4 million U.S. dollars), with 58 percent spent on intangible cultural heritage goods and activities.