As China ushers in the spring season, the Qingming Festival holidays have sparked a significant boost in consumer spending, particularly in the nation’s cultural and tourism sectors. The “spring economy,” which blends leisure with cultural enrichment, has flourished, with visitors flocking to scenic destinations and embracing diverse springtime activities.
Tourist hotspots have experienced heavy foot traffic, particularly during the peak bloom of spring flowers, resulting in a surge for related industries such as hospitality, catering, and entertainment. Many regions have expanded their offerings, incorporating agricultural experiences, family-friendly programs, and cultural performances, catering to the evolving interests of travelers, according to people.cn.
In Northwest China’s Shaanxi province, an agricultural tourism base is preparing for its peak season, featuring an expansive rapeseed flower field spanning a thousand acres. This attraction is expected to draw larger crowds this year, with hundreds to over a thousand visitors arriving daily, including school groups participating in spring study tours. Du Yangyang, the activity coordinator at Shaanxi Xinnongxing Modern Agricultural Industrial Park, noted that bookings for the Qingming Festival period are already being taken in anticipation of a high volume of visitors.
Beyond the agricultural and cultural attractions, the spring tourism boom has also highlighted growing consumer interest in nature-based experiences. According to tourism platform Fliggy, ticket sales for bamboo forests, grasslands, and scenic trails have more than doubled compared to last year, while bookings for theme parks have increased nearly 50% year-on-year.
China’s railway system is also gearing up for a surge in passenger traffic during the Qingming Festival holidays. The China Railway Shenyang Group Co. is anticipating 4.05 million passenger trips from April 3 to 7, a 3.8% increase over the same period last year. The busiest day is expected to be April 6, with passenger trips projected to exceed 930,000.
The growing preference for flexible travel options is reflected in the 33% year-on-year increase in domestic car rentals during the holiday period. Many travelers are opting for a more personalized travel experience, with travel influencer Wang Yuhao planning a road trip along Anhui’s scenic “Southern Anhui-Sichuan-Xizang Route.” He pointed out that travelers are increasingly gravitating toward authentic experiences, such as staying in the less commercialized Zhaji Ancient Village, rather than more popular destinations like Xidi and Hongcun.
Wang also highlighted the rising interest in cycling and specialty coffee shops along greenways, reflecting a broader trend toward experiential spring tourism. This shift is creating new business opportunities, including mobile coffee carts and cycling gear rentals, he said.
Regional events are further contributing to the seasonal tourism surge. Xinye County in Central China’s Henan Province has launched its annual flower-viewing event, showcasing vast pear blossom fields, cultural performances such as dragon dances, and artisan markets.
Major cities like Shanghai, Beijing, and Chengdu continue to attract large crowds, while emerging rural destinations like Shennongjia Forestry District in Hubei Province and Zhongwei in Ningxia Hui Autonomous Region are becoming increasingly popular for their pristine natural landscapes, according to Fliggy.
This spring surge marks a shift toward experiential, culturally immersive travel, positioning the “spring economy” as a significant driver of sustainable tourism growth. Sales of cycling and camping gear, which have risen sharply in line with the popularity of outdoor activities, are further evidence of this trend.
“Demand for entry-level bicycles and portable outdoor equipment has increased substantially compared to last year,” said Chen Kang, a sporting goods retailer, adding that many customers are preparing for the upcoming holiday season.
Li Gang, an official from China’s Ministry of Commerce, emphasized the continued resilience and potential of the country’s consumer market. “The trend of recovery and improvement remains unchanged,” he said during a press conference on March 25. “Consumers are increasingly prioritizing experiential consumption, and innovative, diverse consumption models are essential to boosting spending and enhancing the quality of life.”
