As the warm spring breeze blows and nature awakens, many places welcome the perfect outdoor activity season. People are venturing out and exploring new forms of tourism, such as flower viewing, tea picking, and other unique experiences. The supply of particular cultural and tourism products continuously increases, boosting the tourism market’s rapid recovery.
The popularity of “One-Day Spring Tours” continues to climb.
This year’s Qingming Festival holiday was different from previous years as it did not coincide with a weekend to make a more extended holiday. Instead, it was a one-day holiday on the day of the Qingming Festival. According to data from the Cultural and Tourism Ministry’s data centre, during this year’s Qingming Festival, domestic tourism saw 23.7664 million trips, a 22.7% increase from the same day last year. Domestic tourism revenue is estimated to reach 6.52 billion yuan, a 29.1% increase from the same day the previous year.
Aside from traditional memorial activities, many people chose to go on short trips during this rare weekday holiday, such as a “One-Day Spring Tour” with family and friends.
Data from Ctrip showed that the volume of bookings for one-day tour products during the Qingming holiday increased by more than five times compared to last year. Short-distance travel and self-drive car rental orders increased by more than ten times. According to data from Fliggy, the travel e-commerce platform operated by Alibaba, the booking volume for tourism products on April 5th increased by nearly six times compared to the same day last year, with one-day tour products accounting for more than half of the total.
For many families with children, the one-day holiday is also suitable for visiting theme parks, museums, and zoos near their homes. On the day of the Qingming holiday, the three most popular types of attractions among family users were theme parks, museums, and zoos. Among them, the order volume of theme park tickets booked by family users increased by 135% compared to last year.
The “Culture + Tourism” Combination Drives the Hot Trend of Special Tourism.
During the last weekend before Qingming Festival, several tea tourism destinations such as Hangzhou, Anji, Huangshan, and Wuyishan experienced a surge in tourists participating in “Mingqian Tea Picking.”
According to Ctrip data, orders for “Tea Picking” related tourism products increased by 22% last weekend, with searches on the platform for these destinations rising by 20–40%. The search volume for Huangshan and Wuyishan increased more than ten times compared to last year.
“Flower Viewing Tours” are undoubtedly the most popular in this colourful spring season. On March 12th, Wuhan University announced that the public could make appointments to visit the cherry blossoms on campus. After the announcement, the search volume on online travel agency Qunar for “Wuhan” and “Wuhan University” increased by 4.1 times compared to the previous day. The hotel booking volume in Wuhan in March exceeded one time compared to the same period in 2019. The hotel booking volume around Wuhan University has increased by 13 times year-on-year.
Young people full of vitality have already shifted their travel goals from visiting a city or a scenic spot to attending a music festival, an art exhibition, a museum, or even enjoying a seasonal delicacy. According to a tourism trend report released by Mafengwo, as the consumption habits of the younger generation change, major travel platforms are focusing on smaller travel products and maintaining sensitivity and innovation in their “play” strategies.
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