Spring tourism across China unlocks spending potential

People take photos at a flower show in Shenzhen, south China's Guangdong Province, on March 27, 2026. The 2026 Guangdong-Hong Kong-Macao Greater Bay Area (GBA) Flower Show kicked off on Friday at Bijiashan Sports Park in Shenzhen, and will run until April 6. (Xinhua/Liang Xu)

Statistics from major online travel agencies in China indicate that travel searches have been steadily rising since the start of March, reflecting the vibrant growth of the spring tourism market across the country.

While getting closer to nature has long been a popular trend for spring travel, this year brings even richer experiences. Flower watching, which blends nature with folk culture, is offering a fresh perspective for tourists.

Spring activities for the Forest Culture Week are in full swing in Huizhou, south China's Guangdong Province. The event features six unique itineraries, linking 30 scenic spots that showcase the region's forest resources, flower viewing locations, and cultural IPs centered around local ecological assets.

At the Huabohui Scenic Spot in Wuhan, central China's Hubei Province, visitors can experience different attractions depending on the time of day. By day, tourists can enjoy flower viewing and nearby performances, while at night, the sky comes alive with dazzling molten iron fireworks.

Some platforms have also stepped in, recommending flower viewing spots and nature-based activities. Gaode Map, for instance, has rolled out a curated list of top flower viewing destinations alongside outdoor leisure options such as mountain climbing, hiking, fishing and camping.

In north China's Hebei Province, an upcoming running event will feature 17 races across eight cities, offering participants the chance to experience the province's unique charm.

The 2026 Formula One Chinese Grand Prix, held in Shanghai in mid-March, attracted 230,000 spectators, with over 70 percent coming from outside the city and around 14 percent from overseas. The turnout underscores the strong role major sporting events play in boosting local cultural and tourism consumption.

The 2026 Yangtze River Delta International Triathlon is scheduled for April 18-19 in Qingpu district, Shanghai. During the event, the organizing committee will roll out discounted packages combining hotels and B&Bs, scenic attractions, and shopping, and introduce five themed itineraries aimed at turning the sporting event's momentum into a driver of tourism growth.

Industry experts say spring outdoor activities are well suited to people's growing desire for healthier lifestyles and a closer connection with nature. Once considered niche, sports like orienteering are increasingly entering the mainstream, opening up new opportunities for eco-tourism and rural tourism across the country.

This spring, Zhejiang and Jiangsu provinces in east China will implement spring breaks. Spring breaks will also be introduced in Enshi Tujia and Miao Autonomous Prefecture in Hubei, as well as in Chengdu, southwest China's Sichuan Province.

Data from online travel platform Qunar show that as of early March, bookings for flights departing from Chengdu between April 1 and 6 had risen 1.5 times year on year. Among the destinations netizens have highlighted in their spring break travel plans are Chimelong Safari Park in Guangzhou, Universal Beijing Resort in Beijing, Chongqing Zoo in southwest China's Chongqing Municipality, and Shaanxi History Museum in northwest China's Shaanxi Province.