As China welcomes the spring season, the Qingming Festival holidays, occurring from April 3 to April 7, 2025, have triggered a notable surge in consumer spending primarily in the cultural and tourism sectors.

This annual event, deeply tied to traditions of honoring ancestors, has also evolved to incorporate leisure and cultural experiences, contributing to what is being termed the "spring economy."

During this peak time for tourism, destinations across the country have experienced an influx of visitors, resulting in significant boosts to industries such as hospitality, catering, and entertainment.

Many regions have diversified their offerings beyond typical sightseeing to include agricultural activities, family-oriented programs, and cultural performances, enhancing the overall springtime consumption landscape.

For instance, an agricultural tourism base in Shaanxi Province is emerging as a key attraction this season, featuring expansive rapeseed flower fields that are expected to draw large crowds.

Daily visitor numbers at this site have reportedly increased to between dozens and over a thousand, primarily due to school groups participating in spring study tours.

This agricultural site, near the cultural hub of Xi'an, showcases how rural tourism is becoming an integral part of the spring economy.

Consumer enthusiasm extends beyond specific attractions, with ticket sales for natural sites such as bamboo forests and scenic trails having risen significantly compared to the previous year.

Recent data indicates a more than 50 percent increase in theme park bookings, reflecting a growing preference among consumers for nature-based experiences.

China's railway system anticipates a rise in passenger traffic during the Qingming Festival period, projecting approximately 4.05 million passenger trips with an average of 810,000 daily trips, marking a 3.8 percent increase from the previous year.

The peak travel day is expected to be April 6, with projections of over 930,000 trips.

Data from domestic car rental services also highlight a upsurge, showing a 33 percent increase year-on-year during the festival, signifying travelers' preference for flexible travel options.

Amidst this bustling travel landscape, individuals have shifted towards more personalized and immersive travel experiences.

For example, a travel influencer shared plans for a road trip along Anhui’s scenic routes while favoring less commercialized destinations to avoid overcrowded tourist hotspots.

This trend has resulted in skyrocketing local accommodation prices, reflecting high demand.

Simultaneously, various regional events have been organized to celebrate the onset of spring, including the annual flower-viewing event in Xinye County, Henan Province, featuring cultural performances and artisan markets, further incentivizing domestic travel during the holiday.

Urban centers including Shanghai, Beijing, and Chengdu continue to attract large crowds, while rural destinations gain popularity for their unspoiled landscapes.

This spring travel season underscores a significant trend towards experiential travel, enhancing cultural immersion.

Meanwhile, sales of outdoor recreational equipment, such as bicycles and camping gear, have notably increased, aligned with the rising interest in outdoor activities.

Retailers have reported a sharp increase in demand for entry-level bicycles, as consumers increasingly opt for experiential consumption.

China's Ministry of Commerce has indicated a robust consumer market with positive growth potential, emphasizing the importance of innovative consumption models in boosting spending and improving quality of life.

As the Qingming Festival unfolds, traditional practices meld seamlessly with modern experiences, illustrating a dynamic aspect of China's evolving economy.