China's spring economy: Driving prosperity, fostering industry growth and nurturing rural development

Editor's note: Zhang Jiayi is an assistant researcher at the Institute of Data Analysis at the China Tourism Academy. The article reflects the author's opinions and not necessarily the views of CGTN.

In the first quarter of 2024, the New Year and Spring Festival holidays drove a surge in the Chinese tourism market, heralding a new era of prosperity.

As we enter the second quarter, with temperatures rising nationwide in China, the demand for activities like spring outings and flower appreciation increased rapidly, maintaining the momentum from the previous quarter.

Flower viewing and spring outings have become essential leisure activities across various regions in China, where flower appreciation is seamlessly integrated with high-quality leisure and cultural consumption.

Diverse products and creative settings create a shared space for both hosts and guests to enjoy the beauty of nature.

In response to the trends of "spring economy" and "flower economy," travel service providers have launched brand new flower-themed travel packages. These offerings include weekend getaways and short trips with high repeat rates, as well as long-distance flower-viewing tours to destinations like Japan, the Netherlands and Thailand. 

The alignment of supply and demand has generated positive market expectations.

The surge of the "spring economy" has extended and reshaped the tourism industry chain. 

From natural scenery to curated experiences, the shift from merely appreciating flower resources to developing a full-fledged "flower economy" has become a market consensus. 

Domestic tourist destinations are now seamlessly integrating flower-viewing resources with local accommodations, dining, leisure, entertainment and transportation services, thereby revitalizing the supply side of tourism.

Leveraging the enthusiasm for flower viewing and spring outings, high-quality and aesthetically pleasing clusters of eco-friendly boutique accommodations have rapidly emerged. 

The fusion of flower-viewing excursions with culinary adventures has also given rise to the "food and drink economy." 

In commercial districts and neighborhoods, inspired by spring flower appreciation, innovative cultural and leisure spaces have sprung up, offering unique shopping and entertainment experiences. 

For instance, Beijing's Wangfujing Peach Blossom Trail combines the fragrances of peach blossoms, literary culture and cosmetics, creating an area for distinctive experiences.

Individualized travel options such as small group tours, customized itineraries, and self-driving trips are gaining popularity.

The demand for flower viewing has even boosted car rental services, with data from Shenzhou Car Rental indicating that more than 50 percent of renters are from the post-1990s and post-2000s generations, with the latter group experiencing an impressive growth rate of over 80 percent.

This vibrant "spring economy" not only invigorates the tourism sector but also fosters a dynamic and diversified industry landscape throughout the year. 

The convergence of rural culture, agriculture and tourism during springtime has become a vital driver for rural revitalization. 

Distinctive industries are fueling the vigor of countryside development. 

In various regions of Jiangxi, the innovative "Rapeseed Flower+" model promotes the integration of agriculture and tourism. 

According to statistics from the Jiangxi Provincial Department of Culture and Tourism, from January to February 2024, Wuyuan County received 3.6 million visitors, marking a 14.3 percent year-on-year increase, with comprehensive revenue reaching 3.1 billion yuan ($428 million). 

In Beijing's Pinggu District, the fusion of vast peach orchards with unique local agricultural products and urban leisure consumption has given rise to the novel concept of "rural cafes."

These cafes, along with cultural markets, gourmet food markets, specialty product exhibitions, and immersive historical-themed streets, create a harmonious blend of nostalgia and modernness in the countryside.

Calculations based on data released by cultural and tourism bureaus across the country reveal that springtime travel significantly stimulates rural economies. 

During the Qingming holiday, Guangdong Province monitored 100 rural tourism sites and historic villages, welcoming 857,000 visitors.

In Beijing, cumulative rural tourism visits reached 1.5 million, a 2.7-fold increase compared to the previous year and a remarkable 43.3 percent growth since 2019. Total revenue surged to 154.1 million yuan, a 3.3-fold increase, demonstrating the robust revival of the cultural and tourism market driven by flowers as a medium and rural industry revitalization as its essence.