'Flower-viewing+' tourism boosts rural consumption across China

A variety of "flower-viewing+" tourism models are gaining traction across China, driving rural consumption and injecting new vitality into the spring economy, according to recent reports by China Media Group (CMG).

In Lishui District of Nanjing, east China's Jiangsu Province, more than 10,000 mu (about 667 hectares) of plum blossoms are in full bloom. As the province's largest rural plum orchard, over 90% of the trees are planted for economic purposes, forming a distinctive landscape where flower viewing and fruit production coexist. Leveraging its plum groves and strawberry bases, the area has developed an integrated model combining flower viewing, fruit picking and rural homestays. Visitors can enjoy blossoms during the day, pick fruit in the afternoon and take part in night-time light shows and fireworks displays.

The model has significantly boosted local tourism and consumption. Agritainment businesses now host 40 to 50 tables of guests daily, generating 20,000 to 30,000 yuan (about $2,911 to $4,366) in revenue per day, CMG reported. In addition, intercropping of plum and tea, covering about 10,000 mu in the area, has further diversified income sources and improved agricultural efficiency, directly benefiting around 6,000 households with total revenue reaching nearly 8 million yuan.

In Jintang County of Chengdu, southwest China's Sichuan Province, a "low-altitude flower viewing" program featuring hot air balloons has emerged as a new highlight. With more than 220,000 mu of rapeseed fields entering peak bloom, tourists are offered immersive experiences combining ground-level sightseeing with aerial views. The initiative has also integrated flower tourism with local markets, intangible cultural heritage displays and specialty food consumption, enriching rural tourism scenarios.

Meanwhile, in Yucun Village of Anji County, east China's Zhejiang Province, a "future library" powered by photovoltaic panels has become a popular cultural landmark. The facility receives over 150 visitors daily, with peak numbers exceeding 500 on weekends and holidays, more than 70% of whom are young people, according to CMG. The library, converted from an old factory building, incorporates green technologies such as solar power generation and energy storage systems, while connecting surrounding consumption scenes including rural cafes, homestays and eco-tourism experiences.

Analysts say the deep integration of agriculture, culture and tourism is fostering diversified consumption patterns, enhancing rural economic resilience and invigorating the spring economy.