CCTV News: The three-day Qingming Festival holiday has just ended. According to data from the Ministry of Transport, the cross-regional flow of people in the whole society is expected to be about 790 million people during the three days of the holiday, with an average daily increase of 264 million people, an increase of 7.1% over the same period last year. During this Qingming Festival, the cultural and tourism market and holiday consumption are also full of vitality in the flow of crowds and the busyness of all walks of life. Let’s look at a few keywords.

"Holiday China" travel is hot

According to the data center of the Ministry of Culture and Tourism, during the Qingming Festival holiday, 126 million domestic travelers nationwide were traveling, an increase of 6.3% year-on-year. Short-distance tours and surrounding tours are the mainstream choices. Data from comprehensive online travel platforms show that the order volume of surrounding tours during the Qingming Festival increased by 136%, and tourists with travel time within three days accounted for more than 70%, and 44% of tourists chose to travel by themselves. Historical and cultural blocks, business districts, and key tourist villages and towns across the country have created a tourism complex integrating catering, accommodation, shopping and other formats, attracting many tourists.

"Flower Appreciation Economy" activates new impetus for cultural tourism

Online travel platform data shows that the number of searches related to "Flower Appreciation" during the Qingming Festival increased by 2.2 times compared with the same period in 2024, and the number of searches for "camping" increased by 132% year-on-year. The week before the festival, the search volume of scenic spots such as Wutong Mountain in Shenzhen, Tianzhu Mountain in Anhui, and Qingcheng Mountain in Sichuan increased by more than 80% month-on-month.

The enthusiasm for outings drives the "flower-watching economy" to heat up

"The pear blossom wind blows on Qingming Festival, and the wanderers look for spring and leave the city in half." This Qingming Festival holiday, the bright spring day drives people's enthusiasm for outings to enjoy flowers and outings. Some people choose to see a hundred acres of orchids blooming in February in the water forest park, while others choose to run in the beautiful mountain scenery connected by the road, feeling the spring in the sea of ​​flowers; there are also thousands of acres of cherry blossom forests, filled with the fragrance of apricot flowers. During this holiday, the "spring economy" injects new vitality into cultural and tourism consumption, and flowers viewing, garden tours, mountaineering, cultural experiences, etc. are favored by tourists.

The search popularity of the topic terms related to "outing and flower viewing" increased by 46% year-on-year

Relevant data provided by the Ministry of Culture and Tourism shows that the search popularity of the topic terms related to "outing and flower viewing" increased by 46% year-on-year. Traditional flower viewing sites such as Wuhan East Lake Cherry Garden and Luoyang Peony Club continue to lead the popularity list. Apricot blossoms in Yili and peach blossoms in Linzhi have attracted a large number of medium and long-term tourists to visit during vacation. The "flower-viewing economy" continues to heat up, driving tourists to move deeply into the county market, and county tours "ride up the wind". Travel data from relevant platforms show that during the Qingming Festival in 2025, the popularity of five-star hotel reservations in counties across the country increased by 45% year-on-year.

Sports events, music performances and tourism searches increased by 48% year-on-year

In addition to the "flower-viewing economy", this holiday, the integration of culture, sports, business and tourism has also innovated consumption scenarios. Relevant data shows that during the Qingming Festival in 2025, the popularity of domestic sports events and music performances related tourism searches soared by 48% year-on-year, and some popular study products were sold out 20 days in advance. Marathon events in Jiangsu and other places attracted a large number of runners from other places to take the high-speed rail to "travel with the event". "Travel with performances" continues to be popular. Chengdu, Meishan and Ya'an have innovatively launched "Travel with Su Di in Spring Dawn" and "Watching the Drama and Huiyou" has driven the popularity of scenic spots such as Sansu Temple. Beijing People's Art Theater's new Beijing-style drama "Yongdingmen" has also ushered in a lot of popularity.

The "camping fever" continues to drive both the production and sales of outdoor products

During the Qingming Festival, the sunny weather continues, the outdoor camping base is very popular, and the supply of sky tents is in short supply. The continuous heating of the "camping fever" has also driven both the production and sales of upstream outdoor leisure products.

In a camping base in Wuyi, Zhejiang, more than 120 sky curtains are scattered on the large lawn. Under the sky, tourists sat together, meditating and relaxing, or talking about the world. On the other side, the clear stream flows through, attracting many tourists to play in the water and row.

In the current fast-paced life, many people choose to slow down and enter nature by camping. According to the person in charge of the scenic spot, this year's "camping fever" has started since early March. When the weather is good on weekends, the daily reception volume of the scenic spot is about 5,000 or 6,000 people, and the Qingming Festival holiday has reached a small peak.

As the holiday "camping fever" continues to heat up, it has also driven upstream outdoor leisure product manufacturers to have a prosperous production and sales trend. Wuyi County is one of the important production bases for tourism and leisure products in the country. The output of tourism and leisure products accounts for more than 30% of the country, of which the output of outdoor products accounts for more than 40% of the country. The reporter saw in the production workshop that more than 30 production lines are running at full capacity and are rushing to make orders for various outdoor folding chairs, folding tables and other products. Currently, the monthly orders can be around 1.3 million pieces.