During the Qingming holiday, the cultural tourism market is on fire.

經文化和旅遊部數據中心測算，清明節假期3天，全國國內出遊1.26億人次，同比增長6.3%；國內出遊總花費575.49億元，同比增長6.7%。

The data of the Qingming holiday shows that China's consumer market still shows full resilience and potential for upgrading, and the new business format of holiday economy and cultural tourism integration continues to release the vitality of domestic demand, injecting new momentum into stable growth.

Behind the data of the growth of both the number of trips and the total consumption, the structural changes in the cultural tourism market during the Qingming holiday are more valuable to observe.

The resilience of the consumer market comes from the innovation and breakthrough on the supply side.According to data from relevant platforms, the search popularity of domestic sports events and music performances during the Qingming holiday surged by 20% year-on-year, and some popular research products were sold out 0 days in advance.

Various localities have also launched new supplies for cross-border integration of culture and tourism, reshaping consumption patterns with cultural cores. Chengdu, Meishan, and Ya'an jointly launched the "Follow the Spring Dawn of Su Causeway to Sichuan", and performed "Watching Drama and Benefiting Tours" around the National Centre for the Performing Arts in Sichuan, which drove the popularity of scenic spots such as Sansu Temple and Wawu Mountain.

Combined with the characteristics of the solar terms during the Qingming Festival, spring projects such as flower viewing and mountaineering are favored by most people. In Yuntai Mountain, Henan, lovers of traditional culture incarnate as the god of national style flowers or fairy fairies to stroll among the green and splendid mountain flowers in Wanfeng. Beijing's major parks and suburban attractions have launched activities such as Hanfu garden tours, river lantern prayers, and traditional handicraft experiences.

The new scenario of cultural and tourism integration has injected strong momentum into the recovery of consumption.Disney uses IP magic to create a dream kingdom, Universal Studios uses movie technology to create a high-excitement experience, and during the Qingming holiday, the number of theme park ticket bookings also soared, and the scale of theme park ticket bookings on a platform increased by nearly 50% year-on-year in the past week.

“百畝森林歡慶會”、“春日狂歡派對”等主題活動通過“IP活化+沉浸式場景”重構消費鏈路。鄭州銀基國際旅遊度假區憑藉“動物奇趣+沉浸體驗+品質服務”的創新模式，清明小長假累計接待遊客16.21萬人次，同比增長6.59%。

Earlier, on 2/0, Legoland Shanghai officially announced the ticket price plan, which indicates that the brand's first domestic park is one step closer to officially opening to welcome guests. China's hyper-scale market has huge potential for consumption upgrading and consumers' iterative demand for high-quality cultural and entertainment experiences, and foreign brands have stepped up their efforts to invest in China's "happy economy".

The precise development of the policy toolbox has consolidated the foundation for market recovery.The Ministry of Culture and Tourism has selected and launched 32 rural tourism boutique routes with the theme of "Hometown Encounters in the Flowering Period", connecting the beautiful scenery of flowers in the north and south of the river. Jiangsu stimulates consumer demand through "trade-in" subsidies and movie tickets. Jiangxi has integrated and launched the "Cloud Tour Jiangxi" all-in-one card, and focused on the diversified needs of key customer groups to introduce preferential policies.

Many cities have also taken out real money to release the potential of cultural and tourism consumption, such as Tianjin Binhai New Area, Zhejiang Wenzhou, Qinghai Xining and other places have issued cultural and tourism consumption vouchers, through the model of "government subsidies + enterprise profits", effectively leveraging consumption leverage.

In addition, some humanized measures also reflect the temperature of urban governance during the holiday period, which has become a lubricant to stimulate the vitality of consumption. For example, the traffic police departments of Linyi City and Weihai City in Shandong Province implemented measures to exempt minor traffic violations from punishment during the Qingming holiday.

Behind these measures is the continuous upgrading of policy tools to promote consumption, and the multiplier effect is released through "precise drip irrigation + system collaboration". The 2025-year government work report also proposes to formulate special measures to enhance consumption capacity, increase high-quality supply, and improve the consumption environment, release diversified and differentiated consumption potential, and promote consumption quality upgrading.

隨著相關政策持續發力，一個更具韌性的“政策—市場—民生”協同體系正在形成，既以制度創新釋放14億人的消費潛能，又用優質供給滿足人民美好生活需要。

("Sanlihe" Studio)