Data released by the Ministry of Transport on April 6 showed that during the three-day Qingming Festival holiday from April 4 to 6, the total volume of cross-regional passenger trips in China is estimated to have reached 845.378 million. The average daily trips reached 281.79 million, representing a 6% increase compared to the same period last year. This year coincided with the alignment of spring breaks for primary and secondary schools across many regions with the Qingming Festival holiday. The Ministry of Transport indicated that this extended break spurred a travel boom dominated by parent-child and family trips, creating a comprehensive consumption chain covering transportation services, cultural tourism and accommodation, catering and retail, and energy replenishment. Notably, on the first day of the holiday, traffic volume on national expressways exceeded 62.67 million vehicles, including over 14 million new energy vehicles. The robust demand for self-driving trips drove double-digit growth in consumption related to scenic spots, hotels, and car rentals. The traditions of returning home for tomb-sweeping and in-depth rural tours during Qingming Festival also stimulated consumption potential in rural areas, promoting the spread of consumption from central cities to urban and rural areas nationwide, injecting vitality into annual economic growth.
Monitoring data from multiple platforms indicates that the proportion of young travelers continued to increase during this year's Qingming holiday, accompanied by a noticeable shift in travel preferences. Compared to the high-intensity "special forces-style" travel of the past, the younger generation now prefers a more relaxed "play and unwind" leisure model. This shift has led to fluctuating growth in destination-based "relaxation" amenities. For example, in Luoyang, local service retail consumption was exceptionally strong during the holiday. Data from Meituan's travel segment showed that therapeutic massages became the top leisure experience by transaction value for out-of-town visitors, emerging as a new choice for young people to alleviate travel fatigue and enjoy their holidays. Replacing the checklist-style "special forces" travel is immersive, in-depth exploration within a single city. Meituan data revealed that search热度 for hotels around the Luoyang Ancient City surged 68% year-on-year. Experiences like "daytime costume travel photography + nighttime views from the window" not only greatly enriched itineraries but also effectively extended the consumption timeline at destinations, driving simultaneous growth in related sectors like catering and cultural creativity. A representative from Meituan's travel business stated that young people's travel consumption has become increasingly vertical and in-depth in recent years. They are no longer satisfied with simple sightseeing check-ins but pursue journeys that combine "experience, local immersion, and value for money." Immersive, slow-paced travel styles have become the mainstream choice for young demographics.
In terms of destination choice, classic landmarks and historical sites offering "edutainment" opportunities remained highly popular. Meituan's data listed the top 10 popular scenic areas during the holiday as: Zhongshan Scenic Area, Luoyang Ancient City, Longevity Mountain Wuxia City, Xi'an City Wall & Forest of Steles Museum, Laojun Mountain Scenic Area, Hongshan Forest Zoo, Mount Tai Scenic Area, Slender West Lake, East Lake Cherry Blossom Garden, and Xi'an Museum. A summary report on spring break and Qingming holiday travel for 2026 from Tongcheng Travel highlighted that cities like Beijing, Xi'an, Nanjing, and Chengdu—known as "knowledge repositories" with top-tier museums, science centers, or super IPs—became the most popular "study tour bases." The report indicated that over half of the families traveling to Yunnan included experiential modules such as rainforest scientific expeditions, traditional tea-making, or intangible cultural heritage tie-dyeing in their itineraries. In Jingdezhen, Jiangxi, pottery experience workshops had to add two extra daily sessions during the holiday, which still sold out instantly. In Anji, Zhejiang, a "tea culture one-day course" integrating tea picking, frying, and tasting required bookings two weeks in advance. Several "dark horse" destinations also stood out due to their unique "knowledge scarcity." Places like Wenchang in Hainan, Chongzuo in Guangxi, Jinzhong in Shanxi, Pu'er in Yunnan, and Zhangye in Gansu attracted families seeking unique, non-mainstream experiences and "one-course-one-journey" gains through their irreplaceable, in-depth knowledge settings. Parental consumption logic has also evolved, seeking "dual satisfaction." They want their children to "gain knowledge" through professional guides and independent study camps, while also seeking relaxing vacations with high-quality resorts and destination-specific experiences to make "traveling with children less tiresome." This drove significant sales growth for "family-friendly resorts" and combination products like "day camps + independent travel."
During the holiday, many regions across China experienced the peak blossom season, making "spring outings and flower viewing" a central theme. Meituan data identified the top 10 flower-viewing destinations as: National Botanical Garden, East Lake Cherry Blossom Garden, Turtle Head Isle Scenic Area, Summer Palace, Nanjing Zhongshan Botanical Garden, Guizhou Hundred-Mile Azalea Scenic Area, Manhua Manor, Wunvzhou Resort, Xixi National Wetland Park, and Huangling Scenic Area. In Beijing, for instance, search热度 for "flower viewing" surged eightfold in the past week, according to Meituan data. Destination choices became more diversified for tourists. Beyond dedicated "flower-viewing" trips, a "generalized flower viewing" model combining visits to famous sights with parent-child leisure activities gained significant favor. Apart from dedicated spots like the National Botanical Garden and Beijing World Flower Garden, locations such as Fayuan Temple, Zhihua Temple, Prince Gong's Mansion Museum, and Tanzhe Temple Scenic Area became prominent flower-viewing destinations due to the charming blend of ancient architecture and spring blossoms. Holiday periods saw rapid growth in Beijing's cultural and tourism consumption, attracting visitors from Tianjin, Chengdu, Shanghai, Nanjing, Shijiazhuang, and other cities across the country, further driving regional consumption upgrades.
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