In the first quarter of 2026, China's economy demonstrated resilience and vitality, marked by a recovery in consumption, steady progress in foreign trade, and accelerated growth in new productive forces. From north to south, dynamic scenes across the country painted a vivid picture of economic activity during this period.
The spring of 2026 saw cities such as Sichuan, Jiangsu, Zhejiang, and Anhui welcoming a spring break holiday, which, combined with the Qingming Festival, created the first substantial "Spring Golden Week" of the year. Cultural and tourism services experienced explosive growth, with ticket sales for several popular flight routes surging over 40% year-on-year. Nearly 60% of travelers expressed willingness to pay extra for experiences that were memorable and engaging.
As holiday benefits continued to unfold and consumer demand evolved, the question arose: how can various destinations accommodate this influx of visitors while consistently delivering high-quality consumption experiences?
By 10 p.m., many nature-based scenic spots would typically be closed or clearing out, yet one location remained bustling with activity. At Wangxian Valley in Shangrao, Jiangxi, nestled between cliffs and gorges, the peak visitor flow arrived around 6 p.m., with shuttle buses continuously transporting tourists uphill from the base.
During the recent combined spring and Qingming holiday, online discussions about Wangxian Valley's "heavenly palace-like scenery" trended widely. Family visits to the valley increased by 128.74% compared to the previous year, with 75% of visitors entering after dark.
Liang Hongwei, General Manager of Planning and Design at Wangxian Valley, explained that the site had replaced all its lighting, removing neon and spotlight beams in favor of warm, yellow tones meant to evoke a homely atmosphere. Even lights hidden under eaves and among trees were switched to candle- or fire-like hues, helping visitors feel relaxed and captivated upon arrival. The enchanting nightscape encouraged many to stay overnight, leading to fully booked accommodations within the valley.
However, a new challenge emerged: though guests stayed the night, many departed after just one day, making it difficult to boost secondary spending on subsequent days. How could the valley transform single-night stays into extended visits of three days or more? Late into the evening, the performance department held meetings to finalize details for the upcoming costume interactive drama "Legend of the Cloud Sea."
This production, a major highlight for Wangxian Valley in 2026, is adapted from an ongoing web novel of the same name, which is set in the very valley where the drama takes place.
Yu Jialongze, General Manager of the Performance Center, noted that previous attempts using generic interactive actors had resulted in homogenized experiences common to many scenic areas. The team therefore focused on creating original stories and characters unique to the valley, giving visitors emotional connections and narrative-driven reasons to visit.
Beyond theatrical productions, the valley's snack street was updated to feature local intangible cultural heritage items and handmade foods. Workshops were upgraded to include activities such as fish lantern crafting and tea oil pressing, while new family-friendly camping and hiking routes were introduced.
Tian Fuzhen, Vice President of Wangxian Valley, emphasized that modern tourists seek not merely products but meaningful experiences and emotional value.
Other scenic areas in Shangrao are also enhancing experiential tourism. Wuyuan’s rapeseed flower fields introduced a mini-train ride through the blossoms in 2026, Xianggao Ancient Town launched immersive folk performances, and Gexian Village gained over 5 billion views online with a viral video featuring a thousand sky lanterns.
From January to March 2026, Shangrao received 64.749 million tourist visits, a 6.8% increase year-on-year, generating tourism revenue of 67.57 billion yuan, up 7.1%.
While consumption upgrades present new opportunities, they also reveal challenges such as supply shortages and homogeneous competition. How can the surge in holiday consumption be converted into long-term momentum, leading to qualitative improvements in the tourism sector?
Dai Bin, Director of the China Tourism Academy, observed that data from New Year’s, Spring Festival, and Qingming holidays indicated a strong start to the year, with more travelers, longer distances covered, and increasingly diverse travel motivations. While spring outings traditionally centered on flower viewing and folk customs, self-driving trips, study tours, family trips, and senior tourism have grown significantly.
What shortcomings remain in the current tourism landscape? Dai pointed to issues such as inadequate public services for independent travelers—including parking shortages, restroom availability, and price surges during peak seasons. There is also a growing expectation for personalized, high-quality experiences, creating a mismatch between supply and demand.
As more tourists invest time and money in emotionally rewarding experiences, how can the quality of tourism products be elevated? Dai suggested that the keyword "better life" holds the key to understanding contemporary consumption. Elements such as local authenticity, cultural richness, and technological innovation are increasingly important. Modern travelers seek tangible, experiential, and therapeutic warmth. The essential approach is to root consumption in the daily lives of local residents. A city should first serve its own citizens by creating a better living environment, rather than hastily pursuing internet fame to attract outsiders.
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