The 2026 Qingming holiday period served as a key window for observing tourism consumption trends. Unlike previous years, guided by policy adjustments, this year's Qingming holiday overlapped with newly introduced spring break trials, creating an extended 5–6 day holiday. Provinces such as Jiangsu, Anhui, and Guizhou joined the pilot program, while cities in Zhejiang, Sichuan, Chongqing, Guangdong, Hunan, Hubei, and Shandong also participated simultaneously, benefiting tens of millions of primary and secondary school students and their families. This created new opportunities for boosting service consumption.
① With more holiday time available, did tourism consumption increase? Take Foshan in Guangdong, a pilot city for the spring break, as an example. Foshan’s spring break for primary and secondary students was scheduled from April 2 to 3, connecting with the Qingming holiday from April 4 to 6, forming a five-day holiday. Data from Trip.com Group Limited showed that Foshan's domestic travel bookings increased by 114% year-on-year, with spending up 184%. Family travel saw particularly strong growth, with bookings rising by 200% and spending increasing nearly threefold.
Beyond Foshan, tourism consumption in all spring break pilot cities grew significantly. According to Trip.com Group Limited, from April 1 to 6, family travel bookings and spending in these cities increased by over 300% year-on-year, nearly five times the growth rate of non-family travel. The rise in family travel also boosted overall travel in pilot cities, with domestic travel bookings up nearly 150% and spending increasing by nearly 200% year-on-year. The spring break has become the strongest consumption driver since the Spring Festival.
Although Guangdong did not implement the spring break province-wide, travel activity during the Qingming holiday remained robust. Preliminary estimates from the Guangdong Provincial Department of Culture and Tourism indicated that during the three-day Qingming holiday (April 4–6), the province received 19.851 million tourist visits, generating tourism revenue of 10.43 billion yuan.
Online travel agency data showed that search interest for travel products in Guangdong increased by over 200% during the Qingming period compared to the previous month. Guangzhou and Shenzhen, as core destinations, saw high-end hotel bookings surge by 210% and 190% year-on-year, leading the national market. Travel product bookings in Zhuhai, Foshan, and Dongguan also grew by over 120% year-on-year.
Spending patterns among visitors from Hong Kong also evolved, shifting from traditional shopping to leisure vacations, with increased demand for mid-to-high-end hotels, family-themed rooms, hot spring resorts, and specialty dining. Strong family travel demand, robust local and regional consumption, and unprecedented numbers of visitors from Hong Kong contributed to Guangdong’s outstanding holiday performance.
② Who were the main drivers of spring break consumption? Family travelers dominated spending during the combined spring break and Qingming holiday, even surpassing travel during winter and summer vacations. Data from Trip.com Group Limited indicated that the proportion of family travel in pilot cities rose from 32% to 59%, setting a new annual record and surpassing non-family travel for the first time.
This figure was not only 10–30 percentage points higher than during the week-long Spring Festival and National Day holidays but also nearly 10–20 percentage points above the share of family travel during winter and summer vacations.
An analyst from Trip.com Group Limited’s research institute noted that the spring break has become the most family-friendly holiday of the year. With pleasant spring weather and the ability to avoid peak travel periods, family tourism consumption is shifting from seasonal concentration to a more balanced distribution throughout the year. Combined with expectations for autumn break policies, family travel consumption is expected to flourish across multiple periods in the future.
Industry experts believe that the overlap of the spring break with the Easter holiday in Hong Kong and Macao created structural growth in visitor numbers, particularly enhancing the quality and scale of northbound travel from Hong Kong and injecting new momentum into cultural and tourism integration in the Greater Bay Area.
Through a systematic strategy focusing on core city promotion, specialized product offerings, region-wide benefits, and cross-border consumption coordination, Guangdong has not only boosted tourism in Guangzhou and Shenzhen but also stimulated coordinated development across the Pearl River Delta and other regions in the province.
③ What was the economic value of this consumption? Compared to last year’s three-day Qingming holiday, the expanded travel range of visitors from spring break pilot cities this year served as a key indicator of consumption quality, reflecting increased demand for long-distance travel.
Using 2026 spring break pilot cities as a sample, during last year’s three-day Qingming holiday, travel from these cities was predominantly local (with 12 of the top 20 destinations being local). This year, with an additional three-day spring break, cities like Beijing, Xi'an, and Guangzhou became popular destinations, with travel bookings growing by 150% to 650% year-on-year.
In Foshan, Guangdong’s only spring break pilot city, travel during the combined spring break and Qingming holiday (April 1–6) was mainly intra-provincial, with local visitors accounting for 30% and travelers from Guangzhou and Shenzhen making up over 40% of the total.
Notably, inbound travel also saw impressive growth, with bookings increasing by over 230%. Visitors from Chinese Hong Kong, Chinese Macao, Singapore, and Malaysia showed significant growth, while travelers from Australia and the UK (newly visa-exempt countries) increased by over 200%.
The growing diversity of Foshan’s tourism offerings has enhanced its appeal as a destination. Data showed that "Guangdong Eternal Love" was one of the most popular attractions in Foshan during the holiday, accounting for over one-fifth of bookings, highlighting the strong appeal of immersive cultural experiences.
Natural and family-friendly attractions such as Nanhai Bay Forest Ecological Park, Xiqiao Mountain Tree Adventure Park, pastoral eco-farms, and Changlu Tourist Resort also accounted for around 10% of bookings, reflecting the demand for local family-oriented activities during the spring break.
Based on data from the combined spring break and Qingming holiday, Trip.com Group Limited’s research institute estimated that domestic travel spending during the six-day period (April 1–6) could reach 60 billion yuan. According to the World Travel & Tourism Council, every 1 yuan increase in tourism spending generates 4.3 yuan in related industries, meaning 60 billion yuan in tourism revenue could stimulate over 250 billion yuan in economic activity, supporting employment in hotels, dining, transportation, and attractions while boosting domestic demand.
④ How was the travel experience? During traditional golden weeks, issues like traffic congestion and price increases often detract from the travel experience. The introduction of the spring break, combined with encouragement for staggered leave and off-peak travel, aims not only to stimulate consumption but also to improve the quality of travel.
Many social media users cited reasons such as pleasant weather, good value, and fewer crowds as motivations for spring break travel. Data from Trip.com Group Limited showed that during the spring break (April 1–3), the combined cost of flights and hotels in pilot cities was 9.4% lower than during the Qingming holiday, making family travel more affordable.
Per capita spending in top spring break destinations was also 10%–60% lower than during the Qingming period, allowing travelers to save an average of 30% on destination expenses. Compared to the hot summer months, early April offers more comfortable weather for travel.
While family travel dominated the holiday, some older students also participated in intercity or cross-province study tours. For example, Guangzhou No. 86 Middle School organized a study trip for high school students during the break, which was well-received by students and parents. One student expressed excitement not only about visiting scenic spots but also about university visits and peer interactions, describing it as a memorable experience.
From an industry perspective, the combined spring break and Qingming holiday effectively stimulated what is traditionally a low season after the Spring Festival, mitigating seasonal fluctuations in the tourism sector and creating conditions for better travel quality.
Thus, the extended holiday not only generated additional consumption but also enhanced the overall travel experience. Industry experts call for comprehensive measures to promote the full implementation of spring and autumn breaks nationwide.
Trip.com Group Limited’s research institute recommends that regions adopt tailored approaches to implement spring and autumn breaks: first, adjust school schedules to link spring breaks with the Qingming and May Day holidays, avoiding nationwide congestion. Second, establish family-friendly leave policies, such as tax incentives for companies offering flexible leave and subsidies for family travel expenses. Third, strengthen coordination and oversight to ensure policy implementation, starting with public sector institutions. Fourth, promote a culture of balanced work and travel, encouraging businesses to develop family-oriented products and adopt flexible pricing to reduce travel costs.
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