Recently, the China Tourism Academy (Data Center of the National Tourism Administration) and Mafengwo jointly released the report "A Road of Blossoms: The Rise of Flower-Watching Tours in China 2025." As spring brings warm weather, blooming flowers, and singing birds, going on outdoor trips to enjoy the blossoms has become an important activity for many people, contributing to the continuous growth of the "spring economy." This report, based on specialized investigations conducted by the research team of the China Tourism Research Institute and data from the Mafengwo platform, provides an in-depth analysis of the hotspots, characteristics, and trends of flower-watching tours. It also identifies the "top twelve" flower-watching destinations of the year and the "top ten" best places for enjoying flowers. The research finds that flower-watching tours are extremely popular and offer a variety of activities, giving rise to many new business models and diverse destinations. These activities provide tourists with significant emotional value and hold great market potential. After the beginning of spring, as popular flower species such as cherry blossoms, rapeseed flowers, peach blossoms, and azaleas come into bloom one after another, from south to north, a landscape of blooming flowers emerges, sparking new trends such as "flower-watching combined with sports," "flower-watching combined with travel photography," "flower-watching combined with unique accommodations," "flower-watching combined with gourmet food," "flower-watching combined with night tours," and "flower-watching combined with cultural and creative activities." This "journey in pursuit of flowers" is becoming a vivid manifestation of the green economy in the cultural and tourism sector. The participation of various market entities is further transforming flower-watching tours from a purely aesthetic experience into an economically valuable activity, significantly enhancing the quality of life for ordinary people.
(China Tourism Academy is a member of IMTA)
Editor Ⅰ: Zhang Wenwen
Editor Ⅱ: Bao Gang
Editor Ⅲ: Liu Guosong
