Beijing: China has introduced a unique initiative called the "Spring Holiday," aimed at boosting tourism through a combination of extended school holidays and the widely popular "Color Walk" trend, which is currently sweeping social media.
According to Thai News Agency, this initiative is part of a broader effort to revitalize domestic tourism by aligning school holidays with traditional festivals, encouraging families to explore the country's rich cultural landmarks.
In a recent report by Xinhua News Agency, Chen, a mother from Guangdong province, shared her experience of traveling over 2,000 kilometers to Beijing with her daughter during the Qingming Festival holiday. This journey was facilitated by an extended school break, allowing them to visit iconic sites like the Summer Palace and the Great Wall of China. Such family trips are becoming more common as nearly 100 cities across China adopt similar holiday policies, which have significantly impacted tourism statistics and encouraged more extensive family travels.
Qunar, a travel service platform, has noted an 85% increase in flight bookings for children and a 55% increase for those under 12 years old in early April. Similarly, China Mobile reported a 12% rise in inter-provincial travel from the previous year. These figures indicate a growing trend of long-distance family travel during the spring break.
Apart from traditional festivities, the younger generation is actively participating in the "Color Walk" trend. This social media phenomenon involves capturing landscapes in specific color tones to create a visual "spring diary." On the Xiaohongshu (Rednote) platform, the trend has garnered over 310 million views and millions of related posts, highlighting its widespread popularity.
Tourists, inspired by this trend, are seeking out color-themed experiences, such as finding 'warm yellow' flowers in Xi'an, Shaanxi Province, to alleviate work-related stress. Psychotherapists suggest that focusing on specific colors can enhance concentration, reduce stress, and provide a sense of happiness amidst the information overload of modern life.
In response to the trend, tourism agencies are developing walking routes and maps based on various color themes. Experts in the tourism industry suggest that this reflects a demand for emotionally engaging travel experiences. They recommend that tourist destinations enhance their infrastructure and business models to focus on shared experiences, catering to the preferences of today's tourists.