A couple poses for photos with their marriage certificates at a marriage registration office in Huzhou, east China's Zhejiang Province, Aug. 22, 2023. (Photo/Xinhua)
Chongqing - China’s “romantic economy” is surging after a new policy launched in May allowed couples to register their marriage anywhere in the country. The reform has sparked a boom in destination weddings and creative venues, opening new opportunities for tourism and related sectors.
Amid this trend, "marriage registration plus travel" has become increasingly popular. Many couples now select their destination in advance and combine their wedding registration with a special trip.
Qingdao, a coastal city in East China's Shandong province, established the province’s first high-altitude romantic marriage registration venue, the Qingdao Haitian View & Art, which stands 369 meters tall.
"We've set up marriage registration services at tourist attractions and popular social media check-in spots that young people love," said Jiang Lianjun, Head of the Qingdao Civil Affairs Bureau, "This allows couples from across the country to enjoy a warm, romantic, and dignified experience when they register their marriage."
To meet the dual demand for travel and marriage registration, Qingdao has also launched a love tourism route and wedding-tourism integration packages. These packages combine scenic attractions, boutique hotels, distinctive homestays, and photography venues, covering more than 10 related industries. Couples can book complete wedding experiences that include marriage registration, hotel stays, ceremonies, photography, and honeymoons, all tailored to their individual preferences.
According to the data cited by the media outlet, the number of couples registering their marriages in Qingdao has risen significantly this year, up more than 60% compared to the same period last year. The number of non-local couples has more than doubled.
At the Marriage Registration Center of Beijing's Xicheng District Civil Affairs Bureau, appointments have surged since nationwide marriage registration was launched in May. According to staff, the number of couples booking registration has grown rapidly, with 80% of them coming from outside the city.
Alongside the steady flow of newlyweds, several photographers now work at the venue each day. Li Yang, one of them, said he originally did wedding shoots here part-time. "After nationwide registration started, demand for on-site photography increased so quickly that I decided to make this my full-time job," he said.
Once they receive their marriage certificates, many couples walk along the adjacent hutong (narrow alley) to take photos. Because most popular photo spots are clustered within about a kilometer, this stretch has earned the nickname the “sweet route.”
Many local businesses along the route have pivoted to serve the influx of newlyweds, offering wedding-themed products and services.
Established heritage brands have also joined in. The registration center also introduced a "sweet six-piece set," combining products from several time-honored brands, including red ink paste, seals, and a traditional marriage certificate.
Data cited by CCTV News showed that 30 to 40 new or newly converted wedding-themed businesses opened near the Xicheng District Marriage Registration Center in just the first half of this year.
To help couples access services more easily, the local civil affairs authorities have organized these businesses into a "happiness alliance," enabling newlyweds to scan a single QR code to browse and choose the offerings they need.
In Nanchang, the capital of East China's Jiangxi province, rising demand for more ceremonial experiences has made the Qingyunpu District Marriage Registration Service Center a hotspot for newlyweds. The center offers several themed certificate halls in both Western and Chinese styles.
According to CCTV News data, since nationwide marriage registration was introduced in May, the center's average daily registrations have tripled. The venue's growing popularity has also created new business opportunities for the nearby wedding industry park, located less than 100 meters away.
Some businesses there have launched "DIY wedding pastry workshops," where couples can try their hand at making traditional wedding cakes. In addition to cultural experiences, vendors are offering a wide range of wedding services. Bookings for wedding banquets during the National Day holiday have already sold out.
The industry park also provides à la carte services that help couples customize their celebrations while keeping costs under control.
"At our hotel, a marriage certificate works just like a discount voucher," said Yu Wenyan, a hotel manager in Nanchang. "To encourage simpler celebrations, we even offer an extra discount for banquets with fewer than ten tables."
Local civil affairs authorities have also launched a mini-program that connects all types of wedding-related services, providing couples with one-stop access to everything from photography and banquet reservations to custom candies and home decoration.
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