Chongqing - Chongqing is seeing a sharp rise in family-oriented travel as its first wave of "spring break" trips gets underway, with parents and children filling scenic spots across the southwestern Chinese city.

The spring break period, which coincides this year with the Qingming Festival, a traditional Chinese holiday for tomb sweeping and family outings, has become a key driver of tourism, combining leisure, education, and consumption. Visitors across major attractions are increasingly families with children, reflecting a broader shift toward "parent-child travel," a growing segment in China's domestic tourism market.

At the Meixin Wine Town scenic area in Fuling district, activities such as sketching, birdwatching, farm experiences, and traditional handicrafts drew large crowds on April 2. The site received more than 20,000 visitors in a single day, with families accounting for 70% of visitors, according to a park official.

Among them was a 32-member student group from central China's Hubei province. "Beyond textbooks, nature itself becomes a classroom," said a teacher leading the group, adding that outdoor experiences can help stimulate students' curiosity and engagement.

Colorful performances entertain visitors at Chongqing Happy Valley during the spring holiday season. (Photo/Chongqing Happy Valley)

Other attractions are also reporting similar trends. Chongqing Happy Valley said it had hosted more than 8,000 visitors by 4 p.m. on April 2, with families accounting for 66% of attendees. The park is running more than 100 performances during the holiday period, including children's theater and interactive shows based on Chinese cultural themes.

Data from China's online travel agencies suggests the surge in family travel is part of a nationwide pattern. Qunar, a major travel platform, said hotel stays in popular cities nearly doubled year on year starting April 1, with Chongqing ranking among the top destinations alongside Beijing, Shanghai, and Xi'an.

The platform also reported that bookings for children’s flights surged, with the number of travelers under age 12 purchasing their first airline tickets doubling compared with last year, while bookings for teenagers aged 13 to 18 rose 2.7 times.

Tongcheng Travel said family travelers accounted for nearly 40% of vacation bookings during the combined "spring break + Qingming" period, up 17 percentage points year on year, with total orders from this group nearly tripling. Trip.com reported increases across multiple travel categories, including a 39% rise in hotel bookings and a 27% increase in attraction ticket orders, with family travel identified as the dominant consumer segment.

Industry data also points to changing preferences among younger parents, many of whom were born in the 1980s and 1990s. According to Tongcheng, these travelers are placing greater emphasis on children's participation and educational value, favoring experiences such as science-themed activities and cultural immersion over traditional sightseeing.

For example, more than 40% of family travel orders to Yunnan province included educational programs such as botanical learning and ethnic culture experiences. Historic cities such as Beijing and Xi'an have also seen increased demand for guided tours in museums and cultural sites.

Popular family destinations this season range from natural attractions such as Jiuzhaigou Valley and Wuyuan's Huangling village to theme parks, including Shanghai Disney Resort and Chimelong Ocean Kingdom in Zhuhai.

To accommodate the influx, Chongqing authorities and scenic areas have introduced a range of promotions and services. Chongqing Municipal Commission of Culture and Tourism Development said districts and attractions are offering discounted tickets, bundled packages, and study tour programs to create integrated experiences combining sightseeing, entertainment, and education.

In Chongqing's Wulong district, for example, special "pass cards" have been launched, allowing access to multiple scenic sites. Other areas, including Wushan and Yunyang, have introduced free or discounted entry for students and accompanying parents, while attractions such as the Wujiang Gallery and Ayi River have reduced ticket and boat fares.