The 2026 Spring Festival holiday will span from February 15 to February 23, marking the longest Spring Festival break in history and is anticipated to significantly stimulate tourism and consumption demand during the period. According to the 2026 Spring Festival Travel Consumption Trends Report, the average trip duration for users this year reached 5.9 days, an increase of 1.1 days compared to the previous year. As the holiday approaches, Guangdong is experiencing a surge in cultural and tourism consumption. Data from Tongcheng Travel shows that as of January 27, hotel booking popularity in Guangdong for the Spring Festival period surged by 169% year-on-year, with Guangzhou attracting large crowds through its traditional flower markets and fireworks displays, ranking among the top five cities nationally for Spring Festival flight bookings. To capitalize on this holiday tourism wave, Guangzhou has introduced a series of innovative cultural experiences this year. For instance, the White Swan Terrace fireworks display incorporates environmental concepts and new technologies alongside tradition, offering approximately 180,000 offline viewing slots and delivering more spectacular visual effects; simultaneously, the city has creatively established "flower markets in parks," allowing residents to select New Year goods amidst beautiful garden scenery. These innovative measures have revitalized traditional customs, providing citizens and tourists with richer festive options. With the advancement of the "Guangzhou Products Tour the World" spring campaign, the cultural and tourism boom is set to further invigorate the consumer market. Wu Weihua, Deputy Director of the Guangzhou Municipal Commerce Bureau, stated that during the Spring Festival, offline commercial districts will skillfully blend Lingnan elements with international trends to create immersive shopping environments; online platforms, meanwhile, will promote trade-in programs for consumer goods and the "Purchase Guangdong Quality Products" campaign, covering 18 product categories with subsidies of up to 15%, and will distribute 50 million yuan in dining vouchers in batches, making purchases of Guangzhou products more affordable and convenient.

The White Swan Terrace fireworks display, releasing approximately 180,000 viewing slots, serves as a highlight of the "Celebrate the New Year in Guangzhou, Admire Flowers in the Flower City" event series and has garnered significant attention for the 2026 Spring Festival. Ke Xiandong, Deputy Director of the Guangzhou Municipal Culture, Radio, Television, and Tourism Bureau, explained that this year's display, themed "Fu Ma Welcomes the New Year, the Bay Area Embarks on a New Journey," is scheduled for the evening of February 17 on the Pearl River at White Swan Terrace. The event will continue to utilize carbon-neutral, eco-friendly fireworks products and introduce 75 new firework varieties, with the total number of high-, medium-, and low-altitude fireworks exceeding 150,000 shells; notably, high-altitude fireworks have increased by nearly 2,000 shells compared to last year, enhancing the visual impact. Furthermore, the firing layout has been optimized and upgraded, utilizing 4 professional firing barges and 10 floating platforms, an increase of 1 barge and 2 platforms from the previous year. The visual span has been extended from 650 meters to 800 meters, with a height reaching 225 meters, significantly improving the viewing experience for audiences further away. It was learned on-site that the event will continue its integrated online and offline presentation. Online broadcasts will be available via full-media platforms, while offline viewing will be organized across 17 designated areas, offering approximately 180,000 slots accessible to the public through a reservation and lottery system, with the booking channel opening on February 8. Citizens and tourists can also opt for the "Gourmet Fireworks Themed Flights," enjoying the fireworks display and gourmet cuisine simultaneously during a Pearl River night cruise.

Traditional flower markets are also undergoing innovative upgrades. Guangzhou Lanpu recently launched a "flower market in the park," providing a more comfortable and higher-quality consumer experience through scene transformation. Chen Xun, Deputy Director of the Guangzhou Municipal Forestry and Landscaping Bureau, emphasized that this is not merely a change of scenery but a significant effort to better integrate traditional Guangzhou products like flowers into the daily lives of residents. Starting February 1, Lanpu initiated the "Guangdong-Hong Kong-Macao Greater Bay Area Orchid Premium Exhibition and Sales Fair," innovatively adopting a "9+2+2+5" linkage model that brings together high-quality resources from cities across the Greater Bay Area, Hong Kong and Macao, major orchid production regions, and scientific research institutions, achieving regional coordination and direct production-marketing linkages. Additionally, park scenic spots at the municipal and district levels are jointly promoting the "flower markets in the parks" concept. For example, the Guangzhou Children's Park will host the third "Children's Flower Market" on February 12 and, for the first time, collaborate with the traditional flower markets in Yuexiu and Liwan districts to launch a new family-friendly tour route: "Visit the traditional flower market in the morning, explore the children's flower fair in the afternoon."

Regarding transportation support, Zhang Zi, Deputy Director of the Guangzhou Municipal Transport Bureau, noted that the 2026 Spring Festival travel period in Guangzhou features an extended duration, large passenger flows, and challenging support tasks, with concentrated demand for returning home, family visits, and tourism travel. Passenger movement leaving and arriving in Guangzhou is estimated to reach 200 million人次 during the period, a year-on-year increase of 3.8%, with railway and civil aviation passenger volumes expected to hit record highs. To facilitate travel for residents and visitors, the national railway implemented a new train schedule on January 26, further enhancing railway transport capacity. Guangzhou Railway Group plans to operate an average of 821 pairs of trains originating from Guangzhou daily, a 10% increase year-on-year. Departure capacity from Guangzhou Baiyun Station has significantly increased to 163 pairs, surging 79.1% compared to the previous year. For the metro, Guangzhou will implement extended service hours. Before the festival, from February 11 to 16, Line 2 (from Jiahe Wanggang towards Guangzhou South Station) will start operations 30 minutes earlier to accommodate early train passengers; after the festival, from February 21 to 23, Lines 1, 3, 5, 8, and the western section of Line 12 will extend service by 1 hour; Lines 2 and 7 will extend service by 2.5 hours, with the last train from Guangzhou South Station departing at 2:00 AM the following day; around the Lantern Festival on February 24 and 25, some metro lines will also have extended operating hours.

Subsidies of up to 15% are available for 18 product categories as the Spring Festival consumption peak arrives, positioning Guangzhou products as key players in the consumer market. During this year's Spring Festival, Guangzhou is advancing both consumption promotion and supply assurance, offering citizens and tourists a diverse and high-quality selection of local products through multiple channels. Wu Weihua stated that efforts will ensure residents have abundant New Year goods and a full festive atmosphere, warmly welcoming friends nationwide to celebrate the New Year in Guangzhou, explore Guangzhou product markets, experience intangible cultural heritage, and enjoy the unique Lingnan New Year charm, feeling the distinctive appeal of "Guangzhou Products Tour the World, The Best New Year Flavor is in Guangzhou." Wu Weihua detailed that for offline scene creation, major commercial districts in Guangzhou are developing consumption environments that blend Lingnan culture with international elements; districts like Beijing Road, Chen Clan Academy, and Lide are hosting special themed events, while commercial complexes like Tianhui Plaza are creating a festive atmosphere with art installations. Local time-honored brands are simultaneously launching special New Year products and expanding consumption scenarios through airport markets and targeted promotions for foreign guests. Online, Guangzhou is promoting consumer goods trade-in programs and the "Purchase Guangdong Quality Products" campaign, covering 18 categories including automobiles, refrigerators, air conditioners, mobile phones, and smartwatches, with subsidies of up to 15%; 50 million yuan in dining vouchers will be distributed in batches. Furthermore, e-commerce platforms like JD.com and Suning.com are offering multiple subsidies, while Tmall Supermarket and Meituan are enhancing instant delivery capabilities, forming a complementary online-offline consumption promotion system. For supply assurance, over 1,000 supermarket outlets and more than 500 specialized wholesale markets in the city have increased stockpiles of daily necessities and popular New Year goods, including grains, oils, meat, vegetables, poultry, eggs, and dairy products. The city's vegetable cultivation area exceeds 280,000 mu, poultry inventory is approximately 12.73 million, live pig inventory is about 610,000 head, and aquatic product inventory in ponds exceeds 40,000 tons. During the Spring Festival, key supply-guarantee supermarkets and fresh food markets will operate normally.

The influence of Guangzhou products is expanding from Guangdong to the national level. The "Guangzhou Products Tour the World, Flower Streets Enter Beijing" event is scheduled to take place from March 3 to 10 at Beijing's Beihai Park. Chen Xun emphasized that "'Flower Streets Enter Beijing' is not a simple replication of folk customs but a systematic cultural export and industrial exploration." The event will showcase the history and culture of Cantonese flower streets while integrating technological interactive experiences and bringing together diverse participants from state-owned and private enterprises, transforming Guangzhou products from mere goods into experiential cultural symbols, achieving the dual objectives of cultural export and industrial expansion. "For Guangzhou products to tour the world, safety is the bottom line," stated Pu Tun from the Guangzhou Municipal Market Supervision and Administration Bureau. Efforts will focus on key areas such as tourist attractions, transportation hubs, and commercial streets, and key categories including New Year's Eve dinners, group tourist meals, and seasonal foods, with intensified supervision and inspection. Since January, over 93,000 batches of food have been sampled, with nearly 360 kilograms of problematic products removed from shelves. Through measures like dynamic price monitoring and brand building, the bureau aims to maintain good market order and protect consumer rights.