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While much of northern China shivers under freezing temperatures, Guangdong is enjoying a very different winter scene. Visitors are flocking south, turning the province's mild climate into a booming seasonal economy, one boosted by policy support for travel and tourism, and new experiences. Huang Fei reports from Guangzhou. 

A tropical garden — in the middle of winter. Just an hour's drive from Guangzhou, Conghua is home to so-called "rare hot springs," naturally rich in radon, which is believed to offer health benefits. 

Huang Fei said, "These natural, mineral-rich hot springs the perfect escape from the colder weather up north. Guangdong is home to more hot spring resorts than any other province in China. And the business model is clearly evolving. They are not just selling the views, they are selling the whole experience."

This is China's first hot spring joint venture, backed by state-owned investors and run by a premium resort group from Thailand.

Mrs. Ye said, "It's beautiful, the air is clear, the water is nice — it feels like Southeast Asia."

That Southeast Asian influence is evident in both the service and the Northern Thai-style architecture, with custom-made decorations imported straight from the Land of Smiles.

Shao Yingda, General Manager of Dusit Devarana Hot Springs & Spa in Conghua, said, "During the Spring Festival, we expect occupancy between 90 and 100 percent. Over the New Year holiday, our rooms were fully booked, with more than 700 visitors to the hot springs every day. We've added family activities and cultural experiences, moving beyond a simple health retreat. About 70 percent of new revenue now comes from northern China, with more international visitors arriving from Europe, the Middle East, Africa, and Russia."

For travel agencies, a warm winter is reshaping demand — with families and group travel leading the way.

Che Qianhui, Day Day Holiday Marketing Director, said, "Tourists now prefer hotels with shared spaces for gatherings. Government consumption vouchers are also driving demand. The top voucher offers 300 yuan off a 1,500-yuan purchase, including some hotels — and they're usually snapped up within five minutes."

So far, Guangdong has issued 20 million yuan in vouchers. The wider ripple effect could generate around 200 million yuan in total economic activity.

Huang Fei said, "Vouchers and promotions can only go so far. Across China — and around the world — traditional tourism destinations face the same challenge: how to stay fresh, stand out from similar offerings, and remain competitive over time. That puts the focus on policy design, sustainability, and how to attract international visitors."

Li Yanqi, Professor and Director of the Cultural and Tourism Consumption Research Center at Sun Yat-sen University, said, "Globally, when per capita GDP surpasses 10,000 dollars, societies enter a leisure stage. China passed 13,000 dollars in 2025. Yet many tourism products still focus on traditional sightseeing. Domestic and international travelers have different needs, and destinations must offer customized, in-depth experiences to compete globally."

With growing policy support for both domestic and international travel, this winter is shaping up to be more than just a warm escape. It's also a test of how tourism adapts to changing demand. Huang Fei, CGTN, Guangzhou.