The 'sweet economy' of China's marriage tourism trend

From Sayram to Qiandao Lake, from Dongao Island to the peak of Xiling Snow Mountain, more and more young Chinese people choose to “ travel and get married spontaneously”.

With the introduction of a policy allowing marriage registration anywhere in China, the “pink paper” suddenly took on a new context: clear blue waters, mountain breezes, and festive bells. A legal form has become a destination experience, where emotions drive the flow of visitors and money in the burgeoning “sweet economy .”

The boom in marriage registration tourism

"We came here just to enjoy the scenery, but when I learned that we could register our marriage right in the middle of the lake, I said to him: ' Why not get married here?'" Du Jingjing, a tourist from Henan , China, told Reuters after completing the procedures at Sayram Lake, Xinjiang.

The couple chose to get married by the deep blue lake, where the altitude of 2,073 m symbolizes “deep love” and the area of 1,314 km2 means “one life, one lifetime” in Chinese. For them, the certificate is not just a formality, but a memory of the trip, a “living wedding photo” in a real setting.

An underwater wedding ceremony was held in Jiaguan Ancient Town, Qionglai City, Chengdu during the National Day holiday. Photo: News .

Since May 10, China has implemented a policy allowing couples to apply for marriage registration at any qualified agency nationwide, requiring only their ID card and a declaration of marital status, instead of having to present their household registration book as before.

This policy targets the mobile population of about 376 million people, of which 125 million are inter-provincial migrants who incur large time and travel costs when completing marriage procedures. As a result, “procedural costs” are now converted into “experience budgets”.

From the new policy platform, localities quickly launched administrative services in the tourism context.

In Beijing, couples can get their marriage certificate at the Guanyin Temple of the Protectorate. In Chengdu, the registration point is located at the top of the Xiling Snow Mountain. In Xinjiang, Sayram Lake has become a “marriage paradise” thanks to its story-telling numbers, such as its altitude of 2,073 m (meaning “deep love”), its area of 1,314 km² (“one life, one lifetime”), and its distance of 520 km from Urumqi (“I love you”).

The overall market picture has also changed. According to SCMP , in the third quarter, the number of marriages across China increased by 22.5% year-on-year to 1.61 million, reversing a decline of more than a decade. In the first three quarters of the year, the number of registrations increased by 8.5% compared to 2024 when the total number only reached 6.1 million (down 20.5% compared to 2023).

China's Civil Affairs Administration said that from May to September alone, more than 330,000 couples used the "inter-regional" marriage registration form, showing that "marriage migration" is becoming a new niche tourism segment, connecting administration, culture and destination experiences.

"HOT SPOT" FOR TOURISM AND MARRIAGE REGISTRATION IN CHINA
Source: CNR, People's Daily, CNS
Label		Xinjiang (Sayram Lake)	Zhejiang (Thousand Island Lake)	Guangdong (Zhuhai - Dong Ngao)	Sichuan (Xiling Snow Mountains)	Jiangxi (Nanchang - Meihu)
Popularity (relative)	%	100	90	75	65	50

Sweet Economy

Along with the trend of combining travel with marriage registration, many accompanying services such as wedding photography, costume rental, hotel booking, food, transportation or souvenirs have also begun to appear.

Professor Ma Liang, Peking University, commented that the "marriage" model at scenic spots shifts the focus of spending from formalities to emotional experiences.

Couples tend to stay longer and spend more on average, with younger couples especially willing to pay more for the unique setting and the complete sense of ceremony. This effect is even more pronounced when services from check-in, photography, relaxation to honeymoon are seamlessly connected.

A couple pose for a photo after registering their marriage at a famous marriage registration office in Shangcheng District, Hangzhou City, Zhejiang Province. Photo: China News Service.

To tap into this demand, the service industry at many tourist destinations is offering attractive incentives. On May 20, an outdoor marriage registration point on Dong Ao Island, a scenic spot in Zhuhai, officially opened. The first 10 couples will enjoy incentives such as free hotel rooms, travel photography and boat tickets.

Similarly, the marriage registration center at Qiandao Lake in Chun’an, Zhejiang, has partnered with several outdoor establishments to offer a one-stop service package. Couples who register here get free admission to Qiandao Lake, Tianyu Island, Longchuan Bay and many other scenic spots all year round. Hangzhou, Shaoxing, and Jinhua have also implemented similar models.

These programs have been endorsed by local civil authorities, with the aim of opening up a “sweet economy” following the reform of marriage procedures.

However, Ms. Zhong Lina, representative of the China Tourism Data Center, said that the locality needs to build a real ecosystem instead of just opening a registration point. The process needs to be standardized, and services connecting from accommodation, wedding photos, cuisine, transportation to retail should be packaged into a seamless experience.

At the same time, these points need to build their own identity to avoid products looking similar to each other. When the service chain operates smoothly, indicators such as length of stay, average spending and return rate will increase naturally.

Source: https://znews.vn/nen-kinh-te-ngot-ngao-tu-trao-luu-du-lich-ket-hon-o-trung-quoc-post1602192.html