Xiangyang Daily (Reporters Sun Xiuting and Bi Xueqian; Special Correspondent Li Xiaojun; Correspondent Liu Ruizhe) On March 13, the journalists learned from a press conference held by the Information Office of the Zaoyang Municipal Government in Xiangyang, Hubei Province, that the “Spring Charm of the Imperial Hometown: Visiting Zaoyang for Admiring Flowers” 2026 Zaoyang Tourism Promotion Event, together with the Hubei Provincial Department of Culture and Tourism’s Jingchu “Red Literary Light Cavalry” Special Performance at Xiong River, will officially launch on March 21 at the Xiong River Scenic Area. The event will invite visitors to immerse themselves in the beauty of Zaoyang’s peach blossoms and the charm of Han culture, savor the authentic flavors of Zaoyang, and enjoy a vibrant and colorful spring cultural tourism extravaganza.
Every year from mid- to late March, the peach blossoms across Zaoyang’s 350,000 mu of peach orchards burst into full bloom simultaneously, entering their peak viewing period.
According to a head from the Zaoyang Municipal Bureau of Culture and Tourism, this year’s event introduces an innovative format of “one core theme, six major activities, and all-day merchandise exhibitions,” designed to create an around-the-clock cultural tourism experience and drive the deep integration of agriculture, culture, and tourism.
On March 21, six themed activities will be held at the Xiong River Scenic Area, including a motorcycle cruise carnival, a youth social gathering, a spring music party, a local specialty and food fair, an exhibition of scenic spots and intangible cultural heritage projects. Visitors can travel along Bailong Road through a sea of peach blossoms in full bloom and check in at landmarks such as the Educated Youth Hometown Site. In the evening, visitors can enjoy rock band performances, fully experiencing the dual appeal of “daytime flower admiring and nighttime trendy entertainment.” The event also features a dedicated zone for local specialty products and food, where signature items such as Xiong River air-dried fish, “Zaoyang Imperial Peaches,” and northern Zaoyang yellow beef will be showcased, offering visitors a one-stop shopping experience.
On March 14, the Hubei Provincial Department of Culture and Tourism released its list of “Hubei Province’s Top Ten Spring Flower-Admiring Destinations,” and Zaoyang’s tens of thousands of mu of peach orchards made the list. The flower-admiring routes in Pinglin Town have been fully upgraded, connecting premium viewing spots along G346 and Niuken Avenue, with interactive scenes such as a peach blossom corridor and a hanfu garden show set up along the way. This year, Pinglin Town has also constructed a 5D war experience hall at the Xinji Battle Memorial Park in Sijinggang Village, using cutting-edge technology to recreate historical scenes and allow visitors to immerse themselves in the red culture.
The Peach Blossom Poetry Festival, now in its tenth consecutive year, will be held on March 21 in Guling Village, Wangcheng Town. Over the past decade, the festival has cumulatively attracted more than 30,000 literature enthusiasts from across China, establishing itself as an important showcase of Zaoyang’s cultural heritage as the “Hometown of Peaches in China.”
A range of visitor-friendly measures will also be in place during the event: Xiong River Scenic Area will waive both admission and parking fees, while nine Class-A scenic spots, including Baishui Temple and China Han City, will offer discounted ticket prices. The Zaoyang Cultural Center and the Zaoyang Library will simultaneously host intangible cultural heritage experience sessions and public interest lectures to facilitate citizens and tourists to share the achievements of cultural and tourism development.
