China's blossoming tourism flourishes

"Flower tourism in China is still short-sighted, limited by preoccupation with short-term gains," said Long Xinmin, president of China Southern International Travel Company.

In contrast, vibrant flower tourism industries such as cherry blossom in Japan, lavender in France and tulips in the Netherlands, nurture brands with an emphasis on eco-protection, an aspect, according to Long, almost entirely overlooked in China. Pictures of domestic beauty spots strewn with garbage after the scourge of visitors often make the post-holiday headlines.

Thanks to this disparity between domestic and international environment, Chinese tourists making overseas flower trips have been on the rise.

"The number of visitors going to France for the lavender season is growing at 30 percent every year," said Li Tianshu, sales director of Hua Yuan International Travel Co., Ltd.

Many wedding photography agencies said bookings are full for this year's shooting at Japan's April cherry blossom and France's July lavender.

"China's flower tourism has tremendous potential but it has to look beyond immediate gains and give due attention to the environment. We have to learn to invest our various flowers with distinctive cultural elements," said Li.

In China, the peony has a rich history and cultural tradition behind it, but not enough is done to make this known to foreign visitors. Consequently, the iconic bloom is unable to serve as a ready source of income, like tulip for the Netherlands, he added.