Dragon and lion dance, lanterns pray for blessings, play rhyme for the New Year, drum music rings in unison, ancient national tide, ice and snow burn love, temple fairs restart, English songs go to sea ......During the Spring Festival of the Year of the Dragon, the land of China is lit up, the festive atmosphere is festive and peaceful, and people gather strength in the reunion.
In order to further promote tourism to welcome the Spring Festival as a New Year's custom, the 2024 Spring Festival-themed cultural and tourism activities of "Tourism to Welcome the Spring Festival and Leisure to celebrate the New Year" will be carried out across the country, promoting the inheritance and revitalization of traditional folk customs such as New Year's greetings and New Year's observance, and innovating and expanding New Year's customs activities that integrate new scenes and new ways of playing, continuing the connotation of traditional culture. By continuously strengthening the rich supply of cultural tourism, unleashing the potential of tourism consumption, launching traditional folk activities and issuing consumption vouchers according to local conditions, a strong atmosphere of "happy and happy New Year" has been created. Diversified cultural and tourism products are strongly supplied to tourism to welcome the Spring Festival, and have gradually become a New Year's custom in the rich supply of cultural and tourism products; Visiting the market and catching up with the market, the crowds of people coming and going from the south to the north are surging with a strong Spring Festival festive atmosphere.
Beijing Ditan Temple Fair Photo by reporter Lu Xu
Beijing Longtan Lake Temple Fair Photo by Lu Xu, reporter of this newspaper
According to statistics, during the Spring Festival in Beijing, major temple fairs and garden fairs in Beijing received a total of 516 tourists40,000 people. Ditan Temple Fair, Longtan Temple Fair, Changdian Temple Fair, Badachu New Year Garden Fair, etc., bring citizens and tourists a Spring Festival experience with the flavor of Beijing. Among them, the "Changdian Metaverse Temple Fair" uses large-scene immersive digital twins, XR cloud rendering and other technologies to reproduce the block scenes of the east and west blocks of Liulichang and South Xinhua Street. Tourists can learn about the history of the intangible cultural heritage by scanning *** to find the "Four Treasures of the Study".
With the help of science and technology, traditional culture has a new expression under the dazzling lights. Xi'an continues to provide tourists with new scenes, new ways to play, and new experiences, and has successively held a series of New Year tourism and leisure promotion activities such as the "Happy New Year" 2024 Chang'an Lantern Festival and the "Light and Shadow Water Dance to Celebrate the New Year" New Year Light and Shadow Water Show. The Silk Road Chang'an, the Etiquette Huaxia, and the National Color Tianxiang are about 200 meters long, and the nine days of Chang'an, the prosperous Qianqiu, the dragon dance of the Tang Dynasty, the courtesy of Chang'an and other groups of giant lanterns, attracting tourists to watch the lanterns and take photos.
During the Spring Festival, based on traditional rural elements, Zhejiang Yucun aims at the New Year Lantern Festival, a demonstration model of Chinese-style modern villages, and takes 11 groups of original dragon lanterns as the core to present the New Year "Rural National Tide" Lantern Festival.
In Shanghai, the 2024 Yu Garden Folk Art Lantern Festival "The Legend of Mountains and Seas" opens a new story of the "Book of the Sea", from the Book of Mountains to the Sea, from the land to the sea, from China to the world, and the journey through time paints a gorgeous dream. At the same time, Yuyuan Garden used Alipay's "Asian Games Digital Torchbearer" technology to hold an online lantern festival. Within two weeks, more than 300,000 people lit the dragon lantern through Alipay to pray for blessings, and scanned the code with AR to experience the "strange knowledge of mountains and seas" combining virtual and real.
On the night of the first day of the Lunar New Year in Guangzhou, a Spring Festival fireworks display with the theme of "Vibrant Bay Area, New Color Guangzhou" was held, with thousands of drones decorating the night sky and more than 130,000 fireworks in full bloom. According to statistics, 540,000 citizens and tourists gathered in the surrounding blocks of Baietan, witnessing this audio-visual feast.
Yinchuan Immersive Block, Cultural Tourism and Performing Arts, New Year Lantern Festival, also "Dragon" and "Lantern" Field. Among them, Helan Immersive Performing Arts Town took the "New Year's Customs Award" as the theme, showed the New Year's culture in the form of "lantern + performing arts", and showed the authentic Northwest New Year's flavor in an all-round way, with a total of nearly 20,000 tourists on the second day of opening, with an operating income of 1.9 million yuan.
Photo courtesy of Chongqing Culture and Tourism Development Committee In order to implement the strategy of the Chengdu-Chongqing Twin-City Economic Circle and promote the construction of the Bashu Cultural Tourism Corridor, the Chongqing Municipal Culture and Tourism Development Commission and the Sichuan Provincial Department of Culture and Tourism jointly planned and carried out the top ten New Year theme activities in Sichuan and Chongqing with the theme of "Bashan Shushui Welcomes the New Year and Celebrates the New Year", and launched the "Bashu Panda New Year", "Bashu Family Visiting the River for the New Year", "Bashu Hot Pot Hundred Reds" and "Bashu Ancient Town for the New Year" A series of activities such as "Bashu Family Joy in the Scenic Area", "* Two Heavens, Bashu One Line", "Go to a Lantern Festival", "Bashu Village Evening Welcome" and other series of activities. During the Spring Festival, Sichuan and Chongqing also jointly launched the Longteng Chinese New Year, New Year Tour to Sichuan and Chongqing - 10 Bashu folk customs to celebrate the New Year, Zhang Lantern Bright New Year, Sichuan and Chongqing ** double heaven, sit on the high-speed rail to visit the world heritage, grotto stone carving theme tour, Chengdu-Chongqing cultural tourism new landmark, red culture theme tour, "drama" Sichuan and Chongqing to welcome the New Year, warm and happy year and other ten theme Sichuan and Chongqing boutique tourism routes.
In Harbin Ice and Snow World, experience the fully upgraded "Internet celebrity" slide; In the Changbai Mountain Scenic Area of Jilin, feel the rime drifting at minus 20 and the outdoor hot spring with snow in the sky; In the Arctic Village of Mohe City in the Daxinganling Region, waiting for the ...... to "meet" with the aurora, "embrace" with the extreme cold, and "dance" with ice and snowDuring this year's Spring Festival holiday, the popularity of ice and snow tourism has not decreased, and various places have also continued to improve the "ice and snow +" model, so that the "cold resources" of ice and snow have become a "hot economy" in winter.
Among them, Heilongjiang Province has launched 10 "Happy and Happy New Year" tourism boutique routes such as the Year of the Dragon, the Ice and Snow Rhyme, and the New Year in Lindu; Liaoning Province plans the theme tourism route of "Happy Ice and Snow Liaoning Winter Rhyme" and "Happy New Year, Snow Bubble Spring"; Jilin Province has launched 69 routes in 9 categories, including "Snow in the Long Day", "Auspicious New Year, Auspicious Ruyi", Jixing Snow Playing - Skiing and Sightseeing, and 10 travel routes suitable for different groups of people. Jilin Songhua River Ice Skating Marathon Challenge, Baicheng Ice Car Cross-Country Race, 2023-2024 Yanbian Ice and Snow Tourism Festival of the 7th Northeast Asia Ice and Snow Automobile and Motorcycle Sports Carnival, 2024 FIS Asian Cup Series Events, "Ice and Snow Hi Fan Night Next Stop See You in Changchun" Ice and Snow Concert, Winter Dragon Boat Race, the First China Jilin Songhua River Ice Skating Marathon Challenge and other ice and snow activities.
The Inner Mongolia Autonomous Region has carried out various cultural and tourism activities around the "14th Winter", and promoted ice and snow tourism in various parts of the region to become a hot spot. During the Spring Festival, Hulunbuir drove local travel agencies to receive group tourists with a year-on-year increase of 501%, hotel orders increased by 20 times, and A-level tourist attractions received tourists increased by 526 year-on-year26%。
All-round measures to benefit the people to promote consumptionFocusing on the 2024 Spring Festival-themed cultural and tourism activities of "Tourism to Welcome the Spring Festival and Leisure for the New Year", various localities have successively launched a series of activities, launched rich and diverse forms of publicity and promotion activities and cultural tourism measures to benefit the people, further release the potential of cultural tourism consumption, and activate the holiday tourism market.
The Guangdong Provincial Department of Culture and Tourism has launched ten measures to promote cultural and tourism consumption in 2024, such as "Please Come to Guangdong for the New Year", "Beautiful Countryside Self-driving Tour", "Cultural Tourism Subsidy Huimin Tour", "Travel in Guangdong and Guangdong Fun", "Ticket Reduction and Exemption for Tourists", "Colorful and Romantic Water System Tour", "Cultural and Artistic Performances", "Food in Guangdong 'Taste' Tour", "Bay Area Concentric Research Tour", "Vibrant Guangdong Inbound Tour", etc., and launch 2 million discounted air tickets, 2 million scenic spot tickets and 20,000 preferential rooms throughout the year. 1,000 theatrical performances into scenic spots and other measures to benefit the people, and guide Guangzhou, Shenzhen, Foshan, Huizhou, Jiangmen, Dongguan 6 national cultural and tourism consumption pilot cities, national and provincial night culture and tourism consumption clusters and A-level tourist attractions, seize the Spring Festival and other consumption seasons, the introduction of tickets, catering, accommodation, shopping and other preferential measures and activities to further stimulate the potential of cultural and tourism consumption in Guangdong.
Yancheng Dayang Bay large-scale water fireworks show Photo courtesy of Jiangsu Provincial Department of Culture and Tourism A series of cultural tourism and consumption promotion activities are held around popular products such as performing arts, entertainment, ice and snow, hot springs, theme parks, and country houses. For example, 110 A-level tourist attractions in the province have reduced tickets and issued vouchers, nearly 500 scenic spots have implemented free access to retired soldiers and other preferential care targets across the country, and more than 300 star-rated tourist hotels have launched takeaway Chinese New Year's Eve meals and room discounts**.
Zhejiang province linkage, for the national tourists to launch a package of benefits for the people, including New Year's products, scenic tickets, catering gift certificates, "Zhejiang gifts", etc., and in Zhejiang cultural tourism WeChat *** tour Zhejiang" and other platforms to carry out the "cultural tourism lucky bag delivery" activity in batches.
Shandong encourages scenic spots, hotels and other cultural and tourism enterprises to launch a series of discounts** activities to continue to ignite tourists' enthusiasm for travel. According to statistics, during the Spring Festival, 216 A-level tourist attractions in the province launched preferential measures such as free tickets, discounts, joint ticket discounts, and second-elimination discounts. Qingdao organized a conference with the theme of "Hi Tour Qingdao, Enjoy Qilu; The urban and rural cultural tourism festival and winter tour of Qingdao with the theme of "cultural tourism benefiting the people and enjoying the winter" organized 253 special theme activities and launched 85 preferential policies. Weihai continues to issue consumption vouchers for cultural tourism and benefiting the people, and scenic spots such as Liugong Island, Huaxia City, and Tianmu Hot Spring have launched preferential ticket purchase activities.
Heilongjiang and the Ministry of Commerce have collaborated with the Ministry of Commerce to launch special activities such as "UnionPay Full Discount" in conjunction with platform resources such as UnionPay, UnionPay, Meituan, Kuaishou, Suning, and Tourism Investment Culture. Harbin has launched 22 tourism routes in six categories, cooperated with major airlines, financial enterprises, OTA platforms, etc. to carry out measures to promote consumption and benefit the people, and launched preferential treatments and special subsidies in air tickets, hotels, scenic spots, shopping, etc.
Shaanxi, together with the municipal bureaus of culture and tourism and key cultural and tourism enterprises, jointly launched the "Tourism Spring Festival Leisure New Year" - 2024 New Year Tourism and Leisure Promotion Activities and Spring Festival Culture and Tourism Consumption Month series of activities, planning and launching 126 preferential measures. Hanzhong City held a series of cultural and tourism consumption activities of "Thousands of Tables and Ten Thousand People to Welcome the New Year" soup banquet in many places within its jurisdiction, relying on Longtou Mountain and Zibai Mountain Ski Resort to carry out ice and snow carnival and cultural tourism consumption promotion activities, and launched 38 "one-day and multi-day tours" boutique tourism routes; Yinghu Lake Scenic Area in Ankang City implements the policy of free admission for tourists from outside the city with transportation tickets; Shangluo City launched the "Western Business Cultural Tourism Annual Card" and "Shangluo Tourism Passport", and presented cultural tourism preferential projects to tourists through check-in stamps; Hancheng City held a fashion check-in activity of "Fortune in the Year of the Dragon" online and offline, and distributed limited edition lucky bags for the Year of the Dragon in four major scenic spots and key commercial spaces; A number of scenic spots of Shaanxi Tourism Group have launched discounted tickets; A number of cinemas and B&Bs of Shaanxi Wentou Group have implemented discounts for the Spring Festival.
On the day when the Qingtongxia Yellow River Grand Canyon Tourist Area was officially designated as a national 5A-level tourist attraction, the Ningxia Hui Autonomous Region officially announced that all tourists would be exempted from the first ticket. Rolling Zhongkou Scenic Area and Shuidonggou Tourist Scenic Area have also launched preferential policies such as discounted prices for online booking and free tickets for designated certificates. In addition, the Yinchuan Municipal Department of Culture and Tourism continues to issue consumption vouchers for cultural and tourism projects such as skiing, hot springs, scenic spots, homestays, and immersive theater performances to meet the people's consumption needs for cultural and entertainment tourism and New Year's goods procurement during the Spring Festival.
The Inner Mongolia Autonomous Region has carefully prepared an ice and snow feast and splendid activities to welcome the New Year, and launched a number of preferential ticket policies to attract citizens and tourists to experience consumption, and promote ice and snow tourism in various parts of the region to become a hot spot.
Three-dimensional publicity and promotion gather popularityDuring the Spring Festival, the Shanghai Bureau of Culture and Tourism innovatively produced and released a series of themed posters of "This is Shanghai", released the tweets of the starring "Flowers", Shanghai International Tourism Promotion Ambassador and local "Internet celebrity" celebrities, planned and produced the red envelope cover of "Happy Shanghai for the New Year" and the Spring Festival series of activity pages, and launched the "Happy New Year in Shanghai" theme design screen on outdoor platforms such as subway light boxes, LED screens, urban sightseeing buses, buses, aircraft magazines, public kiosks, Citigroup Towers and Global Harbor large screens, to create a cultural atmosphere for the Spring Festival in the city, and to convey New Year blessings to citizens and tourists.
According to statistics, Shanghai's full matrix reported 1More than 60,000 articles, related topics on Douyin, Weibo and other hot search lists. The total number of views of Leyou Shanghai's official WeChat, ** account, and Douyin account is about 1.18 million times, and the circle of friends is **920,000 times. The total number of views of 5 overseas social networks and Shanghai cultural tourism promotion network exceeded 500,000 times.
Zhejiang makes full use of digital platforms such as "Zhejiang Cultural Circle" and "Tour Zheli" and new ** such as the official WeChat account of the Zhejiang Provincial Department of Culture and Tourism and Douyin, to increase the promotion of cultural activities and tourism routes during the Spring Festival.
Shaanxi launched the topic promotion activity of "Sanqin Four Seasons Winter Rhyme Shaanxi" on the Douyin platform, and united the cultural and tourism departments of various cities, nearly 100 tourism units, and more than 2,000 bloggers to release Shaanxi's winter cultural tourism propaganda to attract tourists from all over the country to "winter travel in Shaanxi", as of February 16, the total number of topics is 1100 million, which effectively enhanced the brand influence of "Sanqin Four Seasons" and the popularity of Shaanxi Spring Festival tourism topics. Cities around the city to innovate the publicity model, and actively use Douyin, Weibo, ** and other platforms to carry out New Year tourism marketing.
In 2024, the series of activities of "Shopping in the Village" has formed a good situation of central and local coordination, national linkage and multi-party participation, and launched a number of rural tourism product routes, New Year's festivals, township gatherings and special agricultural products, which will enrich the high-quality supply of holidays and release consumption potential, while adding a strong New Year's flavor to various places and creating a festive and peaceful New Year's atmosphere. Up to now, nearly 2,000 "shopping villages" activities have been carried out across the country.
All localities have innovated and created new scenes of cultural and tourism integration such as folk customs performances, social opera temple fairs, lantern riddle lantern festivals, and national style bazaars, and excavated and explained the cultural connotation, aesthetic pursuit and value of the times of New Year's customs activities. Shandong Province will hold the 2024 Spring Festival Rural Cultural Tourism Festival, Shaanxi will launch the "Yan'an New Year" New Year Customs Experience Tour, Anhui will hold the "Village Chief's Appointment, Go to the Haze to Celebrate the New Year" folk festival activities, and the ancient city of Taining in Fujian Province will hold a series of activities of "Small City for the New Year". Hubei Province held the "Shopping in the Countryside New Year's Appointment in Jingchu" activity, released the rural tourism boutique routes, as well as the "Jingchu Good Things" New Year's Goods Festival and New Year's customs activities. Henan Province held the launching ceremony of the 2024 "Shopping in the Village, Happy Gathering" series of activities and the consumption promotion activity in Henan Province, with online and offline sales exceeding 1800 million yuan. Anhui Province held more than 130 "shopping villages" activities, with a total transaction volume of more than 200 million yuan and a total of more than 6 million participants. Beijing has launched 25 rural tourism routes for the "Beijing Suburbs for the New Year", with nearly 500 activities and products related to ice and snow, catching up with big gatherings, lantern festivals, and Beijing outings. Sichuan Province has carried out more than 260 cultural tourism activities around the "shopping villages", attracting 2.5 million tourists.
In order to ensure the smooth operation of the Longjiang ice and snow tourism season, Heilongjiang launched an all-round publicity and promotion, during the Spring Festival, the provincial Department of Culture and Tourism released more than 200 tweets on the new ** account, and actively diverted the ice and snow tourism to Yichun, Heihe, Mohe and other places, and organized and guided all localities to do a good job.
February 22, 2024 China Culture Daily
A special report was published in the 8th edition.
"Enjoy the Cultural Tourism Feast and Have a Happy New Year".
Editor-in-charge: Chen Chen.