This year, the cultural tourism market has remained highly active, with traditional culture deeply integrated into tourism experiences.
To celebrate the forthcoming Year of the Horse in the Chinese lunar calendar, the Dahong Mountain Scenic Area in Suizhou City of central China’s Hubei Province launched an initiative that encourages guests to enter for free by reciting a horse-themed poem, drawing large crowds of visitors to participate.
"Offering free admission to guests who recite a poem enhances visitor engagement, making traditional culture alive indeed," said a tourist named Yang Zikun.
In recent years, various scenic spots have focused on crafting cultural experience scenarios that immerse tourists in historical and cultural contexts. In Kaifeng City of central China's Henan Province, holographic projection and naked-eye 3D technology have enabled renowned historical figures to appear on screen as well as in the midst of the audience for interaction.
Meanwhile, in Liangzhu Ancient Town, east China's Zhejiang Province, tourists can don VR headsets to travel back over 5,000 years, witnessing early settlers constructing water conservancy systems and raising livestock.
In Shanghai, a business strategy called "ticket economy" is boosting consumer spending, under which a single event ticket unlocks discounts to various locations and services like shopping malls, restaurants and hotels.
Culture, tourism integration drives tourism market in China
The promo of China Media Group (CMG)'s 2026 Spring Festival Gala has been showcased at overseas Chinese New Year celebrations and city landmarks, bringing a vibrant festive atmosphere to locals and homesick Chinese people.
The Spring Festival, or the Chinese New Year, is the most important traditional holiday for Chinese people. It falls on Feb 17 this year, ushering in the Year of the Horse, the seventh animal in the 12-year Chinese zodiac cycle.
The gala's live broadcast on the eve of the festival has become a cherished part of the celebrations in hundreds of millions of homes.
The promotional video was featured at the "Icebreakers" Chinese New Year Dinner 2026 held in London, UK. The captivating audio-visual presentation showcased the unique charm of the Chinese New Year and the vigorous spirit of the Chinese people to attendees from both Chinese and British communities.
The promo was also displayed at the China-Cyprus Spring Festival Celebration Gala 2026 in Nicosia, conveying the theme of harmony and reunion that is celebrated during the Chinese New Year.
During the event, participants enjoyed splendid cultural performances including traditional opera, martial arts, acrobatics, songs and dances, as well as robot shows, and celebrated the profound friendship between the people of China and Cyprus.
Meanwhile, the promotional video for this grand gala has been played on screens across Dar es Salaam, the largest city in Tanzania. It has been continuously displayed since Saturday at the Julius Nyerere International Airport, the central business district, and outdoor billboards lining the streets, drawing local citizens and overseas Chinese in Tanzania.
"I'm really excited to watch the promotional video of the CMG's Spring Festival Gala in Tanzania. This time, I can't return home due to work reasons, but as a Chinese, I will still watch the Spring Festival Gala even if I'm in Africa as it is a must-do Chinese New Year celebration. Although I miss home, I won't feel lonely being able to watch the Spring Festival Gala with Chinese people all over the world," said Li Zhichong, a Chinese living in Tanzania.
CMG Spring Festival Gala promo shown in various countries
