The four sub-venues of the 2026 CMG Spring Festival Gala have become popular tourist destinations, drawing crowds of holiday-makers to experience the festive atmosphere of the programs they saw on TV.
The sub-venues are Harbin of Heilongjiang in the northeast, Yiwu of Zhejiang and Hefei of Anhui in the east, and Yibin of Sichuan in the southwest, each having its unique culture and scenery.
In Harbin, the stage at the Ice-Snow World has once again emerged as a top holiday destination, attracting tourists from across the country who are willing to endure the cold to experience the northeastern Chinese New Year festivities. The park also stages ice and snow shows everyday, with performers dressed in traditional costumes dancing and interacting with visitors.
"This stage looks just like what I saw in the Spring Festival Gala on TV. Visiting it in person still feels amazing," said one visitor.
In Yiwu's Fotang Ancient Town, the floating bridge adorned with some 100 pieces of large white feathers, the same one as in the Spring Festival Gala, has become a popular photo spot.
"There are many people here, so lively, and full of festive atmosphere," said Ye Guoxiu, a visitor.
The gala's popularity has also boosted foot traffic to the town's old streets, where locals and tourists enjoy folk customs and festive foods.
"On the first day of the Chinese New Year, we received more than 110,000 visitors, against 90,000 last year. With the continued effect of the Spring Festival Gala, we expect even higher growth of visitor flow throughout the holiday," said Shi Bingshuai, a staff member of Yiwu Shuangjianghu Group's culture-tourism company.
In Hefei, the "Eye of Anhui Beauty" stage is open to the public for free, attracting many locals and tourists. The city has set up ten must-photo spots at gala filming locations, preserving the stage designs and adding elements for the Year of the Horse. During the holiday, visitors with train or plane tickets to Hefei may enjoy free entry to over 50 A-level tourist attractions, and the local culture-tourism department has issued 30 million yuan (4.34 million U.S. dollars) in vouchers and discounts.
"I saw this in the Spring Festival Gala, so early this morning, at around 6 o'clock, I drove here from Yangzhou. I just wanted to see the fish lanterns and try lots of delicious food," said Wu Chunxin, a visitor.
In Yibin, gala filming locations such as Hejiang Street and Sanjiangkou Yangtze River Park are drawing people with their light displays and Year of the Horse decorations. Visitors can sample local delicacies, browse intangible cultural heritage markets, and watch folk performances. At night, Sanjiangkou's brilliant lights and drone shows brighten the sky, delighting people gathering by the Yangtze River.
"After seeing the Spring Festival Gala's Yibin sub-venue on TV, I have come to see it for myself. The decorations here are beautiful, full of festive spirit," said Sun Yan, a tourist from Chongqing.
In recent years, the CMG Spring Festival Gala sub-venues have become an important window to display cultural features and local customs of various cities, boosting tourism in these destinations.
Spring Festival Gala sub-venues spark tourism boom
