Festive traditions spark strong start for China's cultural tourism in new year

During the 2026 New Year holiday, China's cultural and tourism market saw a vibrant start. Across the country, intangible cultural heritage, folk customs and contemporary experiences were woven together in a rich array of festive activities. From immersive ancient-town parades and dazzling lantern shows to heritage flash performances and traditional folk celebrations, travelers strolled through historic streets, admired scenic views and experienced local traditions in a lively holiday atmosphere—collectively painting a joyful and energetic picture of the New Year celebrations.

Photo taken on Jan. 1, 2026 shows the "Victorious Return of the Royal Army · Auspicious Ganzhou" ceremonial procession held in Zhanggong District, Ganzhou, east China's Jiangxi Province. Through recreated historical scenes and intangible cultural heritage performances, the event enriched public cultural life and celebrated the arrival of the New Year. (Hu Jiangtao/Guangming Picture)

Photo taken on Jan. 1, 2026 shows a flash performance by Fujian Opera actors at the Shangxiahang Historic and Cultural Block in Taijiang District, Fuzhou City, southeast China's Fujian Province, attracting visitors to stop and watch. (Xie Guiming/Guangming Picture)

Photo taken on Jan. 1, 2026 shows crowds visiting the Xiangwang Hometown Scenic Area in Suqian, east China’s Jiangsu Province. Lively scenario-based dramas and interactive performances allowed visitors to experience the charm of Western Chu culture during the New Year holiday. (Drone photo by Ma Haifeng/Guangming Picture)

Photo taken on Jan. 1, 2026 shows tourists taking photos at a popular spot in the Ciqikou Ancient Town scenic area in Shapingba District, southwest China's Chongqing Municipality. During the New Year holiday, the historic town drew large crowds as visitors explored the old streets, enjoyed the scenery and watched traditional operas, immersing themselves in Bayu culture. (Zhao Jiech ang/Guangming Picture)

Photo taken on Jan. 1, 2026 shows a lion dance performance for visitors at the Grand Bazaar pedestrian street in Urumqi, northwest China's Xinjiang Uygur Autonomous Region. On the day, the "Beating Drums and Dancing with Dragons" New Year folk celebration enlivened the bazaar, as people of different ethnic groups welcomed the New Year with song and laughter. (Sun Zhensong/Guangming Picture)

Photo taken on the evening of Jan. 1, 2026 shows the Gu Xiaoyaoyuan area in Luyang District, Hefei City, east China's Anhui Province illuminated by brilliant lights. The 2026 Luzhou Spring Lantern Festival officially lit up that day, drawing large numbers of visitors. (Zhao Ming/Guangming Picture)

Photo taken on Jan. 1, 2026 shows nearly 500 Dong ethnic performers singing the Grand Song of the Dong ethnic group on stage in Nanming District, Guiyang City, southwest China's Guizhou Province. (Jia Zhi/Guangming Picture)

Photo taken on the evening of Jan. 1, 2026 shows the Sui-Tang Luoyang City National Heritage Park brightly lit and bustling with visitors in Luoyang City, central China's Henan Province. Many tourists dressed in traditional Hanfu costumes to enjoy immersive night tours of Sui and Tang culture, experiencing the blend of ancient heritage and modern lighting in the millennia-old capital. (Huang Zhengwei/Guangming Picture)

Photo taken on Jan. 1, 2026 shows visitors viewing lantern displays atop the ancient city wall at Yongning Gate during the 2026 "Chang'an Lantern Festival · Xi'an City Wall" New Year cultural events in Xi'an City, northwest China's Shaanxi Province. (Zhang Cheng/Guangming Picture)

Photo taken on Jan. 2, 2026 shows a 108-section Banlong (plank dragon) intangible cultural heritage parade drawing crowds of residents and tourists on the streets of Gaochun District, Nanjing City, east China's Jiangsu Province. (Zhu Hongsheng/Guangming Picture)

Photo taken on the evening of Jan. 1, 2026 shows a fireworks display at the Tanguo Ancient City scenic area in Tancheng County, Linyi City, east China's Shandong Province. During the New Year holiday, visitors enjoyed intangible cultural heritage activities and folk customs at the site, celebrating the New Year in a festive atmosphere. (Zhang Chunlei/Guangming Picture)