Yesterday was the eighth day of the twelfth lunar month. As the saying goes, Laba is the New Year, and the Spring Festival of the Year of the Snake is getting closer and closer. The Ministry of Culture and Tourism will coordinate the theme cultural and tourism activities of the 2025 Spring Festival from January 7 to March 1. How to celebrate the first "World Intangible Heritage Edition" in the Spring Festival? How are new products, new scenarios and new measures promoting the "hot" of cultural and tourism consumption during the Spring Festival?

This event takes the opportunity of "Spring Festival - Social Practice of Chinese Celebrating the Traditional New Year" in the list of representative works of human intangible cultural heritage. It includes 27 main activities in seven major sections, covering key areas such as people's cultural performances, public cultural services, intangible cultural heritage experience display, cultural and entertainment activities, tourism and leisure consumption, cultural and museum exhibitions, and foreign cultural exchanges.

The Spring Festival "Village Evening" Party

Among them, the "Cultural Welcomes the Spring Festival and Art for the People" section focuses on the field of culture and art, and displays excellent literary and artistic works. Yan Xiaodong, deputy director of the Public Service Department of the Ministry of Culture and Tourism, introduced that the "Spring Comes to Ten Thousand Homes" section will coordinate with the "Village Evening" celebrations across the country, hold activities such as "Appreciating New Year's Pictures and Celebrating the New Year", traveling around the clouds of books, showing the local local atmosphere, folk customs, and cultural heritage of various places, and spreading the excellent traditional Chinese culture.

During the Spring Festival "Village Evening" demonstration and display activities will be carried out during the Spring Festival. With Zhangguying Village, Yueyang County, Hunan Province as the main venue, 89 Spring Festival Gala demonstration and display points will be selected nationwide to drive various places to hold a series of beautiful, fun, meteorological, colorful and spiritual mass cultural activities to show the new look of farmers in the new era. At the same time, we encourage and support the "village evening" + Spring Festival cultural display, national cultural heritage, tourism industry development, and emerging consumer formats, and promote village evening to enter communities, blocks, and scenic spots, so that the people's holiday life will be more prosperous.

The New Year atmosphere is hidden in intangible cultural heritage

The "Intangible Cultural Heritage Congratulations on the New Year" section, focusing on the protection and inheritance of intangible cultural heritage, and other folk cultural activities such as "Celebrating the New Year in the Ancient City", "Lighting the Chinese Lanterns" Snake Year Lantern Festival and Lantern Festival. Jiangsu, Sichuan, Shanghai and other places will hold a series of main venue activities. Hu Yan, deputy director of the Intangible Cultural Heritage Department of the Ministry of Culture and Tourism, said that in the first Spring Festival after the successful application for the World Heritage, we will guide local governments to organize intangible cultural heritage inheritance practice dissemination and display activities to enrich the people's Spring Festival holiday life.

The "Ancient City Celebrate the New Year" activity focuses on ancient cities in various places, radiating to ancient towns, traditional villages, and characteristic blocks. By holding traditional New Year customs and intangible cultural heritage display activities such as yangge, dry boats, gongs and drums, social operas, temple fairs, and large gatherings, the people can experience the rich Spring Festival customs at their doorstep.

·On January 23, a national main venue event was held in Suzhou, Jiangsu. Mobilize all parts of the country to carry out extensive display of lantern festivals and lanterns in accordance with traditional customs.

·On January 21, a national main venue event was held in Zigong, Sichuan, and national intangible cultural heritage representative projects related to lantern festivals and lanterns were invited in 15 provinces to create a lantern festival museum.

New tourism scenes and new experiences are here

The "Tourism Welcomes Spring, Leisure and New Year" section will enrich the supply of tourism products during the Spring Festival holiday and launch a series of online and offline theme activities. Wang Heyun, a first-level inspector of the Resource Development Department of the Ministry of Culture and Tourism, said that he would recommend high-quality A-level scenic spots, tourist and leisure districts, rural tourism key villages and towns, red tourism classic scenic spots, smart tourism scenes and other tourism products with the characteristics of Spring Festival folk customs, and organize various scenic spots to carry out tourism and leisure activities and various folk cultural activities to promote new tourism scenes and new experiences.

·Shanxi will launch more than 260 winter tourism activities on five themes, including folk fire, ice and snow vacation, ancient building study, hot spring health care, and winter scene photography.

·Heilongjiang will carry out 6 100 activities, and 100 activities to welcome the New Year, 100 routes to enjoy the ice and snow, 100 experts enter the scenic spot, 100 videos to taste the New Year atmosphere, 100 flights to unpack blind boxes, and 100 million discounts to visit Longjiang.

·Anhui's A-level scenic spot tourist resorts and leisure blocks will plan and organize more than 130 activities, covering rich content such as intangible cultural heritage exhibitions, folk experiences, night parades, special exhibitions, and new year goods markets.

Meet your consumption needs

According to preliminary statistics, localities will hold more than 4,000 cultural and tourism consumption activities of about 27,000 during the Spring Festival Cultural and Tourism Consumption Month. Ma Li, deputy director of the Industrial Development Department of the Ministry of Culture and Tourism, introduced that the "Benefit the Enterprise and Happy the People and celebrate the New Year" sector will enrich the supply of high-quality cultural and tourism products, actively promote the development of the initial economy, ice and snow economy, and silver economy, increase efforts to benefit the people, enrich consumption scenarios, and stimulate consumption vitality.

During the National Spring Festival Cultural and Tourism Consumption Month, the cultural and tourism consumption characteristics of winter and Spring Festival will be highlighted, and the key consumption needs of the New Year, folk customs, food, ice and snow avoidance, health care, parent-child study, and interpretation of fashion national trends will be launched, and colorful consumption activities, people-friendly measures, high-quality products will be launched, enriching immersive experiences, night light and shadow shows and other new supplies.