​Xi'an upgrades Spring Festival celebration

The launch ceremony of the 2026 Xi'an Spring Festival culture and tourism series event titled "Digital Xi'an Spring Festival" was held at the Xi'an XR Film Industry Base on Jan 26, marking the start of a Chinese New Year celebration that integrates the ancient and the modern.

The event, set to run until March 18, will offer an immersive and memorable digital Chinese New Year experience.

The event is being held in collaboration with six major platforms, including Douyin, Meituan, and Vipshop, which will work together to launch customized marketing campaigns and consumption subsidies.

It will establish five new consumption scenarios such as museum study tours, ice and snow sports, and Chinese New Year goods fairs, helping to boost the city's consumption market.

It will also roll out nearly 150 distinctive cultural and tourism activities in six major categories, including traditional Spring Festival customs, food and shopping experiences, and lantern fairs and stage shows, fostering a festive atmosphere across the city.

Through data empowerment and consumption subsidies, the event will drive the coordinated development of local cultural, tourism, and commercial entities and harness the large passenger flow during the Spring Festival to boost the city's economic growth.

The event will integrate traditional Spring Festival customs with cutting-edge digital technology, while also offering an authentic Chinese New Year experience to domestic and international visitors.