Since early 2024, the Year of the Dragon in traditional Chinese culture, Yichang has been festooned with lanterns and colors, buzzing with celebrations. During the week-long Spring Festival holiday, the city’s A-level tourist attractions saw a traveler surge of 100.3 percent compared with 2023, and a 44.25 percent rise in the tourism revenue from last year. The tourism market has rekindled travelers’ enthusiasm, kicking off to a good start for the local economy in the new year.
Thanks to the sunny weather, keen tourists are devoted to short-distance travels, with cultural tours as their preference. This growing trend marks a shift in tourism consumption, from “hitting the road” to “hitting the spot,” from sightseeing tour to cultural experience.
During the Spring Festival, the Yichang Cultural Tourism Agency (YCTA) released a program called “New Year gift package.” 600,000 vouchers from the Hubei Provincial Department of Culture and Tourism were up for grabs, endorsed by 14 key attractions in Yichang. Lucky visitors could enjoy free admission. Prior to the Spring Festival, Yichang government issued 10 million yuan worth of vouchers for winter events, offering tourists an amazing glimpse of leisure products featuring “winter sports plus hot spring vacation.” During the Spring Festival holiday, YCTA continued with its beneficial efforts, with a large amount of consumer coupons handed out, clocking up 4000,000 yuan, which were accepted by 552 related businesses. Consumption has been fueled by an array of programs launched by the local government.
The tourist administration of the Three Gorges Dam introduced customized ecological tourism products. The cruise ship service and the night tour of the Yangtze River ran 24/7 during the holiday, with all five ships fully booked, creating a new form of holiday travel in Yichang. “Yangtze No. 2” on the first exclusive cruise tourism route in the middle reaches of the Yangtze River arrived in Yichang, completing its maiden voyage with a group of 345 tourists. The Three Visitors’ Cave organized a Spring Festival tour party so that travelers could be struck with inspiration by touching brush tips hanging in the sacred space, which spiced up their experiences.
During the Spring Festival, over 40 scenic spots across Yichang, including Guan Gong Cultural Town, Qingjiang Fangshan, and Xiling Gorge Scenic Area, offered a diversity of services such as free admission, half-price tickets, “hotel plus view” package, and online participation and lucky draw.
The “Dragon Marching, Lantern Brightening”--Yichang 2024 Spring Lantern Event, jointly organized by the Municipal Bureau of Culture and Tourism, the Municipal Forestry and Landscaping Bureau, and the Xiling District People’s Government, were well received by residents. The eight major themed lantern displays were beautiful as a whole while each one had its own charm. The activity featured cultural performances, tourism promotions, immersive exhibitions, NPC parades, as well as the “Spring Blossom Festival” and the “Sports for the New Year.” Citizens and visitors could enjoy flowers and take exercises in the day, and tour the park and watch lanterns at night. Over 330,000 trips were made to the event during the Spring Festival.
The main public cultural and sports venues of Yichang City, including the Municipal Museum, the Municipal Public Arts Center, the Municipal Library, the Municipal Art Museum, the Municipal Sports Center, and the Municipal Olympic Sports Center, have launched a series of cultural and sports activities, as well as various unique exhibitions and performances.
All counties and districts in Yichang have provided cultural and tourism services nonstop. Dangyang County has organized a series of activities themed “Warrior Wealth God, Spring Festival in Dangyang.” Wufeng County has held the lantern competition in Shengziping Village. Zhijiang County has conducted a flash mob show, folk art performances, and an evening party called “Living by the Yangtze River.” All the wonderful celebrations have highlighted the festive atmosphere and the distinctive local customs.
During the holiday, the cultural and tourism market maintained a healthy order, with no safety accidents or travel complaints reported. (Reporter/Gao Ran and Wang Ying, Correspondent/Tan Jun)