Luoyang: One-stop Services for Hanfu and Makeup Experience, Immediate 'Time Travel' for Immersive Performances

During the Spring Festival holiday, Luoyang City received a total of 11,135,300 visits, with a total tourism revenue of CNY 8,293 million, up 280.54 percent and 345.36 percent respectively compared to 2019, and up 87.51 percent and 156.88 percent respectively compared to 2023. Among them, Laojun Mountain and Longmen Grottoes are both on the list of the top ten popular scenic spots for driving trips during the Spring Festival.

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Hanfu and Makeup Experience

Worthwhile one-stop services for Hanfu, makeup and photography

During the Spring Festival, China chic became very popular. Nearly 20 wonderful performances per day integrated traveling, playing, catering, living and shopping, making the Spring Festival cultural tourism consumption boom.

Luoyi Ancient City

Photo by Duan Wanqin

During the Spring Festival this year, many young people went to Luoyang being "princesses" in Hanfu, to celebrate the Chinese New Year by experiencing China chic and folk customs. Hanfu merchants seized the opportunity of the spending spree during Spring Festival to plan in advance, and they predicted sales during the holiday through various forms of online pre-sales such as live stream broadcasts and posts on Moments, to cope with the travel peak.

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Immediate 'Time Travel' for Immersive Performances

Trace Goddess of Luo River in Da He Hui, China-chic intangible cultural heritage fair with pitching pots and archery

The charm of Luoyang city traced from Cao Zhi's poems. As China's first digital immersion performance, "Tracing Goddess of Luo River" launched by Luoyang Da He Hui, based on Heluo culture, history and humanities, employed digital technology and other creative techniques such as AR, VR to bring tourists on a thousand-year-old journey about Luoyang traces.

The new China-chic immersive tourism has also driven the continuous consumption rise of cultural tourism. Da He Hui New Year China-chic Intangible Cultural Heritage Fair activities, such as pitching pots, archery, chess and other intangible cultural heritage amusement projects attracted numerous tourists on site.

During the Spring Festival, performance "Tracing Goddess of Luo River" has been increased from one to two shows a day to six a day, but it is still difficult to buy a ticket. During the 8-day Spring Festival holiday, the number of ticket buyers reached 25,000, making it one of the must-see performances in Luoyang.

It is reported that during the Spring Festival holiday, Luoyang will carry out the 2024 Spring Festival consumption season activity of "Travel to the Luoyang Year of the Prosperous Tang Dynasty", and launch 25 immersive catering consumption activities such as "Princess Meal" and "Wu Emperor Feast" to create a new consumption scene of fun, interaction and technology.

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"Travel to the Luoyang Year of the Prosperous Tang Dynasty"

Ancient Chinese folkloric performing art reappeared on Tianjie Street

During the Spring Festival holiday, with the theme of "Travel to the Luoyang Year of the Prosperous Tang Dynasty", Luoyang launched six series of 29 activities, including "Dreaming Back to Ancient Capital, Colorful Luoyang, Ancient Capital Lantern Banquet, Ice and Snow Carnival", creating a number of new scenes of cultural and tourism consumption.

With the theme of "Celebrating the New Year in the Court", the "Spring Festival in the Palace" activity takes "Opening the Ancient City Gate", "Going to Court" and "Lantern Watching" as the tour line, bringing tourists to travel through the millennium to enjoy the China chic and cultural feast. New Year temple fairs and garden fairs such as the "Tianjie Street Fantasy Night, Luoyang Ancient Capital Year" New Year Festival Fair, the Peony Pavilion Thousand Lantern Festival, the Wangcheng New Year Garden Party and the Spring Festival Lantern Festival were held lively, allowing tourists to find traditional New Year customs in colorful activities.

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Immersive Night Tours Lighted Up New Business Forms

The world's largest "Peony Lantern Queen" showed up in Luoyang

Boasting the largest peony lantern in the Guinness Book of World Records, Luoyang invited 3,000 peony flowers in full bloom this winter. During the Spring Festival, the Thousand Lanterns Festival created "Prosperous Flowers, Thousand Lanterns Rhyme", a series of lanterns featuring the Luoyang cultural symbol peony, which integrated peony flowers with lantern peonies, light and shadow peonies, to perfectly present the New Year peony journey of the ancient capital that allowed tourists to "enjoy flowers during the day and watch the lanterns at night".

After the Spring Festival holiday, there are still a lot of light-themed activities waiting for tourists to explore. The 37-day festival started on February 2 and will run until March 11.

(Source: Henan Daily App)