The Spring Festival tourism market in Xianyang City in 2015 was festive, bustling, and full of energy, safe, orderly, and rich in New Year atmosphere. According to statistics, during the Spring Festival holiday, the city received a total of 1.65 million tourists and achieved a comprehensive tourism revenue of 600 million yuan, representing increases of 37.5% and 33% respectively compared to the same period last year.
Various distinctive folk activities attracted large crowds
I. A variety of Spring Festival public-benefit tourism activities enriched the festive atmosphere
During the Spring Festival, the Xianyang Municipal Tourism Bureau launched the “Silk Road Imperial Capital Tour – Xianyang Invites You to Celebrate the New Year” public-benefit tourism promotion campaign, organizing four types of themed tours including historical and cultural experience tours, folk culture experience tours, leisure and wellness experience tours, and gourmet and New Year goods shopping tours, along with more than 20 public-benefit preferential measures. Tourists showed great enthusiasm in participating. Scenic spots such as Qianling Mausoleum, Maoling Mausoleum, Zhaoling Mausoleum, Sanyuan Chenghuang Temple, and Dafosi Temple all offered free or half-price discounts, while Wugong County also launched a “Free Visit to Wugong” event. Scenic areas such as Yuanjia Village and Mawei Post organized folk activities with strong visitor participation, including New Year blessing temple fairs, Shehuo performances, and bonfire parties. The city’s tourism market featured numerous activities and generous discounts, brimming with New Year spirit.
II. Rural folk tourism continues to lead the tourism market
“Celebrating the New Year in the Countryside” self-driving trips have become a new trend, and the New Year-flavored rural tourism in Xianyang continues to lead the tourism market. Yuanjia Village and Mawei Post saw a surge in visitors starting from the first day of the Lunar New Year, receiving an average of over 100,000 visitors per day. Rural tourism attractions such as Xianhua Village in Chunhua, Dashitou Village in Weicheng, and Chengjiachuan in Bin County all experienced significant increases in visitor numbers compared to the same period last year. Hot spring wellness destinations such as Haiquan Bay Hot Spring World and Chongying Foot Therapy were packed with visitors. Rural tourism and leisure wellness tourism have become new growth points for holiday tourism.
III. Visitor numbers at traditional tourist attractions remained stable with slight increases
During the Spring Festival, the overall weather in Xianyang City was fine, prompting many residents and tourists to go out, visit relatives and friends, pay New Year calls, and pray for blessings, creating a strong festive atmosphere. The overall visitor reception at major traditional tourist attractions in the city saw stable growth, with historical and cultural sites seeing notably higher visitor numbers compared to previous years. Among them, Qianling Mausoleum received nearly 100,000 visitors, Maoling Mausoleum received 14,000 visitors, and Hanyangling Mausoleum received 3,000 visitors. Scenic spots such as Bin County Dafosi Temple, Xianyang Museum, Sanyuan Chenghuang Temple, Wugong Chenghuang Temple, Qian County Mituo Temple, Xingping Huangshan Palace, Xianyang Yuanming Temple, and Zhongwutai became top choices for visitors’ New Year prayers.
IV. The tourism market remained safe and orderly
Before the holiday, the Xianyang Municipal Government specifically held a teleconference on tourism safety during the dual festivals, and the Municipal Holiday Office issued the “Notice on Ensuring Tourism Safety During the 2015 Spring Festival Holiday.” Leaders in charge of the municipal government led multiple inspections of the city’s tourism market with members of the Holiday Command Center from public security, transportation, industry and commerce, food and drug supervision, and other departments. The inspections focused on the implementation of safety hazard investigations, safety protection, fire-fighting facilities, emergency response mechanisms for sudden incidents and peak passenger flows at scenic spots, and the release system for tourism safety warning information. Cultural and tourism authorities at both city and county levels maintained 24-hour duty shifts during the holidays to ensure smooth communication and provide tourism services to visitors at any time. The city’s holiday tourism market operated smoothly, with no accidents involving museum collections or outdoor cultural relics, and no tourism safety liability accidents or complaints occurred.