In 2025, the Spring Festival saw a bustling cultural and tourism market in Huangshan: intangible cultural heritage experiences, folk performances, New Year markets, and diverse "village gala" activities were exceptionally lively.

Data from the Municipal Bureau of Culture and Tourism showed that during the Spring Festival holiday, all scenic spots in the city received 3.314 million person-time, a year-on-year increase of 38.31%. From 8 a.m. on January 28 to 8 a.m. on February 4, the city's accommodation industry registered 611,500 check-ins, up by 16.5%, among which 161,200 were overnight stays in guesthouses, an increase of 53.6%. 

Huangshan City currently boasts 24 national-level intangible cultural heritage (ICH) representative projects and 78 provincial-level ICH representative projects. This Spring Festival, Huangshan City meticulously planned and prepared in advance, organizing over 520 ICH spring festival activities under the theme of "Celebrate the Spring Festival with ICH in Huizhou" in collaboration with cities, counties, and enterprises. These included a variety of ICH customs activities such as the "Magical Night of the New Spring," delivering a feast of splendid culture to all residents and visitors.

Many foreigners have come to Huangshan this year to personally experience an authentic Chinese New Year and immerse themselves in the charm of Huizhou culture. Malaysian post-90s tourist Lee Shuen had previously seen a video of Huizhou fish lanterns online and learned that Huangshan hosted numerous folk cultural performances. Lee Shuen then made an appointment with friends to deeply experience the Chinese New Year in Huangshan. On January 28th, on Chinese New Year's Eve, foreign friends spending the night in Tangkou Town of Huangshan District wrote couplets, brewed tea by the stove, and experienced Huizhou New Year customs. Aming, an Austrian who runs a guesthouse in Yixian County's Hongcun Village, has a great fondness for Chinese culture. This Spring Festival marked the third time Aming and his family have spent the holiday in Yixian County. Together with villagers and tourists, they made zongzi (rice dumplings), wrote couplets, learned ICH craftsmanship, watched Huizhou folk performances, and joyfully celebrated the Chinese New Year.

Source: Huangshan Daily