The 2025 Spring Festival, marking the Year of the Snake (Yisi), has arrived as scheduled, bringing bustling crowds and a rich festive atmosphere to the Luzhi Ancient Town Scenic Area. During the holiday, the area has implemented comprehensive measures to ensure safety management, visitor services, environmental hygiene, and orderly market operations. It has also organized the themed event “Luzhi in the Spirit of the New Year: Blessings Gather in Wuzhong,” continuously diversifying its tourism offerings and enhancing the cultural depth of the site, drawing large numbers of visitors eager to explore and experience its unique charm.

Ahead of the Spring Festival, the Luzhi Ancient Town Scenic Area held a meeting to outline preparations for the holiday period, meticulously planning tourist接待, event scheduling, and other related tasks. In coordination with the town’s Comprehensive Safety Office (covering safety supervision, fire safety, and food safety) and the local Market Supervision Sub‑bureau, joint safety inspections were conducted to thoroughly identify and address potential risks and hazards, ensuring a safe and stable tourism environment during the holiday. During the holiday, all staff members were on duty, and a large number of volunteers were recruited to promote responsible and civilized travel, providing attentive guidance, information services, ticket verification, guided tours, and assistance with sightseeing and boat rides. Security personnel were reinforced to maintain order, manage visitor flow, and prevent overcrowding and stampedes. Cleaning teams were also bolstered, increasing the frequency of mobile sweeping and waste removal to uphold the scenic area’s hygiene standards, thereby offering visitors a comfortable and pristine setting.

During the holiday period, the scenic area has meticulously curated the themed event “Luzhi’s New Year Vibes, Blessings Gathered in Wuzhong,” featuring a range of engaging activities: visitors dressed in traditional Luzhi water-town women’s attire and those born in the Year of the Snake enjoy free admission; cultural‑creative products are offered at 20% off across the board; ticket prices are halved; guests can enter with good fortune tokens; a God of Wealth parade takes place; red‑envelope blind boxes are available; stamp‑collecting rewards await; and New Year–themed rubbings invite participants to join in. At key locations—including the visitor center, Lüduan Square, the scenic area’s entrances and exits, and the Cultural Park—special New Year‑themed photo‑ops have been set up, while local intangible cultural heritage performances, such as the Lianxiang dance, have drawn large crowds eager to snap photos and capture the festive spirit, enhancing interactive experiences and fostering a joyful, harmonious holiday atmosphere. Meanwhile, the Qingdian Luzhi Night Tour at the Jiangnan Cultural Park has launched the “Qingdian Nights in Jiangnan, Igniting the Chinese New Year” theme, adding daytime shows and presenting acts like fire dancing, juggling, flower‑god processions, iron‑flower fireworks, and fire‑skirt dances. In collaboration with on‑site merchants, the park is also offering promotions such as buy‑one‑get‑one‑free exchanges, package deals, and gift‑with‑spending offers. With music and dance filling the air and throngs of visitors strolling through the grounds, guests soon find themselves fully immersed in the unique, fiery charm of this New Year celebration.

During this year’s Spring Festival holiday, the Luzhi Ancient Town scenic area maintained smooth and orderly operations, ensuring safety and stability, with no tourism complaints or safety incidents reported. According to statistics, the site welcomed a total of 204,200 visitors during the holiday period, generating direct revenue of RMB 284,100—up 9.02% and 9.65%, respectively, compared with the same period last year.