A Moment of Brilliance | The exhilarating Spring Festival holiday came to a fiery close, with the good times continuing.-Luzhi Tourism_Luzhi Ancient Town 4A-level Tourist Scenic Area

During the 2024 Spring Festival, Luzhi Ancient Town, under the theme “A Jiangnan Chinese New Year: The Tranquil, Intoxicating Flavors of Luzhi,” treated visitors to a host of traditional festivities, including Luzhi Lianxiang performances, dragon dances, the Duan Duan procession, the Five Blessings Parade welcoming the God of Wealth, prayers for good fortune at Baosheng Temple, and lantern‑riddle guessing during the Lantern Festival. Guests could also enjoy interactive activities such as stamp‑collecting for blind‑box draws, special promotional perks, and photo‑ops with themed backdrops. In addition, the town offered a range of attractive incentives: half‑price admission, free entry for those dressed in water‑town attire or Hanfu, prizes for completing a full stamp set featuring cultural‑creative merchandise, and delightful gifts from the Five Blessings God of Wealth. This vibrant, one‑of‑a‑kind celebration of the New Year ignited strong consumer enthusiasm among visitors from across the country.

Exciting performances draw full houses, and traditional folk customs celebrate the Lunar New Year.

　　Traditional folk customs for the New Year are dazzling and diverse, with festive activities filling the air with laughter. Bright red lanterns hang high, adding a vibrant splash of color against the dark-tiled roofs and white walls. Spring couplets and “Fu” characters are posted everywhere, radiating the warm, joyous spirit of the New Year. In Luzhi Ancient Town during the Spring Festival, the lively atmosphere created by time-honored traditions leaves a lasting impression.

Dragon dances resound across the seas; to the lively beat of gongs and drums, the dragon dance captures the vibrant spirit of the Spring Festival. The crisp, rhythmic clatter of the lianxiang—paired with the graceful movements of women dressed in the traditional attire of the water towns—brings to life the bustling atmosphere of Jiangnan’s watery landscapes, showcasing the timeless charm of Luzhi’s intangible cultural heritage.

Photography: Zhang Wenyue

　　Duan Duan’s parade brought joy and laughter to visitors of all ages, as tourists eagerly posed for photos with the adorable mascot, capturing happy New Year moments.

With the Five Blessings arriving, the God of Wealth weaves through the old streets, bringing heartfelt blessings to the ancient town of Luzhi. Visitors eagerly welcome the New Year’s good fortune of “Fuk, Luk, Shou, Xi, and Cai,” seeking a lucky start to the year ahead.

Photography: Cao Guangnuan

Surprises, interactive fun, and plenty of joy—celebrate the Spring Festival with the whole family!

　　Luzhi Ancient Town offers engaging New Year festivities and attractive discounts at its scenic spots, allowing visitors to soak up the festive spirit while enjoying captivating sights, fun-filled activities, delicious meals, and a comfortable stay.

The Spring Festival stamp‑collecting and blind‑box‑drawing event has unveiled a fresh way to check in at Luzhi Ancient Town. At the entrance of Baosheng Temple, visitors hang prayer plaques, hoping for a year of good fortune and smooth sailing. On the Wansheng Rice Shop’s wish wall, messages like “smooth work,” “academic progress,” and “peace and health” are all warmly received. Tourists eagerly use Xuan paper to make rubbings of phrases such as “peace and joy,” “abundant blessings,” and auspicious Chinese dragons, savoring the cultural charm of Luzhi Ancient Town through the allure of traditional intangible cultural heritage. Accompanied by the rich aroma of sauce from the Luzhi Sauce Factory, visitors delight in activities like drawing the “best‑of‑the‑year” fortune slip and playing the game of “touhu,” adding to the festive spirit.

Tourists enthusiastically took part in the event to collect four colorful stamps, and then flocked to the cultural‑creative shop at the Luzhi Visitor Center to draw mystery blind boxes—each turn bringing a delightful surprise!

A vibrant holiday, a peaceful New Year—everything unfolds in perfect order, ushering in a new chapter.

　　During the holiday period, the Luzhi Ancient Town scenic area maintained orderly and safe operations, with no tourism-related complaints reported. Prior to the Spring Festival, the town convened a meeting on workplace safety, meticulously planning and coordinating safety measures for the holiday tourism season. Experts were invited to join representatives from the town’s fire department and safety supervision authorities in conducting a special inspection of fire safety, thoroughly identifying and rectifying potential risks and hazards. In addition, staff participated in fire‑response drills to enhance their practical skills and emergency‑handling capabilities. Led by the town’s top officials, inspection teams visited the ancient town to oversee safety management, ensuring the overall safety and stability of the holiday tourism environment.

During the holiday period, all staff members at the scenic area were on duty, and a large number of volunteers were recruited to promote responsible tourism and provide attentive services, including guidance, information, ticket inspection, guided tours, sightseeing assistance, and boat‑ride support. Security personnel were reinforced to bolster crowd control, streamline visitor flow, and prevent any incidents of stampedes. Cleaning teams were also augmented to increase mobile sweeping and the frequency of waste removal, ensuring the highest standards of environmental hygiene and offering visitors a comfortable, well‑kept setting for their visit.

　“Fifteen days still feels like the New Year”—with the Lantern Festival just around the corner, now is the perfect time to set out on a journey. Some of the Lunar New Year promotions will extend through the fifteenth day of the first lunar month, offering lantern‑light displays, riddle‑solving, and traditional yuanxiao dumplings—creating a rich, festive atmosphere that’s truly “dragon‑like.” Celebrate the New Year in the Jiangnan region—your visit is eagerly awaited.

Spring Festival Travel Promotion:

① Visitors wearing traditional costumes of the Luzhi Water Town or Hanfu can enjoy free admission to the attractions of Luzhi Ancient Town.

② Visitors whose zodiac sign is the Dragon, or whose names include the character “Dragon,” are admitted free of charge. They also receive a 20% discount on boat tickets and on DuanDuan cultural‑creative products.

Event period: Until February 24, 2024

A Splendid Moment | Lanterns Illuminate the Charm of Jiangnan, Festivities Enliven the Lantern Festival

The Chinese New Year in Jiangnan: The Tranquil, Intoxicating Flavors of Luzhi