Pingshan sees tourism and spending boom during Spring Festival

Visitors watch a kylin dance at the Dawan Ancestral Residence in Pingshan on Jan. 30. Photo from Pingshan Media Center

Pingshan District received 147,600 tourist visits during the eight-day Spring Festival holiday (Jan. 28 to Feb. 4), showcasing the district’s thriving shopping scene, culture, and tourism.

Many shopping malls in Pingshan hosted traditional performances and lion dances and offered various discounts for shoppers throughout the holiday. Statistics show that over 600,000 visits were made to these malls during the holiday, a 26.9% increase year on year. Revenue in these malls rose by 33.5% compared to the previous year’s Spring Festival holiday.

With six new Chinese movies released during the holiday, cinemas in Pingshan sold nearly 70,000 tickets, an increase of 19.36% year on year, while the district’s total box-office revenue grew by 20.86% year on year.

Prior to the holiday, the district had already experienced a spending boom. The First Shenzhen Pingshan Rural Revitalization Festive Goods Festival, held from Jan. 3 to 28 at the Pengsheng Smart Market, showcased a variety of festive goods and specialty agricultural products from across China.

Additionally, the 2025 Shenzhen Spring Festival Flower Fair’s Pingshan District Central Park venue attracted nearly 30,000 visitors from Jan. 22 to 28. Shoppers also enjoyed camping and games at the park.

In 2024, Spring Festival was added to UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity. Many visitors were drawn to various intangible cultural heritage activities in Pingshan.

On the second day of Spring Festival, descendants of the Zeng family honored their ancestors at the Dawan Ancestral Residence — this 200-year-old ritual is recognized as a city-level intangible cultural heritage item.

Kylin dances, another intangible cultural heritage item, were also performed across Pingshan to bless the New Year with good fortune.

Furthermore, visitors enjoyed soothing ballads at the Pingshan Cultural House, admired contemporary artwork at the Pingshan Art Museum, engaged in a Pompeii-themed virtual reality experience at the Pingshan Exhibition Gallery, and immersed themselves in concerts at the Pingshan Theater.

The warm and sunny weather during the holiday provided tourists with an excellent opportunity to explore Pingshan, which features a total of 133.04 kilometers of nature trails. In the first five days of the holiday, Julong Mountain Park welcomed more than 57,000 visitors, Dashanpi Park attracted over 10,000 visitors, and Pingshan Children’s Park saw more than 20,000 visitors.