Guangzhou recently launched a series of Spring Festival consumption and cultural tourism integration initiatives, centered around the core theme of "Guangzhou Goods Travel the World, Guangzhou Has the Best New Year Atmosphere." Through policy empowerment, scenario innovation, and brand collaboration, the city is comprehensively activating the service consumption market. By closely aligning with the personalized, diversified, and quality-driven demands of citizens and tourists, these efforts are injecting fresh vitality into the high-quality development of Guangzhou's service consumption, continuously burnishing the city's名片 as a millennium commercial hub and an international consumption center city.
On January 28, the Guangzhou Municipal Government Information Office held a press conference titled "Guangzhou Goods Travel the World, Guangzhou Has the Best New Year Atmosphere." The Guangzhou Municipal Commerce Bureau and the Culture, Radio, Television, and Tourism Bureau, in collaboration with local leading enterprises such as Chimelong Resort, Miniso, and Vipshop, unveiled major deployments for the 2026 Spring Festival service consumption. Guided by the main thrust of "strengthening local consumption, deepening the national market, and expanding the global footprint," they introduced multi-sector, full-chain measures to promote the deep integration of service consumption formats like commerce, tourism, and retail, aiming to create a service consumption upgrade model with Guangzhou characteristics.
Technology empowerment is creating immersive experiences and unlocking new scenarios for cultural tourism service consumption. "We will leverage Guangzhou's advantages as a millennium commercial capital and an international trade center city, focusing on the main line of 'strengthening local consumption, deepening the national market, and expanding the global footprint,' and advance three specific actions: Guangzhou Goods Touring Guangzhou, Touring the Nation, and Touring the Globe," said Wu Bingxiang, Deputy Director of the Guangzhou Municipal Commerce Bureau.
Capitalizing on the peak consumption season of the Lunar New Year, Guangzhou is building a city consumption IP around "Strolling Flower Streets - Guangzhou's New Year Flavor." It is linking 35 national Time-Honored Brands, 82 Guangdong Time-Honored Brands, and 150 Guangzhou Time-Honored Brands, deeply integrating them into the Spring Festival consumption scene to create a Time-Honored Brand consumption feast that combines cultural heritage, consumption benefits for the public, and brand empowerment.
Simultaneously, focusing on the dining consumption needs of citizens and tourists, the government will issue multiple rounds of 50 million yuan in government dining consumption vouchers around the Spring Festival. This initiative aims to leverage financial institutions and platform companies to launch配套 commercial discount vouchers, tangibly enhancing the culinary consumption experience and continuously polishing the "Eating in Guangzhou" brand.
In terms of consumption policy empowerment, Guangzhou continues to optimize trade-in services for consumer goods. Focusing on new-generation products like automobiles, smart digital devices, and home appliances, it is improving the convenience of policy processing to ensure swift and direct policy benefits. Coordinating with the Guangdong Quality Products Purchase policy to create staggered subsidies, it is particularly enhancing subsidies for new car purchases. The first national "double first orders" for digital and automobile trade-ins were already recorded on New Year's Day 2026, continuously unleashing the potential of major item consumption.
Furthermore, Guangzhou is further expanding the scenarios for tax refund services for overseas tourists. Currently, there are over 1,600 tax-free shops for departing tourists, with plans for continuous expansion of stores and product ranges. The goal is to make Guangzhou's trendy products a must-buy for inbound tourists, extending commercial service consumption globally.
Meanwhile, Guangzhou is breaking traditional cultural tourism experience models, using technology as a wing to create unique Spring Festival cultural tourism scenes. It is launching a series of projects featuring technological New Year customs, immersive spaces, and cultural museum experiences, making cultural tourism service consumption more technologically advanced and culturally rich.
Wu Qingsong, Deputy Director of the Guangzhou Municipal Culture, Radio, Television, and Tourism Bureau, stated that Guangzhou is锚定 the goal of technology-empowered integration of culture and tourism. By activating cultural tourism resources with digital technology and innovating "technology + New Year customs + entertainment + cultural museums" service consumption scenes, it is upgrading cultural tourism service consumption from "static experience" to "immersive, interactive, and experiential," making the Lingnan New Year flavor the core attraction of cultural tourism service consumption.
Guangzhou is continuously optimizing the travel service experience for tourists. It has introduced intelligent transportation services such as unmanned buses at Canton Tower, unmanned sightseeing vehicles at Baiyun Mountain, and intelligent unmanned boats at Haizhu Lake. It is also creating smart consumption scenes like AI smart hotels and 3D holographic projection restaurants, enhancing the quality of cultural tourism services across the entire chain of travel, accommodation, and dining. This makes "Smart Touring Guangzhou" a new trend in Spring Festival cultural tourism consumption, driving the upgrade of cultural tourism services towards high quality and personalization.
As important market entities in Guangzhou's service consumption sector, local leading enterprises are closely adhering to the theme "Guangzhou Goods Travel the World, Guangzhou Has the Best New Year Atmosphere." They are leveraging their industrial strengths, innovating service consumption scenarios, and promoting cross-border integration of commerce, tourism, and retail formats, becoming a crucial support for the high-quality development of Guangzhou's service consumption.
Chimelong Resort in Guangzhou is deeply integrating Cantonese culture with cultural tourism services to create an immersive Spring Festival tourism experience. It has launched special scenarios like the "Mystical Horse Park" themed area for the Year of the Horse and the intangible cultural heritage show "Happy God of Wealth Village," integrating intangible cultural heritage elements like Yingge dance and the Bao Mountain grabbing blessing ceremony into the entertainment experience. Concurrently, it is optimizing one-stop vacation services, offering special family tickets and Spring Festival reunion accommodation packages. Three themed hotels are custom-creating Cantonese New Year's Eve dinners, enhancing the cultural tourism service experience across the entire chain of play, accommodation, and dining, making Cantonese culture the core added value of cultural tourism service consumption.
The retail brand Miniso, which has expanded from Guangdong to the globe, is focusing on Lingnan culture to create distinctive consumption scenes, aiding the upgrade of local consumption in Guangzhou. It has established the first MINISO LAND in South China on Beijing Road, renovating the traditional Lingnan Qilou arcades while preserving their classic appearance and integrating over 100 global IPs to create an immersive consumption space. This revitalizes old properties while boosting consumption in the business district.
Additionally, in the current "Guangzhou Goods Travel the World, Guangzhou Has the Best New Year Atmosphere" campaign, Vipshop has launched a "Guangzhou Goods Travel the World" dedicated section on its platform, featuring the "Guangdong Products Apparel Festival." The section brings together trendy new items and classic bestsellers from numerous well-known Guangzhou apparel brands. Through deep discounts and limited-time flash sales, it offers consumers nationwide a high-quality, high-value fashion feast.
Wu Bingxiang emphasized that from the warmth of Time-Honored Brands in the flower streets, to the dynamic surge in the national market, and to setting sail for the global stage, "Guangzhou Goods" have long transcended being mere commodities. They represent the基因 of Guangzhou's commerce, a link between the local and the world, and an epitome of the city's economic vitality and industrial strength.
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