Trinitydigest

Sanya, with its coconut breeze and seasonal blooms, is a year-round paradise. From January 22 to 23, the CMG Global Chinese Programming Center and the CCTV.com, in partnership with the city of Sanya, launched a two-day multimedia live broadcast of The 2025 China Cultural and Tourism Gala (Spring Festival Edition). Just as the Year of the Snake approaches, viewers across China are invited to join in the Spring Festival celebration, showcasing the joy and beauty of Chinese New Year, and sharing the festive spirit with the world.

Traveling in China This Spring Festival: A One-Stop Guide

China travel is booming worldwide. Thanks to the recently implemented 240-hour visa-free policy and the continued expansion of the visa-free “circle of friends” in 2024, the popularity of China travel on social media is still on the rise. Inbound tourism is expected to be a major highlight in the 2025 Spring Festival market. Where to visit during Chinese New Year? The live broadcast invited cultural and tourism ambassadors, industry experts, and travel influencers from over 20 famous touristic cities in China to share practical travel tips with global audiences. Foreign bloggers from around the world also joined, offering their personal experiences of traveling in China, opening a window for international visitors to explore the country.

Chinese New Year Added to UNESCO Intangible Cultural Heritage List

China is a country of boundless cultural charm. The 2025 Lunar Year of the Snake marks the first Chinese New Year since the Spring Festival was successfully listed as Intangible Cultural Heritage. The live broadcast took viewers on a virtual tour of China’s rich traditional culture, shaped by over 5,000 years of civilization. From the snowy Olunchun reindeer tribes to the tropical Danjia fishing songs; from the ancient Dongba script along the Jinsha River to the timeless melodies of the Guqin in the land of Qi and Lu; from classic Sichuan opera in the Ba-Yu region to the White Snake Legend beneath the Golden Mountain Temple in Zhenjiang… Every corner of China’s land tells a story. The broadcast featured dazzling cultural performances from across the country, each offering a unique Lunar New Year greeting to audiences at home and abroad from beautiful China.

Vibrant Online and Offline Celebrations, Unlocking the Hainan Island’s New Year Spirit

The online livestream is packed with exciting content, while offline events are vibrant and full of energy. During the livestream, the program team, together with Sanya City, held an offline Spring Festival cultural and tourism carnival at the Dadonghai live streaming location. Participating cities showcased unique cultural creations, local specialties, and spectacular performances, creating a high-energy and popular Spring Festival cultural and tourism event. Various cities promoted Spring Festival goods in the livestream, offering multiple rounds of fan gifts. Meanwhile, friends in Sanya had the chance to shop for a wide array of practical New Year goods on-site. Watch the livestream, explore the markets, and enjoy the surprises – the Lunar New Year vibe in Hainan Island bursts out of the screen!

The livestream aired on new media platforms including CCTV, @CCTV4, @CCTV Culture & Tourism, and the Homeland Dreamland program, reaching over 50 cities nationwide with more than 100 new media accounts streaming simultaneously. Additionally, @CCTV Culture & Tourism will collaborate with nearly 100 cities across China to launch an online World Heritage Chinese New Year event, showcasing vibrant New Year traditions from various regions.

The China Cultural and Tourism Gala, a program IP successfully created by the CMG Global Chinese Programming Center during the 2024 Spring Festival, has since launched several themed promotional activities, with the livestream reaching over 1 billion people. Against the backdrop of building a strong tourism nation, the China Cultural and Tourism Gala is steadily advancing toward its goal of becoming “a wind vane for Chinese cultural and tourism development and a new window into beautiful China.”

Media Contact
Company Name: CCTV
Contact Person: Wang Zhengcheng
Email: Send Email
Country: China
Website: www.cctv.com