年味浓、人气足、消费旺——新春文旅市场一线观察

Strong taste, full popularity, prosperous consumption_First-line observation of cultural and tourism market in New Year

新华社北京2月15日电　题：年味浓、人气足、消费旺——新春文旅市场一线观察

Xinhua Agency, Beijing, Feb.15 (Xinhua) Question: Strong taste, full popularity, prosperous consumption_First-line observation of cultural and tourism market in New Year

迎春灯会、民俗展演、非遗体验、巡游贺岁……甲辰龙年春节假期，各地不断丰富文旅供给，推出主题多样、精彩纷呈的活动。浓浓年味中，市民游客出游消费热情高涨，众多景区和商圈呈现一派红火景象。

Spring Festival Lantern Festival, Folk-custom Show, Intangible Cultural Heritage Experience, New Year Cruise... Jiachen Dragon Year Spring Festival Holiday, various places constantly enrich the supply of cultural tourism, launch a variety of themes, wonderful activities. In the thick taste of the year, the enthusiasm of citizens and tourists to travel and consume is high, and many scenic spots and business districts present a scene of prosperity.

“文旅大餐”吸引人们走出家门、乐享春节

"Cultural and Travel Feast" attracts people out of their homes and enjoys the Spring Festival

龙腾虎跃庆新春，全国多地因地制宜推出充满年味的“文旅大餐”，吸引人们走出家门、乐享春节。

Long Teng Hu Yue celebrates the Spring Festival, and many places across the country launch "cultural and travel feasts" full of taste according to local conditions to attract people to go out of their homes and enjoy the Spring Festival.

在有着600余年历史的西安城墙上，近20组花灯绵延近2公里。以“灯火暖长安，龙启中国年”为主题的第37届西安城墙灯会，再一次用璀璨的花灯扮靓古城西安，为市民游客呈上一场年味浓郁、特色鲜明的春节文化盛宴。

On the city wall of Xi'an, which has a history of more than 600 years, nearly 20 groups of lanterns stretch nearly 2 kilometers. The 37th Xi'an City Wall Lantern Festival, with the theme of "Lights Warm Chang' an, Dragon Kai Chinese Year", once again decorated the ancient city of Xi'an with bright lanterns, presenting a Spring Festival cultural feast with rich flavor and distinctive characteristics for citizens and tourists.

灯组之间，身着古装的商贩们不停叫卖吆喝，唐文化沉浸演出轮番上演，游客们则手持国潮新春文创，开心地拍照“打卡”。

Between the lamp groups, vendors dressed in ancient costumes kept shouting, Tang culture immersion performances were staged in turn, tourists holding the national tide new spring literary creation, happy to take photos "punch cards."

“今年除了花灯，我们还首度打造了全天候覆盖的沉浸式文艺演出。”西安城墙景区工作人员马锦江介绍，春节期间每天早8点到晚6点，景区都会推出精心策划的数十场沉浸式演出。“我们希望以此营造浓浓的中国年味，提升大家的春节出游体验。”

"In addition to lanterns this year, we also created an all-weather immersive performance for the first time." Xi'an city wall scenic spot staff Ma Jinjiang introduced, During the Spring Festival every day from 8 a.m. to 6 p.m., The scenic spot will launch carefully planned dozens of immersive performances. "We hope to create a strong taste of Chinese New Year and enhance everyone's Spring Festival travel experience."

游客在西安城墙欣赏花灯。新华社记者邹竞一 摄

Tourists enjoy lanterns on the city wall of Xi'an. Photographed by Zou Jingyi, reporter of Xinhua Agency

对于广东人来说，春节逛花市，有着一年之中必不可少的仪式感，广州越秀西湖花市更是“广州过年，花城看花”的最佳代表。

For Guangdong people, visiting the flower market during the Spring Festival has an indispensable sense of ceremony throughout the year. Guangzhou Yuexiu West Lake Flower Market is the best representative of "Guangzhou New Year, Flower City Watching Flowers".

行走于摩肩接踵的西湖花市，民俗巡游、舞龙舞狮表演、书法家现场挥毫让人目不暇接。今年西湖花市还多了一份科技感——花市上，不少市民游客将手机摄像头对准花市主牌楼，随即“召唤”出一条飞龙，身临其境地体验到“龙飞九霄”的场景，寓意龙年昂扬向前。

Walking in the West Lake Flower Market, folk parade, dragon and lion dance performances, calligraphers on the spot to make people dizzying. This year, the West Lake Flower Market also added a sense of science and technology. On the flower market, many citizens pointed their mobile phone cameras at the main archway of the flower market, and then "summoned" a flying dragon to experience the scene of "Long Fei Jiu Jiu" personally, implying that the Year of the Dragon is moving forward.

文化地标成为过年热门“打卡”地

Cultural Landmarks Become Popular "Punch Card" Places for New Year

文旅市场持续升温，各类文化地标也成为热门“打卡”地。多地博物馆、图书馆、美术馆等公共文化场馆春节假期不打烊，开展了多项活动，丰富市民游客文化生活。

The cultural and tourism market continues to heat up, and various cultural landmarks have also become popular "punch cards". Many museums, libraries, art galleries and other public cultural venues are closed during the Spring Festival holiday, and a number of activities have been carried out to enrich the cultural life of citizens and tourists.

假期里，广东各大博物馆人潮涌动。据了解，广东推出“博物馆里过大年”活动，全省385家博物馆开设超1000场基本陈列展览、近200场迎春特展和400余场丰富多彩的新年文化活动。

During the holidays, Guangdong museums are crowded. It is understood that Guangdong launched the activity of "New Year in Museums",385 museums in Guangdong Province opened more than 1000 basic exhibitions, nearly 200 special exhibitions to welcome the Spring and more than 400 colorful New Year cultural activities.

在广东省博物馆，观众在现场寻祥龙、印版画、拓纹饰、集印章，乐在其中。广东省博物馆工作人员介绍，春节期间每日预约人数都爆满，大家很愿意来博物馆过个文化年。

At the Museum of Guangdong Province, spectators are looking for auspicious dragons, printing plates, decorative patterns and seals on the spot. Guangdong Province Museum staff introduced, During the Spring Festival daily reservations are full, Everyone is willing to come to the museum for a cultural year.

在西湖花市的南越王博物院摊位，文创与花市的跨界融合吸引了不少市民游客驻足。（南越王博物院供图）

At the booth of Nanyue King Museum in West Lake Flower Market, the cross-border integration of Wenchuang and Flower Market attracted many citizens and tourists to stop. (Photo courtesy of Nanyue King Museum)

看龙狮腾舞、观年俗展览、赏舞龙花灯、听新年礼乐，广西民族博物馆里，人们在喜庆的氛围中感受传统文化的魅力。

Watching dragon and lion dance, observing New Year customs exhibition, enjoying dragon lantern dance, listening to New Year ceremony music, Guangxi Ethnic Museum, people feel the charm of traditional culture in a festive atmosphere.

“我们开展剪窗花、背篓投绣球、民族音乐表演等活动，希望大家能在沉浸式体验中感受新年的欢乐氛围，同时也借此了解广西世居民族的文化。”广西民族博物馆工作人员覃元励说。

"We carry out activities such as window flower cutting, basket throwing hydrangea, ethnic music performance, etc. We hope that everyone can feel the happy atmosphere of the New Year in the immersive experience, and at the same time learn about the culture of Guangxi's ethnic groups." Guangxi Museum of Nationalities staff Qin Yuanli said.

图为湖南省新华书店与新锐茶饮品牌茶颜悦色的“翻书阅岭”联名店。（邓再坤 摄）

The picture shows Xinhua Bookstore in Hunan Province and the joint store of "Turning Books and Reading Ridge" of Xinrui Tea Drink Brand. (photo by deng zaikun)

除了传统文化场馆，一些跨界交流也让人耳目一新。在长沙太平老街，湖南省新华书店与新锐茶饮品牌茶颜悦色的“翻书阅岭”联名店里人头攒动。市民和游客们争相进店，在“书香”与“茶香”中惬意品茶、读书。

In addition to traditional cultural venues, some cross-border exchanges are also refreshing. In Taiping Old Street, Changsha, Xinhua Bookstore in Hunan Province and the joint store of "Turning Books and Reading Ridge" of Xinrui Tea Brand Tea Yan Yue Color are crowded. Citizens and tourists compete to enter the store, enjoying tea and reading in the "book fragrance" and "tea fragrance".

红火新春释放文旅消费活力

Red Spring Releases Cultural Travel Consumption Vitality

广州天河路商圈、长沙五一商圈、南宁“三街两巷”等地，拎着大包小包的市民游客来来往往，琳琅满目的百货、礼盒、特产摆满货架，市场腾起浓浓消费热气。

Guangzhou Tianhe Road Business Circle, Changsha Wuyi Business Circle, Nanning "Three Streets and Two Alleys" and other places, carrying large bags of tourists come and go, a variety of department stores, gift boxes, specialties are full of shelves, the market rises thick consumption heat.

在广西玉林市容县，不仅有独具风味的美食小吃，还有可观可学可品的非遗项目及产品，以及琳琅满目的年货一条街……

In Yulin City County, Guangxi Province, there are not only unique delicious snacks, but also intangible cultural heritage items and products that can be learned and tasted, as well as a variety of New Year's goods street...

围绕假日经济，容县将年货市场与周边旅游资源、商业场所融合发展，在容州古城打造了“吃游购娱玩”一体化消费平台。

Focusing on holiday economy, Rong County integrates and develops the New Year goods market with surrounding tourism resources and commercial places, creating an integrated consumption platform of "eating, shopping and entertainment" in Rongzhou Ancient City.

“侨乡特色美食、非遗特产和年俗年货等融入夜市和景区后，更好地聚集了人流。”容县文体广电和旅游局局长刘标说，景区还推出折扣活动，让市民和游客春节期间玩得开心、消费放心。

"Overseas Chinese hometown characteristic food, intangible cultural heritage specialty and New Year goods are integrated into the night market and scenic spot, better gathering people." Liu Biao, director of Rong County Sports, Radio, Television and Tourism Bureau, said that the scenic spot also launched discount activities to make citizens and tourists have fun and consume at ease during the Spring Festival.

走进位于长沙坡子街的火宫殿，大红灯笼高高挂，一条蟠龙盘踞在古色古香的石牌楼上，一派新年喜庆氛围。

Walking into the fire palace located in Changsha Pozi Street, red lanterns hang high, a panlong entrenched in the antique stone archway, a festive atmosphere of the New Year.

这家拥有400余年历史的老店里客流爆棚：“小吃王国”里，臭豆腐、荷兰粉等一道道湖南特色小吃被端上餐桌；古戏台上，杂技、变脸、财神送宝等表演让人眼花缭乱；庙坪内，吹糖人、棕编、剪纸、泥人等非遗产品吸引人们争相购买。

This old shop with a history of more than 400 years has a lot of customers: in the "snack kingdom," stinky tofu, Dutch powder and other Hunan characteristic snacks are served on the dining table; on the ancient stage, acrobatics, face-changing, God of Wealth and other performances dazzle people; in the temple ping, sugar blowing people, palm weaving, paper-cut, clay figurines and other intangible cultural heritage products attract people to buy.

从文化艺术、非遗传承到吃喝玩乐，这个春节，文旅消费活力在内容丰富、形式多样的活动中，得到进一步释放。

From culture and art, non-genetic inheritance to eating, drinking and playing, this Spring Festival, cultural and tourism consumption vitality in rich content, various forms of activities, further released.