欢乐春节”港澳地区文化和旅游推广月启动

Happy Spring Festival " Culture and Tourism Promotion Month for Hong Kong and Macao has been Launched.

由亚洲旅游交流中心和香港旅游业议会联合主办的2026“欢乐春节”港澳地区文化和旅游推广月27日在港启动。活动上，亚洲旅游交流中心同步发布第一批“一程多站”入境旅游精品线路，并展示国家文化和旅游部面向全球推出的2026年“欢乐春节”吉祥物“吉祥马”，为即将到来的农历新春增添了浓厚的文化气息与欢庆色彩。

The 2026 "Happy Spring Festival"Culture and Tourism Promotion Month for Hong Kong and Macao , jointly sponsored by the Asian Tourism Exchange Center and the Travel Industry Council of Hong Kong, was launched in Hong Kong on 27th. At the event, the Asian Tourism Exchange Center simultaneously released the first batch of "one-stop multiple-station" inbound tourism premium routes, and showcased the 2026 "Happy Spring Festival" mascot "Auspicious Horse" launched by the Ministry of Culture and Tourism to the world, adding a rich cultural flavor and festive color to the upcoming Chinese New Year.

亚洲旅游交流中心主任张栋在仪式上致辞表示，2025年港澳文旅市场势头强劲，与内地文旅交流不断加深，传统文化魅力不减，新的科技打卡点人潮涌动，文旅融合发展成效显著。亚洲旅游交流中心将继续与港澳业界合作，服务国家旅游强国战略。

Zhang Dong, director of the Asian Tourism Exchange Center, delivered a speech at the ceremony, stating that in 2025, the cultural tourism market in Hong Kong and Macao will boom, the cultural tourism exchanges with the mainland will continue to deepen, the charm of traditional culture will not diminish, the new technology punch-in points will be crowded with visitors, and the integration and development of cultural tourism will achieve remarkable results. The Asia Tourism Exchange Center will continue to collaborate with the industries in Hong Kong and Macao to serve the national strategy of building the country through tourism.

香港特区政府旅游事务专员张冯泳萍表示，香港作为中外文化艺术交流中心，有丰富的旅游资源和国际化的优势。2025年全年访港旅客数字约为4990万人次，较2024年上升12％，多个海外市场增长显著。特区政府将继续善用自身优势，拓展多元旅游资源，吸引更多旅客来港。

Zhang Fengyongping, Commissioner for Tourism of the Hong Kong SAR Government, sated that Hong Kong, as a cultural and artistic exchange center between China and foreign countries, has abundant tourism resources and international advantages. The total number of tourists to Hong Kong in 2025 is testimated to be approximately 49.9 million, an increase of 12% compared with 2024, and several overseas markets have experienced significant growth. The SAR Government will continue to leverage its own advantages, expand diversified tourism resources and attract more tourists to Hong Kong.

活动现场，国家文化和旅游部面向全球推出的2026年“欢乐春节”吉祥物“吉祥马”亮相。“吉祥马”以东汉铜奔马——马踏飞燕为设计灵感，借鉴唐代五花马的鬃毛装饰手法，主色采用中国红，辅以祥云纹、如意纹等经典传统纹样，体现中国春节温暖、喜庆的氛围。

At the event site, the mascot "Jixiang Horse" for the 2026 "Happy Spring Festival" launched globally by the Ministry of Culture and Tourism of the People's Republic of China made its debut. The "Auspicious Horse" takes the design inspiration of the Eastern Han Dynasty's bronze galloping horse - the horse trampling on a flying swallow. It draws on the mane decoration techniques of the Tang Dynasty's five-colored horse. The main color is Chinese red, supplemented by classic traditional patterns such as auspicious cloud patterns and ruyi patterns, reflecting the warm and festive atmosphere of the Chinese Spring Festival.

此外，亚洲旅游交流中心紧扣“文旅融合、主题鲜明、区域联动”设计核心，正式推出10条“一程多站”入境旅游精品线路。精准锚定港澳作为国际旅游枢纽的独特优势，以港澳为全球旅客重要门户与中转节点。10条线路涵盖长江文明、黄河文明、大运河文明等五大文化脉络，整合京津冀、江浙沪、黑吉辽等区域文旅产业集群，同时聚焦熊猫家乡、世界屋脊等全球知名文旅IP，深度串联内地全域优质文旅资源，为港澳地区和全球游客提供高品质入境旅游选择。

In addition, the Asian Tourism Exchange Center, closely adhering to the design core of "integration of culture and tourism, distinct themes, and regional linkage", has officially launched 10 high-quality inbound tourism routes featuring "one trip, multiple stops". Accurately anchor the unique advantages of Hong Kong and Macao as international tourism hubs, and take Hong Kong and Macao as important gateways and transfer nodes for global tourists. The 10 routes cover five major cultural veins including the Yangtze River civilization, the Yellow River civilization and the Grand Canal civilization. They integrate cultural and tourism industrial clusters in regions such as Beijing-Tianjin-Hebei, Jiangsu, Zhejiang and Shanghai, and Heilongjiang, Jilin and Liaoning. At the same time, they focus on globally renowned cultural and tourism ips such as the Hometown of Pandas and the Roof of the World. They deeply connect high-quality cultural and tourism resources throughout the Chinese mainland, providing high-quality inbound tourism options for tourists from Hong Kong, Macao and around the world.

“欢乐春节”活动由国家文化和旅游部主办，自2001年起已连续举办25年。本次港澳地区推广月活动，作为“欢乐春节”全球系列活动的重要组成部分，标志着2026年港澳地区文旅推广工作全面启幕。（来源：新华社）

The "Happy Spring Festival" event, hosted by the Ministry of Culture and Tourism of the People's Republic of China, has been held continuously for 25 years since 2001. This promotion month event in Hong Kong and Macao, as an important part of the "Happy Spring Festival" global series of activities, marks the full launch of cultural and tourism promotion work in Hong Kong and Macao in 2026. (Source: Xinhua News Agency