Huangshan makes a striking appearance at the "Culture China Spring Festival" celebration in London's Trafalgar Square on Feb 22. [Photo/Huangshan Daily]
A promotional video looped on large screens at Trafalgar Square and Shaftesbury Avenue in London. [Photo/Huangshan Daily]
Huangshan made a striking appearance at the "Culture China Spring Festival" celebration in London's Trafalgar Square on Feb 22. The annual event, one of the largest Chinese New Year festivities outside China, drew nearly a million attendees from around the world.
Across multiple platforms, Huangshan showcased its iconic landscapes — jagged peaks, ancient pines, a sea of clouds, and hot springs — alongside cultural treasures like Huizhou architecture, fish lanterns, and local cuisine.
A promotional video played on large screens at Trafalgar Square and Shaftesbury Avenue, with festive banners decorating Chinatown. An outdoor photo exhibition with 30 images along Leicester Square featured landmarks such as the Welcoming Pine, Hongcun village, and Taiping Lake, attracting the attention of passersby.
Huangshan also received a 4-page feature in the event's official magazine, highlighting heritage routes and new attractions. On-site staff distributed brochures to international visitors, providing details about the region's natural beauty and cultural richness.
This participation represents a strategic move for Huangshan to grow its inbound tourism and enhance its global brand visibility. By connecting with a diverse international audience at a widely recognized event, Huangshan effectively communicated its story and encouraged the world to explore its wonders.