During the New Year holiday, Shanxi province unveiled a series of distinctive cultural and tourism activities to welcome the New Year in a festive atmosphere, offering visitors fresh experiences and sparking new consumer enthusiasm.

Offerings such as hot spring vacations, night tours, travel photography, live performances, and cultural and creative markets unleashed significant consumer potential. The cultural and tourism consumption structure is steadily upgrading toward higher quality and greater diversity.

Throughout the holiday, Shanxi welcomed 6.4 million domestic tourists, a 29.34 percent increase from the previous year, generating total tourism revenue of 3.42 billion yuan ($490.47 million), up 33.07 percent year-on-year.

Shanxi's attractions also innovated cultural and tourism experiences by transforming its ice and snow resources into new consumer hotspots. Sites like Wanlong Baideng Mountain International Ski Resort, Huchenghe Ice and Snow Park, and Wenying Lake Ice Playground were bustling with activity, offering visitors the joy of winter sports.

The popularity of ice and snow sports spurred growth in tourism, dining, accommodation, and shopping sectors. Nearby attractions saw a surge in visitors, and local restaurants were bustling with customers.

To enhance visitor experience and service quality, many areas introduced a series of public welfare measures. Across the province, 215 attractions offered free or discounted tickets, along with improved transportation and parking services, significantly enhancing the overall visitor experience.