Recently, the launch ceremony of the 2026 “Charm of Jiangsu: Spring Festival Celebrations” cultural and tourism consumption promotion campaign was held at Tangshan Quarry Park in Nanjing. The event was jointly organized by the Jiangsu Provincial Department of Culture and Tourism and the Nanjing Municipal People’s Government, and undertaken by the Nanjing Municipal Bureau of Culture and Tourism and the Jiangning District People’s Government. Over the coming month and beyond, more than 1,300 featured cultural and tourism activities will be rolled out across the province, alongside a series of consumer-friendly incentive measures.

At the launch event, a themed promotional video highlighting Jiangsu’s Spring Festival cultural and tourism offerings, together with the situational stage performance “Celebrating the Spring Festival in Jiangsu”, vividly showcased a wide range of products and experiences under the themes of “great food, great sights, great fun, great shopping, great experiences and great holidays”. Targeted promotional presentations were also delivered by various cities and platforms. Huai’an and Yangzhou invited visitors to “Celebrate a Reunion Feast in a UNESCO Creative City of Gastronomy”, Wuxi promoted a “Romantic and Artistic Spring Festival in a UNESCO Creative City of Music”, Yancheng highlighted a “Festive Spring Festival of Intangible Cultural Heritage in an International Wetland City”, and Nanjing presented a “Dynamic and Healthy Spring Festival in a UNESCO City of Literature”. Major OTA platforms also launched themed campaigns such as “Charm of Jiangsu: A Traditional Chinese-Style Spring Festival” and “Charm of Jiangsu: A Joyful and Happy Spring Festival”, introducing the diverse ways to celebrate the Chinese New Year in Jiangsu.

Cultural and tourism authorities from all 13 prefecture-level cities in Jiangsu jointly launched the “vivo Snap - Charm of Jiangsu: Instant City Imagery” initiative. A themed “Charm of Jiangsu: Celebrate the Spring Festival in Jiangsu” market was also set up at the venue, while the “Charm of Jiangsu at Service Area” RV bazaar unveiled a special Chinese New Year edition.

On the same day, parallel launch events were held in Shanghai, Hefei in Anhui Province, and Hangzhou in Zhejiang Province. Through live interactive connections, visitors from across the Yangtze River Delta were invited to experience Jiangsu’s distinctive festive atmosphere.