China targets foreign tourists for Lunar New Year ‘consumption feast’
Beijing sees huge untapped potential in spending by inbound travellers as it strives to drive up demand over the crucial nine-day holiday
China is gearing up to harness the extended Lunar New Year holiday to attract more spending by international tourists, as the country looks to shake off a recent economic slowdown and pivot towards consumption-driven growth.
In a rare joint initiative by nine central government departments, Beijing announced plans earlier this month to turn the holiday – which this year began on Sunday and runs through February 23 – into a “consumption feast that links regions and engages everyone”.
It also encouraged local governments to release multilingual guides introducing Lunar New Year folk customs to help tourists experience China’s cultural heritage and holiday traditions.