The 2025 Spring Festival saw Dongguan embrace the unique theme of "Reverse Reunion," attracting over 5.23 million visitors during the holiday period. This marks a four percent increase from the previous year, with tourism revenues reaching 3.01 billion yuan, a remarkable 9.4 percent rise, establishing Dongguan's best performance in recent years.
Popular attractions such as the Opium War Museum, Nanshe Ancient Village, and Yinxian Mountain Villa buzzed with activities. The Keyuan Garden Museum hosted a Cantonese opera performance on the lake, immersing visitors in the festive atmosphere. Shopping malls became bustling leisure hotspots, with crowds gathering at Huangqi Mountain for prayers, Sam's Club for shopping, and meandering through the newly opened Dongguan Memory historical district.
The Wanjiang Longwan Lantern Festival, featuring 20 large lanterns that blend national trends with Year of the Snake elements, offered a rich taste of the New Year. The Dongguan Cpark Theater hosted ten comedy performances by Happy Mahua, while shopping malls like Guomao Center launched promotional activities, igniting a shopping frenzy.
In addition to cultural festivities, Dongguan implemented over 50 community-friendly benefit policies, including discounted attraction tickets, hotel accommodations, and free public transport, providing residents and visitors with a "Spring Festival Cultural and Tourism Gift Package." The integration of intangible cultural heritage into the festivities was evident as the city's cultural center held a variety gala, libraries promoted reading activities, and the Yulan Grand Theatre showcased stage plays. Local communities organized dragon and lion dances, qilin performances, and traditional village events, revitalizing customary practices.
The trend of "reverse reunion" gained traction as many migrant workers chose to bring their families to Dongguan for the New Year. The city's warm climate, rich culinary offerings, and well-developed infrastructure attracted northern tourists seeking an alternative holiday experience. Companies prepared "Reunion Gift Bags" for employees' families, including festive goods, attraction tickets, and transportation subsidies. Towns like Houjie and Xiegang organized lion dance performances and cultural experiences to extend New Year blessings to workers.
As a renowned manufacturing city, Dongguan is blending cultural tourism with corporate care, showcasing a warm New Year atmosphere and redefining the reunion concept. This transformation is positioning Dongguan as a welcoming and livable city for countless families, making it a cherished destination for Spring Festival gatherings.
Reporter: Xie Maishi
Photo: Nanfang Plus
Editor: Huang Qini, James, Shen He
