Drones display a welcoming slogan “Spring Festival in Shenzhen — Great to See You” in the sky over the Futian CBD on Wednesday night. Lin Songtao

The 2025 "Ring in Spring Festival in Guangdong" culture and tourism campaign launched in Shenzhen on Wednesday. As part of a provincial effort to attract visitors during the Lunar New Year holiday, the event offers a range of discounts and vouchers, including travel subsidies, ride-hailing discounts, and prize giveaways, aimed at boosting holiday tourism and consumer spending.

At the launch ceremony, Shenzhen unveiled its bilingual “2025 Shenzhen Tourism Calendar,” which includes over 400 cultural and tourism activities scheduled throughout the year. The Shenzhen Municipal Culture, Media, Tourism, and Sports Bureau, in collaboration with over 100 enterprises, has also introduced nearly 600 promotional offers spanning dining, accommodations, transportation, sightseeing, shopping, and entertainment.

In Futian District, visitors can access vouchers via the “福田文旅”(Futian Cultural Tourism) mini-program. These vouchers, valued at a total of 2 million yuan (US$273,000), cover hotel stays, dining, sightseeing, and movie tickets.

Popular attractions such as the Splendid China • China Folk Culture Villages theme park, Shenzhen Safari Park, OCT East, and the Ping An International Finance Center's observation deck are offering discounted tickets and themed performances.

Major shopping malls, including Dongmen Rainbow, One Avenue, Shenzhen Bay MixC, and Coastal City, are hosting promotional events and sales.

The cruise ship "Shen Kuo," debuting in January, will take families on science trips and offer hands-on learning experiences.

Moreover, ride-hailing platforms have partnered with Shenzhen to provide discounts of up to 30%, with benefits capped at 100 yuan.

Shenzhen's initiatives align with a broader push across Guangdong Province to attract tourists during Spring Festival celebrations.

The Guangdong Provincial Department of Culture and Tourism has partnered with platforms like Ctrip and Meituan to distribute 8 million yuan in culture and tourism vouchers.

Meituan is launching its "Must-Try Festival" in cities like Guangzhou, Shenzhen, Dongguan, and Foshan with meal packages at up to 50% off. Travelers can also access a one-time, no-threshold 50-yuan flight discount through Meituan Flights between Jan. 8 and Feb. 12.

China Eastern Airlines has also joined the efforts with its Guangdong Gift Campaign, offering special promotions to encourage visitors to explore the province and the Guangdong-Hong Kong-Macao Greater Bay Area.