Chinese Govt Partners with XR Firms to Launch Spring Festival Cultural Tourism Series Event

the "Digital Xian Lunar New Year"; 2026 Spring Festival Cultural

Tourism Series was inaugurated at the Xian XR Film Industry Base in China. The

event heralded a festive celebration that merges virtual and physical realms while

honoring traditional Chinese heritage.

Jointly organized by the Xi;an Municipal Government in partnership with leading

enterprises - including Byte Dance, Tongcheng Travel, Meituan, and Ant Group under

Alibaba- alongside local XR firms and cultural tourism institutions, the series event

will run through March 18. Structured around a "1+6+5+N" framework, the series

event features one launch ceremony, six collaborative platforms, five cross-border

consumption scenarios, and over 150 themed activities spanning six categories.

These encompass intangible cultural heritage traditions, culinary and shopping

experiences, museum study tours, and more - all curated to deliver a "visible,

touchable, and fully immersive" digital Chinese New Year experience.

A defining highlight of this year’s "Digital Xian Lunar New Year" is its deepened

technological integration. The launch ceremony opened with the robotic dance

performance "Digital Rhythm" followed by the unveiling of Spring Festival-themed

digital experience zones across Xian’s six major XR industry clusters, such as

Xiyuan District, Chanba-Changan Academy, and Lintong-Terracotta Warriors.

Through immersive XR projects like "The Hidden Realm of Nanwutai" and "The

Empires Code - Mausoleum of the First Qin Emperors visitors can explore and

interact within Large Area XR, transforming from passive observers of history into

engaged participants within it.