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.
