The 2025 Chinese New Year celebration commences at London's Trafalgar Square on Feb 2. [Photo/Huangshan Daily]

On Feb 2, the 2025 Chinese New Year celebration at London's Trafalgar Square commenced with a dazzling showcase of Huangshan's tourism allure.

The Trafalgar Square Chinese New Year celebration is the largest of its kind outside China, having run for 23 consecutive years since its inception in 2002, making it a hallmark event on London's official calendar.

The 2025 celebration marked the first since Chinese New Year was made an intangible cultural heritage item. The event attracted a diverse audience, including Chinese expatriates, students, representatives of Sino-British institutions, British locals, and global tourists, with a unique display of Chinese landscapes and rich traditional culture.

Throughout the festivities, captivating 30-second videos and 3-minute promotional clips showcasing Huangshan's beauty and Huizhou culture played on electronic screens at Trafalgar Square and Shaftesbury Avenue, garnering widespread attention and acclaim. Additionally, large red lanterns featuring the Huangshan tourism logo adorned London's Chinatown, enhancing the festive New Year atmosphere. At the Dean Street stage on Shaftesbury Avenue, a massive image of the iconic Welcoming Pine invited visitors to immerse themselves in Huangshan's grandeur.

As part of the day's program, Huangshan placed a dedicated promotional column in the event brochure, highlighting travel routes like the "Mount Huangshan-Hongcun/Xidi World Heritage Tour" and attractions such as Taiping Lake and Huashan World and showcasing the city's intangible cultural heritage activities and creative products.

This was Huangshan's sixth time participating in the Trafalgar Square Chinese New Year celebration. With the recent comprehensive relaxation of transit visa policies, the Tunxi International Airport in Huangshan has been made a transit visa-free port, which is expected to entice tourists from Europe and beyond to embark on a China Travel journey to Huangshan.

Huangshan's tourism promotion film is played on Shaftesbury Avenue. [Photo/Huangshan Daily]