International visitors give a thumbs-up after attending a Spring Festival celebration featuring Hakka rice wine in Longhua on Feb. 13. Chen Jianhua

Shenzhen’s Longhua District recorded strong tourism growth during the recent Spring Festival holiday, welcoming 634,800 visitor trips and generating 570 million yuan (US$79 million) in tourism revenue, local authorities said. Visitor numbers rose 21.75% year on year, while revenue increased 20.76% from 2025.

The gains reflect a holiday lineup that blended film premieres, short-form drama productions, cultural exhibitions and outdoor leisure experiences — a mix that drew both residents and visitors.

Film premieres boost holiday traffic

Cinemas in Longhua became a focal point during the holiday box-office season.

Holiday box office momentum was amplified by in-person promotional events at the CINESKY IMAX cinema in Longhua. Director Zhang Yimou and cast members Zhu Yilong and Song Jia attended roadshow screenings of the Shenzhen-shot espionage thriller "Scare Out" (《惊蛰无声》), greeting audiences and discussing the film’s production. The wuxia epic "Blades of the Guardians" (《镖人：风起大漠》) also brought cast members, including Nicholas Tse, to Longhua for promotional appearances during the Chinese New Year release. The events drew moviegoers from across the region and boosted foot traffic in surrounding commercial areas.

"Scare Out" director Zhang Yimou (2nd R) and cast members Song Jia (2nd L), Zhu Yilong (R) and Lin Boyang pose after a roadshow screening in Shenzhen on Feb. 20. Lai Li

Several productions filmed in Shenzhen showcased recognizable local landmarks, prompting moviegoers to seek out on-screen locations after screenings.

From Feb. 15 to 23, the CINESKY IMAX theater in Longhua ranked first in box-office revenue in both Guangdong Province and Shenzhen, reporting 2.817 million yuan in ticket sales during the holiday period. The cinema’s performance helped drive foot traffic to nearby commercial centers and dining districts.

Visitors pose for photos at Shenzhen Library's north branch in Longhua, one of the shooting locations for Zhang Yimou's Shenzhen-shot espionage thriller "Scare Out," during the Spring Festival holiday. Cai Weize

Short-form drama spotlights local scenes

Beyond the big screen, locally produced micro-dramas also contributed to the holiday buzz. On Feb. 16, Longhua’s first customized short-form series, “Neon Longhua,” premiered online. The vertically formatted series combines fashion, light fantasy and urban storytelling, weaving in recognizable district locations such as Guanlan Ancient Market and Shenzhen North Railway Station.

District officials said Longhua has designated 20 venues as short-drama filming bases and introduced support measures to encourage production, distribution and related cultural industries. The strategy aims to integrate screen storytelling with tourism by encouraging viewers to visit featured locations.

Parks, festivals and exhibitions draw crowds

Visitors walk along a cherry blossom-lined path during the 10th Guanlan Lake Cherry Blossom Festival in Guanlan. Chen Jianhua

Traditional festivities and themed attractions also drew steady crowds.

Guanlan Ancient Market introduced interactive installations and holiday-themed displays, while several entertainment venues offered virtual reality experiences and seasonal programming. The 10th Guanlan Lake Cherry Blossom Festival opened during the holiday, adding a seasonal outdoor attraction.

Cultural institutions reported strong attendance as well. Shenzhen Art Museum hosted multiple exhibitions, including showcases of historical rubbings and contemporary art. At Guanlan Printmaking Base, visitors explored print exhibitions and participated in hands-on workshops tied to Lunar New Year traditions.

Longhua’s 130 parks recorded a total of 406,700 visits during the holiday. Shenzhen North Railway Station Central Park was the most visited, with 48,000 visits, followed by Baishilong Music Park and Minfa Park. Together, the three parks accounted for nearly one-fifth of all park visits in the district.

Visitors stroll through Guanlan Ancient Town during the Spring Festival holiday. Chen Jianhua

Hospitality sector sees gains

To encourage overnight stays, Longhua organized a holiday hospitality campaign from Feb. 15 to 25, bringing together 10 hotels and linking accommodations with attractions, sports venues and cinemas. Participating hotels reported a 32.09% increase in guest numbers year on year, with occupancy rates rising by 12.3 percentage points, according to district data.

Officials said the district’s strategy emphasizes integrating culture, tourism, retail and leisure offerings rather than relying on a single marquee event.