Museums in the Beijing-Hebei-Tianjin region are embracing innovation to draw younger visitors and grow the tourism market during the Spring Festival season.

At Beijing's Altar of the God of Agriculture (Xiannongtan Temple), attendees can participate in the traditional rubbing of the "Fu" character, which symbolizes good fortune, during the festival.

"This year's Spring Festival is particularly significant, as it marks the first celebration following its inscription on UNESCO's Intangible Cultural Heritage of Humanity list," said Xue Jian, director of the Beijing Ancient Architecture Museum. "The 'Fu' character, which can be printed from four directions, symbolizes family reunion and is very popular among visitors from the Beijing-Tianjin-Hebei region."

Since the Beijing Central Axis was inscribed as a UNESCO World Heritage site, the Altar of the God of Agriculture has experienced a notable increase in visitors.

"In previous years, the altar attracted about 140,000 visitors, but in 2024, we attracted nearly 600,000," Xue added.

The Qingcheng Palace, which opened to the public on Dec. 21, 2024, has announced plans to enhance its visitor experience during the Spring Festival.

Elsewhere, more than 20 local elementary school students in Tangshan, Hebei province, have been selected as guides at the Kailuan Museum.

"This experience helps enhance the children's cultural confidence. It not only engages visitors but also spreads the culture of mining," said Bian Jia, head of the education and outreach department at Kailuan National Mine Park.

The Beijing-Tianjin-Hebei region, interconnected geographically, culturally, and socially, will also see museums collaborating during the Spring Festival by exchanging exhibits for folk exhibitions. The initiative showcases how these museums innovate while maintaining their unique characteristics to meet the changing demands of the cultural tourism market.

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