China’s picturesque city of Lanzhou has launched a major tourism campaign designed to draw more visitors during the winter and spring months—a time when the region’s natural beauty becomes even more captivating. Named the “Golden Season”, this initiative focuses on transforming Lanzhou into a must-visit destination through cultural events, travel discounts, and improved accessibility. The programme blends heritage, hospitality, and affordability to offer tourists an enriching and memorable travel experience.
A New Strategy to Boost Seasonal Tourism
Lanzhou, located along the banks of the Yellow River, is known for its deep cultural roots, historic landscapes, and stunning natural charm. To expand tourism during colder months, the city has introduced the Winter–Spring Tourism Season consisting of 185 dedicated events, supported by 26 special discount policies. The primary goal is to elevate Lanzhou’s image as a convenient, comfortable, and budget-friendly destination even in winter—encouraging more travellers to explore the city’s unique culture.
Attractive Hotel Discounts for Visitors
A major highlight of the programme is the significant support extended to local hotels. More than ten star-rated hotels in Lanzhou have joined the campaign and are offering 10% to 30% discounts on room bookings throughout the season. These deals make winter travel more affordable than ever.
Some hotels have introduced special perks to enhance the experience. Long-stay guests are being offered complimentary breakfast, while select hotels have added sightseeing tickets or Yellow River cruise passes to their packages. These additions aim to provide visitors with greater value and a more enjoyable stay, ensuring every tourist experiences comfort without overspending.
Cultural Events Steal the Spotlight
The Golden Season puts a strong spotlight on Lanzhou’s rich cultural heritage. A key highlight is the 23rd Lanzhou Spring Festival Temple Fair, scheduled to begin on 17 February 2026. This annual event will feature traditional performances such as the popular lion dance and the energetic Taiping Drum show—both significant elements of the region’s cultural identity.
Visitors can enjoy these programmes in two ways:
- Live performances at designated venues
- Online streaming, allowing wider access for those who cannot attend in person
In addition, three grand symphony concerts have been planned for November and December at the Lanzhou Concert Hall. These events blend classical music with modern artistry, offering residents and tourists a diverse cultural experience.
Discounted Access to Major Attractions
A key part of the initiative includes improving access to Lanzhou’s major natural and historic attractions through 26 special concessions. Tourists can now explore sites like:
- Shuimo Danxia National Geopark, known for its unique rock formations
- Yellow River Tower, a landmark showcasing the region’s heritage
- Qingcheng Ancient Town, a well-preserved historical settlement
One of the most notable offers is the 50% discount on entry tickets for travellers who present their boarding pass. This special facility aims to encourage newly arrived visitors to explore the city without hesitation.
New Flight Routes for Easier Travel
Lanzhou has also strengthened its air connectivity to support the tourism season. Five new inter-city air routes have been introduced, taking the total number of short-distance links to seven. These fast connections—referred to as “air shuttles”—significantly reduce travel time between Lanzhou and neighbouring regions.
Destinations like Jiayuguan, Zhangye, and several northern cities, which once required 8 to 10 hours by road, can now be reached within 1.5 to 2.5 hours by flight. This major improvement is expected to bring a higher influx of tourists seeking convenient travel options.
A Promising Winter–Spring Experience
With its mix of cultural festivities, affordable travel options, hotel discounts, and enhanced connectivity, Lanzhou’s Golden Season aims to redefine winter tourism in the region. The initiative invites travellers to experience the city’s vibrant traditions, scenic beauty, and warm hospitality—making Lanzhou an exciting and accessible destination during the colder months.
