When the world’s most populous country celebrates its most important annual festival, it’s BIG. Chinese New Year, also known as Spring Festival, is celebrated on the first day of the first lunar month. This year, the Year of the Fire Monkey (the ninth of the 12 animals of the Chinese zodiac) begins on 8 February.
Similar to Christmas or Thanksgiving, Chinese New Year is essentially a family affair. The seven-day public holiday in China prompts the largest annual human migration on the planet, as people journey back to their hometowns. Increasingly, younger Chinese are jumping on planes and heading overseas in search of new experiences and adventures – more than 5 million Chinese travelleed aboard during the 2015 Spring Festival.
Across China, homes, hotels, malls, stores and public spaces are decorated in festive red, with fresh spring blooms, paper-cut murals and lucky couplets framing the front doorway. On the strike of midnight on New Year’s Eve, cities, towns and villages erupt in a cacophony of fireworks and firecrackers – although government crackdowns on pollution in many major cities threaten to render this a quieter year than usual.
Chinese New Year is a competitive time in the hotel sector. Once again, Check-in Asia has mined its its creative capacities to help our hospitality clients promote compelling Year of the Monkey dining and cultural experiences for guests and local residents:
- Feasting is a cherished part of Spring Festival celebrations, and we have helped our hotel clients to engage media and consumers with inspiring Chinese reunion dinner menus in Beijing, Shanghai, Hong Kong, Macau and Bangkok.
- We’ve crafted content to showcase colourful festive experiences, such as Lion Dances, Calligraphy Classes, Seasonal Chinese Cookery Classes and New Year-themed Spa Treatments.
- Beyond the region, Check-in Asia produced a press release highlighting Snow-Themed Adventures for Chinese Travellers in Alberta, Canada.
- We also penned a fun Chinese New Year feature for Mabuhay, the in-flight magazine of Philippine Airlines, and an article on special limited edition Chinese New Year gifts, including Year of the Monkey themed Breguet watches, Davidoff cigars, Dior necklaces and monkey-embossed Godiva chocolate boxes.
Chinese New Year concludes on the 15th day, during the full moon, with the Lantern Festival. In addition to after-dark lantern displays, musical performances and riddle contests are held, creating a magical finale to China’s New Year festivities.
Check-in Asia Hotels & Travel wishes all our clients, colleagues and friends a healthy, happy and prosperous Year of the Monkey.[/fusion_text]
The post Checking in for Chinese New Year appeared first on Check in Asia.
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