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As the Year of the Horse Spring Festival approaches and outbound travel from China continues to accelerate, central London has already embraced the festive spirit. Trafalgar Square is set to host its traditional large-scale Chinese New Year festivities once again, while Chinatown is decorated with colorful lanterns and ornamental displays. Iconic red double-decker buses featuring zodiac imagery for the Year of the Horse are cruising around the city, and local institutions along with commercial entities are ramping up efforts to prepare for visitors arriving from China and around the globe.
Since 2002, celebrations marking Chinese New Year have taken place annually in Trafalgar Square and Chinatown, evolving into the largest celebration of its kind outside Asia. The Chinese community organizations in London highlight that this event has become a staple in the UK’s cultural calendar, maintaining its status as the biggest community-based New Year celebration beyond Asian borders.
This year’s festivities are scheduled for February 22 and will feature parades, dragon and lion dance performances, cultural displays, and a vibrant light show. The organizing committee emphasizes that the event underscores the importance of cooperation between Chinese and British communities. It has garnered support from London’s Mayor’s Office, the Greater London Authority, and Westminster City Council.
Meanwhile, the local tourism bureau in London has launched the “Hello! China” campaign, featuring buses adorned with zodiac motifs and China’s national tourism branding. Starting February 9, fifty vintage red double-decker buses are operating frequently across central London, becoming mobile representations of cultural exchange amid the holiday celebrations.
Information shared with local tourism authorities reveals that a dedicated webpage titled “Chinese New Year in London 2026” has been introduced on the official tourism platform, with various promotional activities aimed at boosting London’s profile as a global travel destination. These efforts not only highlight the city’s multicultural fabric but also aim to attract more Chinese tourists during the holiday season to spend and explore.
Beneath the cheerful atmosphere, there’s a clear focus on commercial strategy. Last year’s London Chinese New Year event drew over 700,000 attendees, significantly benefiting the city’s hospitality, retail, and tourist sectors. Major department stores like Harrods have adopted special themes and limited-edition products for the holiday, such as an exclusive afternoon tea, collaborations with Shanghai designers, gift hampers, and collectible teddy bears to enhance seasonal spending.
The payment landscape is also evolving. UnionPay International reports that Chinese visitors’ spending patterns are shifting toward more diverse experiences, including dining, leisure activities, and lifestyle services. To support this, UnionPay has expanded its acceptance network in the UK through partnerships with local providers, adding over 100,000 merchants, and has introduced promotional offers for the Spring Festival. Cards issued by UnionPay are accepted at leading ATM networks including Barclays, Euronet, YourCash, and NoteMachine.
London’s famed districts—such as Trafalgar Square, Chinatown, and Leicester Square—see heightened activity during the festival period, stimulating surrounding businesses and creating a ripple effect of cultural and commercial vibrancy.
On the travel front, data from China’s immigration authorities indicate that daily cross-border passenger numbers during this Spring Festival are projected to surpass 2.05 million, reflecting a 14.1% year-over-year increase. Major Chinese airports are set to experience peak travel volumes, signaling a strong rebound in international travel demand.
UnionPay predicts sustained growth in cross-border spending over the holiday period. With extended breaks and the gradual reinstatement of international flight routes, the outbound tourism sector is returning to its upward trajectory. Against this backdrop, London, with its renowned Chinese New Year festivities and collaborative efforts from city agencies and businesses, continues to be a top destination for Chinese travelers during the holiday season.
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