London Gears up For Chinese Visitors Amid Spring Festival Travel Boom

(Yicai) Feb. 16 – With the Year of the Horse Spring Festival approaching and outbound travel from China continuing to gain momentum, central London has already entered festive mode.Trafalgar Square will once again host large-scale Chinese New Year celebrations, Chinatown is adorned with lanterns and decorations, and iconic red double-decker buses featuring the Year of the Horse zodiac design are travelling across the city. Local institutions and commercial organisations are intensifying preparations to welcome visitors from China and around the world.London enters “Chinese New Year mode”Since 2002, London’s Chinese New Year celebrations have been held in Trafalgar Square and Chinatown, and have grown into the largest Chinese New Year celebration outside Asia. The London Chinatown Chinese Association (LCCA) said the event has become an important fixture in the UK’s cultural calendar and remains the largest community-based New Year celebration outside Asia.According to organisers, this year’s celebrations will take place on 22 February and will include parades, dragon and lion dances, cultural performances and a light show. LCCA stated that the event reflects the importance of cooperation between Chinese and British communities, and has received support from the Mayor of London’s Office, the Greater London Authority and Westminster City Council.Meanwhile, the China National Tourist Office in London has launched the “Hello! China” Year of the Horse themed bus campaign. Starting from 9 February, 50 classic red double-decker buses featuring zodiac imagery and China’s national tourism branding have been operating at high frequency across central London, becoming moving cultural symbols during the festive season.Information provided to Yicai by London & Partners shows that the agency has launched a dedicated “Chinese Chinese New Yearin London 2026” page on the Visit London platform and is promoting festival activities across multiple channels to enhance London’s appeal as an international tourism destination. The agency noted that the celebrations not only showcase London’s multiculturalism but also help attract Chinese visitors to travel and spend in the UK during the holiday period.A growing Spring Festival marketBehind the festive atmosphere lies early commercial positioning and consumption planning. According to data disclosed by LCCA, last year’s London Chinese New Year celebrations attracted more than 700,000 attendees, generating significant footfall for central London’s catering, retail and tourism-related sectors.British department store Harrods told Yicai that its 2026 Spring Festival theme is “For Every Journey, Harrods Rides With You”. The retailer has launched a limited-edition afternoon tea, a pop-up collaboration with Shanghai-based designer platform Labelhood, as well as festive hampers and its annual commemorative teddy bear to strengthen the seasonal consumption experience.Payment infrastructure is also being upgraded. UnionPay International told Yicai that Chinese visitors’ spending patterns in the UK have shifted in recent years from single-category retail purchases towards more diversified scenarios, including dining, experiences and lifestyle services. To accommodate the expected holiday surge, UnionPay has expanded acceptance through cooperation with UK payment service provider Dojo, adding more than 100,000 merchants to its network, and has introduced Spring Festival promotional offers. UnionPay cards are also accepted at major ATM networks, including Barclays, Euronet, YourCash and NoteMachine.London & Partners added that during the festival period, visitors are concentrated in core areas such as Trafalgar Square, Chinatown and Leicester Square, helping stimulate surrounding commercial activity and creating a “culture plus consumption” multiplier effect.Strong outbound travel momentum in the Year of the HorseAccording to data from China’s National Immigration Administration, average daily cross-border passenger flows during this year’s Spring Festival holiday are expected to exceed 2.05 million, up 14.1 per cent year-on-year. Major international airport hubs across China are set to experience peak passenger volumes, reflecting a clear recovery in cross-border travel demand.UnionPay said cross-border consumption is expected to maintain steady growth during the holiday period. With extended holidays and the gradual restoration of international flight routes, the outbound tourism market is returning to a growth trajectory.Against this backdrop, London - home to the largest Chinese New Year celebration outside Asia and supported by coordinated preparations from city institutions and commercial organisations - is emerging as one of the popular destinations for Chinese travellers during the festive season.Editor: Chen Juan