<p>（第一财经）2 月 16 日——随着马年春节的临近，中国的出境旅游持续升温，伦敦市中心已经进入节日模式。</p>
<p>特拉法尔加广场将再次举办大规模的春节庆祝活动，中国城装饰着灯笼和装饰品，印有马年生肖设计的标志性红色双层巴士在城市中穿行。当地机构和商业组织正在加紧准备，迎接来自中国和世界各地的游客。</p>
<p><strong>伦敦进入 “春节模式”</strong></p>
<p>自 2002 年以来，伦敦的春节庆祝活动一直在特拉法尔加广场和中国城举行，已发展成为亚洲以外最大的春节庆祝活动。伦敦中国城华人协会（LCCA）表示，该活动已成为英国文化日历中的重要项目，并仍然是亚洲以外最大的社区型新年庆祝活动。</p>
<p><img src="https://imageproxy.pbkrs.com/https://imgcn.yicaiglobal.com/src/image/2026/02/111843634303685.jpg?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://imgcn.yicaiglobal.com/src/image/2026/02/111843634303685.jpg"/></p>
<p>据组织者介绍，今年的庆祝活动将于 2 月 22 日举行，包括游行、舞龙舞狮、文化表演和灯光秀。LCCA 表示，该活动反映了中英社区之间合作的重要性，并得到了伦敦市长办公室、大伦敦政府和威斯敏斯特市议会的支持。</p>
<p>与此同时，位于伦敦的中国国家旅游局推出了 “你好！中国” 马年主题巴士活动。从 2 月 9 日开始，50 辆印有生肖图案和中国国家旅游品牌的经典红色双层巴士在伦敦市中心高频率运营，成为节日期间流动的文化象征。</p>
<p>伦敦合作伙伴提供的信息显示，该机构在 Visit London 平台上推出了专门的 “2026 年伦敦春节” 页面，并通过多个渠道推广节日活动，以增强伦敦作为国际旅游目的地的吸引力。该机构指出，庆祝活动不仅展示了伦敦的多元文化，还帮助吸引中国游客在假期期间前来旅行和消费。</p>
<p><strong>日益增长的春节市场</strong></p>
<p>在节日氛围背后，是早期的商业定位和消费规划。根据 LCCA 披露的数据，去年的伦敦春节庆祝活动吸引了超过 70 万名观众，为伦敦市中心的餐饮、零售和旅游相关行业带来了显著的人流。</p>
<p>英国百货公司哈罗德告诉第一财经，2026 年春节的主题是 “每一次旅程，哈罗德与您同行”。该零售商推出了限量版下午茶、与上海设计平台 Labelhood 的快闪合作、节日礼篮以及年度纪念泰迪熊，以增强季节性消费体验。</p>
<p>支付基础设施也在升级。银联国际告诉第一财经，近年来中国游客在英国的消费模式已从单一类别的零售购买转向更为多样化的场景，包括餐饮、体验和生活方式服务。为了适应预期的假期消费高峰，银联通过与英国支付服务提供商 Dojo 的合作，扩大了接受范围，增加了超过 10 万家商户，并推出了春节促销活动。银联卡也在包括巴克莱、Euronet、YourCash 和 NoteMachine 在内的主要 ATM 网络中被接受。</p>
<p>伦敦合作伙伴补充道，在节日期间，游客集中在特拉法尔加广场、中国城和莱斯特广场等核心区域，帮助刺激周边商业活动，形成 “文化加消费” 的乘数效应。</p>
<p><strong>马年强劲的出境旅游势头</strong></p>
<p>根据中国国家移民管理局的数据，今年春节假期期间，日均跨境客流量预计将超过 205 万人次，同比增长 14.1%。中国各大国际机场枢纽将迎来客流高峰，反映出跨境旅游需求的明显恢复。</p>
<p>银联表示，假期期间跨境消费预计将保持稳定增长。随着假期的延长和国际航班的逐步恢复，出境旅游市场正在回归增长轨道。</p>
<p>在这种背景下，伦敦作为亚洲以外最大的春节庆祝活动的举办地，并得到城市机构和商业组织的协调准备，正成为中国游客在节日期间的热门目的地之一。</p>
<p>编辑：陈娟</p>

<p>随着马年春节的临近，伦敦正在为大量中国游客的到来做准备。庆祝活动将于 2 月 22 日举行，包括在特拉法加广场和中国城的游行和文化表演。此次活动得到了当地政府的支持，旨在提升伦敦作为旅游目的地的吸引力。去年的庆祝活动吸引了超过 70 万名参与者，促进了当地商业的发展。银联正在扩大其服务，以满足中国游客增加的消费需求，反映出跨境旅行需求的复苏。伦敦在节日期间被定位为中国游客的重要目的地</p>

<p>(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.</p>
<div class="lb-trans"><p>（第一财经）2 月 16 日——随着马年春节的临近，中国的出境旅游持续升温，伦敦市中心已经进入节日模式。</p>
</div><p>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.</p>
<div class="lb-trans"><p>特拉法尔加广场将再次举办大规模的春节庆祝活动，中国城装饰着灯笼和装饰品，印有马年生肖设计的标志性红色双层巴士在城市中穿行。当地机构和商业组织正在加紧准备，迎接来自中国和世界各地的游客。</p>
</div><p><strong>London enters “Chinese New Year mode”</strong></p>
<div class="lb-trans"><p><strong>伦敦进入 “春节模式”</strong></p>
</div><p>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.</p>
<div class="lb-trans"><p>自 2002 年以来，伦敦的春节庆祝活动一直在特拉法尔加广场和中国城举行，已发展成为亚洲以外最大的春节庆祝活动。伦敦中国城华人协会（LCCA）表示，该活动已成为英国文化日历中的重要项目，并仍然是亚洲以外最大的社区型新年庆祝活动。</p>
</div><p><img src="https://imageproxy.pbkrs.com/https://imgcn.yicaiglobal.com/src/image/2026/02/111843634303685.jpg" alt="" original-src="https://imgcn.yicaiglobal.com/src/image/2026/02/111843634303685.jpg"/></p>
<p>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.</p>
<div class="lb-trans"><p>据组织者介绍，今年的庆祝活动将于 2 月 22 日举行，包括游行、舞龙舞狮、文化表演和灯光秀。LCCA 表示，该活动反映了中英社区之间合作的重要性，并得到了伦敦市长办公室、大伦敦政府和威斯敏斯特市议会的支持。</p>
</div><p>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.</p>
<div class="lb-trans"><p>与此同时，位于伦敦的中国国家旅游局推出了 “你好！中国” 马年主题巴士活动。从 2 月 9 日开始，50 辆印有生肖图案和中国国家旅游品牌的经典红色双层巴士在伦敦市中心高频率运营，成为节日期间流动的文化象征。</p>
</div><p>Information provided to Yicai by London &amp; 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.</p>
<div class="lb-trans"><p>伦敦合作伙伴提供的信息显示，该机构在 Visit London 平台上推出了专门的 “2026 年伦敦春节” 页面，并通过多个渠道推广节日活动，以增强伦敦作为国际旅游目的地的吸引力。该机构指出，庆祝活动不仅展示了伦敦的多元文化，还帮助吸引中国游客在假期期间前来旅行和消费。</p>
</div><p><strong>A growing Spring Festival market</strong></p>
<div class="lb-trans"><p><strong>日益增长的春节市场</strong></p>
</div><p>Behind 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.</p>
<div class="lb-trans"><p>在节日氛围背后，是早期的商业定位和消费规划。根据 LCCA 披露的数据，去年的伦敦春节庆祝活动吸引了超过 70 万名观众，为伦敦市中心的餐饮、零售和旅游相关行业带来了显著的人流。</p>
</div><p>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.</p>
<div class="lb-trans"><p>英国百货公司哈罗德告诉第一财经，2026 年春节的主题是 “每一次旅程，哈罗德与您同行”。该零售商推出了限量版下午茶、与上海设计平台 Labelhood 的快闪合作、节日礼篮以及年度纪念泰迪熊，以增强季节性消费体验。</p>
</div><p>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.</p>
<div class="lb-trans"><p>支付基础设施也在升级。银联国际告诉第一财经，近年来中国游客在英国的消费模式已从单一类别的零售购买转向更为多样化的场景，包括餐饮、体验和生活方式服务。为了适应预期的假期消费高峰，银联通过与英国支付服务提供商 Dojo 的合作，扩大了接受范围，增加了超过 10 万家商户，并推出了春节促销活动。银联卡也在包括巴克莱、Euronet、YourCash 和 NoteMachine 在内的主要 ATM 网络中被接受。</p>
</div><p>London &amp; 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.</p>
<div class="lb-trans"><p>伦敦合作伙伴补充道，在节日期间，游客集中在特拉法尔加广场、中国城和莱斯特广场等核心区域，帮助刺激周边商业活动，形成 “文化加消费” 的乘数效应。</p>
</div><p><strong>Strong outbound travel momentum in the Year of the Horse</strong></p>
<div class="lb-trans"><p><strong>马年强劲的出境旅游势头</strong></p>
</div><p>According 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.</p>
<div class="lb-trans"><p>根据中国国家移民管理局的数据，今年春节假期期间，日均跨境客流量预计将超过 205 万人次，同比增长 14.1%。中国各大国际机场枢纽将迎来客流高峰，反映出跨境旅游需求的明显恢复。</p>
</div><p>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.</p>
<div class="lb-trans"><p>银联表示，假期期间跨境消费预计将保持稳定增长。随着假期的延长和国际航班的逐步恢复，出境旅游市场正在回归增长轨道。</p>
</div><p>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.</p>
<div class="lb-trans"><p>在这种背景下，伦敦作为亚洲以外最大的春节庆祝活动的举办地，并得到城市机构和商业组织的协调准备，正成为中国游客在节日期间的热门目的地之一。</p>
</div><p>Editor: Chen Juan</p>
<div class="lb-trans"><p>编辑：陈娟</p>
</div>

伦敦在春节旅游热潮中为迎接中国游客做好准备