Tourists flock to Hengdian World Studios in Jinhua, Zhejiang province, on Jan 30. [Photo/IC]

East China's Zhejiang province welcomed 35.67 million visitors during the Chinese New Year holiday from Jan 28 to Feb 4, marking a 10.9 percent increase compared to last year, according to the Zhejiang Provincial Department of Culture, Radio, Television, and Tourism.

Overnight stays accounted for 21.32 million visitors, up 6.9 percent, while average daily visits reached 12.48 million. Tourism revenue hit 51.9 billion yuan ($7.13 billion), up 11.8 percent, with per capita spending rising to 1,455 yuan.

The province offered 390 folk heritage activities such as lantern shows, Chinese New Year markets, and interactive museum exhibitions. Over 150 cultural tourism markets were held, while 55 key museums saw a combined 1.44 million visits.

The province's cinemas reported packed screenings, with box office sales exceeding 650 yuan million yuan during the holiday period, according to box office analytics firm Dengta Data.

China's film industry set a new record during the 2025 Spring Festival holiday, as the box office for the period reached 9.51 billion yuan, the China Film Administration announced on Feb 5.