Official data revealed that in 2024, Quzhou in East China's Zhejiang province welcomed 39.32 million tourists, a 16.6 percent increase from the previous year – the highest growth rate in the province.

This year's Spring Festival holiday saw yet another tourism peak in Quzhou, with the city welcoming 2.66 million visitors, a 17.8-percent year-on-year surge – again leading the province in growth.

The sustained tourism boom is not only due to Quzhou's captivating scenery and cuisine, but also its rich cultural offerings. During the Spring Festival holiday alone, Quzhou hosted over 2,000 cultural and tourism events.

Wangmantian fish-shaped lanterns go on show in a parade in the Quzhou Ancient City Cultural Tourism Zone. [Photo/Tide News]

As a city steeped in history and culture, Quzhou boasts well-preserved old neighborhoods, temples, city gates, and the former residences of notable figures.

Building on this heritage, the city has integrated popular cultural elements and events with the tourist experience – such as street sculptures, cartoon figures, light shows and opera performances.

Quzhou has also optimized its cultural resources – integrating urban and rural areas to develop the cultural tourism market, while offering visitors a rich cultural feast.

In 2024, Quzhou hosted numerous large-scale entertainment events, including concerts and music festivals. The Quzhou Poly Grand Theatre held 206 performances and events throughout the year, attracting nearly 100,000 attendees.

Last year, the city's total tourism revenue hit 42.9 billion yuan ($5.91 billion), a 17.7 percent increase on the previous year.