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Jiaxing in Zhejiang province witnessed a surge in its cultural and tourism market during the New Year's Day holiday in 2024. According to the Jiaxing culture and tourism bureau, the city's A-level and above scenic spots, as well as 3A-level and above scenic villages, received 1.15 million visitors and generated 779 million yuan ($109.49 million) in tourism income. This marked an increase of 151.56 percent and 468.72 percent, respectively, compared with the same period in 2023.

The city's three major 5A-level scenic spots — Wuzhen, Xitang and Nanhu — attracted 30 percent of the total visitors with their wildly successful New Year's Eve events.

Jiaxing also experienced a notable rise in the number of tourists from outside Zhejiang province, particularly from Shanghai and Jiangsu. Nearly 65 percent of the tourists opted for overnight stays, significantly boosting the occupancy rate in the city's hotels.

Haining leather town and Tongxiang sweater fashion town also set off a shopping spree, drawing 78,000 and 115,000 visitors, respectively, resulting in a total consumption of 87.82 million yuan and 116 million yuan.

The city also emerged as a popular destination for rural tourism, with its 3A-level scenic villages showcasing local specialties, folk customs and farm dishes. The scenic villages received 317,500 visitors and generated a revenue of 13.5 million yuan, up 70.3 percent and 83.7 percent, respectively, from 2023.

Jiaxing's public cultural venues organized more than 1,000 activities, attracting 275,600 on-site participants and 235,400 participants online. Meanwhile, the city's cinemas recorded 158,800 viewers and a box office revenue of 66.24 million yuan, surging 202 percent and 180.86 percent respectively from 2023.