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A lantern festival is held in Wuzhen, Jiaxing, Zhejiang province during the Spring Festival. [Photo/jiaxingren.com]

Jiaxing received 46.17 million tourists during the Spring Festival holiday, generating a tourism revenue of 5.07 billion yuan ($705.83 million), up 171.1 percent and 274.8 percent, respectively, compared to 2023. The city also ranked first in Zhejiang province in terms of the growth rate of tourist arrivals.

The city's three major national 5A-level scenic spots, Nanhu, Xitang, and Wuzhen, were the most popular destinations for tourists, receiving more than 1.28 million visitors in total, accounting for 35 percent of the volume at A-level and above scenic spots.

New hotspots also emerged. Puyuan Fashion Ancient Town received more than 20,000 tourists per day on average. Pinghu Nightless City attracted a total of 274,000 visitors, becoming a new highlight of the night economy in the Yangtze River Delta region.

Tourists from outside the province accounted for 80.26 percent of visits, setting a new record. Shanghai was the largest source market, followed by Jiangsu, Guangdong, Shandong, and Beijing. Overnight tourists accounted for 66.55 percent of all visitors, driving the hotel room occupancy rate to 65 percent. Young tourists born after 1990 and 2000 became the mainstream of the tourism market, accounting for 41.76 percent of the total.

Public cultural activities were also highly popular. During the holiday period, the city's online and offline mass cultural activities totaled more than 1,000, attracting more than 1.5 million participants.