The first Xinhua Bookstore Mine-themed concept store in China opens in the Danaya Little Iceland scenic area in Jinhua. [Photo/Jinhua bureau of culture, radio, television, and tourism]
Jinhua in Zhejiang province welcomed 17.46 million visitors in January and February, a 12.2 percent increase year-on-year, with nearly 60 percent being young visitors, according to data from the Zhejiang Provincial Department of Culture, Radio, Television, and Tourism.
To attract young tourists, Jinhua has introduced novel tourism experiences.
The first Xinhua Bookstore Mine-themed concept store in China recently opened in the Danaya Little Iceland scenic area and it quickly gained popularity on social media platforms, igniting a trend among young visitors seeking different and unusual experiences.
Su Lihao, director of the scenic area, said it welcomed over 150,000 visitors last year, with 90 percent being younger individuals. To cater to the preferences of young travelers, the area has introduced projects such as the Xinhua Bookstore, bars, and homestays to diversify the offerings.
Increasingly, young travelers seek more than mere sightseeing, opting for immersive experiences.
The fusion of film culture and tourism at Hengdian World Studios in Dongyang county-level city is attracting a significant number of young Chinese and is captivating overseas visitors, too.
Data from Hengdian World Studios showed a tenfold increase in foreign tourists in 2024 compared with 2023, with the soaring growth attributed to China's enhanced visa policies and the popularity of TV dramas.
As young individuals are redefining tourism with personalized experiences, the Jinhua bureau of culture, radio, television, and tourism is aiming to introduce new formats and engaging activities to attract a broader audience, particularly the youth demographic.
