Lishui city – located in East China's Zhejiang province – kicked off a culture and tourism consumption season on July 30.

The event, which will last until September, features nine themed routes related to the Hangzhou Asian Games, 45 summer cultural tourism spending activities and 83 other related initiatives designed to benefit local enterprises and residents.

Two social media influencers wearing Hanfu costumes hand out lotuses to tourists. [Photo/Tide News]

At the launch ceremony, two social media influencers dressed in Hanfu, a traditional Chinese costume, handed out lotuses from the West Lake of Hangzhou, the province's capital, to tourists. These kinds of promotions are designed to bolster Lishui's culture and tourism industry.

According to Fliggy, the online travel arm of the giant Alibaba Group, Lishui is particularly popular among young travelers, with users aged 25-34 accounting for 44 percent of its bookings. Tong Teng, vice-president of Fliggy, said the platform would help Lishui to develop its youth appeal and expand its cultural tourism marketing.

Lishui is known for its rich natural and cultural resources, such as its mountains, rivers, forests and ancient villages. It's been moving to promote its green and sustainable development through environmental conservation and cultural innovation.