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Boat tours attract tourists in Jiaxing. [Photo/Tide News]

Zhejiang is intensifying efforts to blend culture with tourism, crafting immersive experiences that highlight heritage while elevating travel appeal, according to the Zhejiang Provincial Department of Culture, Radio, Television, and Tourism.

Jiaxing's night economy has flourished, with Nanhu Lake's boat tours drawing steady crowds. The city's lively night markets and curated cultural performances have turned evening tourism into a key economic driver.

In 2024, Jiaxing's tourism revenue hit 99.24 billion yuan ($13.63 billion), up 16.9 percent year-on-year.

Meanwhile, Xitou village in Lishui saw a festive surge in visitors, as travelers sought out its centuries-old charm enriched by cultural storytelling. Over Spring Festival, the village welcomed 12,000 visitors, generating 253,500 yuan in revenue — both rising by about 20 percent from last year.

Xitou village reflects Zhejiang's broader push to refine rural tourism and create deeper, more engaging travel experiences. In 2024, the province recorded 890 million tourist visits, an 8.9 percent increase from the previous year, with total tourism revenue reaching 1.24 trillion yuan, up 9.9 percent.