The awarding ceremony for International Promotion Officers is held in Ningbo, Zhejiang province, on June 29. [Photo/Tide News]

Visitors to East China's Zhejiang province can now expect a smoother and smarter travel experience thanks to a new inbound tourism initiative unveiled in Ningbo on June 29.

The announcement came during the tourism innovation conference, themed Tide from Zhejiang, Dreaming of China and hosted by the Zhejiang Provincial Department of Culture, Radio, Television, and Tourism.

The initiative introduces a new service model, which addresses key steps throughout an international visitor's journey — from touchdown to takeoff. Highlights include one-stop customs clearance, unified SIM card solutions, convenient cross-border payment systems, contactless hotel check-ins, streamlined baggage transfers, AI-generated itineraries, multilingual tour assistance, and instant tax refunds via mobile.

The initiative is part of a broader action plan for Zhejiang's cultural and tourism sector for 2025–27, which also includes upgrading service quality, diversifying offerings, and encouraging innovation among market players.

Major airports in Hangzhou, Ningbo, and Wenzhou have already rolled out visa-free entry services. More than 300 hotels and commercial centers now offer currency exchange services, and over 57,000 local merchants accept foreign credit cards via point-of-sale terminals.

At the event, six performing arts companies, eight travel agencies, four financial institutions, and nearly 10 tourism-related enterprises signed 27 strategic cooperation agreements.

Ten individuals from around the world were also named International Promotion Officers for Picturesque Zhejiang, recognizing their contributions to cross-cultural exchange and regional tourism.