Gundam statues are displayed near West Lake in Hangzhou, Zhejiang province, on Sept 11. [Photo/IC]

East China's Zhejiang province has released a new set of policy measures aimed at stimulating cultural and tourism consumption, according to the Zhejiang Provincial Department of Culture, Radio, Television, and Tourism.

The policy package introduces a broad range of consumer-friendly initiatives. These include launching rolling cultural and tourism campaigns around holidays and peak travel seasons, supporting collaborative regional events such as themed consumption seasons and a national film consumption year.

By 2027, Zhejiang aims to achieve an average annual growth rate of over 6 percent in both tourist numbers and total tourism revenue.

To make cultural consumption more accessible, the measures call for discount programs such as multi-use annual passes and localized digital vouchers for tourism and cinema. Efforts will also focus on using "ticket stub economy" promotions and integrating airfare or admission tickets with consumption vouchers.

The measures emphasize expanding cultural offerings through stage productions and live performances. More support will be given to performance venues and agencies that organize large-scale concerts and music festivals with strong audience appeal.

By 2027, Zhejiang expects to host over 50,000 commercial performances annually, drawing more than 25 million attendees.

The province also plans to develop its sports tourism sector, including themed travel routes and branded events. Regional leagues such as the Zhejiang Provincial City Basketball League will be further integrated into destination marketing efforts.

To diversify offerings, Zhejiang will foster new consumption scenarios, including night tours, night markets, and nighttime cultural activities such as exhibitions, readings, and entertainment. Pilot programs for pet-friendly tourism are also on the agenda.

The measures also propose improvements to the tourism service environment. These include optimizing ticketing and reservation systems for scenic spots and cultural venues, streamlining both online and offline access.

To enhance inbound tourism, the province will upgrade the Zhejiang Travel platform and improve tax refund procedures for departing visitors, aiming to provide more convenient and attractive services for international tourists.