Quzhou in Zhejiang province, known for its spicy cuisine, has transformed its culinary reputation into a cultural emblem, driving local cultural tourism.

During this year's national two sessions, Xu Zhangyan, a deputy to the National People's Congress (NPC) and mayor of Quzhou, has highlighted the city's innovative approach to addressing the needs of residents and tourists to stimulate consumption.

During this recently concluded Spring Festival, Quzhou's signature spicy duck heads enjoyed a boom in sales. From Feb 17 to March 3, the shop Lao Pei Duck Heads sold over 8,000 duck heads daily, while the Man Tian Xiang Duck Heads sold over 4,000 a day, with 80 percent of their customers being tourists.

"Quzhou received over 3.14 million visits during the Spring Festival holiday, a 37 percent increase year-on-year. In particular, the Quzhou Ancient City Cultural Tourism Zone attracted an average of 89,800 visits a day, a 52.5 percent increase," Xu said.

Xu has emphasized Quzhou is creating a high-quality urban environment, offering warm public services to enhance residents' quality of life, increase business opportunities, and provide tourists with emotional connections.

Quzhou is advancing to establish the Quzhou Ancient City Cultural Tourism Zone as a national 5A-rated tourist attraction, further elevating cultural tourism experiences.

Additionally, Quzhou is promoting its Quzhou Duck Heads snack brand and Sanqu Tastes agricultural product brand, with its spicy and fresh cuisine attracting more tourists.

The city is also driving the innovative development of its regional cultural heritage, including Confucian culture and Weiqi culture.