Visitors take a group photo at the Yiwu International Trade Market. [Photo/Tide News]

Yiwu in Jinhua has ranked first among counties, cities, and districts in Zhejiang province for innovative development in inbound tourism in 2025, receiving 681,000 inbound business visits from all five continents, a 19.74 percent year-on-year increase.

This success stems from Yiwu's strategy of integrating commerce and tourism, which has made it a popular destination for international visitors. The city's unique "shopping tourism" model has become a distinctive attraction, transforming Yiwu into a panoramic cultural and commercial tourism complex, with the "Discover Yiwu" brand launching over 100 co-branded products.

The city hosted more than 200 international-themed events, such as the Global 24 Time Zone Party, converting visitor traffic into sustained consumer engagement and offering a multicultural tourism experience.

Yiwu has developed a seamless, comprehensive service loop for international visitors, currently boasting 39 departure tax refund stores and multiple foreign-related service points at transport hubs, offering one-stop convenience.

The city's "U-Package Smart Travel" luggage service covers nearly 20 hotels and attractions and has served nearly 4,000 visitors. Through the AI translator on the Chinagoods e-commerce platform, Yiwu merchants can communicate in 116 languages. The city also employs international mediators from 14 countries to resolve foreign-related disputes, ensuring a worry-free shopping and travel.

Yiwu's bureau of culture, radio, television, tourism, and sports revealed plans to further integrate culture, commerce, and tourism, aiming to improve the inbound tourism service system and attract more international visitors.