In the first quarter, Quzhou in Zhejiang province received 11.92 million visits, representing an 11.4 percent increase year-on-year, with overnight visits reaching 7.24 million, contributing to a total tourism revenue of 12.42 billion yuan ($1.82 billion), an 11.3 percent increase.

In the quarter, inbound visits saw an increase of 87.8 percent year-on-year.

The demographic shift towards younger visitors was notable, with the number of visitors under 22 increasing by 18.5 percent and those aged 23-45 by 12.0 percent.

The lively performances highlighting local traditional culture helped to drive the boom in tourism in the quarter. During this year's Spring Festival holiday, events like the spectacular Lantern Festival dragon dance parade in early March and other captivating folk performances offered immersive experiences, attracting many visitors.

Captivating folk performances in Quzhou attract many visitors. [Photo/Tide News]

On Jan 1, the 2026 National New Year Climbing and Fitness Conference at Jianglang Mountain attracted over 10,000 participants.

Rural tourism has also contributed to the tourism boom. During this year's Spring Festival holiday, Chaping village offered a series of traditional festivities, drawing visitors eager to experience its stunning landscapes and rich culture. Similarly, Taoyuan Hongfu scenic area attracted families by leveraging its local architecture and Spring Festival culture.

In addition, the national tour of the musical Nan Kong, also known as Southern Confucianism, has further enhanced Quzhou's visibility on the tourism map, positioning the city as a dynamic, culturally rich destination.