An aerial view of Xianju county in Taizhou. [Photo/the official news website of Taizhou]

Xianju county in Taizhou, East China's Zhejiang province, is emerging as a dynamic sports destination, driven by signature events and a growing ecosystem of outdoor activities.

Yunxia Cafe in Hexie village was bustling on Dec 9 as motorcycle enthusiasts from Sanmen and Yiwu gathered to exchange team flags and take photos.

Opened in March, the cafe has become a popular gathering spot for motorcyclists, with more than 100 team flags hanging on its walls. Following the opening of 321 Provincial Highway, Hexie village introduced rent-free policies and free design services to attract young entrepreneurs. The cafe's blend of traditional architecture and modern leisure quickly gained online traction, turning it into a new rural tourism hotspot.

This transformation is part of Xianju's broader plan to build four premium cultural and tourism clusters, covering 10 townships and 24 villages. To date, 69 projects and 680 new businesses have taken shape, driving about 130 million yuan ($18.42 million) in tourism revenue. Anchored by 321 Provincial Highway, the eastern sports cluster integrates cycling, low-altitude flight, hiking, family activities, and stargazing, becoming a dynamic outdoor sports hub.

These events continue to elevate brand influence and generate strong momentum for rural development and the local experience economy.