A Spring Festival activity in Taizhou. [Photo/WeChat account: tzfb001]

Taizhou in East China's Zhejiang province saw 4.9 million visits during the Spring Festival holiday, a 14.2 percent increase from last year, reflecting a notable shift from simple sightseeing to immersive experiences.

The holiday's standout feature was the increase in overnight visitors, with about 3.05 million overnight stays, up 15 percent year-on-year. Cultural tourism areas such as the Ancient City of Taizhou and the Tiantai Tower experienced high demand, while other areas, such as Luqiao Ten-Mile-Long Street, saw 324,700 visits in a single day alone, a 48.26 percent year-on-year increase.

Taizhou also attracted visitors from neighboring provinces, particularly Jiangsu, Shanghai, and Guangdong. The city's tourism market has benefited from media exposure, such as the Zhejiang-made historical drama Swords into Plowshares, which contributed to a noticeable rise in regional traffic.

To support this influx, Taizhou issued about 3.13 million yuan ($454,700) in cultural tourism vouchers, offering special discounts on accommodation and dining.

In addition to traditional offerings, 25 specialty markets boosted local consumption by over 5 million yuan.