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International visitors try on traditional Chinese clothes in Jiaxing. [Photo/Ai Tongxiang]

Wuzhen town in Tongxiang, a county-level city in Jiaxing, East China's Zhejiang province, welcomed a 14-member tour group from South Korea in early September. The travelers were impressed by the charm of the town.

Known as one of China's most popular ancient towns, Wuzhen has become a top choice for international travelers. From January to August, Puyuan Fashion Resort and Wuzhen town in Tongxiang received nearly 240,000 inbound visits, twice as many as last year.

This summer, Puyuan Fashion Resort gained popularity with activities such as water activities, sunset pool parties, and open-air dining, drawing over 10,000 visits in a single day and gaining 80 million online views. In May, more than 700 Russian visitors joined a flower-themed festival, tasting tea, watching folk performances, and boating along decorated waterways.

Tongxiang is attracting inbound tourism through exhibitions and promotional events in Thailand, Hong Kong, Japan, South Korea, and the United Kingdom, while hosting international travel agents and influencers. Recent activities included a global travel trade fair and a curated local experience for professionals from nearly 20 countries.

With its waterways, cuisine, and cultural depth, Tongxiang is positioning itself as a model for inbound tourism in Zhejiang, offering foreign travelers fresh perspectives on China.