Visitors take a boat ride with children on Lunu Lake in the Huangdaxian area of the Jinhua Shuanglong Scenic Area in Jinhua Mountain National Forest Park on Nov 15, 2025. [Photo/IC]
Jinhua Mountain has rolled out new tourism offerings in recent years as part of a local initiative to attract young creators and artists. Hostels, creative markets, and other youth-oriented spaces emerged throughout the scenic area, bringing new vitality to the mountain destination.
The site has strengthened its event-led promotion strategy to broaden its reach. Signature activities such as the annual New Year hike and an international camping event have helped increase its appeal, while short-video contests and a cultural design competition themed around Xu Xiake have supported content-driven communication and boosted brand visibility.
To deepen engagement with students, Jinhua Mountain has also advanced cooperation with universities. Local partners include Zhejiang Normal University and Jinhua University of Vocational Technology, while broader collaborations involve Zhejiang University, Communication University of Zhejiang, and Shanghai Theatre Academy. These partnerships integrate tourism promotion with teaching and research, creating shared benefits for both academic and industry development.
Regular events such as youth arts festivals and campus folk-music contests encourage student participation and social interaction. The latest short-video competition for students across the Yangtze River Delta drew more than 100 submissions, generating over 1 million views online and close to 100 million impressions. These activities have strengthened the connection between Jinhua Mountain and university communities and boosted the site's popularity among young travelers.
A growing range of youth-focused offerings has helped lift overall visitor numbers. From January to October, the Jinhua Shuanglong Scenic Area recorded 8.10 million visits, up 35.9 percent year-on-year. During the National Day and Mid-Autumn holidays, nearly 90 percent of tourists came from outside Jinhua, with 45.7 percent arriving from other provinces.
