Haiyan county in Jiaxing, East China's Zhejiang province, received 4.78 million visits in the first half of 2025, up 17.8 percent year-on-year, including 1.71 million overnight tourism trips, a 24.5 percent rise.
Tourism revenue reached 3.95 billion yuan ($549.93 million), grew 23.53 percent, while lodging turnover climbed 22.6 percent, all ranking first in Jiaxing.
The growth stems from upgraded attractions, creative itineraries, and immersive experiences. The county has refreshed old streets, updated scenic spots, and developed research tours and performance-led tourism. Travel agencies are promoting themed routes, linking cultural sites, heritage workshops, and seafront views. These have drawn markets from Shanghai, Hangzhou, and beyond.
Live concerts have also boosted both visibility and spending. In July, a concert was joined by over 100 local businesses offering 111 discounts, extending consumption into dining, shopping, and night markets. Sports tourism is growing too, with events like the qualifiers of Zhejiang Provincial City Basketball League attracting more than 10,000 in-person spectators.
Historic areas are being renovated to create new spaces that blend art, specialty dining, and cultural experiences. By combining cultural heritage, entertainment, sports, and creative hospitality, Haiyan is building a tourism model centered on deep, multi-day engagement.
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