A grand ceremony to worship the sea goddess is held before fishing vessels depart on Sept 16. [Photo/CFP]

Ninghai and Xiangshan counties in Ningbo were recently listed among Zhejiang provincial pilot zones for the integration of culture and tourism.

In 2019, Ninghai county was designated a national demonstration zone for "all-in-one" tourism, and hosting festival activities at scenic attractions has become a new way for the county to attract more visitors.

Xiangshan is surrounded by the sea on three sides and boasts many tourist attractions. In the first three quarters, it welcomed more than 20 million visitors, generating 21.5 billion yuan ($3.3 billion) in tourism revenue.

The county ranked among the top 100 counties nationwide in terms of tourism competitiveness this year, and strong efforts have been made by local tourism authorities to promote intangible cultural heritage items such as bamboo-root carvings and the fishing season festival.

This year, Xiangshan was also designated a national marine fishing culture conservation zone, making it the only zone in East China's Zhejiang province to receive the honor.

In recent years, a series of facilities focusing on local folk culture, including a museum, gallery, and workshops, have opened in the county, receiving more than 350,000 visitors annually.