The annual tourism festival named after Xu Xiake, a famous Chinese explorer during the 17th century who was regarded as the Chinese Marco Polo, opens in Ningbo's Ninghai county on May 19. [Photo/Ningbo Evening News] 

The annual tourism festival named after Xu Xiake, a famous Chinese explorer during the 17th century who was regarded as the Chinese Marco Polo, opened in Ningbo's Ninghai county on May 19.

Xu started his 28-year journey around China on May 19, 1613 from Ninghai. In 2011, May 19 was designated as China's National Tourism Day by the State Council, China's cabinet.

Since 2002, Ninghai has held the festival named after Xu 18 times. This year, the county was also designated the main venue for Zhejiang to mark National Tourism Day.

The opening ceremony witnessed the releasing of the recommended self-driving tour routes in China, as well as the accomplishments that Zhejiang has achieved in the culture and tourism sectors.

A string of preferential policies targeting visitors to Ninghai has been rolled out. In May, passengers are exempt from admission fees to national 3A scenic attractions or above after showing their bullet train tickets with Ninghai as the terminal station.

On the county's tourism flagship store on Tmall, an e-commerce platform run by Alibaba, people can snap up some discount coupons for scenic spots, starred hotels, and homestays on May 19.

In addition, performances like operas and concerts will also be staged.

Ninghai has won numerous honors for its tourism development. It has been designated a national "all-for-one" tourism demonstration zone, as well as a model city exceling in the integration of the culture and tourism sectors in the Yangtze River Delta region.