Zhejiang tourism hits record highs during holiday

Performers in traditional Chinese costumes sail along a flower-adorned canal during a springtime cultural parade in Huzhou on April 3. [Photo/IC]

East China's Zhejiang province posted record-breaking tourism numbers during the Qingming Festival holiday, according to data released by the Zhejiang Provincial Department of Culture, Radio, Television, and Tourism on April 6.

Zhejiang welcomed 21.17 million tourist visits over the three-day holiday, up 17.1 percent year-on-year. Total tourism revenue reached 28.57 billion yuan ($3.9 billion), a 20.3 percent increase — both figures marking all-time highs for the Qingming period.

Visitors also spent more per trip. Average spending per tourist reached 1,349 yuan, a 2.7 percent year-on-year rise and the highest level recorded for the holiday since sampling began.

Hangzhou, the provincial capital, was a standout. The West Lake scenic area alone drew over 2 million visitors, up 20.29 percent from last year. Citywide, Hangzhou recorded 6.67 million tourist visits — up 69.2 percent from 2024.

Cultural events played a key role in driving foot traffic and spending. Hangzhou's live performance market was especially active, with concerts including this year's China debut of Imagine Dragons drawing 110,000 attendees and generating more than 500 million yuan in related tourism revenue.