Street parade with the Song dynasty (960-1279) charm at Furong Ancient Village

Song dynasty (960-1279) style games at Jiangxin Islet

Cosplay at Wencheng’s Baizhangji Waterfall

Indulge yourself in a splendid encounter with ancient streets and a sea of lanterns, a dream-chasing journey through the Tang and Song dynasties (618-1279), and a countryside stroll where every view is a picture of beauty

During the week-long National Day holiday, a series of immersive, experiential and vibrant Wenzhou-themed cultural tourism scenarios was recreated, featuring “scenery, flavors, dramas, nights, gifts, and the love.” The ancient sites, captivating autumn views, and alluring activities triggered a surge of tourism and pushed forward the development of the entire industry chain, including food, accommodation, transportation, sightseeing, shopping, and entertainment, so as to unleash the consumption potential.

According to the data from Zhejiang Provincial Department of Culture, Radio, Television and Tourism’s digital platform, as of October 7, Wenzhou received a total of 4.558 million tourists during the holiday, an increase of 9.0% year-on-year, with 2.667 million overnight tourists, up 12.1%. Data from the Ctrip platform showed a 10.05% increase in tourist visits to Wenzhou this year.

China chic sparks a tourism boom.

Wenzhou stands out regularly among others.

During the holiday, Guochao, also known as “China chic” became the “attention grabber” for the Wenzhou’s cultural tourism market, resembling a combination of the old landmarks, the new business models and the modern trends, and aimed to generate new contents and highlight novel cultural and tourism experiences.

Lingfeng and Dalongqiu, the scenic spots of the Yandang Mountains, hosted the opera-themed tours and Hanfu (traditional Chinese clothing) flash mobs respectively while performers, in elegant Hanfu, roamed around, blending tradition with modernity, and classic with fashion. The hometown of Liu Bowen (1311-1375, the military counselor to Zhu Yuanzhang, an emperor in the early Ming dynasty) saw a surge of visitors from all over the country who immersed themselves in the “Return to the Three Kingdoms - Baizhangji Waterfall Martial Arts Assembly”, with many dressed as iconic characters from online games, depicting legends of Wuxia (martial arts). In Yongjia, events such as “A Unique Dream - Lishui Ancient Street’s Immersive Song Dynasty Experience” and “Charm of Song Dynasty in Furong” led visitors through customs, artifacts, cuisine, and gardens of that ancient time, generating a massive flow of tourists. From October 1 to 3, the Nanxijiang River Scenic Area ranked second in daily tourist visits across Zhejiang Province.

People are also captivated by the charm of the urban areas. The second season of the “Drama Carnival” hosted by Lucheng District’s Jiushan Shuhui (Jiushan Association) resonated with the sounds of traditional drama and reinforced Wenzhou’s cultural identity as the birthplace of Nanxi. The “Charm of Song Dynasty Echoes with Vibes of Wenzhou” event by the Jiangxin Islet attracted visitors, who, dressed in Hanfu, strolled along the islet, with their flowing sleeves stirring up small waves of time. Ouhai’s Wutian Old Street took on a Tang dynasty theme and created a vibrant blend of events, featuring empyrean fairies, markets, pop music concerts, folk music, and street acrobatics. Yinxiu Culture (Wenzhou) Film City introduced “Having Fun in Song Dynasty,” offering a variety of immersive experiences, while Rui’an’s Yuhai Historical and Cultural Street hosted the Hezhai Market (Ou Kiln Cultural Innovations Gallery), showcasing art and intangible cultural heritage and interpreting the beauty of China chic.

This holiday, three of the city’s old streets were renewed. Longwan’s Siqian Street Historical and Cultural Block, Pingyang’s Ponan Historical and Cultural Block, and Xiaguan Fengyou Travel Photography Studio at Cangnan’s Xiaguan Old Street were opened to the public, offering a series of diverse, inclusive and vibrant cultural tourism activities, serving as a bridge, which linked tradition with the modern trend, and provided both locals and tourists with a high-quality festive experience. Statistics show that in the first six days of the holiday, Siqian Street welcomed about 575,000 tourists, and over 150 fashion stores saw an influx of shoppers, reflecting a booming consumer market.

From city walks to country strolls

Emerging fashion and trends

Apart from “China chic tourism,” this holiday saw an explosion of new travel trends such as Wenzhou flavor tourism, event-based tourism, and art performance tourism, ranging from city walks to city rides, and to country walks. These new experiences not only enriched tourism but also injected fresh vitality into the consumer market.

Ouhai District launched a series of tourism routes, centering around performances, with special “music fan benefits” provided in the name of the Wenzhou Dalu Youth Music Festival. The festival ran for four consecutive days, attracting nearly 100,000 spectators and generating over 40 million yuan in revenue. More than 60,000 visitors came from other regions, leading to fully booked restaurants and hotels around the festival area, with nearly 10,000 people choosing nearby accommodations. Yueqing also hosted the performance of the Yue Opera The Jade Hairpin, blending tradition with modern elements. During the holiday, most counties, like Rui’an county-level city and Pingyang County, organized actors to perform in the countryside as a part of the “National Day Cultural Performances Delivered to the Countryside” program, ensuring that villagers enjoyed “drama feasts” on their doorsteps.

“Flavor tourism” provided experiences revolving around food, injecting fresh vitality into the holiday season. In Wuma (five horses) Historical and Cultural Block, long queues formed outside the time-honored eateries as visitors from all over the country gathered to savor the authentic taste of Wenzhou. Longwan launched the “Seafood Adventure at Longwan” fishing season, inviting tourists on a quest for the freshest seafood. Rui’an’s 2024 Beiji Marine Fishing Market offered island-style delicacies, bringing the unique flavors of the sea. Wencheng, leveraging its brand IP of “Jianghu Wuxia”, introduced a series of innovative cultural tourism events. In Taishun’s Nanpu Stream Scenic Area, tourists discovered the joys of traditional folk experiences such as sun-drying autumn harvests, fleshing out in autumn, pounding sticky rice, dancing the bamboo pole dance, and trying on the traditional She ethnic clothing. Meanwhile, Yongjia’s Lingyun Wonderland featured orange picking and other autumnal farm activities, offering a rich display of local harvests. These rural getaways allowed visitors to bask in the natural beauty of the countryside.

The daytime consumer market remained vibrant while the night economy continued to thrive. During the holiday, a variety of exciting night tour activities unfolded across the city. The immersive live performance show Toward Dongtou took visitors on a historical journey, allowing them to experience the cultural charm of the “sea garden.” Cangnan’s Yanting Beach Music Festival combined night tours, night markets, and night performances, making it one of the most popular destinations for nighttime activities. Pingyang’s Hongdu Market featured dazzling events like drone shows and dragon dances, lighting up the night in the historic revolutionary area. In Taishun, the banks of Wenxiang Lake sparkled with lights, and a neon bridge over the lake’s center illuminated the night, implying the bustle of the mountain town’s nightlife.

The National Day holiday was also packed with an array of thrilling sports events, which became the new highlights of the cultural tourism. The Zhejiang Youth Sailing and Windsurfing Championship (held in Dongtou District) and the 2024 Parent-Child Cross Scenic Area Challenge (in Yuliao Scenic Area) boosted the popularity of these destinations. Meanwhile, trendy public sports activities flourished, with places like Yongjia, Wencheng, and Taishun offering low-altitude flying experiences, taking tourists on a dreamlike journey “towards the clouds.”