Statistics show that the city of Quzhou located in East China's Zhejiang province welcomed 39.32 million tourists last year, representing a 16.6 percent year-on-year increase, and generated total tourism revenue of 42.9 billion yuan ($5.85 billion) last year, up 17.7 percent from the previous year.

In 2024, Quzhou emerged as the top performer in Zhejiang for both tourist numbers and tourism revenue growth.

Since 2017, the city has continuously promoted the "Global Free Travel to Quzhou" initiative.

According to the Quzhou municipal bureau of culture, radio, television and tourism, the city's tourist numbers have seen rapid growth in recent years – particularly after releasing the "Global Free Travel to Quzhou Optimization Plan" in 2024. In November and December 2024 alone, 14 ticket-free scenic spots in Quzhou received 1.42 million visitors.

Visitors explore the delights of Quzhou city in Zhejiang province. [Photo/WeChat ID: quzhoufb]

The removal of entrance fees have spurred increased visitor numbers and encouraged many scenic spots in Quzhou to enrich tourism experiences and enhance their services.

In Jiangshan, a county-level city in Quzhou, Qingyang village introduced immersive experiences like making Jiangshan rice cakes to attract younger tourists in 2024. Similarly, Nianbadu Ancient Town integrated new attractions such as puppet theaters and intangible cultural heritage tofu workshops.

Additionally, Quzhou implemented 18 major cultural and tourism projects in 2024, with an annual investment of 7.5 billion yuan.

The city has also enhanced its services to ensure that its tourists have a comfortable, safe, and enjoyable experience. Last year, Quzhou hosted 23.66 million overnight visitors, a 25.7 percent increase year-on-year.