The Zhejiang cultural and tourism brand creation initiative was launched in Tongxiang, Jiaxing, East China's Zhejiang province, on Dec 16.

Zhejiang aims to establish 10 urban cultural and tourism brands with significant national recognition and distinctive Zhejiang characteristics by the end of 2026, according to the provincial Department of Culture and Tourism.

This includes refining and promoting 12 themed traveling corridors, cultivating 50 core scenic areas with tens of millions of visitors, selecting 1,000 flavorful Zhejiang dishes under the theme "Delicious Zhejiang, Hundred Counties, Thousand Bowls," fostering 1,000 gourmet experience stores, nominating 1,000 Zhejiang-style homestays, nurturing 500 high-quality restaurants, endorsing 1,000 Zhejiang-style cultural and creative souvenirs, carrying out 30 top "Zhe Li Performing Arts" projects, and fostering 200 regionally distinctive cultural and tourism markets.

During the launch ceremony, awards were presented to outstanding organizations and institutions in the province's 2022 cultural and tourism consumer brand creation initiative. The winners of the 2023 Zhejiang Urban Cultural and Tourism Brand Planning and Communication Competition were recognized.

The event also saw the release of the "Delicious Zhejiang, Hundred Counties, Thousand Bowls" list of 1,000 flavorful dishes.

In addition, representatives from Ningbo, Huzhou, Hangzhou's Yuhang district, Tongxiang, and Shaoxing's Yuecheng district delivered speeches during the ceremony.