A Russian visitor tries on the traditional Chinese apparel in Nanxun Ancient Town. [Photo/Tide News]

Nanxun Ancient Town, located in Nanxun district, Huzhou, East China's Zhejiang province, is experiencing a significant boom in inbound tourism, with a remarkable 302 percent increase in overseas visitors in the first quarter of this year, compared with the same period last year.

Tourists from countries such as the United States, France, Russia, Egypt, and Vietnam are reportedly flocking to this charming water town in the Jiangnan region — lower reaches of the Yangtze River, drawn by its unique cultural allure.

The surge in tourism coincides with China's nationwide rollout of the in-store tax refund service, enhancing the country's travel appeal. As a result, overseas visitors can enjoy the in-store tax refund service at the stores in Nanxun Ancient Town.

An Egyptian visitor buys some products in Nanxun Ancient Town. [Photo/Tide News]

Local businesses are seizing the opportunity by offering products that appeal to international visitors — such as appealing handicraft items — and are providing personalized services.

Sun Hui, a store manager, emphasized their tailored offerings including the one-on-one foreign language guidance and comprehensive in-store tax refund service that are designed to boost the shopping experience.

To further facilitate overseas visitors, Nanxun has established a foreign currency exchange point, offering exchanges in US dollars, Japanese yen, euros and more. Additionally, 87 local businesses now accept international credit cards.