Ningbo, Zhejiang province marked China Tourism Day on May 19 with a vibrant celebration that honored both its cultural heritage and modern travel innovation.

Held in the city's Ninghai county, the birthplace of renowned Chinese explorer and geologist Xu Xiake (1587-1641), the 2025 China Tourism Day main event brought national attention back to where it all began.

On May 19, 1613, Xu set out from Ninghai on a 30-year journey that would later be chronicled in his masterpiece Travel Notes of Xu Xiake, making Ningbo the symbolic origin of Chinese tourism. Recognizing this legacy, the State Council officially designated May 19 as China Tourism Day in 2011.

This year's celebration was brought to life through a series of high-profile activities. The immersive performance Song of Mountains and Rivers debuted to great acclaim, blending multimedia, real-life settings, and dramatic storytelling to reimagine Xu's spirit of exploration. A concurrent exhibition offered interactive installations and a "dialogue" experience with a digital version of Xu.

Ningbo's local cultural and tourism activities extended far beyond the main venue. Nearly 1,000 events were held citywide across four sections: themed day, week, month, and season. On May 19 alone, all 83 A-level scenic areas in Ningbo opened their doors to the public free of charge. The city also offered complimentary tourism insurance to all registered visitors.

In a rare move, 82 museums broke their usual Monday closure rule to stay open for the day, encouraging deeper cultural engagement.

To boost tourism spending, the local authorities issued 12.9 million yuan ($1.78 million) in consumer vouchers and partnered with leading platforms such as Ctrip, Didi, Fliggy, and Meituan — each contributing 10 million yuan in special offers. These "five sets of 10 million-yuan benefits" covered accommodations, transport, attractions, dining, and entertainment, creating a comprehensive tourism stimulus package.