A photo of celebration event during the Dragon Boat Festival holiday in Jiaxing. [Photo/WeChat account:jxfabu]

The tourism sector in Jiaxing, East China's Zhejiang province, thrived over the recent Dragon Boat Festival holiday, which coincided with Children's Day.

In all, the city welcomed 1.58 million tourism trips, generating 2.09 billion yuan ($291 million) in tourism revenue — respectively up 2.8 percent and 4.3 percent year-on-year.

Top 5A-rated scenic spots — Nanhu Lake, Wuzhen ancient town, and Xitang Ancient Town — received 283,900, 58,100, and 157,300 tourist trips, respectively.

The city launched 243 cultural and tourism events across five themed programs blending local heritage with natural scenery, aiming to transition from one-off visits to year-round tourism.

Central area in Jiaxing hosted 367,400 tourist trips with highlights including traditional dragon boat races and interactive intangible cultural heritage performances.

Rural scenic villages staged local folk events, attracting 480,600 tourist trips and generating 13 million yuan income. A grand concert on May 31 also drew 22,000 visitors, boosting consumption by 74.8 million yuan.

The city also tapped into creative cultural products and immersive dining experiences — merging cultural depth with commercial appeal.