A lion dance is performed during a fair featuring intangible cultural heritage and Chinese New Year goods in Hangzhou on Jan 24. [Photo/WeChat account: hzculturalcenter]

Zhejiang province launched its 2026 Spring Festival consumption season in Hangzhou on Jan 25, outlining a range of measures to support shopping, travel, and leisure activities during the first quarter of the year.

Focusing on six areas, including dining, accommodation, transportation, tourism, shopping, and entertainment, the province has introduced 23 measures and plans to host more than 1,700 consumption-related activities from January to March.

In the catering sector, Zhejiang will stage a series of Delicious Zhejiang activities, including food markets, curated banquets, and dining guides. Restaurants are encouraged to offer discounted Chinese New Year's Eve dinner packages, while 10 boutique routes combining food and tourism will be promoted.

Tourism-related accommodation offers will be expanded through bundled deals, ticket-based discounts, and targeted consumption vouchers. Travelers will be able to enjoy lodging discounts by presenting flight tickets, high-speed rail tickets, or event tickets. Online platforms will distribute accommodation coupons covering more than 3,000 star-rated hotels and boutique homestays across the province.

Zhejiang's road, waterway, railway, and aviation networks will work to support nearly 600 million passenger trips during the period. Ride-hailing platforms will introduce Spring Festival travel offers, while more than 50 themed markets, product showcases, and intangible cultural heritage events will be held at expressway service areas.

Cultural and tourism offerings will include 100 representative products across 10 themes, ranging from traditional festivities and stage performances to local cuisine. More than 70 museums and cultural institutions will extend opening hours, and a Spring Festival tourism discount list will be released, with total tourist trips expected to exceed 40 million.

Ninety-five performing arts troupes will stage more than 200 shows, while 65 international and national-level sports events and over 300 grassroots competitions, including provincial city-to-city basketball and football qualifiers, will be held. In addition, 26 ice and snow sports venues across the province will host winter sports activities, welcoming visitors from across the country.