A traditional ceremony welcomes visitors to the Quzhou Ancient City Cultural Tourism Zone. [Photo/Quzhou Daily]

Quzhou in East China's Zhejiang province, known as the "Home of Southern Confucianism" and the "Holy Land of Go", is transforming its rich cultural heritage into a strong driver of tourism growth.

From Oct 23 to 28, the original musical Nan Kong, centered on Southern Confucianism, toured Singapore and Malaysia, receiving warm applause. The tours also included promotional events for Quzhou to attract Southeast Asian tourists and boost inbound tourism.

The annual Southern Confucianism Cultural Tourism Season event, held in Quzhou, featured a series of activities, including a grand ceremony commemorating Confucius and the International Forum of Confucianism, which attracted attendees from around the world.

Quzhou's "Home of Southern Confucianism–A Model City of Virtue" brand is now among the top 30 influential city brands in China.

The Lanke Mountain World Weiqi Park in Quzhou. [Photo/Quzhou Daily]

Go culture has similarly elevated Quzhou's profile. Since 2006, the Quzhou Lanke Cup has grown into a world-class Go tournament, and the opening of the Lanke Mountain World Weiqi Park on Oct 15 has made it a thriving hub of Quzhou's Go culture.

New cultural landmarks like Yanjiayu Island — a tourism complex themed on Southern Confucianism — have enhanced the city's appeal to tourists. Additionally, innovative performances and traditional events have been staged in the Quzhou Ancient City Cultural Tourism Zone, drawing large crowds.

In 2025, Quzhou hosted four concerts, drawing 74,000 visitors and generating 320 million yuan ($45.31 million) in direct and 970 million yuan in indirect spending.