During the recent 2025 Dragon Boat Festival holiday, which coincided with Children's Day, the tourism market in Taizhou, East China's Zhejiang province — really took off, ranking it first in Zhejiang in terms of the increase in overnight tourist trips.

An activity attracts loads of curious folks during the Dragon Boat Festival holiday in Taizhou. [Photo/taizhou.com.cn]

The city launched over 110 different cultural, sports, and consumer events, attracting significant attention and boosting spending.

During the three-day holiday, the city received 1.38 million tourist trips, a 5.26 percent year-on-year increase, ranking it fourth in Zhejiang. In particular, overnight tourist trips soared to 865,300, up 28.74 percent — the highest growth in Zhejiang. Per capita spending hit 861.7 yuan ($119.96), and total tourism revenue reached 1.2 billion yuan.

Cultural tourism stood out with immersive experiences and traditional celebrations. Dragon boat performances, intangible cultural heritage activities, and folk events lit up the major districts in Taizhou including Huangyan, Luqiao, Yuhuan, and Tiantai.

A splendid dragon boat performance takes place in Taizhou. [Photo/taizhou.com.cn]

Family-oriented activities also thrived — with libraries, museums, and theaters offering children's exhibitions and performances. Meanwhile, new tourism formats — such as night tours, cultural shows, and sports events — further boosted spending.

Overall, Taizhou's vibrant blend of culture, food, and innovation positioned the city as a dynamic destination for modern holidaymakers.

A lively folk event takes place in Taizhou during the Dragon Boat Festival holiday. [Photo/taizhou.com.cn]