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Dragon Boat Festival celebrations take place in Jiaxing. [Photo/Tide News]

Jiaxing in East China's Zhejiang province made big waves during the recent Dragon Boat Festival holiday by infusing its traditional celebrations with innovative tourism experiences.

The city captivated tourists with its lively events, diverse cultural offerings, and special holiday discounts.

At Zicheng Heritage Park, the Dragon Boat Festival market opened to the throng of hordes of visitors. Stalls brimmed with festival-themed products while traditional performances — including lion dances — drew rounds of applause from the crowd.

In Wuzhen town, the holiday ambiance was equally vibrant. Tourists enjoyed traditional "Five-Yellow Banquets" aboard rowing boats and took part in age-old customs like herb fighting and prayer rituals — all offering an immersive cultural journey.

This year, Dragon Boat Festival coincided with Children's Day, sparking a surge in family traveling. Wuzhen responded with a Children's Day themed zone in a scenic area — featuring themed music, clown parades, and hands-on activities for kids.

From mid-May to mid-June, Jiaxing is hosting more than 180 themed cultural and tourism activities across the city — aiming to boost tourism, stimulate spending, and enrich the experiences of visitors.