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Nanbei Lake scenic area in Haiyan county, Jiaxing, East China's Zhejiang province, drew athletes and visitors from Nov 22 to 23 as the 2025 Nanbei Lake Stand Up Paddle Open began.

Participants compete during the 2025 Nanbei Lake Stand Up Paddle Open from Nov 22 to 23. [Photo/Nanbei Lake scenic area]

Earlier this month, the Nanbei Lake Autumn Twilight Hiking event gathered 3,000 participants who followed a lakeside route that blended mountain, sea, and lake scenery.

Outdoor sports gained momentum after Zhejiang launched its outdoor development plan in 2019. Nanbei Lake, with its location and natural setting, became a preferred site for outdoor activities. Growing interest in short getaways and light outdoor travel further encouraged the area to shift from traditional sightseeing to experience-based tourism.

An aerial view of Nanbei Lake scenic area. [Photo/Nanbei Lake scenic area]

Nanbei Lake's appeal lies in its rare combination of mountains, sea, and lake within a national 4A scenic area. Events link natural and cultural sites, allowing athletes and visitors to explore the landscape at their own pace. This connection helps turn event traffic into longer-term tourism interest by expanding services and diversifying visitor experiences.

A pavilion in Nanbei Lake scenic area offers mountain and lake views. [Photo/Nanbei Lake scenic area]

Local elements such as citrus picking and lamb tasting have been incorporated into event programs, increasing demand for nearby restaurants and homestays. The expanding sports calendar has become a sustained driver of local tourism and consumption, supporting broader regional development.