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Jiaxing in East China's Zhejiang province ushered in the new year with a series of cultural and tourism activities, showcasing a bustling holiday atmosphere with over 1.95 million visits from Jan 1 to 3.

In the central urban area, events attracted large crowds. The 2026 Jiaxing New Year's Concert featured the Dachao Philharmonic Orchestra performing classics such as Spring Festival Overture and The Blue Danube. Meanwhile, a music festival in Central Park attracted over 5,000 participants who swayed to rock and folk tunes.

A music festival takes place in Central Park. [Photo/WeChat account: jxfabu]

Jiaxing's rich tourism offerings helped to boost the city's integration of culture, commerce, and travel, receiving 562,400 visits to the city center over three days. In addition, the launch of Jiaxing Nanhu Airport has popularized a new travel trend, offering special discounts for passengers flying into the city, driving up tourism spending.

An exterior view of Jiaxing Nanhu Airport's terminal building. [Photo/WeChat account: jxfabu]

Traditional activities in ancient towns and the countryside attracted many visitors, with Wuzhen, Xitang, Yanguan, and Puyuan hosting special events such as fashion shows, folk-custom blessings, and bonfire music parties, drawing 173,200 visits.

A lantern parade takes place in Jiaxing. [Photo/WeChat account: jxfabu]

Rural tourism also flourished, with 142 health food destinations across the city gaining popularity, local residents hosting activities such as traditional herbal medicine experiences and cooking competitions, and total tourism visits to 3A-level scenic villages reaching 491,600 during the holiday.