Jiaxing, Zhejiang province, has seen a remarkable increase in overnight tourism in 2024, with the city receiving 47.3 million overnight visitors, an increase of 26.6 percent over the previous year.

This growth is largely attributed to the development of a dynamic night economy and the introduction of a variety of unique tourism experiences that have encouraged visitors to stay longer.

Boat tours attract tourists in Jiaxing. [Photo/Tide News]

The city's efforts to boost its night economy have paid off, with attractions such as the "City Boat" night tours on Nanhu Lake drawing significant crowds. Visitors can also enjoy bustling night markets and high-quality cultural performances.

Local authorities have recognized that an enriching night scene plays a key role in retaining tourists and increasing their spending.

In addition to nighttime activities, Jiaxing has capitalized on its cultural ties to legendary wuxia (martial arts and chivalry) novelist Jin Yong (Louis Cha Leung-yung) by attracting tourists to sites featured in his works.

The "Hero Passport" campaign, launched in 2024, encouraged visitors to explore Jin Yong-related landmarks by offering free access to several popular sites. This initiative, combined with the development of interconnected ancient towns, has led to an increase in multi-day visits.

Jiaxing has also introduced morning activities, such as sunrise viewings and early tea experiences, to attract tourists early in the day and keep them in the city longer.

The city's accommodations have improved the quality of their services, offering personalized experiences to cater to tourists' diverse interests. As a result, many visitors are returning for repeat stays.

In 2024, Jiaxing's total tourism revenue reached 99.24 billion yuan ($13.63 billion), marking a 16.9 percent year-on-year increase.

Tourists experience handicrafts in a local shop. [Photo/Tide News]