During the recent Dragon Boat Festival holiday, Jiaxing experienced a surge in tourism, with 1.54 million visitors and a revenue of 2.01 billion yuan ($276.55 million), marking increases of 38.13 percent and 30.35 percent respectively compared to last year.

The city's renowned 5A scenic areas — Nanhu, Wuzhen, and Xitang — drew significant crowds, collectively hosting over 370,000 visitors.

Jiaxing's emphasis on the cultural essence of the Dragon Boat Festival enhanced its appeal as a festive destination. The city hosted the 2024 Jiaxing Duanwu Folk Culture Festival, offering a plethora of activities that included dragon boat races, folk experiences, and traditional performances, all steeped in Chinese tradition.

The city also hosted over 50 themed events and 700 mass folk activities during the holiday. These events catered to the tastes of younger generations, with post-90s and post-00s visitors making up the majority of the festival-goers.

Ancient towns like Wuzhen and Xitang hosted themed activities that merged tradition with contemporary style. The popularity of these towns, especially Wuzhen, placed them among the top holiday destinations.

Additionally, Jiaxing launched the Rural Crayfish Festival and a variety of leisure activities. This initiative turned Jiaxing's pastoral settings into a coveted lifestyle destination, with 3A scenic villages hosting over 410,000 visitors and earning 18.03 million yuan, showcasing remarkable growth over the previous year.