Dazzling lights and fireworks light up Huzhou at night during the Spring Festival holiday. [Photo/Tide News]

Huzhou, a city in Zhejiang province, experienced a thriving tourism market during the nine-day Spring Festival holiday.

The city received over 7.22 million visits as of Feb 23, up 16.8 percent compared to last year, with overnight inbound visits soaring by 53.8 percent, generating a total of 9.89 billion yuan ($1.44 billion) in tourism revenue, up 26.17 percent year-on-year.

This Spring Festival holiday, Huzhou focused on cultural performances as the mainstay of its tourism experience. Taihu Lake Longemont Paradise attracted 1.2 million visits with events like the Spring Festival Temple Fair and live performances. Citywide, over 8,000 performances drew more than 380,000 attendees, generating over 37 million yuan in ticket sales.

Popular attractions fueled consumer spending, enhancing demand for accommodation. Scenic spots rated 4A and above received 5.11 million visits, while 46 key hotels reported an average occupancy rate of 62.9 percent and 172 graded homestays had an average occupancy of 65.6 percent.

Emerging tourism trends gained traction, with Huzhou Film and Television City hosting immersive experiences for 106,000 visitors, a 985 percent increase. Pet-friendly tourism products and ice-snow activities also drew significant interest, with 304,000 visits to 10 ice-snow sites across the city.

Meanwhile, over 1,500 cultural events attracted 281,000 participants, enhancing the festive atmosphere.