Visitors on a boat cruise in Nanxun Ancient Town, Huzhou, East China's Zhejiang province. [Photo/hz66.com]

Nanxun Ancient Town has seen a marked increase in visitor numbers following the implementation of its free entry policy in January.

Entry to the ancient town in Huzhou, East China's Zhejiang province was made free starting from Jan 18, making it the fourth national 5A scenic spot in Zhejiang to waive admission fees. The other locations that offer free entry are West Lake in Hangzhou, Lu Xun's Former Residence in Shaoxing and Tiantai Mountain in Taizhou.

Because of this policy, Nanxun Ancient Town welcomed 380,000 tourists during the Spring Festival holiday which ended on Jan 27, with the number of daily visitors peaking at 60,000 during the seven-day break. The town presently receives an average of 20,000 tourists per day.

The influx of visitors has revived the businesses of restaurants, hotels, gift shops as well as leisure and entertainment service providers.

"I haven't seen so many tourists in a long time. Now there are more than 10 tour groups every day," said a staff member at Xunfengzai, a snack bar in Nanxun Ancient Town.

"The restaurant has been fully booked for two to three weekends in a row due to a significant rise in online bookings," said a person working at Huajiantang Qiushuli.

The scenic spot has also been taking measures to encourage visitors to spend more time within its premises. Among its latest efforts is the launch of a digital system which enables visitors to retrieve information related to the scenic spot online in a timely manner.

In addition, a wide range of cultural events, including lantern shows, bazaars and concerts, will be staged in the town during the holidays.

Founded in 1252 during the Southern Song Dynasty (1127-1279), Nanxun Ancient Town is the first Jiangnan ancient town in China to be included in the World Cultural Heritage list.