A view of Nanxun Ancient Town's picturesque scenery. [Photo/Tide News]

Nanxun Ancient Town, a scenic area located in Huzhou, East China's Zhejiang province, welcomed the 30 millionth visitor of 2025 on Dec 10.

By Dec 10, the number of visitors had surged 53 percent compared to the same period in 2024, with individual travelers accounting for 75.9 percent of the total. The number of overnight tourists increased by 68.64 percent year-on-year, the highest growth rate in the province.

This year, Nanxun Ancient Town enriched its cultural offerings by opening three new cultural venues and completing eight points of the "Ten Scenic Spots of Nanxun". Upgrades included innovative night tours and immersive performances like Nanxun Night Banquet.

The scenic area hosted over 60 events and competitions this year, including the 7th Nanxun Ancient Town Paddleboard Open, the Silk Road International Fashion Week, and various cultural festivals.

The ancient town has also introduced 50 new investment projects, including a copper culture museum and a Hilton Garden Inn, with 13 projects exceeding 100 million yuan ($14.17 million) in investment.

To enhance the tourist experience for international visitors, Nanxun Ancient Town improved services by increasing night-time attractions and establishing multilingual service points.

To boost its appeal for inbound tourists, Nanxun Ancient Town held various cultural exchange activities, enhanced collaborations with travel agencies to design tour routes that highlighted Nanxun's unique features, and introduced new intangible cultural heritage experience projects.

This year, the scenic area has received 270,000 inbound visits, marking a 244 percent year-on-year rise.