A restaurant in Luxiaxu village, a small village adjacent to the sea in Putuo district, Zhoushan, Zhejiang province. [Photo by He Qi/chinadaily.com.cn]

Zhejiang's rural tourism is thriving as the province uses its scenic landscapes and local industries to attract visitors and drive economic growth.

In 2023, Zhejiang hosted 7.6 billion tourist visits, generating over 1 trillion yuan ($137 billion) in revenue.

Provincial officials have focused on developing its "beautiful villages" campaign by integrating environmental improvements, industrial expansion, governance reforms, and cultural initiatives.

The initiative aims to transform rural areas into sustainable economic hubs while enhancing residents' quality of life.

Zhejiang has established 54 nationally recognized rural tourism villages and over 11,500 "scenic villages", curating popular travel routes that highlight the region's unique cultural and natural heritage.