Tourists ring the bell at Jinhua Mountain to pray for the new year. [Photo/Jinhua Shuanglong Scenic Area]

The cultural tourism market in Jinhua, Zhejiang province, flourished over the New Year holiday from Jan 1 to 3, launching a new era for the city's integration of culture and tourism.

Tourists flocked to traditional streets, invigorating these historical areas with diverse cultural activities and creative experiences.

At Poyang Old Street in Jindong district, lion dances, hanfu parades, and stage plays entertained the crowds as tourists eagerly interacted with performers amid cheerful laughter. At Pujiang East Street in Pujiang county, an enchanting procession of bench dragons and fish lanterns wound through the ancient alleyways, vividly showcasing local folk culture.

Old city spaces also saw a cultural revival. The old cinema at Shimen Farm was transformed into a popular hotspot, attracting numerous visitors with its nostalgic settings.

The China Wu Opera Grand Theatre hosted the 2026 Jinhua New Year Concert and Wuju Opera performances, delighting audiences with a series of cultural spectacles.

Singer Hu Yanbin held concerts on Dec 31 and Jan 1, drawing thousands of fans nationwide. To complement the events, Jinhua offered exclusive discounts, inviting fans to explore the city's unique allure.

Many locals welcomed the new year with exercise. A hiking event at Jinhua Mountain on Jan 1 attracted nearly 10,000 participants. The route connected attractions like Shuanglong Cave and Lunyu Lake and featured creative markets, live bands, and art displays, transforming the hike into a captivating cultural journey.