A fish-shaped lantern parade. [Photo/Quzhou Ancient City Cultural Tourism Area]

Quzhou in Zhejiang province received 613,000 visits during the 2026 New Year's Day holiday, a 15.2 percent year-on-year increase. Overnight visits reached 387,000, up 21.9 percent.

The holiday period featured an array of vibrant activities for locals and tourists. The Quzhou Ancient City Cultural Tourism Area hosted over 60 events, including performances blending dance, martial arts, and opera. From Jan 1 to 3, the area received 240,000 visits, an increase of 58.58 percent year-on-year.

The 2025-2026 Zhejiang TV New Year's Eve Gala at Quzhou Sports Center drew 26,000 attendees.

To further boost tourism, the city distributed cultural and tourism consumption vouchers worth 3.15 million yuan ($451,223), covering dining, accommodation, transportation, and shopping.

The 2025-2026 Zhejiang TV New Year's Eve Gala. [Photo/Quzhou Sports Center]

Cultural venues remained open throughout the holiday, offering a rich cultural feast. From Jan 1 to 3, Quzhou Museum received 13,000 visits, while the city's cultural centers hosted exhibitions and activities that attracted 8,299 participants.

Local commercial hubs seized the opportunity with creative events. From Dec 31, 2025, to Jan 3, 2026, Quzhou's Nanhu Hengtai Mall recorded 330,000 visits and generated sales exceeding 14 million yuan.

The newly opened Hangzhou-Quzhou high-speed railway injected new energy into tourism. "During the holiday, we hosted over 100 visitors who took the high-speed train from Hangzhou to visit Longyou county," said Xu Meixia, vice-president of Quzhou's travel agency association. "The railway enhances Quzhou's regional appeal, making short trips more popular."