A balloon installation fills a street in Zhoushan, Zhejiang province, during New Year celebrations. [Photo/WeChat account: zjzsqdxq]

Zhoushan in East China's Zhejiang province celebrated the 2026 New Year's Day holiday with various activities held from Jan 1 to 3.

According to the Zhejiang Provincial Department of Culture, Radio, Television, and Tourism, the total number of visits reached 396,000, a year-on-year increase of 5.4 percent.

Tourists from outside Zhejiang accounted for 66.7 percent of all visitors, with Shanghai, Jiangsu, and Henan as the top three source regions. The city received a total of 838 tour groups, marking a 39.7 percent year-on-year increase.

Hotel and accommodation occupancy rates in the city were noteworthy. Among 185 key monitored hotels and guesthouses, the average occupancy rate reached 45.2 percent, up 13 percentage points from last year. Of these, 36 hotels recorded an average occupancy rate of 55.6 percent.

In terms of traffic, the Zhoushan Cross-Sea Bridge handled 136,000 vehicles, an 18.45 percent year-on-year increase, while the Zhujiajian Bridge carried 164,000 vehicles, an 8.07 percent rise year-on-year.

Volunteer services and emergency teams provided comprehensive assistance in high-traffic areas, including tourist attractions, stations, and commercial districts.
During the three days, the city hosted 99 cultural, tourism, and sports activities, fully unlocking the potential of holiday consumption.