Fireworks display over the Haohe River in Nantong. [Photo/WeChat account: ntjoy2012]

Nantong welcomed 9.55 million visitors during the National Day holiday, generating 9.08 billion yuan ($1.35 billion) in tourism revenue, up 16.72 percent and 16.93 percent year-on-year, respectively, according to preliminary figures.

The city launched 120 cultural and tourism events under the theme "Autumn Harvest: Savor the Arts", with major attractions reporting 5.62 million visits and over 4.22 billion yuan in spending. Online data showed a 48 percent rise in scenic spot ticket bookings and a 103 percent surge in restaurant group-buy orders.

Young travelers drove much of the growth, with those born after 1990 accounting for over half of all visitors, while family groups made up nearly 40 percent.

A tourism carnival at Nantong Yangtze River Sports Park featured 2,000 drones lighting up the riverfront, alongside performances, intangible cultural heritage workshops and food markets. The Zilang Lychee Music Festival drew nearly 50,000 fans, while a rural tourism carnival in Bencha Ancient Town boosted night-time spending through livestream sales and folk performances.

Scenic spots across the city offered diverse autumn programs, from dragon boat parades on the Haohe River to flower fields and camping at the Five Mountains area. Rural destinations and museums also proved popular, with Nantong Museum extending its opening hours for special exhibitions and hands-on workshops.