Residents take part in a Spring Festival activity organized by a shopping mall in Qiantang district. [Photo/tidenews.com.cn]

Hangzhou has emerged as a top travel destination in the Year of the Snake, embracing its cultural ties to the legendary White Snake stories. Despite cold and rainy weather, the city witnessed a surge in tourism and cultural consumption.

According to the Hangzhou bureau of culture, radio, TV and tourism, the city received over 13.56 million visitors during the Spring Festival holiday, a 0.4-percent year-on-year increase. Among them, over 7.74 million were from outside the city, an 8.3-percent rise from last year, while international visitors totaled 15,974. Tourism revenue reached 10.86 billion yuan ($1.49 billion), up 1.54 percent year-on-year.

West Lake remained the most popular attraction, drawing 1.38 million visitors, followed by the Grand Canal Scenic Area (674,800 visitors) and Qinghefang Historic Street (690,100 visitors). Rural tourism also thrived, welcoming 4.76 million tourists.

To encourage festive spending, Hangzhou launched promotional campaigns, distributing travel vouchers and organizing giveaways, including gold snake-themed souvenirs and free flight tickets. Various districts introduced incentives, such as hotel discounts, cultural tourism subsidies, and travel coupons, increasing overall economic activity by billions of yuan.

A variety of attractions and performances enhanced the holiday spirit. Songcheng Scenic Area's Chinese New Year Carnival drew 460,000 visitors, generating 60 million yuan in revenue. The Grand Canal and West Lake hosted vibrant lantern festivals, while immersive experiences at Xianghu Lake, Liangzhu Ancient City, and Hangzhou Safari Park captivated audiences.

With its fusion of technology, tradition, and tourism incentives, Hangzhou's Chinese New Year celebrations set a benchmark for cultural tourism, reinforcing its status as a top travel destination.

Performers dressed in Song Dynasty (960-1279) attire draw crowds. [Photo/tidenews.com.cn]