During the recently concluded National Day holiday, Lishui City optimized the supply of cultural and tourism products, actively enhanced the core attractiveness of tourism, and deeply unleashed the consumption potential of cultural tourism. The tourism market exhibited a trend of high opening and stable progress, with the city achieving a total tourism revenue of RMB 1.7 billion, up 25.18% year-on-year.

Statistics reveal that the city welcomed 1.472 million tourist arrivals across all tourism areas, representing a year-on-year increase of 18.11%, ranking third in the province in growth rate. Among them, 0.946 million were overnight tourists, up 11.21% year-on-year, ranking seventh in the province; and 0.526 million were one-day tourists, up 32.94% year-on-year, ranking first in the province.

The top three counties/cities/districts in terms of tourist arrivals were Liandu District (0.5133 million), Jinyun County (0.3267 million), and Qingtian County (0.2021 million). The top three counties/cities/districts in terms of growth rate of tourist arrivals were Longquan City (46.72%), Liandu District (31.37%), and Yunhe County (30.66%).

Regarding key scenic spots, the 25 scenic spots above 4A level in Lishui City collectively welcomed 1.274 million tourist arrivals, up 50.94% year-on-year, and generated tourism revenue of RMB 103 million, up 77.75% year-on-year. Yunhe Terrace Scenic Area, Jinyun Xianju Scenic Area, Penal Colony Scenic Area in Liandu District, Yunzhong Daji Scenic Area in Jingning County, and Representative Scenic Area of She Ethnic Village in Jingning County emerged as popular choices for tourists.

In terms of tourist origins, 77.6% were from within the province, while 22.4% were from outside the province. Among the out-of-province tourists, those from Shanghai, Jiangsu Province, and Fujian Province accounted for the top three proportions. Within the province, tourists from Lishui City, Wenzhou City, and Jinhua City accounted for the top three proportions. According to big data analysis by Ctrip, tourists to Lishui were mainly from the post-80s, post-90s, and post-00s generations, accounting for 78.5% of the total. Specifically, the post-80s generation accounted for 27.1%, the post-90s generation accounted for 30.3%, and the post-00s generation accounted for 21.1%.

To seize the initiative in holiday tourism, Lishui City organized four major scenic spots to launch a “Complete Challenges and Win Big Prizes” event, released three themed routes of “Journey to Discover the Mysteries of the South of the Yangtze River” and four themed routes of “Journey of Historical and Classical Culture”, and implemented four major support actions for “Enjoying Lishui” including free meals, free parking, direct buses to scenic spots, and cultural and artistic performances throughout the city. Especially noteworthy is the free parking initiative, which provided 9,589 parking spaces for tourists to use free of charge, attracting 33,000 self-drive vehicles. Additionally, public cultural venues welcomed a total of 1.4422 million tourist arrivals, up 84.09% year-on-year.

Meanwhile, the city also introduced a special combined ticket offer, launching a super-value 195-yuan combined ticket for four major scenic spots including “Jinyun Xianju Scenic Area”, “Yunhe Terrace”, “Penal Colony Scenic Area in Liandu District”, and “Yunzhong Daji Scenic Area in Jingning County”. To attract young tourists with the check-in effect, an event titled “Check-in at Four Major Scenic Spots and Win a 5,000-yuan Gas Card” was launched, with tourists who purchased the combined ticket being eligible to participate in a raffle. The four scenic spots included in the combined ticket all ranked among the top four in terms of tourist arrivals in the city.

In terms of business innovation, the fusion effect of culture and tourism was fully demonstrated. Activities such as the immersive theatrical performance at Liandu Impression West City·Qizi Tower 2.0, torchlight parades in Baoxi Township, Longquan City, panda parades in Qingtian County, sunrise (sunset) concerts in Yunhe County, square dance competitions in Qingyuan County, low-altitude flight experiences in Jinyun County, gold mining competitions in Suichang County, micro-performances of “A Half-Day Floating Life” in Songyang County, and real-life tours of “Black Myth: Wukong” in Jingning County effectively attracted a large number of visitors. At the municipal level, events such as the “Hundred Counties, Thousand Dishes·Seek the Flavor of Lishui” long table banquet (food street) at the Chuzhou Prefecture City (ancient name of Lishui city) and the “Joyful Lishui·Red Wine and Music Festival” at Ou River Literature Garden effectively gathered popularity.

During the holiday, there was strong demand for boutique homestays across the city. Homestay practitioners actively adapted to market trends, promoting the development of boutique homestays as tourist destinations. A total of 41 key homestays in the city welcomed 17,300 tourist arrivals, up 3.87% year-on-year, with operating revenue reaching RMB 4.8912 million, up 4.63% year-on-year, and an average occupancy rate of 79.40%.