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“Enjoy blooming spring flowers in Lishui, experience azaleas in nine cities”. In late spring and early summer, the poetic southwestern Zhejiang once again opened its arms to visitors from near and far, showcasing its unique charm.
By seizing the timing of the May Day holiday, leveraging the advantage of a “delayed bloom”, and refining “exquisite” services, Lishui’s cultural and tourism system ensured a brilliant and impressive visitor experience through meticulous planning. “A glimpse of the part reveals the whole”—the popularity of Lishui’s tourism can be witnessed through the “Friend Circles” on social media.
Ecotourism Captures the Spotlight
Blessed with “natural beauty”, Lishui’s superior ecological environment offers an inherent advantage for tourism development. The continuous mountain ranges grant Lishui a “delayed bloom” of azaleas on the mountainsides.
“Clusters of blossoms, green trees, white clouds—romance is within easy reach everywhere”. This was the sentiment expressed by Mr. Ma, a visitor, in his WeChat Friend Circle after climbing to the peak of Jiepai Mountain in Qingtian County, which stands 1,018 meters above sea level.
Following the influx of visitors drawn by the “Glass Water” campaign last summer, this year the Municipal Bureau of Culture, Radio, Television, Tourism and Sports held a press conference on the May Day cultural tourism events themed “Enjoy Blooming Spring Flowers in Lishui, Experience Azaleas in Nine Cities”, issuing three open invitations to travelers to explore the hidden beauty of southern China. During this period, ten scenic spots featuring flower seas—including the East China Medicinal Botanical Garden—launched coordinated promotions to showcase the charm of “Colorful Azaleas, Joyful Travel in Lishui”. While the city area hosted all-day urban roaming activities, the nine counties (county-level cities and districts) introduced over 50 distinctive cultural tourism events.
The event also saw collaboration with the cultural and tourism departments of each county (city, district) to film themed short videos under the theme “Admire Azaleas, Travel in Lishui”, promoting related scenic areas, homestays, local cuisine, and tourism activities. This successfully attracted traffic to azalea viewing spots such as Dayang in Jinyun, Gaoping in Suichang, and Jiaobei Mountain in Yunhe.
On Guandao Peak in Yanbei Village, Huzhen Town, azaleas bloom gradually across the mountains with the change of seasons. With hues of fiery red and soft pink, the scene offers an intimate encounter with nature.
The ten-thousand-mu azalea forest in Gaoping, Suichang, is widely renowned. Ms. Chen Xiaojun, a citizen from Jinhua, drove there with her family to enjoy the view. Surrounded by clusters and masses of azaleas, they not only took in the natural scenery but also found relief from the pressures of work and study. “The drive wasn’t long, the mountain scenery is delightful. The ten-thousand-mu azaleas indeed have their unique temperament and charm,” Chen Xiaojun shared in her Friend Circle.
The blooming azaleas also caught the attention of CCTV, which praised them as “ten-thousand-mu wild azaleas blooming like a ‘brocade over ten miles’.”
To seize this “heaven-sent fortune”, villagers at azalea viewing locations have voluntarily formed service teams to provide tourists with consultation and guidance. At the same time, the “Azaleas in Bloom with a Sweet Touch” campaign offered over 3,000 free azalea-themed drinks to visitors from various regions.
Unlocking New Experiences in Niche Villages
What happens when romantic Chishi meets the May Day Grilled Fish Carnival? A tourist answered in their Friend Circle, “The whole village turned into a sea of joy.” Rows of grilled fish sizzled over charcoal, their golden skin glistening with temptation. Topped with chili, scallions, and other seasonings, the fish offered both heat and aroma. “The whole event venue was filled with the faint fragrance of roses, adding a sense of timeless romance.” Ms. Huang from Wenzhou extended her invitation to local friends through her Friend Circle.
“Escaping the city for the countryside” was the real experience for many tourists during May Day, and Lishui’s rural areas became the ideal choice for rekindling nostalgia. Scattered among the mountains, each village welcomed visitors with unique experiences.
In Penal Colony Scenic Area in Liandu district, leisure and stress-relief options such as water festivities and “Barbizon roaming” allowed visitors to enjoy a thoroughly relaxing journey amidst tranquil mountains and rivers.
In Daji Village, Qingyuan County, the rich heritage of this scholar-producing village, complete with well-preserved ancient dwellings and bridges, allowed tourists to replace fatigue with ease amidst the sounds of reading and the fragrance of books.
Meiyuan Village in Yunhe cleverly used stand-up comedy—a form of entertainment loved by all ages—to offer a surplus of joy. Tourists gathered in circles while performers delivered punchlines and witty banter. At times, the audience burst into laughter; at others, they responded with enthusiastic applause, dispersing exhaustion with cheer.
The related activities in Yunhe received praise from Zhejiang TV, which called them “fragrant on the fingertips, fresh on the tongue”, and invited viewers to “experience a five-senses journey in Yunhe”.
Cultural Integration Enriches Tourism
Opening Ms. Hu’s May Day travel plan reveals a schedule that’s “jam-packed”.
“Exploring Qizi Building” to experience a Song Dynasty market and witness the immersive performance “Dream-seeking in Chuzhou”; strolling along Liu Citangbei to experience time travel through alleyways and touch the renewed vitality of the old town; stopping by Nanming Lake for a water carnival, and diving into the unique passion of African folk dance at the Jin Qiao Ouyue City…
“To let everyone fully enjoy the leisure of Labor Day, the relevant departments really went above and beyond, giving the May Day holiday a deeper, more authentic flavor.” This was the caption Ms. Hu added to the collage in her Friend Circle.
In fact, to turn “first-time visitors” into “return guests”, the Lishui cultural and tourism authorities have gone to great lengths in scenic site design, route coordination, and integrating culture into all-area tourism. Thanks to this effort, the comprehensive “Citywide Celebration, Ancient-Modern Fun” event made travel both convenient and memorable for visitors.
Xiandu Scenic Spot in Jinyun launched the “Spiritual Mountains, Theatrical Xianju” event, featuring performances such as erhu solo concerts, worship ceremonies at the Yellow Emperor’s temple, and scenic train rides through wheat fields, offering tourists a rich cultural experience.
Yunhe County integrated terrace sightseeing, intangible cultural heritage, and leisure at Xiangong Lake into a full-time tourism experience around the theme “’FUN’ tastic May Day, Set Out for Yunhe,” launching five major themed products to create a “daytime touring and nighttime entertainment” cultural tourism experience.
From Longquan’s “Play with Clay, Forge Swords” activities, to Qingtian’s “Shimen Cave Flower ‘Young’ for May Day”, the European-style culinary experiences in the hometown of overseas Chinese, to Qingyuan’s national youth chess tournament with supporting cultural tourism events, Suichang’s gold mining competition and “Live in a Tavern, Taste the Jianghu” activity, Songyang’s “Explore Ancient Sights and Enjoy the Ancient City” campaign, and Jingning’s “’May Day’ in the She Ethnic Ancient Town with Princess Parade”—all these May Day activities brought crowds to key scenic spots and unleashed a surge of tourism consumption.