Located on the southeast coast of China and the southern wing of the Yangtze River Delta, Zhejiang is a world-renowned tourist destination integrating profound millennia-old culture, picturesque landscapes, modern vitality and smart travel services.

Known as Poetic and Picturesque Zhejiang, it is one of the important birthplaces of Chinese civilization, as well as a core source of China’s marine civilization and Silk Road culture.

Zhejiang boasts a time-honored cultural heritage spanning more than 5,000 years. It is home to three World Cultural Heritage Sites: the Archaeological Ruins of Liangzhu City, West Lake and the Grand Canal. The Liangzhu Ruins fully prove the 5,000-year history of Chinese civilization, with exquisite jade cong inheriting the wisdom and beliefs of ancient ancestors.

West Lake in Hangzhou features harmonious integration of mountains, waters and humanities, inspiring countless classic poems and representing the perfect combination of nature and culture. The Grand Canal witnesses thousands of years of commercial prosperity and cultural integration.

As a key birthplace of silk, porcelain and tea, Zhejiang inherits splendid cultures of Zhejiang merchants, Yue Opera and Jiangnan folk customs. With 9 national historical and cultural cities, every corner of Zhejiang embodies the unique tenderness and charm of Jiangnan culture.

Endowed with stunning natural scenery, Zhejiang features picturesque landscapes across the whole province. It owns 22 national scenic spots, numerous national nature reserves and forest parks, with diverse landscapes of mountains, seas, rivers, terraces and ancient villages.

From the misty West Lake and Xixi Wetland in Hangzhou, coastal scenery and ancient port charm in Ningbo, water town landscapes in Shaoxing, serene bamboo forests and mountain resorts in Mogan Mountain, to spectacular mountain and sea views in Wenzhou and pristine landscapes in Quzhou and Lishui, Zhejiang presents distinctive beauty in four seasons. It is an ideal resort for global tourists, with flourishing diversified tourism formats including rural tourism, health and wellness vacation, and outdoor study tours.

Open and inclusive, Zhejiang delivers vigorous and diverse tourism experiences.

As one of China’s most economically dynamic and open provinces, it enjoys convenient global transportation connections with well-developed air, high-speed rail and highway networks. Supported by the 240-hour transit visa exemption policy, it greatly facilitates inbound travel for international visitors.

Beyond traditional sightseeing tourism, Zhejiang has developed trendy urban tourism, high-end MICE tourism, boutique homestay vacation and immersive intangible cultural heritage experiences, meeting diverse needs for family travel, business visits, study tours and wellness vacations.

Empowered by technology, Zhejiang has built a world-leading smart tourism service system. Relying on exclusive tourism AI models, it has launched one-stop inbound service platforms including Hi Travel and Zhejiang Travel. Supporting real-time multi-language translation in English, Japanese, Korean, German and Spanish, the platforms provide full-chain services such as intelligent itinerary customization, scenic reservation and travel verification, enabling global tourists to travel around Zhejiang easily with one code.

It delivers a brand-new travel experience of Smart, Easy and Enjoy, showcasing the warmth and innovation of Zhejiang’s cultural and tourism industry.

As a key global exchange platform, WTM connects Zhejiang with the world. Adhering to the concept of open cooperation and win-win development, Zhejiang continues to deepen international cultural and tourism cooperation.

We sincerely look forward to strengthening exchanges and partnerships with global tourism institutions and practitioners, sharing development opportunities and expanding the international tourism market.

We welcome friends from all over the world to explore Poetic and Picturesque Zhejiang, experience the profound Jiangnan culture, admire the stunning landscapes and feel the dynamic vitality of eastern China.