Tongzhou district in Nantong, Jiangsu province, was recognized as a benchmark for the integrated development of culture and tourism in rural areas at a launch event for the Culture and Tourism Convergent Media Co-creation Plan held on Sept 21 in Quzhou, Zhejiang province.

Tongzhou boasts a rich cultural heritage shaped by its long history at the intersection of river and sea, as well as picturesque rural landscapes. In recent years, the district has developed a diversified cultural and tourism model featuring sports events, nighttime tourism, the renewal of historic towns, the revitalization of rural areas and cultural festivals.

A camping site on the Kaisha Island. [Photo provided by Yuan Songcheng to en.nantong.gov.cn]

Sports events have become a major draw for tourism in the district. The Kaisha Island Cross-River Half Marathon, China's only half marathon centered on crossing a river, has attracted nearly 10,000 runners from more than 20 countries and regions.

Nighttime tourism has also become an important part of Tongzhou's cultural and tourism offerings. At Zhouji Menghuan Island, nighttime activities operate regularly during holidays, with fireworks shows and laser music fountains creating a vibrant evening atmosphere.

New tourism and consumption scenarios are also helping revitalize rural areas. In Dushiyuan village, Shigang town, a project has repurposed idle homes into spaces for local consumption. The effort has brought in six distinctive businesses, including a tea house and a coffee shop.

Cultural festivals have provided another way to connect tourism, culture and local spending. Tongzhou has held its cultural and tourism carnival for three consecutive years, featuring traditional performances, agricultural product exhibitions, food markets and other activities. In 2025, the event attracted more than 100,000 participants, creating a platform for cultural and tourism promotion and consumer engagement.