RIZHAO, China, Aug. 17, 2023 /PRNewswire/ — A news report from chinadaily.com.cn:

As night descends, Dongyi town in Rizhao city comes alive with a dazzling light display and a bustling crowd.

Situated within a kilometer’s reach of the sea, the coastal town has gained popularity as a vibrant evening destination for both locals and visitors seeking leisure and entertainment.

“I enjoy the evening ambiance here. There are local snacks, and you can purchase souvenirs that reflect the maritime culture,” said Wang Hao, a visitor from Henan province.

Nighttime economy has emerged as a new driving force for consumption in recent years, bringing new vitality to urban socioeconomic development.

A coastal city in Shandong province, Rizhao boasts many natural advantages for a nighttime economy, including picturesque scenery, an abundance of seafood and rich folk culture.

The Rizhao government has released guidelines to boost the nighttime economy, encouraging nighttime dining, tourism, culture and entertainment activities.

Many businesses, such as restaurants, shopping malls and museums, are open for longer hours. Night markets draw people from nearby neighborhoods. Sports venues and gyms are full of sweaty people. A series of music festivals, concerts and dramas offer art lovers plenty of choices.

Daily average visitors to Dongyi reached around 50,000 in August, with a remarkable 100 percent occupancy rate for boutique accommodations.

“In the evening, there’s a significant influx of visitors here, and we often stay busy until around 11 or 12 o’clock,” said Wang Xiaolong, owner of a night market stall.

Night tours infused with local flavor have become a favorite among tourists. In Juxian county, the Ancient City of Ju State showcases folk customs and architectures from the Spring and Autumn Period (770-476 BC) and has become a popular choice.

“Currently, there are more than 160 businesses operating in the ancient town, with 95 percent of them open for business during nighttime,” an official of the scenic area said.

As of Aug 4, the town had welcomed over 3.5 million visitors this year, generating revenue of 22.93 million yuan ($3.15 million).