(CFP Photo)

Jiangsu's third culture and tourism consumption promotion season, launched in the summer, concluded with a success at the end of 2022.

The campaign Water Charm of Jiangsu included more than 500 activities in 14 subjects. Efforts were made to pool resources from the Yangtze River Delta and integrate news media outlets and industry platforms both online and offline with an effort to promote the culture and tourism consumption.

According to card payment giant China UnionPay, the total amount of consumer transactions on cultural and tourism-related products and services in the province exceeded 375.36 billion yuan from January to mid-December 2022, accounting for 10.40% of the country's total.

The 6-month campaign honored 50 instagrammable spots in five categories such as beautiful rural destinations, experience of intangible cultural heritage items and performances. Jiangsu highlighted 13 popular travel routes in the countryside, which attracted 27.67 million views online.