During my recent visit to Xiashan Village in Qiangjiao Town, Ninghai County, Zhejiang Province, I witnessed a vibrant hub of activity as the village welcomed a surge of tourists over the National Day holiday. Known for its unique blend of fishing culture and tourism, Xiashan offers a charming array of experiences, including art exhibitions, seafood tastings, live concerts, and trendy cafes.

I had the opportunity to sit down with You Jianzheng, the Party Secretary of Xiashan Village, who explained that this once-remote fishing community has undergone a remarkable transformation into a popular tourist destination. “Xiashan Village is blessed with unique natural resources, including seas, bays, islands, and beaches,” he shared. He noted that the development of Ninghai’s “Leisure Blue Bay Scenic Line” has enabled the village to enhance its appeal by merging tourism with local culture and environmental resources. This comprehensive strategy has made Xiashan a preferred getaway for nature lovers.

As I explored the village, it was clear that the environment had improved significantly; once-idle spaces were now alive with activity. Local tourism has flourished, creating a beautiful ecosystem of “blue waters, green shores, and stunning bays.” I met Mr. Zhou, a visitor from Shanghai, who expressed his excitement about his family’s visit. “A friend recommended this place, and we had a fantastic time exploring the islands and enjoying fresh seafood on a boat,” he said. He praised the stunning scenery and the well-developed tourism infrastructure, which greatly enhanced their experience at a beachside guesthouse.

Recently, the village celebrated the launch of its first cultural and tourism integration complex—the Peninsula Wenhua Art Museum. This venue allows visitors to appreciate art exhibitions while enjoying views of the sea, attracting many tourists and boosting local businesses such as cafes and restaurants.

One café owner, Yu Tingting, shared her enthusiasm about the influx of visitors. “We’ve been incredibly busy, welcoming around 500 guests daily during the holiday,” she said. Her café, which recently opened, has quickly gained popularity, especially with their unique “National Day” coffee that prints visitors’ photos right onto the frothy drinks—an instant favorite among the younger crowd.

Another café, “Folk Uncle,” situated at the end of the seaside promenade, hosted small music concerts during the holiday weekend, creating a lively atmosphere that blended music with the natural beauty of the surroundings.

As the day went on, I noticed leisure fishing boats setting sail from the dock, filled to capacity with eager tourists. Local captain You Guocheng spoke about the allure of traditional “ship meals,” emphasizing how fresh seafood has won over visitors.

I also met local vendor You Qinglian, who operates a specialty store with her husband, selling local delicacies. With a smile, she told me, “Our village has seen a significant increase in visitors over the past few years, which has greatly improved our lives.” Their homemade dried shrimp and fish products have become highly sought after, providing them with substantial annual income.

This diverse array of local enterprises has been crucial to the development of Xiashan Village, attracting tourists from both nearby and far away. You Jianzheng expressed optimism for the village’s future, stating, “Xiashan has become more beautiful, drawing in not just more visitors but also encouraging locals to return and contribute to its development.” He emphasized plans to continue harnessing maritime resources, revitalizing unused assets, and exploring synergies between cultural tourism and rural rejuvenation, with the goal of transforming rural tourism into a wealth-generating industry that benefits the community.

As Xiashan Village and similar fishing communities venture towards shared prosperity, they face the challenge of maximizing limited resources. However, Xiashan’s journey offers promising insights into collective wealth-building, highlighting the potential for fishing villages to discover new opportunities against the backdrop of azure seas and skies.