The launch ceremony of the event integrating tourism with online gaming. [Photo/WeChat account: hzscfb]

East China's Zhejiang province launched a new tourism model on April 17, blending gaming culture with real-world travel experiences to boost consumption and attract younger visitors.

The campaign kicked off at Hangzhou's lakeside commercial hub, Hubin In77, alongside the city stop of hit game Valorant's V26 tour and ongoing league matches.

Over three days, the venue hosted cosplay shows, themed performances, amateur tournaments and interactive installations, drawing large crowds to the West Lake area.

A key feature is the ticket-based economy. From April 17 to 19, visitors holding event tickets or verified Valorant player credentials could enjoy discounts at more than 100 restaurants, hotels and attractions across Shangcheng district, linking entertainment traffic directly to offline spending.

Local authorities also rolled out curated travel routes such as the "12-hour Shangcheng itinerary", combining historic landmarks, cultural experiences and modern retail. The initiative forms part of a year-long Fun Travel Season program designed to integrate content, events, consumption scenarios and digital promotion.

Officials say the strategy aims to turn online gaming enthusiasm into on-site engagement, creating immersive cultural tourism experiences while fostering new consumption patterns in the digital economy.

Valorant players are drawn to the event. [Photo/WeChat account: hzscfb]