Free entry hoped to spur spending at scenic spots

One of the West Lake's most popular attractions was made free to the public starting Dec 1, a move aimed at stimulating broader regional consumption.

The Lingyin Feilaifeng Scenic Area in Hangzhou, Zhejiang province, which previously cost 45 yuan ($6.36) per person, is now completely free to enter, following what has become known as the "West Lake model", after the iconic lake was opened free of charge to the public in 2002.

In 2002, tourism revenue in Hangzhou was 29.4 billion yuan, rising to 345.03 billion yuan last year. The new policy reflects a wider provincial effort to reduce reliance on ticket sales.

The free-entry measure at Feilaifeng represents the most significant application of the model to a major ticketed attraction in more than two decades. Alongside eliminating the entry fee, the separate 30-yuan incense voucher for Lingyin Temple has become complimentary.

The shift toward removing or drastically reducing scenic area ticket prices in order to get more people through the door is spreading across Zhejiang.

In Songyang county in the city of Lishui, authorities announced free admission to cultural heritage sites such as the Huangjia Grand Courtyard and the Yanqing Temple Pagoda starting Nov 21.

Experts say the move from collecting entry fees to promoting inclusive access creates a "multiwin" scenario. "Waiving entrance fees might look like a loss-leader, but it actually brings multiple benefits in economic, reputational and cultural terms," said Li Daokui, dean of Tsinghua University's Academic Center for Chinese Economic Practice and Thinking.

Scenic areas generate external benefits, he said, and the priority should be maximizing their positive spillover for the wider city.

Cheng Chaogong, chief researcher at the Tongcheng Research Institute, said free admission strengthens the area's role as a consumption driver, helping form a "Greater West Lake "cultural tourism cluster. The trend signals a shift from "selling tickets "to "selling services and experiences "where attracting large visitor flows delivers far greater value than entrance fees.

The transition away from ticket revenue also requires stronger management and operational innovation. "Free admission does not translate into the absence of management," said Yang Shangqi, director of the Party and Administration Office of the Lingyin Management Office.

To ensure safety and visitor experience, the scenic area requires real-name reservations and has set daily visitor limits.

Kong Xuhong, a professor at Fujian Business University said moving beyond the ticket economy requires improved operational capabilities, new business formats, and creative expansion in dining, accommodation, shopping and entertainment. These steps aim to turn scenic sites from simple destinations into dynamic platforms for sustained engagement and value creation.

The policy has drawn strong public support.

"This is wonderful. It's my first time at Lingyin, and I just happened to hear such good news," said a visitor from Huzhou, praising improved accessibility and inclusiveness.

This retreat from the ticket-based model is visible across China.

Gubei Water Town in Beijing's Miyun district is offering free admission by reservation throughout December. The Western Xia Mausoleum in Yinchuan, Ningxia Hui autonomous region, has waived entrance fees until February next year.

In Jiangsu province, the city of Lianyungang made all 16 of its A-level scenic spots free for December. Yuntai Mountain in Henan and several leading attractions in Dunhuang, Gansu province, including the Mogao Caves, are offering half-price off-peak tickets.

chenye@chinadaily.com.cn