Douglas, a tourist from the United States, spent a leisurely day in Shanghai's ancient water town of Zhujiajiao during his recent trip to China. There, he quietly admired the delicate trees and mysterious paths, and picked up Chinese souvenirs for his family.
"Around every corner, it seemed like a landscape painting coming to life for me," he said.
Like Douglas, many tourists from overseas are adding the water town, located in the city's Qingpu district, to their itinerary. Established as a commercial and trade center during the Ming Dynasty (1368-1644), it takes only around 40 minutes to get there from the Shanghai Hongqiao transportation hub.
In 2025, inbound tourists to Zhujiajiao surged to 2.27 million, increasing by nearly 25 percent compared with the previous year, according to the office responsible for ancient town affairs in Qingpu district.
In fact, on the list of the top 10 ancient towns for inbound tourists released by the China Tourism Academy in September 2024, Zhujiajiao was the only ancient town from the coastal metropolis to make the list.
Foreign tourists express fondness for the water town not only because of its cobblestone streets and the contrast of dark tiles against white walls, but also because it is a "living" historical site with over 2,500 native residents.
In the afternoon, neighbors can be seen chatting on the streets with small stools in hand, while schoolchildren laugh as they run by. With a bit of luck, visitors can hear locals singing centuries-old tianshange, or Qingpu field songs — folk songs first sung by local rice farmers.
Having lived in Shanghai for nearly a decade, Italian Alessandro Conti visited the water town for the first time recently. He tried on hanfu, a traditional Chinese attire, enjoyed a Kunqu Opera performance and watched demonstrations of local crafts in the pavilion.
"I truly felt the deep and lasting historical culture there. If anyone from my Italian family comes to visit me in China, I will definitely bring them here," he said.
Jiang Hongwei, manager of a high-end guesthouse transformed from a century-old residence in the town, said that 85 percent of reservations are made by foreign tourists.
"We offer visitors an immersive experience of the local lifestyle, including traditional opera performances, tea tasting and boat trips," she said.
Zhu Mingya, from the office of ancient town affairs, noted that Zhujiajiao initiated quality enhancement work last year, which included the introduction of an ecological water circulation system.
By adopting techniques combining the separation of rainwater and sewage, ecological restoration, and reclaimed water reuse, the project has seen an improvement in water clarity throughout the town.
"Now, the water near the banks is very clear, with fish being seen quite often, and visibility in deeper areas reaching 1.5 meters," he said.
The project also included efforts to diversify the town's offerings to visitors. Last year, 18 new shops opened, providing intangible cultural heritage crafts, creative cultural products and unique snacks and drinks that appeal to a younger demographic.
"As we've observed that many inbound travelers have more free time during layovers — arriving at Shanghai Hongqiao at night and departing the next afternoon — the town is planning to revive the traditional Jiangnan-style ritual of having early morning tea between 3 am and 4 am, hoping to attract layover visitors and showcase the charm of Zhujiajiao," Zhu said.
