During the National Day holiday, Zhejiang Expressway Service Area transforms into a “holiday destination”, integrating transportation and tourism to stimulate consumption vitality

China News Service, Hangzhou, October 3 (Xi Jinyan, Zhang Rui) During the National Day holiday, Zhejiang’s expressway network ushered in a travel peak, and holiday consumption continued to rise. In front of the old retro platform in the Jiaxing service area, passengers dragged their suitcases to take photos and check in; as soon as the "Hu You" IP doll in the Changshan service area appeared, they were surrounded by children and took photos; on the second-floor viewing platform in the Taihu service area, the lake breeze blew in their faces, and many drivers and passengers held up their mobile phones to record the autumn scenery. The vivid scenes reflect the quiet transformation of the Zhejiang Expressway Service Area from a "passing supply station" to a "holiday destination".

This year's National Day, Zhejiang Communications Group, with the theme of "Double Festivals and Fun Departures, Good Gifts on the Post Road", coordinated marketing activities, special exhibitions and sales, renewed scenes and a series of activities integrating transportation and travel, converting festival traffic into increased consumption, and turning journey stops into new holiday economic scenes, new windows for regional culture, and new positions for serving people's livelihood.

One area, one theme, new scenes to attract visitors

On National Day this year, Jiaxing, Changshan and Taihu service areas welcomed passengers with a new look. Among them, the Jiaxing service area has a three-story immersive experience space with the theme of "Sail with Original Intentions, Zhejiang Province": the first floor is a replica of the old Jiaxing railway station building, the second floor "Xunwei Hecheng" gathers 12 antique vending carts to recreate the old Jiaxing market, and the third floor "Beautiful Station" rest station and transportation integration signboard allow drivers and passengers to rest and enjoy the scenery. During the National Day holiday, the Jiaxing Service Area launched the "Time Station·National Day Fun Tour". Retro ticket check-in, NPC interaction, platform market and special check-in points are combined into a fun tour route. Outstanding students from the Vocal Opera Department, Folk Music Department, Piano Department, and Drama Department of Zhejiang Conservatory of Music also gathered in the Jiaxing Service Area to bring surprise pop-up performances to drivers traveling during the holiday. Lively and cheerful songs and dances, popular patriotic hits, majestic folk music ensembles and other exciting programs allow drivers to experience an encounter with art on the road.

Jiaxing evokes the memory of the city with its old platform, while Changshan uses Huyou IP to gain popularity. Focusing on the theme of "Pomelo Seeing Changshan·Poetry in Western Zhejiang", the service area launched the "Pomelo Sweetness" and "Pomelo Beauty" IP parades, Changshan Good Things Creative Market, travel passport stamps, and local specialties tasting exhibitions. Huyou products, local pastries, and intangible cultural and creative products were all on display.

The Taihu Service Area has the theme of "One-stop integrated travel, one-window view of Taihu Lake", and scenes such as pop-up check-in devices, cycling stations, Zhejiang Yun Jiangnan Yi Market, Taihu Welcome Tea and other scenes were unveiled one by one. Passengers can take photos of the scenery on the viewing platform on the second floor and publish new media content with topics, and then they can receive consumption coupons and share them while shopping. The three major service areas, "one area, one theme", have become a new check-in place for holiday travel.

Good things go on the expressway, exhibitions and promotions for Huisi Ride

During the National Day, each service area in Zhejiang showed its strengths and brought local goodies to expressway windows. The Fuyang Service Area displays Dongwu Mountain Tofu Skin and Longmen Gluten. The Quzhou Service Area displays delicacies such as chopped green onion pork, crystal cake, and Longyou Hair Cake. The Dongyang Service Area displays local specialties such as doctor’s dishes and salt-baked chicken. Yuyao’s intangible cultural heritage bayberry wine and Changshan’s Huyou products are also very popular. The tie-dye clothing and Zhejiang merchants' cultural IP cultural creation in the Chang'an service area, and the Jikrypton car exhibition and sales in the Qingshan service area give "service area + cultural creation" and "service area + brand" a new way of playing. From agricultural products to intangible cultural heritage, from local delicacies to brand exhibitions and sales, a batch of "local specialties" boarded the express train and entered the journey of thousands of passengers.

In sync with the exhibition and sales, marketing activities further gathered popularity. From September 25 to October 31, Zhejiang Transportation Group relied on the "High-speed Post Network" platform to launch four series of activities: "First Enjoy on Post Roads", "Happiness on Post Roads", "Good Luck on Post Roads" and "Enjoy on Post Roads". It issued general discount coupons for service areas to the entire road network and set up fun games in high-traffic service areas.

Deep integration of transportation and tourism extends holiday consumption chain

The integration of transportation and travel is another highlight of this year’s National Day trip. Xianju and Shenxianju service areas have launched ticketing linkage activities: drivers and passengers can receive coupons with consumption receipts or pass records, and enjoy 20 to 10% off accommodation discounts at the eight participating hotels. They can also scan the QR code to purchase tickets to visit the Shenxianju scenic spot and redeem Xianshan Sky City sightseeing tickets. The consumption chain of "service area diversion and multi-business linkage" continues to extend.

From October 2 to 3, the Shengzhou Service Area collaborated with the Shengzhou City Yuemi House Art Troupe to stage a theatrical performance "Welcoming the National Day· Yue Rhymes Entering the Expressway". The service area was transformed into a "mobile stage" with classic arias such as the Yue Opera excerpt "Butterfly Lovers·Eighteen Farewell". On October 1st, the Lanxi service area’s “Full Moon Post Road·Joyful Family and Country” immersive garden pop-up opened lively, with Wu Opera and Sichuan Opera taking turns to perform face-changing interactions. The "Golden Buddha's Hand Carnival" in Jinhua Service Area also offers experiences such as Buddha's Hand DIY and Wuzhou Kiln Joint Tea Party. From service areas to scenic spots, from accommodation to catering, the integration of transportation and travel allows drivers and passengers to experience the charm of Zhejiang’s humanities during their journey.

The renewal of the expressway service area reflects the continuous deepening of Zhejiang’s transportation and tourism integration. When journey stops become new consumption scenes and new cultural windows, passing passengers will have a reason to stay, and the holiday economy will also have more solid support.