In a recent discussion, Huang Fei, the Deputy General Manager of the Tourism Distribution Center in Pan’an County, Zhejiang Province, shared her insights on the exciting intersection of traditional Chinese medicine (TCM) with the tourism and cultural sectors. “We’ve implemented a series of policies that cover everything from the cultivation and processing of medicinal herbs to tourism and sales,” she stated. This initiative aims to establish a robust industrial system that integrates the entire TCM landscape, promoting innovative business models under the “TCM +” framework.

Zhejiang boasts an impressive array of 2,385 medicinal resources and is currently hosting the 2024 Zhejiang Herbal Medicine Expo alongside the 17th Pan’an Herbal Medicine Expo, underscoring the region’s profound legacy in this domain. Pan’an, famously dubbed the “hometown of Chinese herbal medicine,” is home to Jiangnan Medicine Town—a distinctive area designed specifically for the herbal industry’s advancement.

Huang remarked on the thriving nature of their tourism, saying, “Our peak seasons are bustling, and the off-seasons are thriving as well.” This sentiment was echoed by Wu Ying, the leader of Changsheng Laohua Herbal Medicine Co., who commented on the burgeoning popularity of Jiangnan Medicine Town, which has drawn an increasing number of visitors. In 2023, Pan’an’s TCM industry achieved an impressive output value of 9.2 billion yuan, attracting over a million tourists.

Over in Chun’an County’s Linqi Town, efforts to enhance TCM cultural tourism are gaining momentum. With the launch of facilities like the Qiandao Lake TCM Museum and the Traditional Chinese Medicine Culture Experience Center, the county successfully welcomed 310,000 visitors and generated more than 30 million yuan in TCM-related tourism revenue over the past year.

Looking ahead to the National Day holiday, the Yansheng Tang TCM Institute in Wenzhou is set to host activities including painless TCM treatment experiences and tastings of trendy herbal snacks. Lei Lingjie, head of the Yansheng Tang Nan Tang branch, highlighted the rising public interest in health, noting that TCM’s unique principles and practices are increasingly capturing attention. She stressed the importance of regulating the industry, enhancing professional standards, and facilitating public education to deepen understanding and acceptance of TCM.

Consumer preferences are shifting toward TCM dietary choices, given their close ties to everyday life. Hu Qingyu Tang, a well-established brand, is entering the market with a chain of medicinal cuisine restaurants that marry TCM with culinary arts. Zhang Yongsheng, General Manager of Hu Qingyu Tang’s medicinal cuisine restaurant, explained their innovative approach: “We collaborate with doctors for prescriptions, pharmacists for formulations, and chefs for cooking to create a health-oriented dining experience.”

The trend of medicinal cuisine is particularly driven by younger consumers, many of whom share their positive experiences on social media platforms. Zhang observed that the heightened attention following the Hangzhou Asian Games has boosted visibility and appeal among international visitors, reflecting young people’s increasing focus on health and their appreciation for TCM culture.

In June, Zhejiang Province unveiled an action plan aimed at fostering the innovative development of historically significant industries, emphasizing a blend of “historical classics with culture and tourism.” The province also intends to offer additional implementation strategies to support the sustainable development of TCM, contributing to the establishment of a model for common prosperity.