From the 9th to the 10th, the banks of Qingshan Lake echoed with melodious songs, creating a lively atmosphere. 19 groups of musicians with diverse styles, including Er Bai, Zhang Yuan, Chen Li, Jiao Maiqi, and Huang Zihongfan, performed passionately at the Xiushui Park, Qingshan Lake. As the first music festival event held in Hangzhou this year, the Qingshan Lake “Lvye Xianzong(scenic beauty of mountains and water)” Music Festival showcased the charm of the cultural and tourism public brand of Lin’an. Integrating the music festival into the beautiful scenery, using music as a medium and culture as an intermediary, the festival resonated from the venue to the surroundings, echoing the fame of the Wuyue.

At the music festival, waves of music, voices, and crowds surged with the beats, featuring diverse music styles such as rock, pop, rap, and folk. Many music fans arrived at the scene half a day in advance to ensure they wouldn’t miss their favorite musicians. “I came specifically for Chen Li. Playing with so many young people, I feel relaxed and free-spirited. The atmosphere is great, and I had an unforgettable day in Lin’an,” said Zhao Huizhuo, a music fan from Jiaxing, unable to contain her excitement. She mentioned that it was her first time visiting Lin’an, and she was deeply impressed by the natural beauty of Qingshan Lake. “I really enjoy this sense of freedom. Looking around, the surrounding scenery is full of greenery, which is very soothing.”

On stage, the lights flickered as the penetrating voices of each singer resonated through the night sky. Below, fans danced and sang along with the rhythm, enjoying themselves to the fullest. Li You captured the exciting moments of the music festival with her phone. She lives nearby, heard there was going to be a music festival, and bought tickets in advance. “I can release the stress of life on the weekend. It is also very convenient to come here, and I hope Lin’an will get better and better and continue to hold such high-quality music festival performances in the future.”

In addition to the music experience, the music festival also featured specialty food stalls, intangible cultural heritage markets, camping areas, and more. While enjoying the music, fans could taste delicious food, experience handicrafts, and appreciate intangible cultural heritage, unlocking a whole new experience of eating, drinking, playing, enjoying, shopping, and touring, further stimulating the potential for cultural and tourism consumption.

"I’ve been to music festivals before, but there weren’t as many food stalls as here. The facilities here are complete, and it’s quite enjoyable,” said Lu Xiehai, who is a regular at music festivals. This time, he came from Ningbo specifically for his favorite musicians and to spend a wonderful weekend at Qingshan Lake. “Transportation is getting more convenient. After enjoying the music festival, I plan to explore the surrounding area and experience the unique features of Lin’an.”

Lin’an has established a new pattern of tourism development with the ‘Qingshan Lake Landscape Circle,’ ‘greater Tianmu and other mountain circles,’ and ‘Western Zhejiang Sky Road Outdoor Circle’ as drivers, depicting a picture of ‘scenic spots everywhere, and the whole district beautiful together.’ “We hope to integrate more new formats and experiences of cultural tourism into the scenic area, attracting more young people to Qingshan Lake and falling in love with Lin’an,” explained Tong Caixia, head of Qingshan Lake Tourism Company, the organizer of the music festival. The “Lvye Xianzong” Music Festival at Qingshan Lake is the first regional brand music festival created by Lin’an. Through its distinctive urban music festival IP, it sets a new benchmark for local cultural consumption, continuously enhancing the regional public brand of cultural tourism.

According to the organizer’s ticketing platform, this music festival attracted nearly 25,000 music enthusiasts. It’s worth mentioning that the festival also collaborated with major popular tourist attractions in Lin’an. By purchasing an upgraded cultural tourism package along with the music festival ticket, attendees could enjoy popular attractions such as Daming Mountain and Valley of the Wind. “In the future, we will continue to launch new cultural tourism programs based on the unique IP of 'Lvye Xianzong,' creating a new cultural calling card,” said Tong Caixia.