More than 150,000 visits arrived in Shiliang town, Taizhou, of East China's Zhejiang province, this summer, generating over 20 million yuan ($2.78 million) in revenue.

At 800 meters above sea level in Tiantai county, Shiliang benefits from a naturally cool climate, making it a popular destination during the peak heat. In recent years, the town has repurposed unused land and vacant rural houses to develop creative tourism projects led by young entrepreneurs. One such initiative, led by Wang Yiming and his team, transformed a once-vacant plot into a lively destination featuring night markets, cafes, beer gardens, and social media-friendly landmarks.

New business formats have emerged, including a tea house created by Lu Wangjun, which integrates local tea culture into a renovated traditional home. Meanwhile, surrounding villages have teamed up to form a connected tourism zone, encouraging collaboration among young business owners.

A group of young entrepreneurs born in the 1980s and 1990s runs homestays, restaurants, and cultural events through social media, local crafts, and themed promotions to attract visitors. In response, villagers have set up roadside stalls selling fresh mountain produce, while the local government has developed organized markets for youth-led businesses.

Accommodation facilities are often fully booked weeks in advance, and local farm stays and restaurants report surging demand. Shiliang's evolving model is now viewed as a blueprint for tourism-driven economic development in other highland communities.