Spring Festival has always been an important time for Zhouzhuang to launch publicity and marketing efforts. Zhouzhuang has made early plans this year in three aspects: propaganda, marketing and activity organization.

The propaganda stressed the great influence of Zhouzhuang in the tourism industry. Zhouzhuang planned a series of articles before Spring Festival that attracted public attention. A series of thematic advertisements were spread throughout Shanghai, Nanjing and Suzhou. The "Seeking Roots in Zhouzhuang" special program effectively built a campaign to celebrate Spring Festival in Zhouzhuang and attracted many self-driving visitors.

In terms of marketing, Zhouzhuang has cooperated with travel agencies in advance to carry out New Year's special trips. A self-driving project combined with a "Fortune Trip" was launched as well. New Year's tickets packages were also sold online.

In terms of activity organization, Zhouzhuang held new events together with traditional activities. The former residence of Shen Wansan was renamed the House of the God of Wealth. It was redecorated and garnered public attention. Nearly 10,000 visitors visited during Spring Festival, bringing high praise to beautiful Zhouzhuang.

Zhouzhuang's celebration of Spring Festival attracted the attention of numerous media. CCTV's news channel reported on Zhouzhuang's folk activities during Spring Festival three times in the form of news and special topics. During Spring Festival, 166,000 tourists came to Zhouzhuang, a year-on-year growth of 34 percent. Tourism company income increased 40 percent compared with the same period last year.