The third Jiangnan Water Town Lotus Viewing Season kicked off on July 10 in Lianhu Village, a renowned rural revitalization demonstration site in Jinze Town, Qingpu District, turning vast lotus ponds into a signature summer landmark in the Yangtze River Delta region.

Spanning thousands of mu, the village's lotus fields are in full summer bloom. Layered green lotus leaves stretch endlessly across the water, dotted with pink and white blooming flowers and budding seed pods. Gentle breezes sweep through the ponds, carrying a faint fresh floral scent and creating a serene landscape that embodies the classic charm of Jiangnan.

Launched three years ago as a simple flower-viewing event, the annual festival has evolved into a high-recognition ecological and cultural IP that drives integrated rural development beyond seasonal tourism.

The scenic lotus ponds have become a popular photography destination for visitors of all ages. Tourists in traditional hanfu and cheongsam wander along pond paths, blending classic Chinese attire with the natural waterside scenery. Photography enthusiasts line the banks with professional cameras, capturing the vivid summer views of blooming lotuses.

Jin Zhaoyu, a local visitor, said she planned her trip immediately after seeing online photos of the lotus blossoms.

"The thousand-mu lotus ponds are breathtaking and perfect for photos," Jin said. "The whole village is full of vitality, making this such a pleasant summer destination."

Zheng, a tourist from Taizhou in Zhejiang province, praised the area's natural environment and hospitality.

"The rural scenery along the way is stunning with lush farmland and fresh air," Zheng said. "The lotus flowers are gorgeous, and the local residents are very warm. It is an ideal leisure spot for elderly travelers."

Each iteration of the festival adds new cultural and experiential elements while retaining its core lotus-viewing highlight. Past events have introduced traditional Chinese performances, art exhibitions, parent-child study tours and Hanfu themed activities. Custom lotus-themed afternoon tea sets, co-developed with local tea brands, further enrich visitors’ immersive Jiangnan-style experience.

The festival fuels the integrated development of six local industries including agriculture, culture, commerce, tourism, sports and product exhibition. It transforms ordinary farmland into scenic spots, turns local lotus and rural agricultural products into popular souvenirs, and injects cultural vitality into ecological tourism through intangible cultural heritage workshops and art displays.

A customized Jinze village tour passport serves as a key tool to activate regional tourism resources. The passport covers scenic check-in routes, merchant discounts, study experience opportunities and catering benefits. It guides tourist flows from the core lotus scenic area to villages across Jinze Town, boosting business for local homestays, farm restaurants and handicraft workshops. The model realizes seasonal tourism-driven growth for the whole region throughout the year.

Complementing the outdoor lotus scenery, the Nanbei Art Museum in Lianhu Village launched a free public art exhibition themed on lotus culture. The exhibition features calligraphy works, traditional Chinese paintings and oil paintings centered on lotus imagery, combining classical Jiangnan aesthetics with contemporary artistic creation. Many tourists extend their visit to the museum after viewing the outdoor lotus blossoms for a full cultural experience.