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As summer heat arrives, the popularity of drifting along waterways in an attempt to keep cool continues to rise across the country, helping propel the event from a singular water entertainment activity to one of the premier choices for summer tourism.

In cities like Changsha, Zhangjiajie, Shaoyang and Yueyang in Hunan province, there is a dense distribution of drifting businesses, indicating a vibrant market for tourists looking to escape the scorching temperatures.

Several drifting attractions in Hunan have seen a continuous increase in visitor numbers, stimulating a cooling-off economy in summer and injecting vigorous energy into the regional cultural tourism market.

As a typical example, the Weishan River in Ningxiang county, Changsha, capital of Hunan, receives an average of 1,800 visitors on weekdays and 4,200 visitors on weekends, according to data from the scenic spot administrative office.

The river, in Weishan town, has a total length of about 3.8 kilometers, lined on either side with steep peaks and covered in moss-covered rocks, providing an ideal environment for tourists to escape the heat of summer.

With a drop of around 200 meters and a drifting journey of about 90 minutes, it's all part of a thrilling drifting experience.

Drifting's popularity has also helped boost development of homestays in Weishan, according to local tourism and cultural authorities.

There are currently some 232 homestays around the Weishan drifting site, with each unit hosting an average of 18 guests during the early stages of the summer season.

The highest number of guests hosted by a single homestay is over 50, with the number being expected to increase continuously, according to the local tourism and cultural authorities.

The summer tourism season plays a significant role in local economic development, bringing financial benefits to locals. In 2024, the entire Weishan town received 325,000 summer tourists, generating over 32.5 million yuan ($4.53 million) in income for people nearby, local tourism and cultural authorities said.

In another development, drifting through Tuolong Gorge in Pingjiang county of Yueyang, Hunan, has become one of the mountainous self-guided canyon drifts with the largest drop in China, spanning five km in total with a staggering total drop of 299 meters.

The largest single drop at the drifting site is 19 meters, with the longest slide of 120 meters, earning it the title of a "water roller-coaster "in Hunan.

"Starting from July, the number of visitors has been rapidly increasing," said Yu Qian, general manager of Tuolong Gorge Drift.

On weekdays, the drifting site receives over 3,000 visitors on average, with weekends exceeding 5,000, showing a significant growth compared to the same period last year, according to Yu.

Visitors to the scenic spot are typically aged between 20 and 35, and show a high preference for stimulating experiential activities and a willingness to open their wallets, Yu said, adding: "With the rise of the trend of leisure outdoor activities, drifting has become a popular summer essential event among young tourists."

To ensure the safety of visitors, the scenic area has strengthened various aspects of management such as drifting equipment, operational procedures and signage along the drifting route.