A blanket of snow envelops the Lushan Mountain Scenic Area in Jiujiang, Jiangxi province, in February, transforming the region into a magical wonderland of ice and snow. CHENG PENG/FOR CHINA DAILY

Lushan Mountain, a UNESCO World Heritage Site in Jiujiang, Jiangxi province, will waive entrance fees for both domestic and international tourists throughout next month as part of the province's push to attract more visitors with improved services.

The free admission period will run from March 1 to March 31, according to an announcement Friday from the cultural, broadcasting and tourism development committee of Lushan, a county-level city in Jiujiang.

The waiver applies to attractions such as the Lushan Mountain Scenic Area and the Bailudong Academy, also known as the White Deer Grotto Academy, one of ancient China's four great academies. It also includes the Sandiequan Waterfall, or Three-Step Waterfall, a renowned site praised in the poetry of Tang Dynasty (618-907) writer Li Bai.

Visitors must book tickets online in advance, and only a limited number of motorists will be allowed into core zones that include mandatory pre-reservations, the announcement said.

Lushan Mountain, one of China's first World Heritage Cultural Landscapes and a UNESCO Global Geopark, is a key attraction for tourists visiting Jiangxi.

Since December, when various regions in China, including Jiangxi, implemented a 240-hour visa-free policy for foreign travelers, the number of inbound visitors to the eastern province has increased.

"Thanks to the visa-free policy and various favorable measures, our province's inbound tourism may reach a new peak this spring," said Yang Yongsheng, director of the inbound department at the Jiangxi Tourism Group International Travel Agency.

During the Spring Festival holiday, the number of reservations made by tourists who planned to visit Jiangxi increased 78 percent year-on-year.

Domestic tourism has also surged, with interprovincial travel becoming a top choice.

According to a report on 2025 Spring Festival tourism released by Trip.com Group, interprovincial travel accounted for 62 percent of reservations made during the holiday, with tourists traveling farther distances. Ticket orders for Jiangxi's scenic spots increased by 21 percent year-on-year, with popular destinations including Lushan Mountain and Tengwang Pavilion in Nanchang, the report said.

The free admission announcement has sparked discussions on social media, with many users inquiring about ticket reservation methods. A wave of Lushan travel guides has also emerged on platforms such as Xiaohongshu.

"I want to go. I hope I can finally see the mist and rain of Lushan this March," a Xiaohongshu user from Zhejiang province posted.

Following Lushan's announcement, other sightseeing locations in Jiangxi have introduced similar initiatives to boost tourism. The Jinggang Mountains in Ji'an city, one of the first national key scenic spots designated by the State Council in 1982, will offer free admission from March 8 to March 16. Sanqing Mountain in Shangrao city, another UNESCO-listed natural heritage site, will be free to visitors from March 7 to March 9.

Jiangxi's tourism industry saw record-high numbers last year. Both tourist arrivals and revenue reached historic levels, Jiangxi Governor Ye Jianchun said in a government work report in January, adding that promoting cultural and tourism growth will be a priority this year.