Jishan, a rustic island located 15 minutes away from the mainland in Taizhou by ferry, emerges as a popular tourism destination. [Photo/taizhou.com.cn]

Jishan, a rustic island, 15 minutes away from the mainland in Taizhou by ferry, has emerged as a popular tourism destination.

The island is renowned for its rich fishing resources. Fish and shrimp are mostly sold after being dried or pickled by local residents. As a result, Jishan is dubbed the "hometown of shrimp".

In recent years, Jishan has taken on a completely new look thanks to a campaign by the local government to beautify the environment and boost tourism development.

The walls of houses across the island are decorated with murals. "I'm surprised each time I come to Jishan, as it is becoming increasingly beautiful. The rainbow-colored houses along with the blue sea make me feel like I'm in a fairy tale world," said Zhu Yuezhen, a visitor to the island. 

"In the past, the environment was poor. We couldn't receive guests, as the tide would come all the way up to the door," said Jia Fuhua, a local restaurant owner, adding that his business is improving thanks to the improved environment and infrastructure. 

Ye Shengfeng, deputy head of the Yuhuan township government, said they have made great efforts to accelerate the construction of tourism-related infrastructure such as greenways and sightseeing platforms in hopes of better integrating local tourism resources and improving the experience for visitors. 

The island has seen a sharp increase in the number of visitors. In previous years, the island received around 50,000 visitors annually, while from March to July this year, that number has risen to over 80,000.

The dividends reaped from the improved environment have motivated local residents to actively engage in protection efforts. Garbage sorting has been practiced by local residents since 2015, when the township was selected as a garbage sorting pilot area.