WEDDING bells are ringing up big business in Hangzhou, China's "Capital of Love," as the city famed for many romantic stories since ancient times is forging ahead to build itself into a national "marriage destination."

Hangzhou Bureau of Civil Affairs statistics show that last year a record total of 69,748 couples registered their wedding, up by 25 percent from 55,882 in 2007.

The expense splurged on a wedding in Hangzhou exceeds 200,000 yuan (US$102,941), not including the new car and new flat. The figure is 40 percent higher than the average of 120,000 yuan in China.

The huge market is fostering ancillary industries such as wedding photography, catering, sweets and wine, honeymoons, interior decor, jewelry, real estate and many others.

"Hangzhou's tourism, catering, textile, furniture manufacturing and interior design industries are booming in recent years, playing a leading role in the country, and these are all very important links to the wedding industry," says Hong Shouxia, a member of the Hangzhou Committee of Chinese People's Political Consultative Conference.

Unique edge

"In addition, Hangzhou has its own unique edge in geography and culture that other cities don't have to develop the wedding economy," she says.

Celebrated as a "heaven on Earth," Hangzhou, with a history of more than 2,200 years, boasts lots of cultural heritage sites and scenic spots that are ideal settings for many beautiful love or marriage tales.

Broken Bridge and Leifeng Pagoda by West Lake are in the household stories of the Lady White Serpent, a snake who fell in love with doctor Xu Xian living in Hangzhou.

Long Bridge and Wansong Academy are part of China's Romeo and Juliet story - the tale of butterfly lovers Liang Shanbo and Zhu Yingtai.

Many real-life love stories also come from this romantic city and have been passed down through generations. They include the love story between the great poet Su Shi (1037-1101) and the geisha Qin Cao, who shaved her head and became a Buddhist nun for Su on Linglong Mountain.

Other scenic sites in romantic tales include the Stone and Mucai Pavilion, the Yuelao (God of Love) Temple - where an old man in Chinese mythology used a red string to set up dates for girls and boys - and the Tomb of Su Xiaoxiao (AD 479-502), a beautiful prostitute who sent all her savings to support her lover Bao Ren to take part in the imperial examination in Beijing.

She died before Bao passed the royal tests and became a high-ranking court official.

"Couples love these places," says Wang Songfa, director of the Hangzhou Association of Meetings, Incentives, Conferences and Exhibitions.

"Even today the tradition is still observed on the wedding day to take a quick tour around West Lake from the starting point of Broken Bridge. They believe these places are blessed," says Wang.

He is also one of the founders of Rose Wedding, a 10-year-old, non-profit, wedding celebration body sponsored by the local government.

Statistics show that Hangzhou so far has almost 100 registered wedding service agencies and more than 300 related companies engaged in producing wedding candies, flowers and many other items needed for a celebration.

Faced with such a huge market, many high-end hotels in Hangzhou are grabbing a share of this huge wedding cake.

Hyatt Regency Hangzhou, located near West Lake and close to Hubin commercial area and the city center, will hold its fifth wedding fair this Sunday. It's become an annual tradition, attracting thousands of visitors that are ready to take the vows.

"We'll bring an a la mode wedding concept from the world's fashion cities this year and present tailor-made wedding plans for our guests," says Nancy Qian, the hotel's assistant director of catering.

The fair is a one-stop shop for newly-weds, including jewelry exhibitions, gown shows, settings, decorations and flower arrangements. This year the hotel promotes three wedding packages - pear wedding, crystal wedding and diamond wedding - offering a wide selection of Chinese menus, a complimentary bottle of red wine per table, specially designed floral centerpieces, wedding backdrops, flower paths, bridal dressing rooms and many others.

Other special offers include a Hyatt wedding planner, a detailed brochure that helps couples schedule their preparation from eight months to a day before the wedding. On the big day, a "bridal secretary," usually a senior hotel staff worker, will attend the bride every minute, helping to handle emergencies and meet the couple's special needs.

A big highlight of the hotel's wedding banquet is the dessert buffet, which is popular among couples. It features more than 60 famed local dim sums, such as osmanthus jelly, chestnut pastries and date cake, all low-fat and low-sugar and ideal for elderly guests.

Dessert arrives

"It's set up in a separate area. When the wedding party is near the end, the door is opened and a beautifully aligned dessert arrives, a big surprise for guests who are about to leave," Qian says.

The hotel's ballroom can accommodate a total of 66 round tables, one of the biggest rooms among city hotels.

"Hangzhou's wedding market is surprisingly huge and it is still growing rapidly," Qian says.

"And our hotel is trying to become a wedding fashion leader in the city."

As Hyatt has established itself as a time-honored wedding brand in Hangzhou, the newcomer Wyndham Grand Plaza Royale West Lake Hangzhou is emerging.

The newly opened hotel has a long waiting list for wedding banquets through to October and has held more than 15 wedding ceremonies in the ballroom, which can accommodate 35 round tables, since opening in January.

"We've seen great potential in the wedding market in Hangzhou," says Excelle Yang, the hotel's director of sales and marketing.

One of the hotel's biggest advantages is its location, an important factor couples take into consideration.

It is situated at the northeast corner of the scenic West Lake in Wulin area, the hub of Hangzhou's business district.

The outdoor ballroom garden terrace is ideal for refreshing meeting breaks or an evening cocktail party.

The Chinese restaurant offers sumptuous Cantonese and Hangzhou cuisine, while diners can enjoy a great view of West Lake and the city skyline in one of its elegantly designed VIP rooms.

"Another big plus is that Wyndham is the only hotel by West Lake that has a view of the ancient Baochu Pagoda on Baoshi Hill," Yang says.

"And Ladies' Street behind the hotel makes it more convenient for brides if any wedding day emergency happens."

Homegrown brand Landison Plaza Hotel Hangzhou has already marked its spot on the city's wedding map.

Wedding venues

Located in the heart of Hangzhou's business and shopping district, the hotel offers a variety of wedding venues, from its 670-square-meter Lotus Ballroom seating 350 guests, to the 420-square-meter Four Seasons Hall that can treat 240 people and the 280-square-meter Westlake Room seating 110 guests.

Comprehensive wedding services, ranging from engagement receptions to honeymoon suites and accommodation for couples' families and friends are also offered.

Other additional services include champagne (any brand), handmade chocolates, wedding cakes, bridal bouquets, live entertainment, honeymoon amenities, suite upgrades and invitation cards.

"The amount of wedding banquet bookings is so far even better than last year from the sales performance," says Carey Wang, director of sales and marketing. The hotel holds about 150 wedding parties each year.

"One of our biggest competitive edges is our restaurant specializes in the most original and authentic local cuisine," Wang says.

As the weather is getting warmer, the peak season of Hangzhou's wedding market is looming.

Li Rong, project manager of Romantic Wedding Consultant Co Ltd, a partner with Landison for about two years, admits that the wedding market in Hangzhou is hot.

"Couples want unique and creative weddings and we're trying to make things happen for them," she says. "Whether traditional Chinese or a gala event with a Western touch, we strive to make each wedding different and an unforgettable golden memory for couples."