Now it comes, mid-June on West Lake; Four seasons, the vista ever unique.

Lotus leaves to the horizon, boundless green; Sun glow on lotus buds, peerless red.

The famous lines by Yang Wanli, one of the four master poets of the Southern Song Dynasty (1127-1276), depict a scene that has remained constant for 1,000 years.

The blossoming lotus that line historic West Lake in Hangzhou are still a major attraction for tourists and even residents who never seem to tire of the striking sight.

To mark the annual splendor, the Hangzhou Tourism Commission and Zhuji municipal government are hosting a grand lotus fair in both cities of east China's Zhejiang province from July to September, the longest celebration of its kind in history.

Hangzhou is well known for its tourist resort West Lake, where boundless lotus flowers begin to blossom in the sixth month of the Chinese lunar calendar.

The lotus at Quyuan Garden comprise one of the top scenes at the lake with hundreds of varieties including the red, white and the twin lotus. Their delicate fragrance wafts on the cool breeze, bringing its own form of intoxication and sensual delight.

Zhuji is the hometown of Xishi, one of the legendary Four Beauties of Ancient China, who lived in the Spring and Autumn Period (770-476 BC). The lotus goddess of traditional Chinese fairytales, she was said to be so beautiful that she caused the fish to sink in shame when she laundered her clothes in the river.

Hangzhou and Zhuji have been brought together by their connection to the renowned lotus flower, with the coming fair designed to provide visitors with not only enjoyment of beauty, but also a deeper understanding of the culture that surrounds the lotus.

The Zhuji government and tourism commission will arrange a series of activities surrounding Xishi and the lotus called the "Tour of Beauty in Zhuji", which includes a feast, floating lotus lanterns in the river and visiting Xishi's hometown to worship the goddess.

For its part, Hangzhou is offering new lotus tour routes and spots for visitors. It is also holding a photo contest and a blog writing competition on the flower as well as a classic Chinese wedding show.

Another highlight is the Hangzhou-Taiwan Tourism Cooperation Conference inspired by the traditional Taiwanese reverence for the lotus.

Hangzhou and Zhuji together held the first lotus fair in 2006 to attract more tourists from Taiwan. It proved so successful that it is continuing for a fourth year with several new elements especially for travelers from Taiwan.

The three best lotus locales - West Lake, Xiang Lake and Qiandao Lake in Jiande city - have been combined for a new travel itinerary for them.

Because most of Taiwanese visitors are already familiar with traditional spots along West Lake, Hangzhou tourism agencies have designed new routes including a bio-tour in Xixi Wetland Park, sailing on the Golden Canal, a health tour about traditional Chinese medicine, a culture and history tour on the Southern Song Dynasty, hiking in the mountains along West Lake, and even golf and yacht tours.

Later this year Hangzhou's tourism commission will launch a "New Concept Tour of Hangzhou" for Taiwanese visitors, recommending 2 or 3-day trips that include Hangzhou, Jiaxing, Huzhou and Shaoxing or a fishing holiday in the Xixi Wetlands.

This month, commercial air flights from Hangzhou to Taiwan increased to 28 a week, making travel between the two areas even more convenient.