This summer, tourists can not only go to Xiamen for an event and performance, but also visit the city while watching the show; they can also board sailboats and yachts to dispel the heat with hydrophilic sports; they can also linger in museums and characteristic cultural and tourism scenic spots, and travel in the "walking classroom"... A large number of tourists unlock summer surprises in Xiamen, and our city's cultural and tourism market burst into a diverse "hot" force.
Since the beginning of the summer vacation, performing arts tours, summer vacation tours, study tours, etc. have continued to be popular. Focusing on summer cultural and tourism consumption hotspots such as coastal vacations, performances and night consumption, various districts in the city have launched a number of people-friendly measures and theme play methods, attracting tourists from all over the world to flock to the crowd, and a wave of cultural and tourism consumption is surging.
Travel with the performance competition
Singers such as Jay Chou, Lu Han, Chen Xiaochun, and Su Jianxin held concerts in Xiamen during the summer season, as well as Liu Qian's magic tour, Gulangyu Music Season, Mo Yan's play "Crocodile", and the Italian musical "Divine Comedy" performed one after another. The "performance craze" has become a powerful engine for our city to drive the upgrading of the cultural and tourism industry and show the charm of the city.
Relevant data shows that since July, our city has held 2,344 commercial performances of various types, an increase of 10.8% year-on-year. Among them, 7 large-scale concerts had 10 events, attracting 184,000 audiences, a year-on-year increase of 260.8%, of which more than 80% of the audiences in other places. Box office revenue was approximately RMB 176 million, an increase of 359.1% year-on-year.
In addition to performances, top events are also attracting people to a city. At the end of last month, the second phase of the 2025 Table Tennis Super League regular season kicked off in our city. The city's cultural and tourism department took advantage of the situation to launch five tourist routes: "Tablemen's Super League Follow the Events Tour Xiamen", cleverly connecting the city's sports genes, world heritage style, coastal style, science and technology and urban fireworks, creating a diverse experience outside of watching the game.
Cross-city audiences have driven the city's cultural and tourism consumption boom, and our city has blossomed in many fields such as transportation, accommodation, catering, scenic spots, and cultural and creative industries. Since July, the average occupancy rate of high-end hotels such as Haiyue Villa Hotel, Portman Hotel, and Wyndham Yuzhou has reached more than 80%.
"Cultural flavor" meets "fireworks"
Museums and science and technology museums create a "treasure land" for young people to learn; Taotieyou Hotel Food Season has launched the "tips of tongue map" for Xiamen during the summer vacation; six districts in the city invite citizens and tourists to gather at the "Xiamen International Beer Festival"... This summer, the "fireworks" and "cultural flavor" intertwined and collided, and tourists appreciate the beauty of culture and cultivate the beauty of the soul while experiencing the beauty of Xiamen's nature.
Xiamen Cultural Tourism has launched six new theme series of new ways to play art tours, coastal tours, honey love tours, parent-child tours, study tours, and glutton tours, as well as more than 3,000 cultural and tourism activities, and a series of "summer limited" activities have ignited the consumption boom.
The Municipal Museum, Municipal Science and Technology Museum, and other venues and scenic spots have recently attracted a large number of parents-child families, and the "cultural and cultural and museum fever" continues to heat up. The immersive comedy script tour "Xiabo has a play·Minnan's Past" launched by the Municipal Museum breaks the museum's old model of "you see, I talk" and incorporates southern Fujian culture into the plot, so that the audience no longer watches exhibitions through the glass, but follows NPCs to solve puzzles, interact and perform.
With the high temperatures in summer, night travel also heats up. This summer, our city relies on special cultural and tourism resources such as coastal tours and performing arts tours to create multiple night-themed cultural and tourism projects.
When night falls, several sea routes starting from Peace Pier usher in a peak in passenger flow. On the first domestic pure electric maritime tourist passenger ship "Yu Jian 77", which was newly put into operation this summer, a large number of tourists enjoyed the city landmarks such as Gulang Island, Eye of the Tide, and the Twin Towers. "This project takes Gulangyu as the creation origin and integrates musical scenes, flame piano, southern Fujian style and urban memory." The relevant person in charge said that "Yujian 77" brings tourists a green, quiet and comfortable coastal sightseeing experience, painting a "Night Color Picture of Lu Island" that blends environmental protection and poetry.
The 2025 Xiamen Beer Consumption Season is being held in a hot spot, more than 40 beer-themed supporting activities will be staged at 6 major venues on and off the island in the city, and will last until September 14. Ten thousand people raised their glasses to drink, unlocking the "happy formula" of summer in food and music. The rising fireworks ignited the nightlife of Ludao in summer and even ignited the urban night consumption boom. According to statistics, on the night of the opening of the main venue event in Tong'an, the on-site passenger flow reached 13,000; during the three-day event in Siming, the cumulative passenger flow exceeded 36,000, and the cumulative turnover of the market catering merchants exceeded 300,000 yuan.
