"Fly to Xiamen after get off work on Friday, return home with concert light sticks on Sunday" – 2,344 commercial performances during the summer have made Xiamen tourism popular again. Jay Chou, Lu Han, Jordan Chan, and Liu Qian took turns performing. Ten large-scale concerts attracted 184,000 attendees, 80% of whom were from outside Xiamen. The box office revenue reached 176 million yuan, a year-on-year increase of 359%.
The performance economy is becoming a new engine for Xiamen tourism. The Municipal Bureau of Culture and Tourism has launched five official "Xiamen Tours with Concerts" itineraries: Gulangyu Island, a World Heritage Site, Coastal Sailing, Jimei Study Tours, Technological Trends, and Downtown Fireworks. These one-click packages combine concert tickets, hotels, and food, and 5,000 tickets sold out within 24 hours of going online on Ctrip.
The "sea during the day, show at night" itinerary has completely ignited Xiamen's nighttime tourism economy. Zhongshan Road's nighttime passenger flow peaked at 120,000, with lines still forming at 2 a.m. at the Eight Market seafood stalls. The Wuyuan Bay Yacht Club launched a "concert encore party," featuring sailing, DJ sets, and sea fireworks, generating over one million yuan in revenue per event.
The data is even more convincing: Since July, average hotel room rates in Xiamen have increased by 22% year-on-year, yet occupancy remains high at 91%. Xiamen Airport's daily passenger flow exceeded 92,000, with the newly added waiting area at Terminal 3 reaching capacity on its opening day. A Beijing fan wrote on social media, "I came to Xiamen for my first time for the concert, and ended up gaining four pounds in three days because the late-night snacks were so good!"
Officials revealed that the second phase of the 2025 Table Tennis Super League will soon be held in Xiamen. The cultural and tourism authorities have prepared five "event + tour" itineraries, expected to attract an additional 100,000 fans. Xiamen's tourism industry is leveraging the dual drivers of "performances + events" to turn one-time visitors into repeat customers.
As the final encore song ended, the audience checked their phones' location tracking and discovered that their Xiamen trip had left them with not only melodies but also sea breezes and memories to take home.