China’s Xiamen Sees Unprecedented Growth In Culture And Tourism, Becoming A Leading Destination For International Visitors

Published on December 10, 2025

China’s Xiamen has experienced a remarkable surge in cultural and tourism growth, solidifying its position as a top destination for international travelers. With its rich blend of historical heritage, stunning coastal landscapes, and modern amenities, Xiamen has captured the global spotlight. This rapid transformation is a result of significant investments in infrastructure, enhanced international connectivity, and a growing emphasis on preserving and showcasing its unique cultural identity. As the city continues to attract more visitors, it is poised to become one of China’s most sought-after destinations for both cultural exploration and leisure tourism.

Xiamen, located in Fujian province, has been making significant strides in its integrated development of commerce, trade, culture, and tourism during the 14th Five-Year Plan (2021-2025), driven by a strong commitment to openness and high-level development.

China’s cultural and tourism industries have been experiencing a period of robust growth and recovery, and this has created a promising opportunity to further develop the tourism sector. Throughout the 14th Five-Year Plan, both the scale and quality of Xiamen’s culture and tourism sectors have witnessed notable improvements, positioning the city as a prominent hub for tourism and cultural exchange.

In 2024, Xiamen recorded 128 million tourist visits, generating a revenue of 191.1 billion yuan (approximately $27.02 billion), representing a 15.4% increase compared to 2019. This growth highlights the increasing popularity of the city as a travel destination and showcases the success of the city’s tourism strategies. Over the past five years, 784 cultural enterprises in Xiamen have flourished, each with annual revenues exceeding 20 million yuan, collectively generating approximately 260 billion yuan in total revenue.

Xiamen is also home to 21 A-level scenic areas, including famous spots such as the UNESCO World Heritage Site Gulangyu Island, Xiamen Botanical Garden, and Xiamen Fantawild Dreamland, a popular theme park. The city’s stunning combination of urban landscape and natural beauty has made it a frequent filming location for various film and TV productions. In response to this demand, the city authorities have launched more than 10 tour routes connecting the city’s most famous tourist attractions and locations featured in popular TV shows and movies.

Since 2019, Xiamen has been the venue for the prestigious China Film Golden Rooster Awards, one of the country’s top film awards. The annual event has significantly contributed to the cultural, film, and music industries, drawing attention to Xiamen as a cultural hotspot. During this year’s event in mid-November, 177 cultural, film, and television programs were signed for launch in the city, further emphasizing the vibrancy of the local cultural scene.

Xiamen has also seen a rapid increase in inbound tourism in recent years. In 2024, the city welcomed approximately 2.31 million overnight international visitors, nearly tripling the figure from 2023. During the Mid-Autumn Festival in September, Xiamen ranked among the top five destinations for overseas tourists visiting China, according to data from leading online travel agency Ctrip. This rapid growth demonstrates Xiamen’s increasing appeal to international visitors, thanks to its diverse offerings and high-quality experiences.

The city’s appeal to foreign tourists lies in its unique combination of scenic coastal views, rich traditional culture, and diverse activities. Xiamen is not only a city to explore natural beauty and local cuisine but also offers a range of cultural experiences, allowing visitors to participate in traditional activities and events. Authorities have focused on optimizing inbound tourism services, introducing measures to streamline entry procedures, improve payment systems, and enhance sightseeing experiences, ensuring a smooth and enjoyable visit for tourists.

The China International Fair for Investment and Trade, which takes place annually from September 8-11 in Xiamen, has become a vital platform for two-way investment. Over the past five years, the fair has attracted entrepreneurs from 172 countries and regions, resulting in nearly 3,500 projects being signed with a total investment of 2.35 trillion yuan. This figure represents a 1.35 times increase compared to the 13th Five-Year Plan period (2016-2020), showing the fair’s growing influence and the increasing interest in Xiamen as an investment destination.

Foreign trade has emerged as a powerful engine for Xiamen’s economic growth, with domestic trade serving as the stabilizer. The city has been working on enhancing its consumption upgrading initiatives and cultivating new drivers for consumption, aiming to transform into a regional center for international consumption.

The retail sector in Xiamen has demonstrated remarkable growth, with total sales of consumer goods rising from 245.78 billion yuan in 2020 to 332.98 billion yuan in 2024, reflecting an average annual growth rate of 7.9%. The city has also developed an urban commercial zoning system that includes three city-level business zones, 12 district-level business zones, and several specialized commercial areas. Among them, Zhongshan Street has been recognized as a national demonstration pedestrian street, reflecting the city’s efforts to develop high-quality urban spaces.

Xiamen’s trade and tourism sectors are supported by a modern, efficient transport network that integrates sea, land, air, rail, and postal services. Over the past five years, Xiamen Port has expanded significantly, with 16 new berths added, including six designed for 10,000-metric-ton vessels, and nearly 60 kilometers of 10,000-ton-class shipping lanes. Xiamen Port now operates 187 container shipping routes connecting 150 ports across 54 countries, enhancing the city’s global connectivity.

In the rail sector, Xiamen has established a rail hub in the southeastern coastal region, providing travelers with quick access to major cities in the Yangtze River Delta and the Guangdong-Hong Kong-Macao Greater Bay Area within five hours. Additionally, the Fuzhou-Xiamen high-speed railway, which began operations in September 2023, is China’s first cross-sea high-speed rail line, with a design speed of 350 km/h, further enhancing Xiamen’s transportation infrastructure and connectivity.

Xiamen’s unprecedented growth in culture and tourism is driven by its rich heritage, stunning landscapes, and strategic investments in infrastructure, making it a top choice for international travelers.

Xiamen’s concerted efforts to improve its infrastructure, optimize its tourism services, and foster its cultural scene have paid off, positioning the city as a top destination for both domestic and international visitors. With continued investments in tourism, trade, and transport, Xiamen is poised for even greater growth and development in the coming years.