From the melodious piano sounds on Gulangyu Island to the dice-rolling echoes throughout the city; from the brilliant lanterns at the Garden Expo to the intangible cultural heritage festivities on Zhongshan Road - during this National Day and Mid-Autumn Festival holiday, Xiamen launched 100 programs featuring over 1,000 cultural and tourism activities, attracting domestic and international visitors.

Online travel platform data reveals that during the holiday period, Xiamen's overall tourism order volume increased 15% year-on-year. The sustained popularity of Xiamen's cultural tourism sector reflects the deep resonance between traditional culture and modern tourism demands, highlighting trends in cross-industry collaboration and consumption upgrades.

**Cultural Interactions Boost Tourism Consumption**

"Deep cultural interaction" represents visitors' authentic experience of Xiamen. Enhanced by Minnan culture and intangible cultural heritage elements, Xiamen's cultural tourism market has transformed from traditional sightseeing to immersive experiential tourism.

During this holiday, at the newly popular cultural tourism destination "Yu Jian Minnan" scenic area, wearing Hanfu traditional clothing, learning Minnan dialect, and experiencing puppet shows became must-do activities for many young tourists. Nearly 1,000 dice-game venues set up across various scenic spots and hotels left visitors' itineraries deeply marked with unique Xiamen characteristics.

"Compared to superficial tourism, we prefer cultural experiences with local characteristics that make the journey more memorable," said Ms. Zhao, a visitor from Guangxi who experienced dice games at the Garden Expo. For her, this interesting folk custom significantly enhanced her interest in understanding Xiamen culture.

"This deep cultural interaction may represent the most valuable output of Xiamen's new cultural tourism consumption formats," stated Peng Jun, leader of the Xiamen Tourism Development Office's publicity group and director of the Xiamen Cultural Tourism Bureau's external exchange and cooperation department. In recent years, Xiamen has continuously deepened the integration of intangible cultural heritage with tourism, systematically developing Minnan culture and extending industrial chains through "intangible cultural heritage+" models to further stimulate new vitality in cultural tourism consumption.

**Fan Economy Heats Up Offline Check-in Points**

Xiamen, which hosts concerts weekly, was particularly star-studded during this holiday period. Concerts and music events linked with specialty check-in locations attracted numerous fans, becoming an important growth driver for holiday visitor traffic.

During the holiday, Wang Yuan's "2025 Universe Super Invincible Grand Carnival" concert was held in Xiamen, drawing over 40,000 fans to the city and driving surges in surrounding dining and accommodation demand. Although Mayday's concert had not yet occurred, "Mayday dolls" appeared at Zhongshan Road, Dragon Boat Pool, and Dihua Island before the holiday, attracting large numbers of fans for photo opportunities.

The 14th Gulangyu Piano Art Week held during the National Day and Mid-Autumn Festival holiday invited renowned global artists to present high-quality concerts, attracting visitors from home and abroad.

Beyond concerts, Xiamen actively introduced popular IPs to attract young demographics. At Xiamen Joy City, the Harry Potter themed exhibition brought five major themed scenes to Fujian for the first time, while Panbase Center hosted Grimm's Fairy Tales Magic World Exhibition for its Xiamen debut. These personalized check-in venues received strong favor from young tourists.

**Colorful Xiamen Attracts International Visitors**

This holiday period saw Xiamen welcome a peak in inbound tourism. Ctrip big data shows Xiamen ranked among the top 5 popular cities for overseas tourists celebrating Mid-Autumn Festival in China, with total inbound tourism orders increasing 65.3% year-on-year. The top three source countries were Malaysia, South Korea, and Australia, with Malaysia alone contributing 53 tour groups comprising nearly 1,000 tourists who included Xiamen in their National Day and Mid-Autumn Festival itineraries.

To provide better services for international visitors, the city added 97 "Xiamen Inbound Tourism Multilingual Service Points" at A-level tourist attractions and resorts, equipped with 102 intelligent translation devices to comprehensively enhance inbound visitor experiences. Attractions like Zhongshan Road and Gulangyu transformed Minnan culture into tangible, experiential novelties through arcade music concerts, original musicals, street piano flash performances, and folk parades.

From quality tourism services to unique cultural tourism product offerings, Xiamen is building an international tourism ecosystem. Relevant officials from Xiamen Cultural Tourism Bureau stated that Xiamen will continue integrating cultural tourism resources, launching more quality products and services for international tourists, inviting more overseas visitors to tour colorful Xiamen and experience diverse China.

**Feature: Over 80 Musical Events Resonate Across Piano Island**

From September 30 to October 6, the 14th Gulangyu Piano Art Week presented over 80 diverse and content-rich musical activities in rotation, allowing domestic and international visitors to share in the artistic celebration.

During the art week, Gulangyu gathered numerous international music masters. Canadian pianist Marc-André Hamelin opened the art week with exquisite technique, followed by Russian Honored Artist Andrei Pisarev, Brazilian piano master Arnaldo Cohen, and other renowned artists who performed high-caliber concerts. The Organ Art Center also welcomed joint performances by musicians from the UK, Germany, South Korea and other countries, while the "human-piano dialogue" between famous singer Shi Yijie and harpsichord performer Shen Fanxiu was filled with elegant charm.

In this musical feast, many tourists also became "musicians." International musicians from Russia, the UK, Germany, South Korea and other countries conducted public master classes open to global students and provided experiential courses for beginners, making Gulangyu fertile ground for nurturing souls through aesthetic education.

Additionally, shared piano stations were set up at 28 historical landmarks and public spaces on Gulangyu, as well as at Zhongshan Road, Guanren International Community, Jinsha Academy, Jimei Dragon Boat Pool and other locations. The shared piano program extended beyond Xiamen for the first time, reaching Fuzhou and Quanzhou with performance points at Fujian Museum, Sanfang Qixiang Folk Museum, Quanzhou Arts and Crafts Cooperative, Fu Residence and other renowned venues, allowing tourists to stop and listen or improvise at any time.

**Link: Xiamen Airport Holiday Passenger Volume Reaches New High**

During the 2025 National Day and Mid-Autumn Festival holiday, Xiamen Airport recorded passenger volumes exceeding 90,000 for eight consecutive days, with daily average passenger volume reaching 92,000, a 3% increase creating a new historical high.

During the recent holiday, flights from Xiamen Airport to popular tourist destinations including Beijing, Shanghai, Chengdu, Chongqing, and Changsha all achieved load factors exceeding 90%. Xiamen Airport's daily average inbound and outbound passengers reached 12,000, achieving 14.2% year-on-year growth and setting another historical record. Many visitors to Xiamen extended their itineraries to visit Quanzhou, Zhangzhou and other destinations, driving increased tourism activity across the southern Fujian region.

**Xiamen Railway Station Handles 986,000 Passengers from October 1-7**

From October 1 to 7, Xiamen Railway Station handled a total of 986,000 passengers. October 1 saw the highest passenger flow, with 206,000 departing passengers and 146,000 arriving passengers.

During the National Day and Mid-Autumn Festival holiday, tourism, family visits, and student travel demands intersected, with passenger flow characterized as "primarily short-distance, concentrated long-distance." To address return passenger flow peaks, Xiamen Railway Station added multiple trains departing from Xiamen from 22:00 on October 8 to 06:00 on October 9, primarily heading to Quanzhou, Sanming, Zhao'an, Nanchang, Ganzhou and other destinations.