Overlooking the bustling crowds at Longwangtou Bathing Beach of Pingtan

Pingtan, located off the coast of Fujian province and recognized as China's second international tourism island after Hainan, saw a significant increase in tourist footfall this May Day holiday. It hosted 816,700 visitors, marking a 32.7% jump compared to the previous year. According to the Culture and Tourism Bureau of the Pingtan Comprehensive Pilot Zone, tourists spent a total of 735 million yuan during the holiday, a 38.6% year-on-year growth.

Over the holiday period, popular coastal attractions such as Longwangtou and Tannan Bay witnessed a flood of visitors, with water sports emerging as a favorite among tourists seeking thrill and adventure. Prior to the holiday, topics like "How suitable Pingtan's seaside is for daydreaming" gained traction on Douyin, and Pingtan ranked 18th on Ctrip's 2025 list of "Top 50 Water Play and Summer Resort Destinations in China."

During the holiday, Longwangtou Bathing Beach, Tannan Bay, and Changjiang'ao Wind Farm witnessed the spectacular outbreak of blue tears, drawing numerous tourists to Pingtan to witness the phenomenon. Information and topics related to Pingtan's blue tears frequently went viral, with the Douyin topic "Pingtan's Dazzling Blue Tears Return" topping the trending list.

Data from OTA such as Mafengwo, Tujia, and Muniao showed that Pingtan topped the list of popular county-level tourist destinations for the May Day holiday and was among the top 10 most booked cities during the period.

Pingtan seamlessly integrated intangible cultural heritage and unique IPs into various activities during the holiday, launching events like intangible cultural heritage exhibitions and cultural art weeks. These endeavors not only enhanced visitors' experiences but also stimulated new momentum in cultural tourism consumption. The Pingtan International Performing Arts Center hosted a non-heritage-themed cultural week, while the Taiwan-themed Town featured the "Rising Tide: Pingtan-Taiwan Artistic Ocean" cultural art week, effectively boosting holiday cultural tourism consumption. The Keqiutou Site Museum offered an "Adventure Tour," attracting visitors through a series of special activities. Longwangtou Beach integrated the "Egg Party" IP to launch the "Pingtan Youth Plan," creating more interactive fun for families with children.

The island also reinforced its"Island of Music, Art, and Joy" brand with live concerts, firework shows, and food festivals, further enriching its cultural appeal.

"The holiday season was a resounding success, showcasing Pingtan's charm and potential to international tourists," remarked a spokesperson from the Tourism and Culture Bureau, highlighting the island's capacity to handle large crowds while maintaining its unique cultural allure.