Tucked along Fujian Province's coast, Pingtan International Tourism Island—renowned for its sweeping shorelines and cultural charm—saw a tourism explosion during the 2025 National Day and Mid-Autumn holidays, bouncing back strongly from last year's typhoon disruptions with record-breaking visitor numbers and spending.

Over the break, Pingtan welcomed 825,500 travelers and raked in 731 million yuan (≈$102 million) in tourism revenue, local data shows. Compared to 2024's typhoon-hit season, that's a 91.3% jump in visitors and a staggering 147.9% surge in spending. Even against 2023's post-pandemic tourism boom, the island held steady on visitor numbers while boosting revenue by 28.5%—a clear win for higher-value travel experiences. 

Pingtan rode two major national travel trends: "county-level travel" (seeking smaller, quieter spots) and "reverse tourism" (dodging crowded cities). The result? It joined Jiuzhaigou and Yangshuo as a top county-level destination, with hotel bookings skyrocketing 100% year-on-year—the fastest growth among China's county-level spots. For travelers hunting "hidden gems," Pingtan became a must-visit.

To turn sightseeing into lasting memories, Pingtan rolled out adventures galore: water sports at No. 22 International Yacht Marina, low-altitude flights over Longwangtou Ocean Park, and cozy sea-view homestays converted from traditional stone houses. Many homestays upped the ante with "stay + photography" or "stay + coffee" packages, complete with pro photographers and ocean-view terraces. Culture lovers flocked to Keqiutou Site Museum (prehistoric culture of Pingtan and Austronesian heritage) and Straits Aerospace Future Museum (sci-tech fun), while "Pingtan Gifts"—locally themed souvenirs—flew off shelves.

Holiday events kept energy high: the "Blue Tears" Music Carnival, a bustling creative market at Longwangtou, and Ao'qian Taiwan-themed Town's "Better Life Carnival" (think street food and live shows). To keep things smooth, the Pingtan Tourism and Culture Bureau coordinated with local authorities to improve transport, maintain market order, and cap accommodation prices.

"Our goal was to turn one-time visitors into regulars—blending beauty, culture, and great service," said a bureau official. "Revenue grew even with steady visitor numbers? That means travelers are paying more for experiences that matter." A local homestay owner agreed: "Young travelers love unique stays over big hotels. Our stone house—with ocean views and photos—was booked solid a month early."