Pingtan Comprehensive Pilot Zone, a coastal gem in Fujian Province with growing international tourism appeal, reported robust growth in its tourism sector in 2025. The zone welcomed 12 million visitors, generating 13.5 billion yuan in total tourism spending, representing year-on-year increases of 11.2% and 12.2% respectively.

As a key pillar industry of Pingtan, tourism has undergone quality upgrading and format innovation under the guidance of the "international flair and youthful fashion" development direction. Cruise ships, yachts and tour boats operated regularly, with domestic cruise routes along the southeast coast launched. Immersive experiences, ranging from windsurfing and paragliding to study tours and island-wide tours, gained strong popularity. This was complemented by a full calendar of brand events and performances, which attracted participants from 35 countries and regions.

Rural tourism thrived as well. Seven pilot projects integrating scenic spots and villages were advanced, and six villages were named provincial model villages for rural revitalization. Commercial complexes like Wuyue Plaza and Taiyuan Plaza opened to the public, while the cultural and creative brand "Pingtan Youli" (Pingtan Gifts) gained recognition.

Pingtan took major steps to fuse culture and tourism. The region hosted the inauguration of the Austronesian and Maritime Civilization Committee of the Alliance for Cultural Heritage in Asia (ACHA) and opened the Keqiutou Site Museum as the Chinese Archaeological Museum's first-ever branch. These landmark institutions significantly boost the prestige and influence of Pingtan's "tourism + culture" brand.

Data shows the direct contribution rate of Pingtan's tourism industry to the regional GDP rose from 6.5% in 2020 to 14% in 2025, with visitor numbers and tourism revenue holding steady at approximately 10 million visits and 10 billion yuan, respectively. For 2026, the island's strategy focuses on creating new experiential offerings, strengthening brand communication, and fostering a more diversified industry. Key initiatives will address infrastructure gaps, enhance dining, leisure, and retail amenities, and deepen the integration of culture and tourism to advance Pingtan's development as a multifaceted international destination.