A garden expo park lotus exhibition
Gulangyu Time-Travel Season immersive performance
Starlight coast multimedia light and music show
International visitors praise Gulangyu's inbound tourism services
China's summer vacation period, which runs from July to early September, is traditionally one of the busiest travel windows of the year.
It is also the time Kenya receives high traffic from the Chinese market that it is seeking to tap into.
President William Ruto last year unveiled the livestream of the world's seventh wonder – the wildebeest migration from Serengeti to Maasai Mara.
It was streamed live on social media and by several Chinese media outlets.
As the troops stream in, authorities back in Xiamen are banking on a mix of music festivals, performances, educational programmes and seaside attractions to maintain the city's position among the country's leading holiday destinations.
The activities are being held under the theme 'Come to Xiamen, Meow for a While', a campaign designed to highlight the city's relaxed coastal atmosphere and family-friendly attractions.
To help visitors explore the city, tourism authorities have also introduced four themed travel routes showcasing Xiamen's beaches, cultural heritage, food scene and educational tourism offerings.
The strategy appears to be paying off.
According to 2026 summer travel rankings released by travel platforms Tuniu and Tongcheng Travel, Xiamen ranked among China's Top 10 domestic beach and island destinations and Top 10 food destinations for graduation season travellers.
It also emerged among the top three destinations preferred by students celebrating the completion of the national college entrance examinations.
The city's international tourism sector has remained equally resilient, with Xiamen consistently ranking among the Top 10 destinations in China for overseas visitors.
Music and performing arts are expected to be among the biggest crowd-pullers this season.
The city is scheduled to host 13 major concerts during the holiday period, while the seventh edition of the Gulangyu Music Festival opened on July 11.
The festival will feature performances by renowned Chinese vocalists Liao Changyong and Shi Yijie alongside internationally acclaimed organists.
Audiences can expect a diverse programme ranging from pop performances and opera productions to organ recitals and choral concerts.
Other venues across the city are also joining the festivities.
The Minnan Grand Theatre and Jiageng Theatre are hosting a special summer performance season featuring dance dramas such as The Majestic Zhengyang and The Crested Ibis.
The programme also includes stage productions such as The Awakening Age and Spring's Passing, in addition to symphony concerts and solo recitals by leading musicians.
Tourist attractions across the city have similarly expanded their entertainment offerings.
The 'Meet Southern Fujian' themed park has introduced a 'Gulangyu Time-Travel Season' featuring eight immersive role-playing experiences and interactions with more than 50 live performers.
Visitors can also enjoy aerial piano performances and nostalgic music concerts celebrating the rich cultural traditions of the Minnan region.
Meanwhile, Xiamen Lingling International Circus City is hosting a South American Rainforest Festival with international circus performances, themed parades and interactive animal experiences.
The Xiamen Garden Expo Park has rolled out a Lotus Festival alongside a Lantern and Food Carnival aimed at family visitors and photography enthusiasts.
Other attractions have also introduced special holiday experiences.
These include stand-up comedy performances at Hulishan Fortress, themed music cruises on the Lujiang Night Cruise and water-based performances at Tong'an Film and Television City.
Among the newest attractions drawing visitors is the 'Waves of Gulangyu' musical staff sculpture located near Gulangyu Island.
The sculpture, once recognised by Guinness World Records as the world's longest musical staff sculpture, recently underwent landscape improvements and has quickly become one of Xiamen's emerging seaside cultural landmarks.
Authorities are also making a strong push for youth and educational tourism.
Special routes targeting younger visitors allow tourists to explore filming locations featured in popular television dramas, while families can participate in educational programmes and science-themed activities.
The Chengyi Nature Exploration Centre is offering hands-on science programmes, while the Xiamen Science and Technology Museum and Xiamen Library have jointly introduced more than ten educational summer camps.
Cultural institutions are also expanding their offerings.
Visitors can attend heritage exhibitions at the Xiamen Museum and the Palace Museum Gulangyu Gallery.
They are additional options for families seeking educational experiences during the school break.
To further boost visitor numbers, Xiamen authorities have unveiled a package of travel incentives for the summer season.
These include expanded ferry services and discounts on accommodation, restaurants, tourist attractions, shopping districts and cultural performances.
With its mix of beaches, concerts, heritage sites and educational experiences, Xiamen is positioning itself as one of China's top summer holiday destinations for both domestic and international travellers.
