During the 2025 Spring Festival holiday, Xiamen experienced a surge in tourism vitality and popularity, attracting over 10 million domestic tourists and more than 100,000 international visitors who immersed themselves in the unique "Xiamen flavor" of the festival. Multiple indicators, including cultural and tourism consumption, cultural supply, public services, and city promotion, reached historical highs. Xiamen's tourism was consistently in a state of "overflowing bookings" on major online travel agency (OTA) platforms. According to Ctrip's big data, Xiamen ranked first among the hottest warm-winter travel cities nationwide and fourth among recommended destinations for off-peak travel. The city also led in the number of tourist orders province-wide, ranking twelfth nationally. Xiamen's tourism heat and revenue were both top in the province, with inbound tourists ranking seventh nationally and first provincially, and overnight tourist numbers also leading the province.
