In recent years, Xiamen has embarked on ecological conservation and restoration efforts by making use of its mountainous and coastal assets. An ecological network presenting the harmonious coexistence of mountains, water, sea, city and people has been established.

During springtime, standing in Lianqian village, Xiang'an district in Xiamen, the peach blossom forests resemble a fairyland on Earth. It's hard to imagine that in the past, all nearby wastewater flowed into the Lianxi River, with weeds growing on the banks and waste being dumped. Changes began a decade ago when the local government started to clean up the Lianxi River.

Peng Zhiwei, a bird-watching enthusiast, has witnessed the changes in the Lianxi River. Not long ago, he was surprised to find a colorful goby in the river. "I hadn't seen the goby in Xiamen's natural water bodies for over a decade. This discovery showcases the coexistence between humans and nature," he said.

The excellent natural environment and ecology have also propelled the development of Xiamen's tourism industry. Currently, leisure spaces such as the mountain-sea walking lanes have become popular, bustling with activity in various districts and alleys, where numerous tourists enjoy the authentic Minnan (southern Fujian province) culture and specialties.

The village of Dinei, located at an altitude of more than 600 meters in Tingxi town, Tong'an district in Xiamen, now boasts fresh air, cascading waterfalls, murmuring streams and mountainside tea plantations.

In order to improve the environment, local villagers have planted 18,000 purple magnolia trees. During spring, the flowers fill the air with a delightful fragrance. This year, during Spring Festival, the floral scenery attracted many visitors.

The village also features homestays with an artistic ambience, characterized by a tranquil atmosphere that helps visitors forget the hustle and bustle of the city.

Subsequently, the rural tourism industry has begun to flourish. Building on tea-making traditions, Dinei has established a tea-making experience studio, allowing visitors to immerse themselves in the craft. This is a typical example of an economic backwater transforming environmental advantages into tourism strengths.

Besides rural tourism, Xiamen is focusing on creating three nighttime consumption clusters in Zhongshan Road, Zengcuo'an (a former fishing village) and Jimei New Town. It is also redesigning distinctive neighborhoods, markets, cafes, specialty bookstores and trendy shops, to give tourists new attractions.

Tourists are nowadays exhibiting new characteristics in their travel destination choices, traffic and consumption preferences. Some of them came to Xiamen to watch a performance, others head to the city for a sports match.

To attract such tourists, Xiamen local government is leveraging the city's rich cultural heritage and showcasing the distinctive Minnan culture, maritime culture, music, art and overseas Chinese culture by hosting large-scale concerts, stage plays, exhibitions and sports events.

A report shows that in 2023, the total number of visits received by the city reached nearly 110 million, a 67 percent year-on-year increase.