On May 16th, the 2025 China (Xiamen) Leisure Tourism Conference was held in Xiamen. Our research group released the Leisure Cluster Space from "Tourism Flow" to "Development Increment" - Urban Culture and Tourism Brand Development Report 2025. The main contents are as follows: urban tourism and leisure cluster area is a typical practice of "tourism city" moving towards "urban tourism". It is not only an industrial Xintiandi integrating landscape and scene, but also a new space for good life shared by host and guest, and also a major identification area of urban tourism image. Through scene creation, business format updates, cultural integration, and technological empowerment, urban tourism and leisure clusters are transforming "tourism flow" into "development increment", becoming an important driving force for urban renewal and high-quality development of culture and tourism. We should not only attach importance to the creation of popular check-in spots for internet celebrities, tell the story of the city well, but also integrate tourism into daily life, strengthen emotional connections with tourists, and promote the high-quality development of urban tourism and leisure gathering areas to promote the development of urban cultural and tourism brands and high-quality urban tourism.

1、 Urban tourism and leisure gathering areas are typical practices of "tourist cities" moving towards "urban tourism"

The urban tourism and leisure agglomeration area is not only a gathering place for the cultural and tourism industry, but also a gathering place for tourist activities, and a main identification area for the urban tourism image. At every stage of the transition from "tourist cities" to "urban tourism", urban tourism and leisure clusters are pioneers, leading the innovative development of urban tourism.

（1） The Xintiandi Tourism and Leisure Cluster, an industry integrating scenery and scenes, firstly gathers the most beautiful "scenery" of a city, such as the central axis of Beijing, the Bund of Shanghai, etc., historical buildings, ecological landscapes and modern civilization complement each other, rendering a city's landscape characteristics and cultural background. But not only that, it also forms a diversified experience and consumption scene and builds a Xintiandi for industrial development through the integrated supply of cultural and tourism elements such as food, housing, transportation, travel, shopping and entertainment. On the central axis of Beijing, there are not only important attractions such as the Monument to the People's Heroes, Tiananmen Square, and the Palace Museum, but also iconic cultural venues and commercial places such as the National Museum, Wangfujing Pedestrian Street, and Qianmen Street. Walking can complete the transformation of multiple scenes, making it the preferred area for tourism in Beijing; In the Bund of Shanghai, you can not only enjoy the scenery of the Huangpu River, the World Expo buildings, the Oriental Pearl TV Tower Tower, etc., but also experience different Shanghai customs in Nanjing Road, Yu Garden, and Chenghuang Temple.

（2） The new space of beautiful life shared by hosts and guests, tourism and leisure gathering area, breaks through the concept of scenic spots and takes "life" rather than "sightseeing" as the core of development. In the past, people always believed that tourism was independent of residents' lives, but now tourism is more about tourists sharing the beautiful local life. In addition to natural scenery and historical culture, the agglomeration area also has a series of lifestyle scenes such as shopping malls, supermarkets, and vegetable markets. Whether it is Chaozong Palace on Siming South Road in Xiamen or Lady Xian Temple on Qilou Old Street in Haikou, there are both locals worshiping and tourists visiting from other places, and there is no clear boundary between tourists and residents. When a city or region as a whole becomes a tourist and leisure destination, where tourists and local residents share urban resources, more people will enjoy the dividends of tourism development, tourists will share local life, and local residents will improve their quality of life through tourism. This is not only true for domestic tourism, but also for the development of inbound tourism. The current form of inbound tourism is also changing, and many inbound tourists are most interested in the real lifestyle of Chinese people.

（3） The typical identification areas of urban tourism image that truly make tourists remember a city may not be those carefully designed promotional slogans, but those places that have been visited, eaten, photographed, and sun dried. The urban tourism and leisure agglomeration area gathers the most representative cultural and tourism resources and living scenes of the city, carrying the cultural experience, emotional identification, and consumption behavior of tourists, and influencing their value judgment of whether the city is "fun or not" and whether it is worth coming to. It is not only an important space for tourist activities, but also a typical identification area for urban cultural and tourism brands. Chengdu Kuanzhai Alley, Chunxi Road and their surrounding areas organically integrate "teahouse culture", "street performers", "cultural and creative consumption" and other contents, creating a slow paced living atmosphere with local spirit, providing tourists with cultural consumption scenes with "stories, memories, and feelings", significantly enhancing the emotional stickiness of urban cultural and tourism brands. The Taipingjiao Badaguan Zhongshan Road area in Qingdao combines "mountain and sea city" with "historical style" to form a city image symbol of "red tiles, green trees, blue sea and blue sky", giving Qingdao a high cultural recognition among coastal cities in China. The Laomen East Fuzi Temple area in Nanjing has created an aesthetic scene of ancient capital life that is "roaming and empathetic" through the restoration of street and alley textures, the curation of cultural spaces, and the creation of night travel experiences, which has inspired many tourists to identify with the modern "Six Dynasties Ancient Capital". The area between Tianjin Wudao and Yifeng District is themed around "Republican style" and "a combination of Chinese and Western elements", and is showcased through various means such as architecture, cycling, museums, and street performances, effectively enhancing the endurance of urban cultural and tourism brands. Gulangyu Island in Xiamen, with its dense historical buildings, unique blend of Chinese and foreign styles, and local music culture, has become a perfect representative of the "Garden on the Sea" urban image. In addition to on-site perception, urban tourism and leisure gathering areas further promote the amplification and diffusion of urban cultural and tourism brand image through tourists' independent sharing on social platforms.

2、 Innovation of Urban Tourism and Leisure Agglomeration Areas: Transforming "tourism flow" into "development increment" through scene creation, business format updates, cultural integration, technological empowerment, etc. Urban tourism and leisure agglomeration areas focus on transforming "tourism flow" into "development increment", forming an important driving force for urban renewal and high-quality development of culture and tourism.

（1） The expansion of urban tourism and leisure spaces through scene creation has undergone a systematic transition from "closed scenic spots" to "regional development". Traditional scenic spots, scenic areas, and neighborhoods are moving from enclosed units to open areas, constructing multi node and multi format tourism and leisure clusters through spatial connectivity, functional integration, and experiential extension. The concept of holistic tourism is best presented in the agglomeration area. On the basis of the "square performance" model, Xi'an Datang Night City integrates surrounding streets, cultural, tourism, commercial, and food spaces to form a multidimensional and immersive night tourism cultural consumption scene, achieving effective connection with the Big Wild Goose Pagoda, Datang Furong Garden, and other attractions. Siming District, Xiamen City, takes Huandao Road as the main route, connecting nodes such as Calligraphy Square, Music Square, Xitouxia Wedding Photography Base, etc., to create a golden urban tourism belt of "mountain and sea dependence, cultural and commercial integration".

（2） The updating of business formats and the layout of business formats are the core factors that affect the vitality of tourism spaces, directly determining tourists' willingness to stay, consumption depth, and overall experience. Through the overall planning of space and organic renewal of business formats, urban tourism and leisure clusters have constructed a continuous consumption space with narrative logic and diverse business formats. As a new landmark for cultural integration in the Guangdong Hong Kong Macao Greater Bay Area, Nantou Ancient City in Shenzhen has not chosen a single path of historical restoration. Instead, it has introduced new cultural formats such as bookstores, cultural and creative stores, designer brands, coffee culture spaces, and youth maker workshops, and has formed a linkage with Zhongshan Park, Qianhai Park, and other areas in the area to jointly construct a composite spatial pattern of "historical, cultural, public, leisure, and modern lifestyle". The Qingdao Old Town Cultural Tourism Area in Shinan District, Qingdao City fully taps into the resources of the old town such as courtyards, blocks, and historical buildings, integrates fashion formats and brand projects, continuously explores new models and formats of diversified integration such as "new economy in old courtyards", "new consumption in old buildings", and "new experience in original scenes", and introduces 289 new formats such as catering, cultural and creative industries, and homestays, with an operating area of 170000 square meters, forming a comprehensive consumption system covering food, accommodation, shopping, tourism, and entertainment.

（3） With the improvement of people's living standards and the maturity of the tourism market, cultural integration is driving people's tourism demands towards more and higher spiritual pursuits. General Secretary Xi Jinping emphasized the need to improve the modern tourism system, accelerate the construction of a strong tourism country, and enable the tourism industry to better serve a better life, promote economic development, build a spiritual home, showcase China's image, and enhance mutual learning among civilizations. In the construction practice of urban tourism and leisure clusters, there is an increasing emphasis on closely integrating public cultural services, historical building protection, intangible cultural heritage revitalization, and tourism development. Urban tourism and leisure clusters are also model areas for the deep integration of culture and tourism development. The historical and cultural block of the Hangzhou Xiaoshan Railway West Station section of the Grand Canal is based on the concept of "historical protection, creative regeneration", integrating Dongchao Art Park, Xiaoran Mountain Street Cultural and Creative Park, and Wuqi Commune Cultural Park, exploring the formation of a spatial transformation path of "industrial heritage revitalization - diversified scene empowerment - global cultural and tourism symbiosis". Siming District in Xiamen City regularly carries out era show performances and garden concerts on Zhongshan Road Pedestrian Street, immersing tourists in history and aesthetics through singing and dancing. This not only showcases Xiamen's urban tone, but also adds more artistic temperament to Xiamen's cultural and tourism brand.

（4） Technology empowers digital technology, which is no longer just an auxiliary tool for information display, QR code ticketing, etc., but a key force in leading tourism experience design, service process optimization, and governance mechanism innovation. It systematically reconstructs the operation mode of tourism scenes, from behavior recognition and real-time tuning to immersive interaction and data linkage, constantly expanding the depth and breadth of tourism. It enables tourists to no longer just "take a look" and "take a photo", but to be able to "understand", "play deeply" and "participate more", promoting the acceleration of the transformation of the tourism mode in urban tourism leisure gathering areas from shallow check-in consumption of "getting off and taking photos" to participatory "deep experience" supported by smart tourism. Shenzhen Happy Coast extensively utilizes technologies such as AI, AR, VR, etc., combined with light and shadow art, multimedia displays, etc., to create interactive projects such as the Ocean Dream Museum and Light and Shadow Art Block, allowing tourists to immerse themselves and obtain a richer and more three-dimensional sensory experience. The Guangfu Ancient City in Handan has successfully promoted the transformation of traditional cultural spaces into smart tourism scenes through lighting, project updates, and content innovation, creating new experiences such as the "Dream Back to Handan" 3D light and shadow show and immersive boat projects.

3、 The construction of urban tourism and leisure clusters has promoted the development of urban cultural and tourism brands and high-quality urban tourism. Tourism and leisure clusters have become a key pivot for the development of urban cultural and tourism brands and high-quality urban tourism. How to enhance the cultural expression, emotional appeal, spatial inclusiveness, and brand sustainability of tourism and leisure clusters is the main task facing the construction of urban tourism and leisure clusters.

（1） The city's tourism and leisure gathering area gathers the most beautiful "scenery" and diverse "scenes" of a city, making it a popular destination for internet celebrities. The "internet celebrity check-in spot" is very important for enhancing the popularity of urban tourism and leisure gathering areas, but the construction of the gathering area itself cannot be ignored. The two are actually complementary. Tourists may have the impulse to travel due to being "internet celebrities", but tourism itself is a comprehensive activity that involves living in a different place and requires a sound commercial reception system and public service system to support it. The relationship between "internet celebrity check-in spots" and urban tourism and leisure gathering areas should not be "one beauty covering up a hundred ugliness", but rather "icing on the cake". Only by building convenient transportation and related infrastructure, cultivating vibrant market entities and commercial environments, establishing a sound modern governance system guided by tourist satisfaction, and establishing a warm, sincere, well intentioned and recognizable tourism image, can a city and a city's tourism and leisure agglomeration area sustainably develop.

（2） What truly moves tourists is not the story, but the emotions. The construction of tourism and leisure gathering areas should not only be rooted in the local historical context and cultural characteristics, but also use regional narrative design techniques to tell the city's story well. It is also important to pay attention to the connection and emotional attachment with tourists in daily life, making the space a tangible carrier of urban cultural and tourism brands. To plan high-frequency and high-quality cultural activities and urban events, continuously stimulate tourists' enthusiasm and emotional investment, and promote the linkage between tourists' "time memory" and "spatial perception". Through micro theaters, interactive tours, open lecture halls, and DIY crafts, we encourage tourists to transform from "viewers" to "experiencers" and enhance their cultural participation and sense of identity. Encourage local cultural and creative teams, designers, and theater art institutions to participate in the content planning of public spaces in the gathering area, actively develop micro theaters, urban museums, audio guides, hand drawn maps, and other experiential products that highlight the city's unique culture, strengthen the local expression of cultural resources, and avoid template output. Encourage the development of a series of anime, stage plays, short videos, cultural and creative products based on local historical figures, folklore, industrial characteristics and other resources, so as to shift cultural and tourism consumption from a one-time spatial experience to a long-term brand attachment. On the basis of preserving the original block texture, boldly introducing contemporary life elements to enhance the emotional tension between cultural memory and real feelings. Only in cultural scenes that are both familiar and fresh, can tourists gradually construct their understanding of the city's culture through "listening while walking" and "feeling while watching". Only tourists can truly perceive the unique temperament of the city and form a deep memory of cultural and tourism brands.

（3） The emphasis on tourism and life should be based on the concept of a better life to develop tourism, strengthen the comprehensive planning of commercial leisure, residential functions, public services, and cultural facilities, and build urban tourism and leisure gathering areas into comprehensive living spaces that local residents are willing to participate in and out of town tourists are willing to stop, in order to achieve shared experiences and emotional integration between hosts and guests. Promote the formation of a collaborative governance mechanism led by local governments and cultural and tourism authorities, with the participation of enterprises, institutions, community organizations, residents, and tourists. Guide residents to shift from passive adaptation to active participation, and enhance their sense of identification and belonging to the surrounding environment through forms such as discussion platforms, co creation markets, and community tours. Encourage tourists to participate in urban cultural and tourism activities as "life experiencers" rather than traditional "tourists", promote emotional connections between tourists and local communities, and jointly create a warm and interactive urban cultural and tourism atmosphere. Accelerate the construction of individual friendly cities, strengthen the daily usability and flexible conversion mechanism of tourism spaces, and enhance the ability of spaces to adapt to different populations and scenarios. Promote the transformation of space from one-way display to two-way interaction, and build urban tourism and leisure gathering areas into "life showrooms" that activate urban vitality and "public stages" that enhance urban cultural identity. Truly achieve "space sharing, functional compatibility, and emotional symbiosis", and promote the endogenous driving and sustainable growth of urban cultural and tourism brands.

（4） Emphasis should be placed on promoting the image positioning and dominant style of the cluster area, promoting synergy in visual design, communication language, and marketing methods, and creating distinctive "cultural labels" and communication pathways. Encourage each scenic spot and store to combine their own cultural characteristics, avoid content duplication and style similarity, and form a multi-point linkage and mutual resonance brand communication matrix. Enhance tourists' enthusiasm for independent communication, design shooting scenes with strong visual appeal, set up interesting and participatory interactive devices, stimulate tourists' interest in actively shooting, publishing, and sharing, and form a word-of-mouth communication effect through self media channels. Establish a multidimensional evaluation system that includes "cultural awareness, factor aggregation, content innovation, and tourist satisfaction" to promote the greater role of tourism and leisure clusters in the development of urban cultural and tourism brands and the high-quality development of urban tourism.

4、 The Siming Practice of Urban Tourism and Leisure Agglomeration Area Construction (1) Siming District Super Tourism and Leisure Agglomeration Area is taking shape. Through the analysis of Xiamen's cultural and tourism elements and the spatial distribution of tourist activities, it can be found that in Siming District, Xiamen City, from Gulangyu to Zhongshan Road Pedestrian Street, Xiamen University, Huandao Road, and then extending to the cruise homeport and Haicang Bay, a super tourism and leisure agglomeration area containing multiple tourism and leisure blocks and cultural and tourism consumption agglomeration areas is taking shape.

The research group used spatial econometric methods to analyze the distribution of cultural and tourism elements in Xiamen, and found that Xiamen's cultural and tourism elements have a very obvious concentrated distribution characteristic. After obtaining POI data of tourism elements through the Gaode Map API interface, an automated data collection framework was constructed using Python scripts. After standardization cleaning and geographic coordinate system normalization, spatial kernel density estimation (KDE) and geographic grid partitioning technology (Fishnet) were used for two-dimensional spatial analysis, resulting in visualized results as shown in Figures 1 and 2. It can be seen that the high-density agglomeration area of cultural and tourism elements is located in Siming District in the southern part of Xiamen Island. The core area takes Gulangyu World Cultural Heritage as the gravitational source point, and forms a cultural and tourism industry cluster along the Zhongshan Road commercial axis and the Huandao Road landscape belt. A cultural and tourism symbiotic network is constructed between the Xiamen University Cultural and Creative Circle and the Zengcuo An Homestay settlement; The secondary density zone extends northward along the Huandao Road coastal corridor, forming a spatial anchor point at the Huli International Cruise Home Port and connecting to the Haicang Bay leisure and business district across the sea, forming a belt like development pattern of "sea land linkage".

Figure 1: Core density map of tourism elements in Xiamen City (Image source: self-made by the research group)

Figure 2: Heat map of tourism elements in Xiamen City (Image source: self-made by the research group)

The analysis of tourist activity s found that tourists' activities in Xiamen are also mostly concentrated in the above-mentioned areas. The research team collected GPS data of tourists who stayed in Xiamen for more than 60 minutes from 8:00 to 22:00 daily from May 1 to 5, 2025, and generated a heatmap of tourist activities based on this data, as shown in Figure 3. It can be seen that the red area representing high-intensity tourist activities covers most of Siming District, including tourist attractions such as Gulangyu, Zhongshan Road Pedestrian Street, and Huandao Road.

Figure 3: Tourist heat map of Xiamen (Image source: self-made by the research team)

（2） The Siming District Tourism and Leisure Agglomeration Area has become a key area for shaping Xiamen's cultural and tourism brand. The research group collected and organized 1000 travelogues of Xiamen on the Ctrip platform. Frequency analysis found that words such as "Xiamen", "Gulangyu", "cuisine", "architecture", "Zengcuo An", "city", "Zhongshan Road", "dock", "roundabout road", and "literature" appeared the most frequently (see Figure 4), being mentioned 6911 times, 2537 times, 1127 times, 786 times, 774 times, 657 times, 627 times, 563 times, 526 times, and 359 times, respectively.

Figure 4: Cloud Map of High Frequency Tourism Words in Xiamen Based on Travel Notes Content (Data Source: Compiled from Ctrip Travel Notes Data)

Further co-occurrence analysis shows that the co-occurrence frequency of "Xiamen" with "Gulangyu", "Zengcuo An", "Shapowei" and other s is significant, indicating that these landmark spaces have strong connectivity and representativeness in tourists' narratives (see Figure 5).

Figure 5: Co occurrence of high-frequency words related to Xiamen tourism in tourist travelogues (data source: compiled based on Ctrip travelogue data)

The online questionnaire survey conducted by the research group also showed that the top three tourist destinations in Xiamen are Nanputuo Temple (27.9%), Shapowei (27.3%), and Zhongshan Road Pedestrian Street (26.9%); The three s with the longest stay time are also mentioned above, with a slight change in ranking, namely Shapowei (27.0%), Nanputuo Temple (24.2%), and Zhongshan Road Pedestrian Street (22.5%).

Figure 6: The main places visited by tourists in Xiamen and the places where they stayed the longest in Xiamen (data source: self collected by the research team)

The Siming Tourism and Leisure Agglomeration Zone has greatly promoted the shaping of Xiamen's cultural and tourism brand for youth and literature. The results of the online questionnaire survey show that tourists' perception of Xiamen's urban image is mainly reflected in three aspects: "a city of youth and vitality" (31.2%), "a city with rich historical and cultural heritage" (28.9%), and "a city of comfort and relaxation" (28.6%) (see Figure 7).

Figure 7: Tourists' Perception of Xiamen's Urban Image (Data Source: Self collected by the Research Group)

The analysis of tourist comments and content reveals that it is landmark spaces and experiential scenes such as Gulangyu, Huandao Road, Zhongshan Road Pedestrian Street, Shapowei, Xiamen Marathon, and Xiamen Music Festival that intertwine in the minds of tourists, creating a city image that combines natural beauty, humanistic atmosphere, and daily warmth. This makes "Xiamen" not only a geographical coordinate, but also a tangible, understandable, and emotionally connected city image. As mentioned by a tourist, "As a landmark of Xiamen, Gulangyu Island is a sea garden full of artistic atmosphere... The alleys are quiet and the piano sounds are melodious, suitable for slow exploration. It is recommended to visit the island in the morning or evening to avoid crowds and experience its tranquility and romance more." (quoted from Dazhong Dianping tourist reviews, content has been edited); Another tourist wrote, "The romance in Xiamen is never just about the sea, but also about the endless food and romantic blues moments on Zhongshan Road" (quoted from a post by a blogger on Xiaohongshu, with some content deleted).

（3） The innovative exploration of the construction of the tourism and leisure cluster in Siming District has been explored in multiple aspects, and successful experiences have been formed.

One is to construct thematic scenes and strengthen the expression of imagery. As a core landmark of Xiamen's cultural and tourism industry, Gulangyu has strengthened its urban label as a "garden on the sea" through the imagery of "music, alleys, and exotic architecture". Shapowei has formed a composite scene of condensed historical memory and youth culture through the spatial transformation of "fishing port industrial dock cultural district". Zhongshan Road Pedestrian Street, with its Nanyang style arcade and gathering of Minnan cuisine, showcases Xiamen's fireworks and local characteristics, becoming a must visit destination for tourists to "walk through the streets and eat while walking". The Huandao Road enhances the tension of the city's coastal leisure image with the scene setting of "cycling sea view internet celebrity check-in". These scenes not only meet the sightseeing needs of tourists, but also respond to their cultural expectations. By transforming them into recognizable and communicable tourism "image symbols", they form the basic framework of the city's cultural and tourism brand image.

The second is the development of industrial agglomeration, creating a diverse ecosystem. Siming District has gradually formed a multi-functional urban tourism and leisure space that integrates cultural and creative activities, catering, accommodation, and exhibitions around core attractions such as Gulangyu, Zengcuo An, and Zhongshan Road Pedestrian Street. On the basis of maintaining the traditional village texture, Zengcuo An has introduced a large number of cultural and creative workshops, independent bookstores, designed homestays, and handmade experience spaces, forming a multidimensional integrated field of "creative content, physical space, social interaction", making the block "roaming, resident, and revisiting". The Huandao Road area has created a beautiful living scene of "living by the beach and working on vacation" by integrating new formats such as coastal coffee, light luxury camping, and outdoor cycling, satisfying the dual tourism motivations of "self enjoyment" and "socializing", and reconstructing the vitality of urban waterfront space.

The third is to optimize public services and travel with comfort and peace of mind. In recent years, Siming District has continuously optimized its transportation connections, spatial guidance, night lighting, urban furniture, and smart navigation system, greatly enhancing the convenience and comfort of the tourism and leisure gathering area. Starting with the strategy of "connecting transportation across the entire region", we have opened up the cultural and tourism arteries of "mountains, seas, cities, and culture". The subway lines 1 and 2 are interwoven with BRT, and themed buses such as the "Pioneer Siming Line", "Ecological Siming Line", and "Romantic Siming Line" shuttle through them. More than 20 scenic spots, such as Gulangyu, Zhongshan Road Pedestrian Street, Zengcuo An, and Hulishan Battery, are strung together, and beautiful urban scenery is within reach, forming a 15 minute cultural and tourism life circle.

Fourthly, digital technology empowers and upgrades smart cultural tourism. Siming District firmly grasps the opportunity of digital transformation and deeply integrates the construction of digital infrastructure with the development of urban culture and tourism. Since 2020, Gulangyu has taken the lead in promoting comprehensive intelligent operation, integrating technologies such as the Internet of Things, cloud computing, digital twins, and drones to build an intelligent management platform for urban resources. This platform enables the interconnection of people, objects, and real-time supervision within the scenic area, effectively improving management efficiency and tourist experience.

The fifth is to focus on emotional resonance and build a fashionable image. Siming District actively builds a city image communication system centered on emotional resonance and user participation, breaking through the previous single official publicity model, integrating multiple means such as social media communication, scene creation, and cultural interaction, and comprehensively narrowing the psychological distance between the city and tourists. Centered around the overall image of the city's cultural and tourism industry, the Siming District continues to strengthen the youthfulness and trendiness of cultural expression, focusing on building a popular culture center and promoting the cross-border integration of diverse formats such as cultural tourism, performing arts, fashion, and food. This makes the city's cultural and tourism brand more warm, personalized, and recognizable, fully showcasing the "trendy and unique" era of Xiamen's tourism.

Contribution | Institute of Policy and Science Research

Editor in Chief | Liu Xin

Source | China Tourism Research Institute (Data Center of the Ministry of Culture and Tourism)

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