In 2023, second- and third-tier cities experienced a notable economic upswing, driven by the performance industries that attracted young tourists aged 18 to 34. These visitors, eager to sample local food and accommodation, were drawn by events such as pop singer Joker Xue’s July concert in Hengyang, Hunan Province, which generated 59,000 round-trip visits and a 70-percent surge in the hotel occupation rate. Qinhuangdao, Hebei Province made waves with the Aranya Xiami Music Festival, seamlessly blending music with coastal scenery. Cities like Quzhou, Zhejiang Province, offered free access to scenic spots for concertgoers. Immersive tourism performances, like Xi’an’s Tang Dynasty street parade, garnered over 7 billion yuan (US$980m) in box office revenue from nearly 40 million visits from January to June. Enhanced by infrastructure developments, smaller cities are now capable of hosting big events, with local governments actively sustaining this momentum through improved services.
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