Gulangyu, the artistic island’s phoenix rebirth!

Morning sunlight shines on the red brick old houses of Gulangyu. Alex, a member of an American band, improvises a jazz piece at the Piano Pier, the melody drifting away with the sound of the waves. “This place is so beautiful. Look, you can find pianos everywhere. If you can play, anyone can get up and perform. It’s amazing!” This year, Gulangyu welcomes visitors from all over with a brand-new look. The 14th Gulangyu Piano Art Week is in full swing, featuring performances by five foreign bands. Citizens and tourists can encounter wonderful music on every street corner and alley. The newly opened park-style marriage registration center has registered marriages for 402 couples since June, becoming a new landmark of the sweet economy. This world cultural heritage site, known as the "Garden on the Sea," is undergoing a magnificent transformation from chaotic tourism to quality service. --- 01 Former Glory: The Rise and Fall of the First-Generation Influencer Island Gulangyu was once the "textbook" of China’s fresh and artistic tourism. Over a decade ago, bohemian long skirts swept the bluestone streets, straw hats shaded DSLR cameras—this style was the hallmark of Xiamen city walks. Back then, Gulangyu attracted visitors with its "Taiwanese style" core, weaving city appeal through influencer trends and unique brands. Artistic landscapes, exquisite design aesthetics, old streets with Taiwanese flavor, and souvenirs blending Fujian and Taiwan culture made it a "poetry and distant place" for many. The stamp book was Gulangyu’s most distinctive creative feature. Upon arrival at the pier, the first stop was to buy a hand-drawn map and a stamp book, then visitors would run around the island stamping at various shops. This routine became a standard for island visits, even extending visitor stays from half a day to 1-3 days. Local brands like Zhang Sanfeng Milk Tea, Miss Zhao’s Shop, and Su Xiaotang Nougat became must-visit spots thanks to Gulangyu’s natural traffic. The thriving tourism industry helped Xiamen’s tourism revenue surpass 140.2 billion yuan in 2018, accounting for nearly 30% of GDP. 02 Growing Pains: Reputation Crisis Under the Shadow of Overcharging However, the first-generation influencer’s halo gradually dimmed. Gulangyu’s reputation declined, and visitor numbers dropped year by year. A 2024 CCTV exposé revealed the "overcharging gray industry chain" on Gulangyu. Taxi drivers who took kickbacks from travel agencies would lure tourists to buy overpriced package tickets at scattered tourist centers; commission-earning guides would take tourists to private spots included in the packages and push fake goods in various shops along the way. The 168 yuan package ticket had a profit margin of up to 100 yuan; live seafood was swapped for dead goods; thousand-yuan "sea pearls" were cheap freshwater pearls—this systematic "tourism trap" led tourists to complain about feeling "constantly ripped off." On social media, complaints about Gulangyu have long overflowed the screen. The once "artistic check-in spot" became a warning zone where netizens advised "avoid if possible," ranking among the most criticized attractions. 03 Cultural Rebirth: Rebuilding the Value of a World Heritage Site Despite challenges, Gulangyu’s cultural heritage remains profound. As a UNESCO World Cultural Heritage site, the island preserves a unique historical style. Formerly called "Yuanshazhou," known as "Wulongyu" during the Southern Song Dynasty, and renamed "Gulangyu" in the Ming Dynasty, the island is dotted with historical relics—the "Gulang Dongtian" stone carving on Sunlight Rock from 1573, the water drill platform where Zheng Chenggong trained his navy, and the rich history of consulates of Britain, the US, and Spain established in 1842. Architecture is Gulangyu’s unique language. The island’s historic buildings blend Western and Eastern styles, showcasing its historical changes and forming a beautiful landscape. Music is the soul of Gulangyu. Known as the "Piano Island," it houses China’s first piano museum. Today, music still flows through the streets and alleys, with the 14th Gulangyu Piano Art Week as the best proof. 04 Experience Upgrade: A New Way to Enjoy Quality Tourism Today’s Gulangyu welcomes the era of quality tourism with new experiences. Transportation innovation: The "Yu Jian 77"—the nation’s first pure electric passenger boat—is now in operation, adding an eco-friendly and comfortable option for island visits. Visitors must purchase tickets in advance via the "Yu Jian Xiamen" WeChat official account, recommending 2-3 days ahead on weekdays and 3-15 days ahead on holidays. Recommended classic routes: · Morning Light Chasing Route: Most beautiful corners → Sunlight Rock → Shuzhuang Garden. The fewest people are between 7-8 am, with stunning red brick mansions and banyan tree backdrops. · Afternoon Artistic Route: Longtou Road food → Haoyue Garden sea view → Yuyuan → Organ Museum → Seaside Bathing Beach. A five-core attraction combo ticket costs 90 yuan, a great value compared to over 140 yuan for individual tickets. Sunlight Rock, the island’s highest point at 92.7 meters, offers panoramic views of red-tiled roofs and the blue sea. Shuzhuang Garden’s "Hidden Sea" landscape design is exquisite, with the Twelve Caves rockery resembling a maze adventure. The seaside Piano Museum is a must-see. 05 Sweet Economy: Innovative Integration of Culture and Tourism Gulangyu is cultivating new wedding consumption scenes, injecting fresh vitality into the "sweet economy." The park-style marriage registration center built in Building 1 of Guliaoyuan Resort Hotel not only offers traditional marriage registration services but also cleverly integrates Minnan wedding customs and artistic aesthetics, creating a "love landmark." A newlywed couple shared their feelings: "I remember the first time I came to Xiamen, the first place he took me to was Gulangyu, so we chose to get married here." This innovative approach has been praised by media reporters. Chen Zhangqun from the Farmers’ Daily commented: "Gulangyu has integrated various business formats, blending with our local historical style and cultural attractions, forming a very good cultural tourism industry." 06 Practical Guide: Tips for a Smooth and Pitfall-Free Visit Ticket purchase tips: Always buy tickets in advance through the official "Xiamen Ferry+" WeChat account. Avoid buying package tickets from taxi drivers or unofficial travel agencies to prevent overcharging traps. Itinerary advice: Arrive on the island before 8 am for fewer crowds and better photos. Gulangyu is car-free; all visitors must walk, so wear comfortable shoes. Food recommendations: · Longtou Road Food Street: Lin Jinji Fish Balls (No. 158 Longtou Road), Shen’s Rice Noodles (No. 166 Longtou Road). · Specialty snacks: Tusu Dong (sea worm jelly), Satay noodles, Peanut cake. Accommodation options: The island has many guesthouses; recommended are registered ones like Banruo Guesthouse, Xiaoxuetang Wormhole Bookstore, and Tingwushuang Guesthouse. Best photo spots: The sunset at Gangzaihou Beach is stunning; Dadeji Beach features green reefs and the Twin Towers in one frame. The Most Beautiful Corner is least crowded in the early morning, perfect for photos. --- At dusk, a foreign band passionately performs at Mayuan Square, and a Chinese song "I Am a Little Bird" sparks a sing-along. A tourist exclaimed, "I couldn’t help but stop when I heard the music. Xiamen is so warm and welcoming, and the atmosphere here is fantastic!" From an "artistic check-in spot" to an "overcharging trap," and now a "quality tourism destination," Gulangyu’s transformation reflects the harsh realities of the cultural tourism industry: traffic won’t always favor those who rest on their laurels. When tourists shift from "paying for nostalgia" to "paying for experience," only destinations that continuously deliver emotional value and build service loops can survive cycles. Today’s Gulangyu is reclaiming the love and attachment that made countless people say, "I am also a child of Gulangyu."