China's performance market is experiencing robust growth this summer, with regions nationwide rolling out innovative measures that blend performances with diverse consumer experiences, leading to a vibrant cultural tourism market.

"The experience was fantastic – not only did they provide free shuttle buses after the concert, but there were also drone shows and fireworks," said Wang Liu, a concert-goer from Xi'an, northwest China's Shaanxi Province, who traveled to Taiyuan in north China's Shanxi Province for her second concert experience in the city.

Free shuttle buses wait outside the north gate of the Shanxi Sports Center Stadium to transport concert-goers after the show in Taiyuan, north China's Shanxi Province. (People's Daily/Zheng Yangyang)

Such positive experiences stem from robust policy support. Taiyuan has implemented comprehensive measures to establish a distinctive performance consumption matrix, creating a sustainable mechanism that provides efficient services for concerts.

To facilitate transportation for audiences, Taiyuan has launched free shuttle services from major transit hubs and key hotel and shopping districts, while simultaneously increasing bus frequencies and extending subway operating hours. In June, Taiyuan's railway department even introduced special trains to accommodate cross-city travel demand for concert attendees.

Fans can enjoy free admission to attractions including the Jinci Tianlong Mountain Scenic Area, and Taiyuan Zoo by presenting concert tickets within three days before or after a performance.

"I've long been fascinated by Shanxi's ancient buildings, so I'm planning to visit the Jinci Temple and sample Taiyuan's local cuisine during this trip," Wang Liu said.

"Concerts have become a new engine boosting the integrated development of culture and tourism in Taiyuan, not only enhancing the city's profile but also stimulating growth in tourism, dining, hospitality, and related sectors," said Yang Junqing, an official from Taiyuan's culture and tourism bureau.

In 2024, Taiyuan hosted 32 concerts with nearly 1 million live audience members, with out-of-province visitors comprising nearly 70 percent of attendees, generating 4.1 billion yuan (about $573.1 million) in consumer spending.

Shanghai consistently ranks among the top cities in China for theatrical performance frequency and box office revenue, with the market's momentum accelerating during summer.

"To attract young audiences, the summer season represents our most crucial period," said Zhang Huiqing, general manager of the Shanghai Dramatic Arts Center.

Photo shows the Shanghai Dramatic Arts Center in Shanghai. (Photo courtesy of the Shanghai Dramatic Arts Center)

Every weekend, all three theaters at the Shanghai Dramatic Arts Center operate at full capacity, filling all 1,009 available seats. From June through August this year, the center's drama building will host 173 performances.

"Since June, audience numbers have surged nearly 30 percent compared to the previous two months, with an estimated 30,000-plus visitors expected between June and August," said Lu Liping, deputy general manager of the center.

The center has partnered with neighboring businesses for an initiative that offers discounts to center members or same-day ticket holders.

Meanwhile, to draw more audiences into theaters, the center has implemented various measures, including opening street-facing areas to allow easy access to the theater cafe, where audiences can enjoy beverages specially crafted to match specific productions.

Tourists enjoy an immersive performance at the Wansui Mountain Martial Arts City, a popular attraction in Kaifeng, central China's Henan Province. (Photo courtesy of the Wansui Mountain Martial Arts City)

In recent years, the Wansui Mountain Martial Arts City, a popular attraction in Kaifeng, central China's Henan Province, has emerged as a standout destination in the cultural tourism market, leveraging martial arts culture as its core appeal.

During the first half of this year, the attraction welcomed over 10 million tourist visits, a year-on-year increase of 239.33 percent, while comprehensive revenue exceeded 600 million yuan, up 162 percent from the same period last year.

"We've noticed a significant uptick in summer visitors, and in response to the summer heat, the attraction has launched cooling measures that have proven particularly popular with young tourists and families," said Wang Xueying, brand promotion manager at the attraction.

The site draws highly loyal visitors by meticulously offering an immersive martial arts experience while delivering exceptional value-for-money services, according to Zhang Xiangyu, president of the Henan Provincial Institute of Culture and Tourism Planning.

The attraction offers a "3-day unlimited entry" package, allowing visitors to enter and exit freely within a 72-hour period using a single ticket. Additionally, it has partnered with nearby attractions including the Kaifeng City Wall and Iron Pagoda Park to offer a combo ticket.

Wang Xueying emphasized that these attractions stage over 1,000 performances daily across diverse genres, creating extraordinary experiences through value-added services.