BEIJING: The Shengsi Islands, located along the East China Sea, are rapidly emerging as one of China’s top island tourism destinations. With breathtaking landscapes, cultural vibrancy, and a seamless blend of tradition and innovation, the archipelago reported exceptional tourism figures for the first five months of 2025. According to official data, Shengsi welcomed 1.336 million visitors from January to May, marking a 35.1% year-on-year increase—the highest growth rate across Zhejiang province. Overnight stays also saw a dramatic rise, reaching 756,000, a 50.7% increase compared to last year.
Driven by the vision of “Beautiful Shengsi, Splendid Shengsi,” the county has moved beyond conventional sightseeing, offering a diverse range of holistic tourism experiences. The region boasts two national 4A-level and three 3A-level tourist attractions and has achieved full scenic coverage across all its towns and villages. Shengsi has also been designated a provincial demonstration zone for holistic tourism and ranks among the top ten counties for cultural and tourism integration in Zhejiang. Recognized as a “Shining Pearl” in the province’s grand garden initiative, Shengsi continues to attract tourists from across China and beyond.
Hua’ao Island, famously dubbed the “Island of Romance,” drew widespread attention during the May Day holidays. Tourists flocked to its cliffside resorts, where artistic workshops, dreamlike beaches glowing with the famed “blue tears,” and romantic wedding ceremonies created a festive atmosphere. Boutique guesthouses reported full bookings, while 25 couples from around the country celebrated a collective wedding under the island’s “Perfect Match of Love” carnival, blending tourism with personal milestones.
Each of Shengsi’s islands offers a unique and immersive experience. On Sijiao Island, spiritual and cultural elements of Buddhism merge with the simplicity of fishing village life, while Shengshan Island continues to preserve the rich traditions of its fishing grounds. Gouqi Island, known for its thriving mussel farms, showcases the success of rural revitalization along the coast. Huanglong Island’s rugged cliffs evoke scenes from traditional Chinese ink paintings, while Yangshan Island harmonizes heavy industry with stunning natural beauty.
Shengsi has adopted the strategic model of “one island, one specialty; one island, one strategy,” linking its islands through integrated tourism development. This approach has facilitated the evolution from isolated tourism hubs to a connected archipelago ecosystem, enhancing the overall visitor experience through infrastructure and coordination. The synergy between Sijiao Main Island, Huanglong Island, and the eastern Ma’an Archipelago is advancing rapidly, making multi-island travel more accessible and appealing.
Shengsi has also expanded its tourism portfolio with a blend of cultural festivals, artistic events, and sporting competitions. The FU Art Festival on Sijiao Island promoted “tourism + art,” inviting city dwellers to explore the natural and cultural wonders of the coastline. In parallel, sports tourism is thriving. The East China Sea Cup Shengsi Islands Sailing Regatta attracted 20 international teams in a unique island-hopping race format. Meanwhile, the Jihu Beach Water Sports Center hosted more than 2,000 daily visitors with over 20 aquatic activities on offer. A newly launched helicopter island tour added an aerial dimension to Shengsi’s attractions, bringing the region into a new era of land-sea-air tourism experiences.
Service quality and thoughtful details are also central to Shengsi’s success. Transport hubs offer efficient services, island-hopping is seamless, and scenic areas provide free rental amenities to ease travel. These small touches contribute significantly to visitor satisfaction and retention. Culinary tourism plays a vital role as well. Shengsi has established a strong brand identity with its “Century-Old Fishing Ground” initiative, expanding its network of seafood noodle shops and introducing seasonal dishes like the “Eight Ocean’s Treasures,” earning praise from food lovers and tourists alike.
Shengsi’s ability to blend authenticity with innovation, supported by strategic development and a deep cultural foundation, is positioning the region as a national leader in holistic tourism. By unlocking the full potential of its islands, Shengsi is not only setting a benchmark for sustainable travel but also charting a bold course toward becoming one of Asia’s premier island tourism destinations.
