Pingtan transforms coast into tourism playground

A yacht ride in Pingtan can be a sunset cruise, a sightseeing trip on the Taiwan Strait, or a customized outing lasting several hours. Visitors can also try sailing, ride jet skis, or take to the air on a flyboard, turning the island's coastline into an active holiday.

This shift is part of efforts by the island county in eastern Fujian province to build a broader maritime tourism economy, with new products emerging through investment in yacht marinas, manufacturing and maintenance.

At the No 22 International Yacht Marina, opened in June 2024, 49 berths are currently in operation, including 17 reserved for future cross-Strait yacht travel. The marina has received about 53,000 visitor trips since it opened, with more than 20,000 people participating in its water-based offerings so far this year, says Chen Ziliang, general manager of Pingtan Tourism Passenger Transport Co.

Visitors can take yacht cruises on the Taiwan Strait, view the 68-nautical-mile scenic area from the sea, and join sunset cruises. The marina accommodates nearly 40 vessels, including 10 luxury yachts, as well as sailboats and motorboats, Chen says.

Pingtan is also extending its business beyond tourism services. The local cultural tourism group has partnered with Taiwan's Kha Shing Enterprise to operate the marina and develop yacht manufacturing and maintenance. Backed by an investment of 155 million yuan ($23 million), a yacht manufacturing plant has begun production, Chen adds.

Chen says that Pingtan wants to promote a "mass-market luxury" model, allowing ordinary visitors to experience yacht travel at relatively affordable prices.

Around the 68-nautical-mile scenic area, operators are applying a similar approach on land.

A library has undergone several rounds of tourism-focused upgrades and is now a vinyl-themed space that combines Taiwan products, coffee and immersive performances.

Nian Ying, a brand coordinator with Pingtan Tourism Operation Management Co, says that visitors who once spent less than 10 minutes taking photos and buying drinks now typically stay about 30 to 40 minutes after performances were introduced this year.

The venue recorded more than 32,000 purchase orders for Taiwan products from May 2025 to April, with average customer spending at 30 to 50 yuan, Nian says.