Pop star concert galvanizes Sanya's cultural and tourism appeal

A recent concert drew over 41,000 fans to Sanya, bringing a total tourism spending of 215 million yuan ($32 million) to the city.

The huge fillip in cultural and tourism spending came in the wake of a partnership between the singer Chen Chusheng's 2026 Wasteland of Wonders Tour and the city.

According to the Sanya municipal bureau of tourism, culture, radio, television and sports, the concert had an impressive attendance rate of 97.76 percent, a sign of the high expectations of his legions of fans.

Chen Chusheng, born in 1981 in Sanya, Hainan province, is a popular singer, music producer, guitarist and actor in China.

Before the concert kicked off, Sanya took various measures to create a welcoming and supportive atmosphere across the city. Its seven major duty-free shopping areas also pitched in. In places like Sanya Summer Station, No.1 Sanya Bay and HTDF Sanya Duty Free, fans could use their concert tickets to receive exclusive merchandise.

Fans of Chen Chusheng take photos at the Luhuitou scenic area in Sanya. [Photo/VCG]

Tourists and fans of Chen Chusheng chill out in Sanya. [Photo/VCG]

Sanya, where Chen grew up, is a place filled with his cherished memories and stunning landscapes, many of which he has incorporated into his songs.

One of his signature tracks is Luhuitou (a deer looking back), which is inspired by the local Li ethnic legend and closely associated with the famous Luhuitou scenic area in Sanya.

Through this song, Chen conveys his deep affection and nostalgia for his hometown.

Thanks to the song's influence, the Luhuitou scenic area has become a must-see destination for many fans visiting Sanya. On July 26, the scenic area welcomed 6,000 passenger trips by 3 pm, a significant increase from the usual daily average of about 4,500.

Data from Sanya municipal bureau of tourism, culture, radio, television and sports indicated that recently all 19 key attractions in the city saw increased popularity due to the concert, collectively welcoming 335,500 passenger trips, a 9.92 percent increase compared with the same three-day period last year.

Among these, 16 A-level attractions received 318,300 passenger trips, reflecting a 13.92 percent year-on-year growth.

This summer event is not only a shared journey for fans and their idol, but also a dynamic example of Sanya enhancing its cultural and tourism appeal.

Sanya is currently capitalizing on the influence of local singer Chen Chusheng — linking various cultural and tourism resources and experiences, such as scenic spots, shopping areas and night markets. By turning concert traffic into growth for cultural and tourism development, Sanya aims to continue to strengthen its brand as a cultural and tourism hotspot, drawing visitors nationwide to immerse themselves in the romantic charm and allure of this city.