Guangdong officially launched its 2026 summer campaign for night tourism and cultural consumption on July 12 in Shantou's historic Xiaogongyuan area, highlighting how the province is combining local heritage, food, performances and digital services to energize its nighttime economy.
The opening event turned the century-old arcade-lined neighborhood into an open-air cultural venue. The event started with traditional Chaozhou gong-and-drum music and the energetic Yingge dance as visitors explored themed markets featuring intangible cultural heritage crafts, local cuisine and creative products.
Held under the theme "Beautiful Guangdong Nights," the provincial initiative is designed to stimulate nighttime travel and spending by connecting cultural experiences, entertainment, and tourism resources across Guangdong.
Museums extend opening hours in summer
As the summer vacation begins, museums and cultural venues across Guangdong are extending their evening hours to attract more visitors.
From July 1 to August 30, the Guangdong Museum will stay open daily until 9 p.m. and raise its reservation capacity to 25,000 visitors per day. Its summer evening program features talks, performances and interactive activities covering history, traditional culture, science and heritage conservation.
The Guangdong Museum of Art and several museums in Guangzhou and Shenzhen have also introduced evening hours, giving residents and tourists more options for cultural activities after sunset.
Nighttime spending continues to grow
Data released at the launch event indicates that nighttime activity has become a major driver of Guangdong's tourism economy. According to provincial monitoring, about 60% of daily tourism-related spending now takes place at night.
Young consumers account for the largest share of nighttime spending, which usually peaks between 8 p.m. and 10 p.m., with dining remaining the top consumption category.
During the first half of the year, visits to Guangdong's designated nighttime cultural and tourism districts rose 6.2% year on year. Overnight stays and nighttime shopping grew even faster, by 8.8% and 8.1%, respectively.
The province has also worked to improve access to its nighttime attractions. More than 90% of nighttime tourism venues are within one kilometer of public transport stations, making it easier for visitors to move among dining, shopping, and entertainment destinations.
Regional cooperation and digital services
The launch event also highlighted new regional tourism cooperation in eastern Guangdong. A newly established tourism alliance between Shantou, Chaozhou, and Jieyang is promoting joint travel experiences centered on Chaoshan's distinctive culture and cuisine.
Meanwhile, a new smart tourism platform, "Vibrant Guangdong," was introduced to provide visitors with digital travel services. Cruise operators also rolled out new coastal routes linking Guangzhou and Shenzhen as part of broader efforts to diversify Guangdong's tourism offerings.
The summer vacation campaign offers tourism discount vouchers for hotels, homestays, scenic attractions, and theaters, as well as youth-focused promotions aimed at encouraging domestic travel during the holiday season.
Reporter | Li Fangwang
Photos | Li Fangwang
