From January to August, Yantai received 59.85 million traveler visits, generating tourism revenue exceeding 73 billion yuan, the official says.

The number of tourists increased by 44.9 percent compared to the same period last year, and tourism revenue saw a year-on-year growth of 53.7 percent.

"The growth in revenue significantly outpaced the increase in the number of visitors," Zhang Bo says.

"Currently, Yantai is leading the consumer market through themed festival activities, expanding consumption space through distinctive regional industries, and creating consumption hot spots through artistic and cultural experiences," he adds.

Those measures aim to make the local tourism consumer market more dynamic and attractive, he says.

Yin Long, CEO of Beijing Midi Music Media, has planned a nationwide music tour to help boost tourism.

The campaign has received support from the Ministry of Culture and Tourism, Yin says.

"It will be an original music competition staged across several cities and provinces," he says, adding that music tapping into local culture and customs will be encouraged.

Large-scale concerts and music festivals will also be staged after the competition, he says.

There are in excess of 300 music festivals hosting over 10,000 people across the country this year, and more than 900 large-scale concerts, according to Yin.

The strong public demand for related activities and government support are behind the booming music event market, which has given tourism a shot in the arm, he says.

He suggests staging regular music performances and festivals at scenic spots around the country to enhance travel experiences.

Zhang Hui, deputy director of the experts' committee of the Beijing-based World Tourism Cities Federation, highlights the role of investment in advancing sustainable tourism development.

"The opportunities for tourism investment lie in tapping into the potential of tourism consumption, meeting the requirements of high-quality tourism development … and addressing the shortcomings in China's tourism supply," he says, adding that it's also important to explore investment opportunities in urban planning.

He says that future investment will go to tourism products that are centered around health, learning, leisure streets, theme parks, art centers, villages and high-tech immersive experiences.