Six yachts, 12 sailboats and several watercrafts rest neatly along the docks at the No 22 International Yacht Marina in Pingtan, an island in Fujian province near Taiwan. The marina, now taking shape as a modern maritime tourism hub and coastal leisure destination, is witnessing strong momentum and growing popularity.

"Visitors can enjoy a yacht ride for just a few dozen yuan here," said Zheng Zhiliang, general manager of the Pingtan Hefeng Yacht Co, which runs the No 22 International Yacht Marina. "Unless it's rainy or unsafe to go out to sea, the marina is always bustling with visitors."

By lowering the threshold for participation, the marina is helping shift the perception of yachting from an exclusive luxury to an accessible and affordable leisure pursuit.

"Yachting should be easy and enjoyable," Zheng said. "Expanding this sector is a major boost to Pingtan's maritime economy."

Since its launch in June last year, the marina has attracted over 10,000 tourist visits and generated more than 1.38 million yuan ($193,000) in revenue, adding momentum to Pingtan's maritime tourism.

Promoting yachting is just one aspect of Pingtan's broader strategy to capitalize on its geographical advantages — a maritime area of 6,064 square kilometers and a coastline stretching 408 km. The rich maritime scenic resources make the island an ideal destination for tourists seeking natural beauty and adventure.

In August 2016, the State Council, China's Cabinet, approved a development plan to transform Pingtan into an international tourism island. The plan aims to enhance Pingtan's infrastructure, global appeal and offerings for travelers, turning it into the second designated international tourism island in China after Hainan island.

"In recent years, Pingtan has strategically shifted its marine economy to focus more on developing three maritime tourism sectors: cruise ships, yachts and sightseeing vessels. This is a core initiative in building an international tourism island, systematically deployed based on the island's natural endowments and global best practices," said Chen Jianxiang, deputy director of the Pingtan Comprehensive Experimental Zone's Tourism and Cultural Service Center.

These options have diversified offerings for visitors and boosted tourism consumption, Chen added.

On July 23, the China Merchants Eden cruise ship arrived at Jinjing International Cruise Terminal in Pingtan, becoming the first cruise vessel to call at the island this year and marking the official launch of the 2025 Pingtan cruise tourism season.

The ship, carrying more than 2,000 passengers, alternates between Shanghai and Shenzhen in Guangdong province and is scheduled to make six stops in Pingtan between July and October. This provides travelers with opportunities to explore the distinct cultures and natural landscapes of Pingtan, further enhancing its appeal as an emerging international tourism destination.

As part of its efforts to promote the cruise economy, Pingtan has launched five international cruise routes to Japan and South Korea, as well as seven domestic routes along China's southeastern coast primarily for foreign tourists. The international routes handled 8,300 domestic and foreign passenger trips in 2024, while the domestic ones saw 4,000 foreign passenger trips, according to Chen.

In addition, Pingtan operates several sightseeing vessels, offering tours around the island. For example, the Haitan No 1 sightseeing ship made 434 trips last year and recorded more than 4,700 passenger trips.

In the past, tourists visited Pingtan primarily to enjoy its beaches and coastal views. Nowadays, its diverse maritime tourism options not only give visitors more flexible leisure choices but also contribute to the island's economic growth.

According to local authorities, Pingtan received more than 5.4 million tourist visits in the first half of this year, generating tourism revenue of over 5.5 billion yuan. These figures represent year-on-year increases of 13.2 percent and 17.3 percent, respectively.

The thriving maritime tourism not only boosts the island's development but also fosters cross-Strait interactions, as Pingtan holds significant geographical importance as the closest point on the Chinese mainland to Taiwan.

In 2023, the State Council approved the Master Plan for the Pingtan Comprehensive Experimental Zone (2023-35), which emphasizes promoting yacht travel between Fujian and Taiwan to foster cross-Strait exchanges and integration.

In response to policy initiatives, the No 22 International Yacht Marina, jointly operated by Pingtan Cultural Tourism Group and Taiwan's Kha Shing Enterprises, a world-leading yacht manufacturer, offers 49 berths, 17 of which are reserved exclusively for cross-Strait operations.

Looking ahead, Chen, from the tourism and cultural service center, said that a yacht manufacturing base is under construction in collaboration with Taiwan enterprises.

Chen Pingzhe contributed to this story.