As one of the hottest scenic spots in Xiamen, Gulangyu Island is seeking to live up to its reputation as a national 5A scenic spot by innovating and enriching its cultural tourism products.

According to the Xiamen Gulangyu management committee, a variety of cultural products in four categories – including books and newspapers, audiovisual products, picture postcards and travel cards, and crafts – have been established to meet the different needs of tourists.

"The scenic islet was too reliant on ticket revenue. A cultural element is vital to the transformation and sustainable development of tourism. The innovative tourism products that embody the regional cultural features of Gulangyu, and the Xiamen and Minnan areas, will drive a new round of growth for the city’s tourism industry,” said Cao Fang, director of the Gulangyu management committee.

Dubbed "Piano Island", Gulangyu is on its w ay to becoming a UNESCO World Cultural Heritage Site. It was listed in the Preparatory Directory for World Cultural Heritage Sites in China in November 2012.