Dongbi turns sunset views into thriving village tourism economy

At sunset, visitors gather along the coast of Dongbi village in Xiapu county, Ningde, Fujian province, pointing cameras toward the sea as the sky turns gold.

For this traditional fishing village, the coastal scenery has become the starting point for a booming tourism economy built around photography, homestays, dining and leisure.

Dongbi's tourism transformation began in August 2017 with the opening of its first homestay, Shijianhai. Its success revealed the untapped potential of tourism, prompting villagers to convert their homes while attracting outside entrepreneurs to invest. Shijianhai was later named a national Grade-A tourist homestay, the highest tier in China's national classification system.

Once largely dependent on fishing and aquaculture, Dongbi has since upgraded its roads, utilities and public spaces while developing tourism-related businesses. The village now has more than 80 homestays and about 1,000 beds, according to recent local government figures.

For Zheng Xianshi, a native of Dongbi, the emerging tourism industry offered a compelling reason to return home.

After working outside the village in construction-site management and ride-hailing, Zheng returned and converted his family's old home into a homestay. He opened it in 2021, becoming the village's sixth homestay operator at the time.

"Back then, the tourism and accommodation industry here was already doing very well," Zheng says.

He later expanded his business by adding a cafe serving coffee, tea, wine and other beverages. As more businesses opened along the village's main tourist route, he says competition has increased, making distinctive experiences increasingly important.

That shift is also attracting a new generation of entrepreneurs.

Cai Ziyang, who previously worked in Beijing, returned to Xiapu and invested about 13 million yuan ($1.8 million) to develop Sky City, a 14-room boutique homestay that opened in 2025. Featuring an on-site restaurant, live music performances and customized travel services, the property has attracted visitors from Shanghai and across the Yangtze River Delta.

For visitors, the appeal is no longer limited to photographing the sunset. They can stay in boutique homestays, experience tidal-flat activities and nearshore fishing, or spend an evening at cafes and restaurants.

Sansha township, where Dongbi is located, received more than 4.6 million tourist visits in 2025, according to local reports. The township is now seeking to expand photography, cultural and creative products, marine leisure and other tourism formats.

Moving forward, Dongbi plans to build on its famous sunsets by giving visitors more reasons to stay and create more opportunities for local residents to benefit from tourism, local authorities say.