Summer Economy Insight｜Evolving Consumption Scenarios and the Nighttime “Golden Four Hours” Fuel New Seasonal Growth

As the summer travel season intensifies, the period between 18:00 and 22:00 has emerged as the peak “golden four hours” for nighttime economic activity. Across China, local governments have rolled out policies to bolster evening dining, cultural events, and entertainment venues. Diversified offerings—ranging from after-dark tours and night markets to live performances—are rapidly becoming catalysts for additional summer spending.

By late July, there were over 1.65 million enterprises nationwide operating within the nighttime economy sector, with concentrations in Guangdong, Shandong, Sichuan, Yunnan, and Jiangsu provinces. This year alone has seen the registration of 168,600 new related businesses.

In Yangxin County, Hubei Province, the 2025 Midsummer Consumption Season at Tongluowan Plaza remains in full swing. Spanning more than ten thematic zones—including a family park, specialty food stalls, and cultural markets—the event aims to invigorate the local nighttime economy through a comprehensive summer festival of dining, entertainment, shopping, and sightseeing.

In Haining, Zhejiang Province, the Salt Officer Ancient City Scenic Area has introduced a “music + night tour” program featuring diverse evening activities. The initiative has driven a marked uptick in visitor numbers, benefiting adjacent restaurants, hotels, and other service providers, and significantly boosting the local evening economy.

In Liaocheng, Shandong Province, the illuminated Chinese Water City dazzles visitors after dusk. The ancient waterways and architecture take on a enchanting ambiance at night, making it a sought-after destination for residents and tourists alike.

In Luoping County, Yunnan Province, the weekly “Fluorescent Wonderland · Forest Oxygen Adventure” event showcases a glow-in-the-dark market, live music festival, and interactive light installations. Designed to highlight local ethnic culture and tourism, the program attracts over a thousand participants each Saturday, generates more than RMB 150,000 in direct spending, and drives a 65 percent week-over-week increase in weekend tourism revenue.

A specialized survey by the China Tourism Research Institute indicates that the proportion of 5A-rated scenic areas offering nighttime access has climbed from 23 percent in 2020 to 63 percent in 2024. Nearly 40 percent of national-level resort destinations have developed evening-time products, including festivals, indoor attractions, and outdoor leisure.

Meituan Travel reports that since July, searches and reviews for “night tours” have each surged approximately 100 percent compared to the previous month, while searches for “scenic night tours” have jumped nearly 230 percent month-on-month.

Industry experts assert that cultivating the nighttime economy is a key strategy for deepening the integration of commerce, tourism, culture, sports, and wellness. Stakeholders are collaborating to elevate the quality of evening-time offerings, expand the scope of nocturnal activities, and enhance urban public services—transforming the nighttime economy from a seasonal surge into a sustained year-round driver of growth.