The 2025 Millennium Miracle Music Festival recently concluded at Daming Palace National Heritage Park in Xi'an, capital of Northwest China's Shaanxi province.

The festival attracted nearly 50,000 visits nationwide with 70 percent of visitors from outside Shaanxi province. Adopting a "music + cultural tourism" model, the festival became a highlight of Shaanxi's cultural and tourism market this spring, driving significant growth in tourism consumption.

The festival linked local cultural and tourism offerings through the "ticket economy", launching scenic spot ticket discounts, hotel accommodation discounts, and exclusive dining sets for time-honored brands, expanding a single performance into an all-encompassing experience that included catering, accommodation, transportation, and entertainment.

During the festival, the passenger flow in key commercial districts in Xi'an increased by 32 percent month-on-month, the occupancy rate of surrounding hotels reached 95 percent, and cultural and tourism consumption increased by 28 percent, boosting the regional economy and promoting the local culture.

The various brands are introduced to the music festival in Xi'an. [Photo/Xi'an news network]

More than 20 brands, including China Merchants Bank, Li Auto, and Starbucks, were featured at the event. Didi Global Inc collaborated with Xi'an's high-speed railway stations to open a green channel for fans and provided shuttle bus services'

The organizer stated that such cross-border cooperation is aimed at enhancing participation through various opportunities for consumption and exploring a sustainable "music + business" model.