The relation between magnetic activity and rotation in late-type stars provides fundamental information on stellar dynamos and angular momentum evolution. Rotation/activity studies found in the literature suffer from inhomogeneity in the measure of activity indexes and rotation periods. We overcome this limitation with a study of the X-ray emitting late-type main-sequence stars observed by XMM-Newton and Kepler. We measure rotation periods from photometric variability in Kepler light curves. As activity indicators, we adopt the X-ray luminosity, the number frequency of white-light flares, the amplitude of the rotational photometric modulation, and the standard deviation in the Kepler light curves. The search for X-ray flares in the light curves provided by the EXTraS (Exploring the X-ray Transient and variable Sky) FP-7 project allows us to identify simultaneous X-ray and white-light flares. A careful selection of the X-ray sources in the Kepler field yields 102 main-sequence stars with spectral types from A to M. We find rotation periods for 74 X-ray emitting main-sequence stars, 22 of which without period reported in the previous literature. In the X-ray activity/rotation relation, we see evidence for the traditional distinction of a saturated and a correlated part, the latter presenting a continuous decrease in activity towards slower rotators. For the optical activity indicators the transition is abrupt and located at a period of ~ 10 d but it can be probed only marginally with this sample which is biased towards fast rotators due to the X-ray selection. We observe 7 bona-fide X-ray flares with evidence for a white-light counterpart in simultaneous Kepler data. We derive an X-ray flare frequency of ~ 0.15 d^{-1} , consistent with the optical flare frequency obtained from the much longer Kepler time-series.
Comment: Accepted for publication in A&A. 31 pages, 19 figures