In 2025, Fujian obtained 5,525,000 visits from abroad vacationers, marking a year-on-year improve of 51.2%. Abroad tourism income surged by 63.2% in comparison with the earlier 12 months, reaching USD 6.561 billion, whereas total tourism income elevated by 12.6% year-on-year, hitting RMB 940.65 billion. Fujian’s inbound tourism indicators have persistently ranked among the many prime in China for a lot of consecutive years.
Towards this backdrop, the 2026 Fujian Provincial Convention on the Growth of Cultural and Tourism Economic system was held in Zhangzhou, Fujian, from April 17 to 19. The convention, which was centered on the theme of “Come to Fujian for a Fujian-Style Life,” aimed to “Build Fujian into a World-Renowned Tourism Destination and Cultivate Cultural and Tourism as its Pillar Industry.” The occasion noticed a collection of serious accomplishments, together with developments in industrial funding, tourism, worldwide collaboration, and cultural alternate.
117 Cultural and Tourism Tasks Signed with Whole Funding Greater than RMB 83 Billion
Through the course of the convention, Fujian hosted an occasion designed to facilitate the institution of connections between suppliers and demanders, with the target of fostering funding within the cultural and tourism business chain and the revitalization of scenic areas. A complete of 117 key initiatives reached cooperation agreements or have been formally signed, with a complete funding of RMB 83.226 billion. Varied enterprise fashions are lined by these initiatives, together with scenic space high quality enchancment and upgrading, coastal leisure, ecological wellness and well being tourism, rural stays, cultural-commerce-tourism complexes, tourism performances, and digital cultural tourism. Furthermore, the occasion secured credit score help from monetary establishments for 31 pivotal initiatives, totaling RMB 10.389 billion.
UN Tourism Report: Construct Fujian into Asia’s—and Even the World’s—Main Tourism Hub by 2035
On April 18, the report “The Goals, Vision, and Actions to Build Fujian into a World-Renowned Tourist Destination” was launched. This joint report by the UN Tourism and China is the primary of its type for the reason that pandemic, and supplies a scientific and complete evaluation of Fujian’s circumstances and benefits as a world-renowned vacationer vacation spot. The report’s projections for 2035 embody Fujian as a number one tourism hub in Asia and past, attracting high-net-worth, long-stay worldwide guests for in-depth journey all through the province.
A Familiarization Journey for Journey Brokers from Ten International locations
Through the convention, the Fujian Provincial Division of Tradition and Tourism hosted the “Discover Fujian-Style Life & Encounter Beautiful China: 2026 Fujian Familiarization Trip for Travel Agents from Major Source Markets” occasion. The occasion noticed the participation of over 40 journey brokers and influencers from ten international locations, together with the USA, France, the Netherlands, Australia, and Malaysia. Fujian’s cultural and tourism sizzling spots, together with Fuzhou, Wuyishan, Quanzhou, Zhangzhou, Longyan, and Xiamen, have been the websites of their go to. There, they immersed themselves in Fujian’s landscapes, intangible cultural heritage, and Fujian-style life.
Inbound Tourism Measures Introduced on the China Cross Border Journey Brokers (Fujian) Symposium
On April 18, the 2026 China Cross Border Journey Brokers (Fujian) Symposium & “Refreshing Fujian” Cultural and Tourism Promotion Marketing campaign have been held. Over 200 journey agent representatives, cultural and tourism consultants, and students from China and overseas attended. A collection of measures have been launched through the symposium, together with the “Implementation Plan of the ‘Welcome Home’ Program for Overseas Chinese,” the 2026 high-quality inbound tourism routes themed on Fujian’s Maritime Silk Highway tradition, Southern Fujian tradition, and Hakka tradition, the “Zhangzhou Municipal Cultural and Tourism High-Quality Development Incentive Measures (2026-2028),” and the “Tulou Cultural and Tourism Economy Plan.” Certificates have been additionally awarded to the “Top Ten ‘Little Marco Polo’ Fujian Cultural and Tourism Promoters,” together with American consultant Reilly Shepherd.
A Familiarization Journey for Journey Brokers from Hong Kong, Macao and Taiwan
From April 16 to 21, over 30 journey brokers from Hong Kong, Macao, and Taiwan traveled to Xiamen, Zhangzhou, Longyan, and different locations in Fujian for the expertise of native mountain and sea surroundings, and Southern Fujian tradition. The Fujian Provincial Division of Tradition and Tourism introduced plans to enhance inbound tourism companies and introduce extra high-quality routes tailor-made to the Hong Kong, Macao and Taiwan markets.
Silk Highway Artists’ Rendezvous: Famend Arab Artists’ Go to to Fujian for Inspiration
As a supporting cultural alternate occasion of the convention, a tour of Fujian was additionally accomplished by the delegation of the 14th “Silk Road Artists’ Rendezvous: Renowned Arab Artists’ Visits to China for Inspiration” through the convention interval. 9 artists from six international locations—Algeria, Oman, Egypt, Morocco, Tunisia and Jordan—visited Xiamen, Zhangzhou, Nanping, Fuzhou and different locations to attend the convention’s opening ceremony and interact in inventive creation and exchanges.
The convention additionally inaugurated the first occasions for “Come to Fujian for a Fujian-Style Life,” “Welcome May Day,” and the Summer season Cultural and Tourism Consumption Season. In anticipation of the approaching Could Day and Dragon Boat Competition holidays, Fujian is poised to unveil an array of cultural and tourism actions, numbering over 1,300, together with greater than 200 public-benefit initiatives.
