Fujian at forefront of China's tourism development

Innovation and integration: A new cultural and tourism ecosystem that integrates agriculture, sports, technology and commerce

"Culture +tourism +villages"lights up rural revival

Fujian has integrated farming, culture, and tourism to turn fields into parks, farmhouses into inns, and local produce into souvenirs. In Pinghe county, tea plantations, earthen buildings, and rural scenery have become sightseeing spots, dragon boat rides, study tours, and boutique stays. Village festivals add to the charm, making Pinghe a viral rural destination and rural tourism a key driver of county consumption.

"Culture +tourism +sports"fuels a vibrant economy

Using its mountains and coasts, Fujian has built marathons, cycling, sailing, beach sports, and outdoor events into tourism IPs. The Pingtan Kite Festival, Xiamen Marathon, and Wuyi Mountain Trail Challenge draw global participants, turning each event into a city booster. The "Min Super League" grassroots football IP connects tourism assets across the province, creating a new path where football leads, culture and tourism shine, and spending rises.

"Culture + Tourism + Digitization"upgrades smart experiences

Fujian is rolling out smart scenic spots, hotels, and platforms with online booking, seamless payments, smart guides, and immersive experiences. Quanzhou and Fuzhou offer digital museums, online heritage exhibits, and virtual tours, making quality cultural tourism accessible to more people.

"Culture + Tourism + Commerce"energizes the consumption chain

From tickets to dining, lodging, creative goods, and night shows, Fujian is moving beyond a "ticket economy" to integrated consumption. In Xiamen, the "garden by the sea," multi-format offerings include camping, sea sports, and island music festivals. More overseas visitors and bloggers are coming. French blogger Johnny said the immersive Minnan (southern Fujian) culture and heritage experience felt like stepping into an ancient Chinese painting — truly captivating. These new formats keep Fujian's cultural tourism appealing, competitive, and vibrant.

Integration is the prevailing trend, and innovation is the driving force. Through the "Culture + Tourism + one" model, Fujian is revitalizing diverse industries, leading new consumption with innovative scenarios, and driving the transformation of cultural tourism from sightseeing-oriented to experience-oriented, and from resource-dependent to innovation-driven—building a new ecosystem for all-area, all-season, and all-format cultural tourism development.