Fujian at forefront of China's tourism development

Global outreach: Telling Chinese stories through Fujian

As the core area of the 21st Century Maritime Silk Road, Fujian possesses unique advantages in its deep-rooted tradition of openness. It is now making even greater efforts to promote cultural tourism — both "going global" and "bringing in", so that "Fresh Fujian" gains worldwide recognition.

Fujian is making it easier for international visitors with streamlined visa applications, multilingual services, and convenient payment systems, aiming to become a world-class tourism destination. Leveraging its overseas Chinese ties, Mazu culture, and Maritime Silk Road heritage, Fujian is targeting China's Taiwan, Hong Kong and Macao, as well as Southeast Asian and North American countries through joint promotions and visitor exchanges. The Canada Fujian Association has organized heritage tours for overseas Chinese youth. One returnee called Fujian his spiritual homeland.

Massimo Ambrosetti, Italian ambassador to China, praised Fujian as being truly one of a kind. To Ambrosetti, Fujian's landscapes where mountains embrace the sea are breathtaking, and the architecture in Fuzhou and Quanzhou deserve their status and World Heritage Sites. "Quanzhou stands out as a vivid epitome of early globalization," Ambrosetti added.

As a World Heritage city and the starting point of the Maritime Silk Road, Quanzhou has hosted many festivals to boost cultural and tourism exchanges with Belt and Road countries. Fujian's tourism video lit up New York's Times Square. The "Tea for Harmony: Fujian Elegance" event was held in Singapore. European influencers shared their Fujian-style life experiences online, with videos going viral and amplifying Fujian's global voice.

Fujian-style living, cuisine, and craftsmanship have become "light cavalry" in cultural outreach. Dehua white porcelain, Fuzhou lacquerware, and Putian woodcarving have entered international exhibitions and overseas stores. Fujian cuisine, kung fu tea, and Minnan kung fu tea have become popular symbols in overseas Chinese restaurants and tea houses. Fujian's cultural tourism videos, using relatable, youthful, and global expressions, have been featured on overseas social media, helping the world understand Fujian and fall in love with China.

A Malaysian visitor, surnamed Lin, retraced the Maritime Silk Road with his family. He said: "The scenery is beautiful, life is comfortable, and Chinese culture is well preserved here. This is the hometown in our hearts."

More international visitors are coming to Fujian to experience World Heritage sites, intangible culture, and the local way of life, becoming witnesses and storytellers of China. The German luxury cruise ship Europa II brought over 400 high-end tourists to Xiamen for an immersive Fujian-style mountain-sea experience.

Fujian is also deepening cross-Strait cultural and tourism integration. Leveraging shared cultural memories such as Mazu, Hakka, and Minnan heritage, Fujian has launched family tours, study tours, and folk custom tours to promote spiritual connection between people on both sides of the strait. Pingtan, Xiamen, and Zhangzhou have built platforms for cross-Strait cooperation in performing arts, creative products, and homestays, making culture and tourism an important bridge for cross-Strait exchanges.

The author is from the International Exchange and Cooperation Division of Fujian Provincial Department of Culture and Tourism