In 2025, Fujian won 5,525,000 visits from out of the country vacationers, marking a year-on-year building up of 51.2%. Out of the country tourism earnings surged by way of 63.2% in comparison to the former 12 months, achieving USD 6.561 billion, whilst total tourism earnings greater by way of 12.6% year-on-year, hitting RMB 940.65 billion. Fujian’s inbound tourism signs have persistently ranked a few of the best in China for plenty of consecutive years.
In contrast backdrop, the 2026 Fujian Provincial Convention at the Building of Cultural and Tourism Financial system was once held in Zhangzhou, Fujian, from April 17 to 19. The convention, which was once focused at 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 development noticed a chain of important accomplishments, together with developments in business funding, tourism, world collaboration, and cultural trade.
117 Cultural and Tourism Initiatives Signed with Overall Funding Greater than RMB 83 Billion
Right through the process the convention, Fujian hosted an tournament designed to facilitate the established order of connections between providers and demanders, with the target of fostering funding within the cultural and tourism business chain and the revitalization of scenic spaces. A complete of 117 key initiatives reached cooperation agreements or had been officially signed, with a complete funding of RMB 83.226 billion. More than a few trade fashions are coated by way of those initiatives, together with scenic house high quality growth and upgrading, coastal recreational, ecological wellness and well being tourism, rural remains, cultural-commerce-tourism complexes, tourism performances, and virtual cultural tourism. Additionally, the development secured credit score fortify from monetary establishments for 31 pivotal initiatives, totaling RMB 10.389 billion.
UN Tourism Document: Construct Fujian into Asia’s—and Even the International’s—Main Tourism Hub by way of 2035
On April 18, the record “The Goals, Vision, and Actions to Build Fujian into a World-Renowned Tourist Destination” was once launched. This joint record by way of the UN Tourism and China is the primary of its type because the pandemic, and offers a scientific and complete research of Fujian’s stipulations and benefits as a world-renowned vacationer vacation spot. The record’s projections for 2035 come with Fujian as a number one tourism hub in Asia and past, attracting high-net-worth, long-stay world guests for in-depth commute during the province.
A Familiarization Travel for Shuttle Brokers from Ten International locations
Right 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” tournament. The development noticed the participation of over 40 commute brokers and influencers from ten nations, together with the US, France, the Netherlands, Australia, and Malaysia. Fujian’s cultural and tourism scorching spots, together with Fuzhou, Wuyishan, Quanzhou, Zhangzhou, Longyan, and Xiamen, had been the websites in their consult with. There, they immersed themselves in Fujian’s landscapes, intangible cultural heritage, and Fujian-style lifestyles.
Inbound Tourism Measures Introduced on the China Go Border Shuttle Brokers (Fujian) Symposium
On April 18, the 2026 China Go Border Shuttle Brokers (Fujian) Symposium & “Refreshing Fujian” Cultural and Tourism Promotion Marketing campaign had been held. Over 200 commute agent representatives, cultural and tourism professionals, and students from China and in another country attended. A sequence of measures had been launched all over the symposium, together with the “Implementation Plan of the ‘Welcome Home’ Program for Overseas Chinese,” the 2026 fine 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.” Certificate had been additionally awarded to the “Top Ten ‘Little Marco Polo’ Fujian Cultural and Tourism Promoters,” together with American consultant Reilly Shepherd.
A Familiarization Travel for Shuttle Brokers from Hong Kong, Macao and Taiwan
From April 16 to 21, over 30 commute brokers from Hong Kong, Macao, and Taiwan traveled to Xiamen, Zhangzhou, Longyan, and different locations in Fujian for the revel in of native mountain and sea surroundings, and Southern Fujian tradition. The Fujian Provincial Division of Tradition and Tourism introduced plans to beef up inbound tourism services and products and introduce extra fine quality routes adapted to the Hong Kong, Macao and Taiwan markets.
Silk Highway Artists’ Rendezvous: Famend Arab Artists’ Discuss with to Fujian for Inspiration
As a supporting cultural trade tournament of the convention, a excursion of Fujian was once additionally finished by way of the delegation of the 14th “Silk Road Artists’ Rendezvous: Renowned Arab Artists’ Visits to China for Inspiration” all over the convention length. 9 artists from six nations—Algeria, Oman, Egypt, Morocco, Tunisia and Jordan—visited Xiamen, Zhangzhou, Nanping, Fuzhou and different puts to wait the convention’s opening rite and have interaction in creative advent and exchanges.
The convention additionally inaugurated the principle occasions for “Come to Fujian for a Fujian-Style Life,” “Welcome May Day,” and the Summer season Cultural and Tourism Intake Season. In anticipation of the impending Might Day and Dragon Boat Competition vacations, Fujian is poised to unveil an array of cultural and tourism actions, numbering over 1,300, in conjunction with greater than 200 public-benefit projects.
