In 2025, Fujian received 5,525,000 visits from overseas tourists, marking a year-on-year increase of 51.2%. Overseas tourism revenue surged by 63.2% compared to the previous year, reaching USD 6.561 billion, while overall tourism revenue increased by 12.6% year-on-year, hitting RMB 940.65 billion. Fujian’s inbound tourism indicators have consistently ranked among the top in China for many consecutive years.
Against this backdrop, the 2026 Fujian Provincial Conference on the Development of Cultural and Tourism Economy was held in Zhangzhou, Fujian, from April 17 to 19. The conference, 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 event saw a series of significant accomplishments, including advancements in industrial investment, tourism, international collaboration, and cultural exchange.
117 Cultural and Tourism Projects Signed with Total Investment More than RMB 83 Billion
During the course of the conference, Fujian hosted an event designed to facilitate the establishment of connections between suppliers and demanders, with the objective of fostering investment in the cultural and tourism industry chain and the revitalization of scenic areas. A total of 117 key projects reached cooperation agreements or were formally signed, with a total investment of RMB 83.226 billion. Various business models are covered by these projects, including scenic area quality improvement and upgrading, coastal leisure, ecological wellness and health tourism, rural stays, cultural-commerce-tourism complexes, tourism performances, and digital cultural tourism. Moreover, the event secured credit support from financial institutions for 31 pivotal projects, totaling RMB 10.389 billion.
UN Tourism Report: Build Fujian into Asia’s—and Even the World’s—Leading Tourism Hub by 2035
On April 18, the report “The Goals, Vision, and Actions to Build Fujian into a World-Renowned Tourist Destination” was released. This joint report by the UN Tourism and China is the first of its kind since the pandemic, and provides a systematic and comprehensive analysis of Fujian’s conditions and advantages as a world-renowned tourist destination. The report’s projections for 2035 include Fujian as a leading tourism hub in Asia and beyond, attracting high-net-worth, long-stay international visitors for in-depth travel throughout the province.
A Familiarization Trip for Travel Agents from Ten Countries
During the conference, the Fujian Provincial Department of Culture and Tourism hosted the “Discover Fujian-Style Life & Encounter Beautiful China: 2026 Fujian Familiarization Trip for Travel Agents from Major Source Markets” event. The event saw the participation of over 40 travel agents and influencers from ten countries, including the United States, France, the Netherlands, Australia, and Malaysia. Fujian’s cultural and tourism hot spots, including Fuzhou, Wuyishan, Quanzhou, Zhangzhou, Longyan, and Xiamen, were the sites of their visit. There, they immersed themselves in Fujian’s landscapes, intangible cultural heritage, and Fujian-style life.
Inbound Tourism Measures Announced at the China Cross Border Travel Agents (Fujian) Symposium
On April 18, the 2026 China Cross Border Travel Agents (Fujian) Symposium & “Refreshing Fujian” Cultural and Tourism Promotion Campaign were held. Over 200 travel agent representatives, cultural and tourism experts, and scholars from China and abroad attended. A series of measures were released during the symposium, including the “Implementation Plan of the ‘Welcome Home’ Program for Overseas Chinese,” the 2026 high-quality inbound tourism routes themed on Fujian’s Maritime Silk Road culture, Southern Fujian culture, and Hakka culture, the “Zhangzhou Municipal Cultural and Tourism High-Quality Development Incentive Measures (2026-2028),” and the “Tulou Cultural and Tourism Economy Plan.” Certificates were also awarded to the “Top Ten ‘Little Marco Polo’ Fujian Cultural and Tourism Promoters,” including American representative Reilly Shepherd.
A Familiarization Trip for Travel Agents from Hong Kong, Macao and Taiwan
From April 16 to 21, over 30 travel agents from Hong Kong, Macao, and Taiwan traveled to Xiamen, Zhangzhou, Longyan, and other destinations in Fujian for the experience of local mountain and sea scenery, and Southern Fujian culture. The Fujian Provincial Department of Culture and Tourism announced plans to improve inbound tourism services and introduce more high-quality routes tailored to the Hong Kong, Macao and Taiwan markets.
Silk Road Artists’ Rendezvous: Renowned Arab Artists’ Visit to Fujian for Inspiration
As a supporting cultural exchange event of the conference, a tour of Fujian was also completed by the delegation of the 14th “Silk Road Artists’ Rendezvous: Renowned Arab Artists’ Visits to China for Inspiration” during the conference period. Nine artists from six countries—Algeria, Oman, Egypt, Morocco, Tunisia and Jordan—visited Xiamen, Zhangzhou, Nanping, Fuzhou and other places to attend the conference’s opening ceremony and engage in artistic creation and exchanges.
The conference also inaugurated the primary events for “Come to Fujian for a Fujian-Style Life,” “Welcome May Day,” and the Summer Cultural and Tourism Consumption Season. In anticipation of the approaching May Day and Dragon Boat Festival holidays, Fujian is poised to unveil an array of cultural and tourism activities, numbering over 1,300, along with more than 200 public-benefit initiatives.
