A traditional folk performance. [Photo provided to chinadaily.com.cn]

Fujian province welcomed 718 million tourists in 2025, generating 940.65 billion yuan ($136.29 billion) in tourism revenue, with respective rises of 10.6 percent and 12.6 percent from 2024.

Building on this momentum, the coastal province has unveiled the theme "Refreshing Fujian, Min Lifestyle" for 2026, featuring over 4,300 promotional events and more than 560 initiatives aimed at expanding public access to culture during the Chinese New Year.

Fujian has strengthened its public cultural services, implementing policies on related regulations and extending the operating hours of cultural venues. This will benefit nearly 120 million residents and help explain why the province now ranks sixth nationwide in terms of public satisfaction.

Fujian's efforts to preserve its cultural heritage have also advanced significantly. The UNESCO's 44th session of the World Heritage Committee was held in Fuzhou and the "Quanzhou: Emporium of the World in Song-Yuan China" site was inscribed on UNESCO's World Heritage List, bringing the total number of World Heritage sites in the province to five, the third highest in China.

Meanwhile, 12 measures have been introduced to support inbound tourism. Five World Heritage tourism clusters and 10 signature travel routes have also been developed. Global cultural exchange platforms such as the World Mazu Culture Forum continue to facilitate cultural exchange across the Strait.

Fujian is developing its culture and tourism sector into a pillar industry. A series of policies and measures have been introduced to promote the integration of culture and tourism with commerce, sports, and agriculture, while developing new forms of cultural tourism based on cultural performances, films, and sports events, including immersive performances such as Moonlight Over Wuyi.