Conference Aims to Boost Regional Tourism
The 2026 Fujian Provincial Conference on the Development of Cultural and Tourism Economy will begin on April 17th in Zhangzhou, located in southeast China’s Fujian Province. This two-day event aims to invigorate Fujian’s cultural and tourism sector by driving a comprehensive upgrade.
As the host city, Zhangzhou boasts the UNESCO World Heritage site, Nanjing Tulou, and features breathtaking landscapes where mountains meet the sea. It will focus on five major cultural and tourism themes: Maritime Culture, Ecological Civilization, Tulou Heritage, Ancient City Charm, and Minnan Architecture. Organizers aim to transform Zhangzhou into a globally recognised tourist hotspot.
In 2025, Fujian’s cultural tourism market experienced significant growth, with a 51.2% increase in inbound tourist visits, totaling 5.5525 million. The province has designated 2026 as the Year of Cultural and Tourism Consumption, embracing the theme ‘Refreshing Fujian · Minnan Lifestyle.’
Initiatives to Enhance Cultural Tourism
The conference will unveil approximately 100 cultural and tourism scenarios under the ‘Minnan Lifestyle’ initiative. An electronic guide map will also be introduced to facilitate a diverse and continuous tourism consumption model.
Zhangzhou will seize the conference’s platform to launch posters translated into Hokkien, arrange inspection tours for travel agencies from key markets, and host Minnan cultural comedy performances. These efforts aim to showcase Minnan culture‘s unique charm to a global audience and enrich Fujian’s vision of becoming a world-renowned tourist destination with cultural depth.
According to the Organizing Committee, these initiatives will drive regional economic growth and attract international attention to Fujian’s cultural depth. The conference marks a pivotal step in positioning Fujian as a leading cultural tourism hub.
Following this strategic direction, Fujian’s cultural tourism will integrate ecology, culture, and technology, fostering a comprehensive upgrade. This approach is expected to vitalize the city and significantly bolster the regional economy. The conference will also feature Minnan cultural comedy performances, demonstrating the richness of Minnan culture to attendees and fostering cross-cultural appreciation.
By organizing inspection tours to Fujian for travel agencies from key source markets, the conference aims to strengthen connections and partnerships, enhancing the promotional efforts for Fujian as a premier tourist destination. These initiatives are aligned with the goal of establishing a diversified, all-day tourism consumption model, enhancing the visitor experience, and ensuring sustained growth in the cultural tourism sector.
Last updated: 11 April 2026, 12:34 pm
