Located on China's southeast coast, Fujian province is leveraging its ecological strengths and cultural heritage to build "Fresh Fujian" as a national benchmark and promote "Min-style life" as an international brand.
Ecology: Freshness as a core asset
Fujian is China's first ecological civilization pilot zone, with forest coverage ranking first nationwide for years and air quality among the top tier. From the Wuyi Mountains to the Daiyun Mountains, and from the source of the Minjiang River to the coast of the East China Sea, picturesque scenes of lush mountains, clear waters, blue skies, and green lands can be found everywhere. In 2025, the province received 718 million tourist visits, generating tourism revenue of 940.65 billion yuan (roughly $130 billion), up 10.6 percent and 12.6 percent year-on-year respectively. Xiamen remains a top-five domestic destination and a top-ten inbound tourism city.
In 2026, Fujian launched the "Fresh Fujian, Min-style Life" cultural tourism consumption year, offering over 4,300 events and 560 measures to benefit the public during Spring Festival, which saw both tourist arrivals and revenue achieve double-digit growth.
In Wuyi Mountain, Nanping, integrated tea-tourism products allow visitors to experience the slow tea lifestyle. Since the beginning of 2026, the Wuyi Mountain scenic area has introduced customized products such as study tours, wellness retreats, and outdoor adventures in response to changes in holiday policies. As a result, tourist flow has seen steady growth, and the overall comprehensive benefits have continued to improve. On January 20, European travel media and bloggers embarked on an immersive cultural tourism experience that took them from "clear waters and red cliffs" to the "aroma of rock tea". Related content has been widely shared on overseas social media platforms, driving a steady increase in visitors from Europe. Many bloggers have remarked that this "journey within a painting" experience is not merely a visual marvel, but also a profound cleansing of the soul.
In Xiapu, Ningde, tidal flats and coastal scenery have become a hit among photographers globally. Villages like Dongbi and Beiqi have turned fishing culture and sunrise views into profitable tourism businesses. Pingtan has restored its beaches, becoming a new hotspot for overseas coastal tourists. Gulangyu, Dongshan and Meizhou Island have stepped up their effort to balance coastal tourism with ecological protection.
"Freshness" is Fujian's most captivating quality, and "green" is the foundation of its cultural tourism. Fujian holds firm to its ecological bottom line and strengthens its ecological brand. Domestically, it has built a highland for all-area consumption; internationally, it is conveying China's ecological aesthetics. By turning "sound ecology" into "beautiful landscapes" and "beautiful landscapes" into "a thriving economy," Fujian has made "Fresh Fujian" a vivid model for high-quality development in cultural tourism.
