East China’s Fujian province has launched an ambitious strategic roadmap to leverage its unparalleled cultural and natural heritage to establish itself as a world-renowned international tourism hub, as the region records dramatic double-digit growth in inbound travel.
The comprehensive plan, officially named *The Goals, Vision, and Actions to Build Fujian into a World-Renowned Tourist Destination*, was publicly announced at the Fujian Provincial Conference on Cultural and Tourism Economic Development, which took place from April 17 to 19 in Zhangzhou, a coastal city in southern Fujian. The plan lays out a clear long-term target: by 2035, Fujian will earn recognition as a leading international and Asian tourism magnet, drawing high-spending visitors who extend their stays across the province and cementing the region’s global brand reputation.
According to the official document, the upgraded tourism sector, backed by world-class public infrastructure and iconic cultural heritage assets, is expected to drive robust economic innovation, generate large numbers of new jobs, and improve overall quality of life for Fujian’s local residents.
Jamie Mayaki, director of the Department of International Development and Cooperation at the United Nations World Tourism Organization (UNWTO), has voiced strong support for the initiative, noting that Fujian holds one-of-a-kind competitive advantages for this transformative tourism development push.
Mayaki pointed out that Fujian is home to five UNESCO World Heritage Sites — including the ecologically diverse Mount Wuyi, the distinctive traditional fortified Hakka villages known as Fujian Tulou, and the car-free cultural island of Gulangyu — alongside 10 entries on UNESCO’s Intangible Cultural Heritage Lists. Both counts rank among the highest of any Chinese province, a rare distinction that few regions globally can match.
Mayaki also highlighted the region’s globally influential centuries-old tea culture, noting that Fujian, one of China’s most prominent tea-producing regions, is the birthplace of four of the world’s most beloved tea varieties: oolong, black, white, and jasmine tea. “This represents a valuable asset for the development of Fujian’s cultural and tourism industries and deserves to be further explored and fully leveraged,” he added.
To advance Fujian’s goals, UNWTO will provide targeted support for the province’s initiative. This includes developing tailored marketing strategies for key source markets such as South Korea, Western Europe, and the global diaspora of Fujian origin. The organization will also back Fujian in hosting high-profile international tourism conferences and supporting local communities to apply for the UNWTO “Best Tourism Villages” initiative, which recognizes outstanding rural tourism destinations that prioritize sustainability and cultural preservation.
Fujian’s strategic policy push comes on the heels of remarkable recent growth in the province’s inbound tourism sector. In 2025, the province received 5.55 million inbound visitors, marking a 51.2% year-on-year surge, while total international tourism spending jumped 63.2% to reach $6.56 billion. This strong upward trajectory provides a solid foundation for the province’s long-term transformation into a global tourism leader.