Recently, Fujian Province released the Opinions on Promoting the In-depth Integration of Culture and Tourism and Cultivating the Cultural Tourism Industry into a Pillar Industry (hereinafter referred to as the Opinions). The Opinions set ambitious targets: by 2027, the added value of the province’s cultural and tourism economy is expected to reach approximately 750 billion yuan, and by the end of the 15th Five-Year Plan, around 900 billion yuan. The province aims to cultivate two to three world-class tourist attractions and resorts, and steadily increase the contribution of the cultural and tourism sector to provincial GDP.

The Opinions outline 14 specific measures, including strengthening and extending the cultural tourism industry chain, improving facility construction and service standards, leveraging digital technology for high-quality development, and expanding and upgrading the cultural tourism consumption market.

Xiamen is highlighted multiple times in the Opinions. The province will support Fuzhou, Xiamen, and Quanzhou in developing into nationally recognized tourism and leisure cities with distinctive cultural identities, and assist Pingtan in building an international tourism island. Guidance will be provided to help various regions establish national demonstration zones (units) for cultural and tourism industry development. The integration of “culture and tourism + marine resources” will be deepened by advancing Xiamen as a home port for cruise ships and Pingtan as a cruise port of call. New business models focused on island tours and marine activities will be fostered, alongside the development of beautiful fishing villages and the hosting of marine cultural events.

The Opinions also propose cultivating the “culture and tourism + film and television” sector, promoting the growth of major film and television bases in Xiamen, Pingtan, and Taining, and strengthening the “Filmed in Fujian” brand. Further integration of “culture and tourism + sports” will be pursued by supporting the addition of sports and leisure experiences at tourist attractions, and developing premium outdoor activities such as hiking, cycling, trekking, camping, and rafting. Major events like the Xiamen Marathon, Fuzhou International Dragon Boat Invitational, and Pingtan’s Che-Zheng-Bang (motorsports, kiteboarding, and baseball) will be enhanced, with the goal of establishing a series of renowned sporting events in Fujian.

Key projects such as the Maritime Silk Road Cultural Park and Xiamen West Coast Cruise City will be accelerated. Aviation projects such as the Xiamen Xiang’an International Airport and the Phase II expansion of Fuzhou Changle International Airport will be accelerated, alongside key railway initiatives including the Longlong Railway section from Wuping to Meizhou and the Xiamen-Zhangzhou-Quanzhou Intercity Railway Line R1. Additionally, the development of unique waterway tourism routes will receive strong support. The construction of national demonstration bases for the integration of culture and technology in Fuzhou and Xiamen will be advanced.