Guided by the Fujian Provincial Department of Culture and Tourism and the Quanzhou Municipal People’s Government, the 2025 Fujian Tourism Expo, hosted by the Fujian Tourism Development Group, was held in Quanzhou from December 12 to 14.

Centered on the theme “Explore Fujian, Collaborate for Win-Win”, the Expo brought together nearly 800 domestic and international exhibitors across 16 exhibition zones featuring 660 booths, with a total exhibition area of 15,000 square meters. The trade volume exceeded RMB 2.5 billion.

Highlights included the “Fujian-Taiwan Intangible Cultural Heritage Cuisine” zone, uniting over 100 food vendors from both sides of the strait to foster cultural ties through gastronomy; the “Tea, Ceramics, and Incense Culture” zone, showcasing Dehua porcelain, Anxi tea art, and Yongchun incense-making, with hands-on activities like porcelain painting, tea brewing, and incense-making for firsthand experience of Fujian’s traditional craftsmanship; and the “World Heritage & Maritime Silk Road” zone, featuring immersive recreations and multimedia displays that connected Quanzhou’s UNESCO-listed sites, such as Kaiyuan Temple and Anping Bridge, alongside live performances of Nanyin (ancient southern Fujian music), string puppetry, and Xunpu fisherwomen wearing “Zanhuawei” (flower-adorned hair).

This year’s Expo strengthened cross-regional cultural and tourism cooperation, launching the “Strait Harmony” zone for Taiwan, Hong Kong, and Macau to promote niche tourism products. The “Fresh Fujian-Quanzhou Initiative” was unveiled, with partnerships signed for tourist exchanges involving Venice Free Travel Agency, the Hong Kong Association of China Travel Organisers, Jin Lu International Travel Agency, and Matsu Blue Sand Travel Agency. A dedicated “Fujian-Ningxia Collaboration” zone, co-hosted with the Department of Culture and Tourism of the Ningxia Hui Autonomous Region, aimed to expand domestic and international markets.

Innovations took center stage in the “Cultural and Tourism New Quality Productivity Forces” zone, featuring digital service products such as AI-guided touring systems and humanoid robots, providing smart travel solutions for visitors. The debut “Quanzhou Nan’an Low-Altitude Economy” zone, leveraging the local industrial base, spotlighted emerging sectors like low-altitude tourism and drone shows, highlighting the integration of technology and tourism.