Fujian's 15th Five-Year '235' Culture & Tourism Vision Debuts at the 2026 China Culture & Tourism Industry Expo
On September 3, the 2026 China Culture and Tourism Industry Expo opened in Tianjin. Fujian's culture and tourism department appeared under the theme 'Go to Fujian for Blessings,' showcasing its 15th Five-Year Plan blueprint.
On September 3, the 2026 China Cultural Tourism Industry Expo, themed 'Deepening the Integration of Culture and Tourism, Creating a Better Life with Intelligence', grandly opened at the Meijiang Convention and Exhibition Center in Tianjin. The Fujian Provincial Department of Culture and Tourism appeared splendidly at this expo under the theme 'Go to Fujian, Enjoy Blessings', showcasing the grand blueprint of the 'Fujian Province 15th Five-Year Plan for the Development of Culture and Tourism' in an all-round and multi-dimensional manner, and vividly presenting the humanistic heritage, technological texture and lively everyday atmosphere of 'Fresh Fujian · Fujian-style Life'.
The Fujian Pavilion takes the '235' new cultural and tourism development pattern as its core narrative thread, and through the scientific layout of 'two zones leading, three belts supporting, five circles interlinked', systematically displays the strategic direction and practical path for the high-quality development of the province's cultural tourism economy in the new era. Relying on modern technological exhibits such as dynamic flip screens and immersive scenes, the pavilion three-dimensionally demonstrates the leading momentum of the two major development zones — the Fuzhou metropolitan area and the Golden Triangle of southern Fujian — the resource endowments of the three distinctive cultural tourism belts — the Blue Maritime Silk Road, Green Leisure and Red Culture — and the development potential of the five World Heritage cultural tourism circles.
The pavilion deeply explores Fujian's thousand-year cultural lineage, recreates scenes of Song Dynasty life in Fujian, and innovatively creates the 'Su Dongpo Takes You to Drink Fujian's Seven Bowls of Tea' immersive experience zone, deeply integrating the refined pursuits of Song people such as tea whisking and porcelain appreciation with contemporary cultural tourism experiences, allowing visitors to touch the cultural roots of Fujian amid the wafting aroma of tea and feel the unique charm of 'Fujian-style Life'.
A hundred scenes and a hundred enterprises converge to build a new cultural tourism industry ecosystem. This participation closely centers on the core IP of 'Fujian-style Life', carefully selecting 100 representative Fujian-style life scenes covering diverse business forms such as mountain-and-water vacations, intangible cultural heritage experiences, lively street life, rural leisure, and coastal wellness, vividly sketching a lively picture of Fujian as a livable, travelable and workable place. At the same time, it gathers 100 outstanding cultural tourism enterprises, cultural and museum institutions and market entities from across the province, covering many fields such as intangible cultural heritage inheritance, cultural and creative R&D, IP development and transformation, scenic area operation, and the cultivation of new cultural tourism business forms, and centrally displays hundreds of exhibits including traditional intangible cultural heritage masterpieces, guochao cultural and creative products, and distinctive Fujian specialty goods, building a full-chain and full-category cultural tourism industry display matrix.
Among them, the 'Fujian Gifts' zone gathers hundreds of distinctive cultural and creative products, covering best-selling items at and above the county level across the province, forming a 'Fujian cultural tourism best-selling cultural and creative group army' and demonstrating the innovative vitality and market potential of Fujian's cultural tourism industry. Dehua intangible cultural heritage master Lian Deli appeared with his latest works, whose exquisite skills are breathtaking; micro-carving artist Sun Zhaoyong engraved 300 characters of poetry on a 3-centimeter Shoushan stone carving, presenting a 'Manchu-Han Imperial Feast' of Shoushan stone, demonstrating the craftsmanship realm of 'seeing heaven and earth within a square inch'.
Diverse interactive experiences release new vitality for brand communication. Centering on immersive experiences, the pavilion creates landmark multiple interactive scenes such as the 'Fujian Charm and Blessing Tour' World Heritage corridor, the 'View Mountains and Read Seas' No. 1 Scenic Road, touring Fujian following the 'Fujian Super League', and the Wuyishan National Park themed train, continuously gathering popularity and amplifying its voice. The Min-style Aesthetics experience zone offers distinctive experiences such as flower hairpins and three-hairpin styling, allowing visitors to become participants in and communicators of Fujian-style life; the Blessing Culture interactive space sets up activities such as 'Five Blessings' and 'Just Be Happy' Shoushan stone rubbings of blessings and Fu boats model assembly, integrating Fujian's blessing culture and marine culture into fun practice; the intangible cultural heritage interactive workshop centrally presents hand-puppet manipulation, Dehua porcelain and Shoushan stone carving skills demonstrations, with inheritors teaching on site, allowing visitors to feel the warmth of traditional craftsmanship up close.
The pavilion continues the integrated model of 'static display + live performance', with 8 high-quality programs with strong regional identity such as marionettes, folk group dances and Minnan-language songs performed in turn, interpreting the local customs of Fujian through vivid stage forms. Linking up with mainstream media and cultural tourism influencers, it carried out a full-process live broadcast of 'Cloud Tour of the Fujian Pavilion', simultaneously unlocking the highlights of the pavilion online, interpreting the connotation of the plan, and promoting cultural tourism resources, achieving offline popularity gathering and online traffic breaking out of the circle.
(This article is compiled from materials publicly released by the Fujian Provincial Department of Culture and Tourism; see the link at the beginning of the article for the original text.)