2026 Fujian Culture & Tourism Economy Development Conference Held
On April 18, the 2026 Fujian Culture and Tourism Economy Development Conference was held in Zhangzhou, aiming to build a world-renowned tourism destination and make culture and tourism a pillar industry.
See the mountains, see the sea, see the future. On April 18, the 2026 Fujian Provincial Conference on Cultural and Tourism Economic Development was held in Zhangzhou. Zhou Zuyi, Secretary of the provincial Party committee and Director of the Standing Committee of the Provincial People's Congress, attended and delivered a speech, emphasizing the need to fully implement General Secretary Xi Jinping's important expositions on culture and tourism work and the spirit of his important speech during his inspection tour in Fujian, to focus on the development goal of building a world-renowned tourism destination, the important requirement of cultivating culture and tourism into a pillar industry, and the practical path of promoting the deep integration of culture and tourism, to adhere to integrity and innovation, improving quality and efficiency, and integrated development, to strive to improve the modern tourism system, and to work tirelessly to enhance cultural influence and showcase Fujian's new image, so as to provide solid cultural and tourism support for the province to strive for the lead in China's modernization drive. Zhao Long, Deputy Secretary of the provincial Party committee and Governor, presided over the conference.
Zhou Zuyi pointed out that General Secretary Xi Jinping attaches great importance to the development of culture and tourism and, since the 18th National Congress of the Communist Party of China, has made a series of important expositions that have further pointed out the way forward for us to do a good job in cultural and tourism work. The 15th Five-Year Plan period is an important period for building a culturally strong country and a tourism power. We should scientifically formulate the province's special plan for culture and tourism during the 15th Five-Year Plan period, implement the distinct theme of promoting high-quality development throughout all aspects and the entire process of cultural and tourism economic development, continuously enhance the core competitiveness of Fujian's culture and tourism, and push cultural and tourism economic development to strive for the lead and reach a new level.
Zhou Zuyi emphasized that this year is the opening year of the 15th Five-Year Plan, and we should focus on 'improving quality'—cultivating leading enterprises, strengthening products, and optimizing services—to enhance the distinctive features, supply quality, and brand temperament of Fujian's culture and tourism; and focus on 'increasing efficiency'—expanding increment, optimizing structure, and building clusters—to strengthen the comprehensive benefits, cluster effects, and governance effectiveness of Fujian's culture and tourism, so as to continuously achieve new breakthroughs in 'quality' and 'efficiency.' First, we should highlight all-region layout, strengthen resource integration, and optimize the space for cultural and tourism development. Adhering to mountain-sea linkage and urban-rural integration, we should strengthen project-driven development, scenic area upgrading, and regional coordination, deeply implement the strategy of all-region cultural and tourism improvement, and build a cultural and tourism market circle that connects mountains and seas and links urban and rural areas. Second, we should highlight the renewal of business forms, deepen integrated development, and promote the extension, consolidation, and strengthening of the chain. Adhering to shaping tourism through culture and highlighting culture through tourism, we should coordinate the three articles of 'the beauty of mountains and rivers, the beauty of humanities, and the beauty of everyday life,' focus on efforts in cultural soul-casting, 'culture and tourism plus a hundred industries,' and immersive experiences, and create more 'Min-style' artistic masterpieces and cultural brands. Third, we should highlight market expansion, strengthen internal and external linkages, and stimulate the vitality of cultural and tourism consumption. Adhering to combining 'investment in things' with 'investment in people,' we should expand the market radius, carry out the 'Fresh Fujian · Min-Style Life' culture and tourism themed consumption activities across the whole region, deploy and implement the inbound tourism 'one optimization and two improvements' project, and further promote the Fujian-Taiwan culture and tourism exchange brand. Fourth, we should highlight digital and intelligent empowerment, accelerate the development of digital culture and tourism, and cultivate new quality productive forces in culture and tourism. We should implement the digital and intelligent culture and tourism pilot action, continuously strengthen the development and utilization of cultural and tourism data, improve digital culture and tourism services, expand the supply of digital culture and tourism products, create application scenarios for digital and intelligent culture and tourism, and empower 'the beauty of culture and tourism' with 'the light of technology.' Fifth, we should highlight service upgrading, optimize the market environment, and enhance the tourist experience. We should devote our hearts and efforts to improving tourists' convenience, comfort, and satisfaction, promote the standardization, normalization, and humanization of services, and encourage every Fujianese to consciously act as a 'service provider' and 'publicity officer,' jointly creating a first-class cultural and tourism business environment.
Zhou Zuyi required that all localities and relevant departments across the province should, in conjunction with carrying out the education on establishing and practicing a correct view of political achievements, adhere to seeking truth from facts and being pragmatic, and carry through the whole process and all aspects of cultural and tourism work the principle of producing political achievements for the people and through solid work, so as to play the splendid movement of 'a song all along the mountains and seas.'
(This article was compiled based on materials publicly released by the Fujian Provincial Department of Culture and Tourism; see the beginning of the article for the original link.)