Fujian Launches Dragon Boat Festival Culture & Tourism Promotion
On June 3, Fujian's culture and tourism department launched the 2026 'Fujian-style Dragon Boat Festival' culture and tourism promotion to warm up the summer market.
On June 3, a reporter learned from the Fujian Provincial Department of Culture and Tourism that with the Dragon Boat Festival holiday approaching, the department, in conjunction with the “Fresh Fujian · Fujian-Style Life” culture and tourism consumption theme year, is working with various localities to launch the “Fujian-Style Dragon Boat Festival · Auspicious Boat Racing” 2026 Dragon Boat Festival culture and tourism promotion campaign, actively creating a new culture and tourism consumption IP and building momentum for the summer culture and tourism market.
According to the introduction, the campaign deeply explores Fujian's Dragon Boat Festival intangible cultural heritage and folk customs and, together with dragon boat races held in various localities, carries out Dragon Boat Festival culture and tourism promotion activities, Dragon Boat Festival (dragon boat) folk culture exhibitions and online livestreaming events to attract more tourists to Fujian. Relying on the Dragon Boat Festival holiday, it carries out a series of activities such as “Weekend Theater Encounters,” the “‘Arts’ Together Grand Arena,” “Follow the ‘Min Chao’ to Tour Fujian,” the “Fujian People's Grand Stage” cultural benefit performances, the 2026 “Fresh Fujian” stand-up comedy competition and the Fujian Provincial Cultural Center Service Promotion Week, and works with various localities to launch “micro-vacation” themed quality routes, further building a new holiday consumption model of “jointly built by all, enjoyed by all.”
Centering on the “Fujian-Style Dragon Boat Festival · Auspicious Boat Racing” theme IP, the Fujian Provincial Department of Culture and Tourism will also use “Fujian Has JIANG” as its communication hook, and through a creative short film, a set of offline venue activities, a cultural and creative product matrix, a citywide check-in prize-redemption activity and multiple races, sincerely invites tourists from home and abroad to gather in Fujian during the Dragon Boat Festival holiday, watch dragon boat races across the land of Fujian, jointly witness the stirring moment of a hundred boats racing and auspicious horses taking the lead, and feel the unique charm of Fujian-style Dragon Boat Festival folk customs. (Li Jinzhi)
(This article is compiled from a publicly released text of the Ministry of Culture and Tourism; the original link is provided at the beginning of the article.)