The "Weekend Theater Encounter" event held in Spain. [Photo provided to chinadaily.com.cn]

Fujian province will host the 2026 Fujian Provincial Conference on the Development of Cultural and Tourism Economy in Zhangzhou from April 17 to 19, an event central to its goal of becoming a world-renowned travel destination.

The province reported robust growth in its tourism sector in 2025, welcoming 5.55 million inbound tourist arrivals, a 51.2 percent year-on-year increase. International tourism receipts rose 63.2 percent to $6.56 billion, supported by targeted policies and financial incentives, including 10 million yuan ($1.46 million) in annual subsidies for travel agencies and an expanded tax-refund program for overseas visitors. As of 2025, the province was home to 297 registered tax-free retail outlets.

Over the past year, Fujian has advanced its international cultural outreach, bringing the "Refreshing Fujian" tourism promotion campaign to more than 20 countries and regions, including Spain, Argentina, Germany, and Uzbekistan. Collaboration with the Tanzania China Cultural Center featured cross-cultural performances such as a puppetry adaptation of the Toreador Song, while initiatives such as the "Weekend Theater Encounter" events and intangible cultural heritage flash events at the UN Tourism headquarters helped bring Fujian's traditional culture into local communities. These activities attracted over 1,000 participants from UN Tourism, governments, and tourism institutions, resulting in the signing of more than 30 cooperation agreements.

The province has further strengthened institutional cooperation with international organizations, working with UN Tourism to develop a strategic roadmap positioning Fujian as a world-class travel destination. It has also joined the World Tourism Alliance and signed agreements with partners in Argentina, Germany, and Uzbekistan on cultural preservation and tourism development.

Fujian culture is promoted on a Times Square billboard in New York. [Photo provided to chinadaily.com.cn]

Fujian's cultural identity has also gained more visibility overseas, with promotional images of Hakka tulou and Quanzhou zanhua, along with a video focused on Fujian-style Chinese New Year, featured twice on screens in New York's Times Square.