During the 2024 National Day holiday, Fujian’s cultural and tourism market witnessed an unprecedented grand occasion. The total number of tourists received reached 38.1752 million, and the total tourism revenue was as high as 31.532 billion yuan. This data set a new historical record. Behind these figures lies the fact that Fujian’s high – quality cultural and tourism products emerged in an endless stream and were wonderful and diverse, allowing tourists to enjoy a cultural and tourism feast and also feel a strong cultural atmosphere and a lively local flavor.
Abundant Supply, Diversified Cultural and Tourism Consumption
During the National Day period, various regions in Fujian centered around the theme of “New Splendors of Fujian’s Mountains and Waters – Come to the Blessed Land to Taste Fujian Tea and Cuisine” and carefully planned more than 1,100 cultural and tourism activities and 160 cultural and tourism – beneficial – to – the – people measures. These activities not only enriched tourists’ travel experiences but also further stimulated the consumption potential of the cultural and tourism market. According to statistics, a total of 7.843 million tourists were received in 131 4A – level and above scenic spots across the province, a year – on – year increase of 21.0%. Among them, 11 5A – level tourist scenic spots (12 in total) received 2.81 million tourists, a year – on – year increase of 10%. In addition, 15 national – level nighttime cultural and tourism consumption clusters also welcomed 7.0554 million tourists, a year – on – year increase of 28.32%, and the operating income from cultural and tourism consumption reached 1.289 billion yuan, a year – on – year increase of 23.2%.
During the National Day period, various regions in Fujian centered around the theme of “New Splendors of Fujian’s Mountains and Waters – Come to the Blessed Land to Taste Fujian Tea and Cuisine” and carefully planned more than 1,100 cultural and tourism activities and 160 cultural and tourism – beneficial – to – the – people measures. These activities not only enriched tourists’ travel experiences but also further stimulated the consumption potential of the cultural and tourism market. According to statistics, a total of 7.843 million tourists were received in 131 4A – level and above scenic spots across the province, a year – on – year increase of 21.0%. Among them, 11 5A – level tourist scenic spots (12 in total) received 2.81 million tourists, a year – on – year increase of 10%. In addition, 15 national – level nighttime cultural and tourism consumption clusters also welcomed 7.0554 million tourists, a year – on – year increase of 28.32%, and the operating income from cultural and tourism consumption reached 1.289 billion yuan, a year – on – year increase of 23.2%.
CCTV reported on Fujian as many as 44 times during the National Day, including six times on the CCTV News Broadcast. It focused on reporting popular scenic spots such as Xiamen’s Gulangyu Island, the revolutionary old area of Longyan, Nanping’s Wuyi Mountain, Zhangzhou’s Ancient City, and Quanzhou’s Ancient City. These reports demonstrated Fujian’s rich tourism resources, further enhanced Fujian’s popularity and reputation, and also attracted more tourists to come and experience Fujian’s charm.
Celebrating the National Day Together, Red Tourism Won Numerous Fans
Red tourism also became a highlight of Fujian’s cultural and tourism market during the National Day. Red – themed tourism activities such as visiting red – themed exhibitions, touring red scenic spots, and exploring red historical sites were very popular among tourists. The red tourism promotional video “Red Blessings between Mountains and Seas” released by the Fujian Provincial Department of Culture and Tourism and the launched province – wide mass singing activity of “Singing for the Motherland” received a warm response from 13.44 million online and offline viewers. In addition, the flag – raising ceremonies held in Fuzhou’s Wuyi Square and Longyan’s People’s Square also became popular attractions where tourists scrambled to watch and take pictures.
Red tourism also became a highlight of Fujian’s cultural and tourism market during the National Day. Red – themed tourism activities such as visiting red – themed exhibitions, touring red scenic spots, and exploring red historical sites were very popular among tourists. The red tourism promotional video “Red Blessings between Mountains and Seas” released by the Fujian Provincial Department of Culture and Tourism and the launched province – wide mass singing activity of “Singing for the Motherland” received a warm response from 13.44 million online and offline viewers. In addition, the flag – raising ceremonies held in Fuzhou’s Wuyi Square and Longyan’s People’s Square also became popular attractions where tourists scrambled to watch and take pictures.
Apart from red tourism, Fujian’s “hidden – gem small cities” also attracted a large number of tourists with their unique charm. Colorful cultural and tourism activities such as the “Dream – like Yingxi, Drama Parade” in Nan’an, Quanzhou, the “Prosperous Peace, Return in Glory” activity in Heping Ancient Town, Shaowu, Nanping, and the “Charming Wuping, Street Art and Virtue Promotion” street performance in Wuping, Longyan allowed tourists to appreciate Fujian’s unique charm of niche natural scenery, long history, traditional architecture, and local cuisine. Longqi Mountain Forest Wellness Town in Jiangle County, Sanming, Guifeng Village in Youxi County, and the No.1 Scenic Byway of Wuyi Mountain National Park also welcomed a large number of tourists to enjoy the autumn scenery.
Integration of Culture and Tourism, Igniting the City’s “Liveliness”
The integration of culture and tourism also became a major feature of Fujian’s cultural and tourism market during the National Day holiday. Various regions centered around the National Day theme and carefully planned theme – based activities such as artistic performances, intangible cultural heritage and folk customs, and cultural and museum exhibitions, creating immersive and interactive experiences of “viewable, sensible, and playable” for tourists. Traditional cultural elements such as the Intangible Cultural Heritage and Folk Custom Show in Zhangzhou’s Ancient City, Fuzhou’s “Three – Hairpin – Style Headdress”, and Quanzhou’s “Flower – Hairpin Headdress” became hot – spot attractions that tourists scrambled to check – in. At the same time, cultural and museum venues in various regions also innovatively launched special exhibitions, study – tour experiences, and museum – night – tour activities, attracting a large number of tourists to visit.
The integration of culture and tourism also became a major feature of Fujian’s cultural and tourism market during the National Day holiday. Various regions centered around the National Day theme and carefully planned theme – based activities such as artistic performances, intangible cultural heritage and folk customs, and cultural and museum exhibitions, creating immersive and interactive experiences of “viewable, sensible, and playable” for tourists. Traditional cultural elements such as the Intangible Cultural Heritage and Folk Custom Show in Zhangzhou’s Ancient City, Fuzhou’s “Three – Hairpin – Style Headdress”, and Quanzhou’s “Flower – Hairpin Headdress” became hot – spot attractions that tourists scrambled to check – in. At the same time, cultural and museum venues in various regions also innovatively launched special exhibitions, study – tour experiences, and museum – night – tour activities, attracting a large number of tourists to visit.
In terms of business – form innovation, Fujian has also achieved remarkable results. The “A Bowl of Fujian” series of food – promotion activities launched by the Fujian Provincial Department of Culture and Tourism not only attracted a large number of tourists to taste Fujian cuisine but also made the topic of “Come to Fujian to Eat Seafood” top the Douyin local – city hot search. In addition, the national – trend immersive theater of “Mysterious Tales of the Tang Dynasty · Journey to the West” in Fuzhou’s Three Lanes and Seven Alleys, the appearance of “Black Myth: Wukong” in Xiamen’s Tong’an Film and Television City, and the large – scale cultural and tourism performing – arts project of “Impression · Mazu” on Putian’s Meizhou Island were also very popular among tourists.
Sports Events, Driving Consumption of over 100 Million Yuan
In addition to the prosperity of the cultural and tourism market, Fujian’s sports events also became a highlight during the National Day holiday. According to incomplete statistics, Fujian successfully held more than 220 brand – name sports events during the National Day, with a total investment of more than 30 million yuan, a direct participation of more than 720,000 people, and drove various types of consumption of 175 million yuan.
In addition to the prosperity of the cultural and tourism market, Fujian’s sports events also became a highlight during the National Day holiday. According to incomplete statistics, Fujian successfully held more than 220 brand – name sports events during the National Day, with a total investment of more than 30 million yuan, a direct participation of more than 720,000 people, and drove various types of consumption of 175 million yuan.
In order to build brand – name events and develop the event – economy, Fujian implemented the deployment of sports events into scenic spots, into blocks, and into business districts and carried out a series of activities of “Traveling with the Events”. Brand – name events such as the 100 – li Hiking Conference held in Fuzhou Minhou’s Wuhushan Country Park, the Dongshan Island Swimming Crossing Challenge and Triathlon held in Zhangzhou’s Dongshan’s Maluanwan Scenic Spot, and the Music Tent Festival and Outdoor Sports Carnival held in Ningde’s Fu’an’s Baiyunshan Scenic Spot attracted a large number of tourists to participate and introduced new tourists to various tourist destinations.
At the same time, Fujian also held nearly 150 mass – participation events such as slow – lane cycling tours, healthy hikes, and mountain – trail crossings, attracting more than 420,000 participants. These events not only stimulated the fitness enthusiasm of the citizens but also promoted the development of local tourism and related industries. (Zhang Jianzhong)