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Tourists take sightseeing boats on the Nine-Bend River in Wuyi Mountain, Fujian province. SUN KAIYAN/FOR CHINA DAILY

The 2026 Fujian Provincial Conference on the Development of Cultural and Tourism Economy will be held in Zhangzhou from April 17 to 19. Building on a series of annual events held since 2023, the conference aims to establish the province as a world-renowned tourist destination and develop the sector into a pillar industry.

The event will feature six primary activities and 60 provincial supporting events centered on Fujian-style lifestyle, Minnan (southern Fujian) culture, and the wisdom of Fujian people, reflecting the accumulated experience and practices of local communities.

To showcase Minnan culture and local lifestyle, the events will feature exchanges and cooperation with countries and regions along the Maritime Silk Road, as well as Hong Kong, Macao, and Taiwan, while also expanding the inbound tourism market. Highlights include the immersive performance Homing Minnan and an exhibition themed on the film Ode to the Long River. More than 100 new tourism experiences and a digital navigation map will be introduced to support integrated cultural and tourism consumption.

The conference will also serve as a platform for international exchange, hosting a Minnan cultural week and exhibitions on the development of the World Minnan Cultural Exchange Center. Organizers have invited representatives from UN Tourism, the World Tourism Alliance, and leading global financial institutions to coordinate industry resources. During the proceedings, Fujian will release a five-year strategic roadmap titled "Fujian as a World-Renowned Tourist Destination: Goals, Vision, and Action Plan".