Fujian promotes "Fujian-style life" to create a new scene of cultural tourism, from sightseeing to living in residence

In the past, when traveling to Fujian, it was a matter of watching the mountains and sea and walking in a hurry; now, when visiting Fujian, you can immerse yourself in the "Fujian-style life" that is unique to this land.

At the beginning of this year, Fujian regarded "Fujian-style life" as the core focus of improving the quality and upgrading of cultural tourism in the whole region. The provincial, municipal and county levels jointly launched the "Refreshing Fujian·Fujian-style Life" theme annual activity to promote consumption. Extracting the beauty of the mountains and seas of Fujian and the fireworks of the city, we carve out a life sample that can be slowed down, stopped, and deeply integrated, and provides a fresh Fujian example of the cultural tourism industry moving from "traffic competition" to "conservation and deep cultivation".

On the bank of Jin'an River in Fuzhou, the blue sky, white clouds and ancient banyan trees on the bank contrast. Boarding the boat from the Hot Spring Park Pier, the 6.8-kilometer stretch of water stretches. The cruise ship slowly left the pier. The once silted and silent urban river has undergone systematic ecological management and has become a vivid microcosm of the construction of ecological civilization taking root in Rongcheng.

Hu Fasheng, chairman of Fuzhou Water Culture and Tourism Co., Ltd., told reporters that relying on the ecological changes in inland rivers, Fuzhou has created a characteristic cultural tourism brand of "Fushui Fuchuan" and operates 10 inland river routes on a regular basis, with a total navigation mileage of 75 kilometers. The operator has innovatively launched diverse experiences such as boat banquets on the water, riverside afternoon tea, and inland river study, and has simultaneously launched "inland river tour + hot spring" and "inland river tour + Minjiang River tour" combined ticket products. Since 2022, Fuzhou's inland river tourism has received a total of more than 900,000 tourists, driving comprehensive consumption along the coast to exceed 80 million yuan.

Pingtan Taiwan Town opened in 2014. It is the second duty-free trading market for small-value commodities in mainland China. Due to its single business format, it has long been trapped in the dilemma of "tourists leave after shopping". In February this year, the town completed its renovation and upgrade. The three major sectors of culture and entertainment, specialty catering, and boutique retail were coordinated. The number of companies settled in the town increased to 150, including 78 Taiwan-funded companies.

Yang Zongxian, general manager of Pingtan Comprehensive Experimental Zone Landai Cross-Strait Investment Development Co., Ltd., settled in the town to start a business in his early years, but regretfully left due to the deserted market. ‘Nowadays, the town has a complete range of food, drink and entertainment businesses, a strong cultural atmosphere, and tourists are willing to stay. ’ This year, he came back again with the team.

From its rejuvenation operation to mid-August this year, the town has received a total of approximately 558,000 tourists, a year-on-year increase of 191%. ‘The core idea of ​​the transformation is to break the short-term consumption of ‘buy and go’ and retain tourists with multicultural experiences. ’ said Lin Yan, general manager of Pingtan Comprehensive Experimental Zone Cultural Tourism Development Group.

In the 68 Haili Scenic Area, the details to retain tourists are even more delicate. After the scenic spot was upgraded, Black Reef Music Hall and Binhai Geometry Camp were newly unveiled. ‘In the past, tourists bought a cup of coffee, took photos, checked in, and left in a hurry; after the implementation of diversified business formats, people watch performances and leisure consumption by the sea, and their stay time is greatly increased. ’ said Gao Peng, manager of the business development department of Pingtan Tourism Operation Management Co., Ltd.

From a quick check-in to a slow appreciation of the mountains and sea, Pingtan has embarked on a new path: it no longer simply sells the scenery of the mountains and seas, but sells the relaxing and healing island mood. On the Yangtze River Ao beach, Linhai coffee shops, beach leisure stations, and surfing camps have grown up. The operators adhere to the original ecological operating philosophy and do not use excessive commercial packaging. The surfing instructors do not rush the experience. Visitors can sit quietly by the sea and listen to the sea breeze in a daze.

Traveling between the mountains and sea of ​​Ningde, the waters of Sanduao are sparkling and the fishing rafts are scattered in an orderly manner. Tourists no longer just look at the fish, but also eat the fish, learn how to cook the fish, and take the fish away. You Chengyin, deputy director of the Ningde Municipal Ocean and Fisheries Bureau, said that in 2025, Ningde's large yellow croaker production will reach 222,000 tons, accounting for about 80% of the country's total production, and the output value of the entire industry chain will exceed 20 billion yuan. The deep-water wind and wave-resistant large cages simulate the wild growth environment, and the live fish locking technology enables 48-hour direct access to the high-end catering market. From selling catches to creating gourmet experiences, one fish lengthens the entire mountain and sea consumption chain.

In Dongbi Village, Sansha Town, Xiapu County, a cluster of white B&Bs are scattered among the mountains and the sea. Zheng Xianshi, the manager of Three Cups and a Half Cafe and Eighty-eight B&B, returned to his hometown to start a business in 2019 and transformed his old house into a sea-view B&B. ‘In recent years, the photography industry has become popular in Dongbi, with B&Bs, cafes, and travel photography businesses booming, and many young people are willing to return to their hometowns to develop. ’ Today, Dongbi Village has 78 B&Bs with 1,000 beds. The annual turnover of B&Bs in Xiapu County has exceeded 400 million yuan, creating employment for nearly 20,000 people. ‘Mountains and seas are the most beautiful background of Xiapu. B&B allows this beautiful scenery to be stayed, experienced and shared. ’ said Xie Yanyin, director of the Xiapu County Cultural Tourism Industry Development Promotion Center.

The inland rivers of Fuzhou make people slow down, the islands of Pingtan make people stop and stay, and the mountains and seas of Ningde make people deeply immerse themselves in it. Three cities and three scenes outline the development process of "Fujian-style life" from the implementation of the concept to the actual formation. Zhang Yuansheng, director of the Fujian Provincial Department of Culture and Tourism, said that Fujian is accelerating the construction of 100 new "Fujian-style life" consumption scenarios and launching an exclusive electronic map to build a differentiated cultural tourism development pattern of "one city, one brand, one county, one characteristic".

By implanting sophisticated operation concepts, superimposing diversified consumption formats, and extending the cultural tourism industry chain, Fujian has successfully completed a deep transformation from "passing for sightseeing" to "resident life". The consumption vitality hidden in the fireworks of the market continues to burst out, becoming a brilliant answer to the high-quality development of Fujian's cultural tourism.

Economic Daily reporters Zhao Shulan, Liu Chunmuyang, Lin Yujin