In an interview with Lin Mingshui, the Vice Dean of the College of Cultural Tourism and Public Management at Fujian Normal University, he reflected on the remarkable developments in Fujian over the past decade. “Over the last ten years, Fujian has introduced several tourism brands like ‘All Fujian Tour’ and ‘Starting Point of the Maritime Silk Road, Fresh Fujian.’ However, ‘Fresh Fujian’ stands out as a representation of China’s green provinces and the nation’s first ecological civilization pilot area,” he noted.
Fujian is one of the few provinces in China that maintains excellent water, air, and ecological quality. Since launching the ‘Fresh Fujian’ initiative more than a decade ago, the province has continued to enhance this brand, attracting a growing number of tourists from both domestic and international markets. According to the Fujian Provincial Department of Culture and Tourism, the province has seen domestic tourism numbers and total tourism expenditure rise at annual rates of 12.6% and 15%, respectively, resulting in increases of 2.9 times and 3.5 times over the decade.
As China’s first ecological civilization pilot area, Fujian embraces the development concept that ‘green mountains and clear waters are as valuable as mountains of gold and silver.’ The province has been vigorously promoting comprehensive ecological tourism and protecting its ecological resources, continually enhancing the ‘Fresh Fujian’ brand. This effort has positioned Fujian as both a beautiful destination in China and an attractive spot on the world tourism map.
Lin Mingshui’s research reveals that the Fujian government has defined the ‘Fresh Fujian’ concept to include two main themes: ‘fresh nature’ and ‘fresh culture.’ The brand conveys meanings such as ecological freshness, cultural vitality, scenic beauty, and healthy entertainment, allowing various industries to leverage the ‘Fresh Fujian’ brand for greater value.
Historically, Fujian has been a significant starting point of the ancient Maritime Silk Road, which has left it with a rich cultural heritage. Many overseas Chinese have blended Western architectural styles into their homes upon returning, creating unique building styles that attract tourists. Examples include the Min-nan red-brick houses in Wulin, Jinjiang, and Hanlin Tower in Shishi, both of which are now popular attractions.
In the Guling Tourist Resort of Fuzhou, the thousand-year-old ‘King of Cypress’ stands tall, while century-old foreign architecture showcases ‘Guling stories.’ Once a summer retreat for foreigners in Fuzhou, it became a national-level tourist resort in 2018, being the only one of its kind in Fujian.
Mu Yanling, a descendant of the American Mo family, shared her experience while visiting Guling, emphasizing the importance of sharing ‘Guling stories’ and fostering connections through warm, relatable experiences, which would strengthen ties between the people of China and the United States.
In addition to achieving a national-level tourist resort, Fujian has added four new 5A-level scenic areas, making it the second province in China to have a national 5A-level scenic area in every district. Moreover, it has developed seven national-level tourism and leisure streets, seven national model areas for comprehensive tourism, and 55 key rural tourism villages, ranking it fourth, sixth, and seventh in these categories nationwide, respectively.
To enhance the international recognition of the ‘Fresh Fujian’ brand, the Fujian provincial government has organized promotional activities in countries such as the United States, the United Kingdom, France, Malaysia, Argentina, South Africa, Singapore, and Japan. This initiative aims to strengthen ties with friendly cities and the overseas Chinese community.
Lin Mingshui noted, “These efforts have drawn many new-generation overseas Chinese back to their roots and encouraged ordinary tourists to experience Fujian’s rich tea culture, earthen buildings, and ceramics.” This strategy effectively converts cultural tourism traffic into tangible consumption.
“With Fujian’s distinctive characteristics and vast opportunities ahead, the province continues to sing the praises of ‘Fujian, a place of abundance’,” he concluded.
