WTA Attends 2026 Fujian Provincial Conference on the Development of Cultural and Tourism Economy

From April 17 to 19, the 2026 Fujian Provincial Conference on the Development of Cultural and Tourism Economy was held in Zhangzhou. ZHOU Zuyi, Secretary of the CPC Fujian Provincial Committee and Chairman of the Standing Committee of the Fujian Provincial People’s Congress, declared the conference open. ZHAO Long, Deputy Secretary of the CPC Fujian Provincial Committee and Governor of Fujian Province, LIU Shijun, Executive Director of UN Tourism, and ZHENG Hao, Vice Chair and Secretary-General of the World Tourism Alliance (WTA), attended the opening ceremony and delivered speeches.

In his address, ZHENG Hao noted that the global tourism industry remains on a growth trajectory, displaying remarkable resilience and dynamism. He observed a clear shift in traveler preference from traditional sightseeing to immersive cultural experiences and emotional engagement. China is actively fostering a deep synergy between culture and tourism, driving global innovation through cultural discovery, the creation of unique tourism offerings, accelerated digital integration, and streamlined travel services. In recent years, Fujian has gained significant market momentum by drawing on its profound "Min-style" cultural heritage and innovative experiential models—ranging from the revitalization of ancient cities and the reimagining of Tulou earthen buildings to digital empowerment and regional integration. The WTA remains committed to leveraging its global platform and resources to support Fujian in enhancing international exchange and achieving its goal of becoming a world-class tourism destination.

Under the theme "Building a World-renowned Tourist Destination and Fostering Cultural and Tourism as a Pillar Industry," the conference aimed to "revitalize the host city, bolster its economy, and enhance its cultural prestige through a flagship event." The proceedings highlighted three core pillars: "Min wisdom, Min lifestyle, and Minnan culture." During the summit, UN Tourism released a strategic roadmap titled "The Goals, Vision and Actions: To Build Fujian into a World-Renowned Tourist Destination", outlining the blueprint for the province’s future cultural and tourism development. As part of the initiative to establish a Global Hub for Minnan Cultural Exchange, numerous key projects were inaugurated, complemented by six marquee events and 60 supporting activities across the province.