Image 1: Fujian Provincial Tourism Bureau Launches “Fresh Fujian” Advertisement in Beijing
According to Zheng Weirong, Deputy Director of the Fujian Provincial Tourism Bureau, Fujian is hailed as a “gallery of mountains and seas, a blessed land on earth.” It boasts the highest forest coverage rate in the nation, making it the greenest province and the only one where water, air, and ecological environments have maintained top-tier quality for years. According to the latest statistics from the provincial forestry department, Fujian’s forest coverage rate reaches as high as 63.1%, giving it uniquely pristine air. Today, Fujian’s high-quality air has become a flagship selling point for the province’s tourism industry in promoting travel. Many travel agencies in Beijing have set their sights on “Fujian Clean Air Tours.”
A quick online search revealed that shortly before the Spring Festival, the Fujian Provincial Tourism Bureau launched the spring marketing theme “Beautiful China, Fresh Fujian,” recommending eight tour routes such as the “Fresh Sea Breeze Route,” “Fresh World Heritage Route,” “Fresh Mountain and Water Route,” and “Fresh Tea Fragrance Route.” Scenic spots with beautiful landscapes and excellent air quality—such as Tulou, Wuyi Mountain, and Yunshuiyao Ancient Town—attracted numerous visitors with their pristine environment and clean air. In addition, Xinxin Travel Network, the largest online travel supermarket in China, also launched a tour package album themed “Fresh Fujian.”
Image 2: Table of Key Scenic Spot Tourism Reception in Fujian Province During the Spring Festival
According to market feedback, relying on its abundant negative oxygen ions, Wuyi Mountain in Fujian launched experiences such as “Sensing Fresh Wuyi” and “Free ‘Forest’ Breathing” during the Spring Festival, seeing nearly a 70% year-on-year increase. Among visitors to Wuyi Mountain, those from northern China accounted for over 50%. Many scenic spots in Fujian saw noticeable results after launching such concept-based products. During the Spring Festival, Fujian received a total of 8.2298 million domestic and international tourists, a 28% year-on-year increase, half of whom were from other provinces or overseas. Total tourism revenue reached 5.326 billion yuan, up 33.1%. Scenic spots such as Wuyi Mountain, Taining, Qingyuan Mountain, Taoyuan Cave, and Guanzhai Mountain all saw visitor increases of over 20%. Fujian’s excellent ecology and fresh air have become new highlights for the province’s tourism industry.
At the same time, to better promote the “Fresh Fujian” tourism image, the Fujian Provincial Tourism Bureau collaborated with multiple online travel e-commerce platforms via social media, such as creating the “Fujian Clean Air Tours” account. On social media, users frequently praised Fujian’s air quality. One user commented: “Fujian has so many mountains—the air is sweet. Breathing the best air in the country feels like such a luxury. I hope it can be maintained and not overdeveloped.” Others expressed their desire to travel: “The weather in Fujian is so nice!! The air quality is excellent!! I really want to visit Fujian!”
Industry insiders pointed out that the Fujian Provincial Tourism Bureau closely followed market trends, seized the opportunity promptly, proposed the “Beautiful China – Fresh Fujian” concept, and built the “Fujian Good Air” brand image through various promotional methods, contributing to the development of Fujian’s tourism market.