On December 15, the launch ceremony of the "Fresh Fujian" Influencers Alliance was held at Laoshe Teahouse in Beijing. Attendees included Wu Xiande, Director of the Fujian Provincial Tourism Development Commission, officials from the relevant department of the Beijing Municipal Tourism Development Commission, as well as more than 200 tourism influencers, travel agencies, and media representatives, among whom were 30 influencers. As Director Wu Xiande and two influencer representatives slowly poured starry wine from their goblets, the "V+" logo lit up, marking the official launch of the "Fresh Fujian" Influencers Alliance.
In his speech, Director Wu Xiande enthusiastically introduced the "429" core tourism resources of "Fresh Fujian" (4 World Heritage Sites: the dual World Cultural and Natural Heritage site — Mount Wuyi; the World Cultural Heritage site — Fujian Tulou; the World Natural Heritage site — Taining Danxia; and the World Cultural Heritage site — Gulangyu in Xiamen; 2 Global Geoparks: Taining and Ningde; and 9 "unique resources": the World Tea Capital, the magical tulou, green ecology, dreamy hot spring wellness and marine experiences, temple pilgrimages, maritime Silk Road connections, shared Min-Tai roots, and multicultural diversity). He pointed out that as early as 2000, then-Governor Xi Jinping of Fujian Province put forward the strategic vision of building an ecological province and proposed "leveraging ecological tourism resources to vigorously develop the tourism industry." The Fujian Provincial Party Committee and Government place great importance on the development of the tourism industry, positioning it as one of the three emerging leading industries. They are vigorously promoting all-for-one ecological tourism, and the tourism industry maintains a positive momentum. From January to November this year, Fujian received a total of 347 million domestic and international tourists, a year-on-year increase of 21.9%; tourism revenue reached 459.955 billion yuan, up 29.08% year-on-year. According to the 2016 China Tourism Destination Brand Reputation Index released by People’s Daily Online, Fujian ranked sixth nationwide. He stated that the new era requires new actions. The Fujian tourism system will be guided by Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, follow the decisions and plans of the Provincial Party Committee and Government to accelerate the supply-side structural reform of tourism, take 2018 as the Year of Enhancing Tourism Products, Brands, and Services, using the deepening of the "Travel Fujian with Confidence" service commitment mechanism as the key approach. They will continue to promote the "Fresh Fujian" brand, further implement the "Travel Fujian with Confidence" service commitment, coordinate efforts to advance the tourism industry enhancement project, and accelerate Fujian's development into a key center for natural and cultural tourism in China and an internationally renowned tourist destination. He noted that this event is an innovative and creative initiative in branding "Fresh Fujian," aiming to capture the beauty of "Fresh Fujian" through the lenses and words of influencers and internet celebrities, tell the stories of Fujian tourism, and use their new media platforms to continuously expand the influence of the "Fresh Fujian" brand, striving to achieve goals of increased tourist volume, longer stays, and higher tourism consumption.
During the launch ceremony, representatives from the Influencers Alliance — "Steel Little Warrior" and "Walking 40 Countries" — shared exciting moments and touching stories from their travels in "Fresh Fujian." Traditional xiangsheng (crosstalk) art combined with "Fresh Fujian" elements brought laughter while helping audiences remember Fujian, expanding the means of tourism marketing and enriching promotional methods. A heartfelt performance of the "Fresh Fujian" theme song — "Fujian Is You" — brought the event to a climax.
During the launch ceremony, 10 mainstream live streaming platforms and influencers interacted in real-time with netizens, attracting continuous attention from 1.05 million online viewers. Over 100 media outlets, including national online, TV, and newspaper organizations, as well as the Influencers Alliance and travel media, simultaneously covered the event, promoting the tourism resources of "Fresh Fujian" and generating strong reactions within the industry.
It is understood that the 30 members of the "Fresh Fujian" Influencers Alliance have an average fan base of over 5 million, with a combined total exceeding 150 million, and over 90% of their fans are travel enthusiasts.
In recent years, Fujian tourism has continuously innovated its marketing strategies. Leveraging the successful national trademark registration of the "Fresh Fujian" brand, it has consistently strengthened the promotion of the "Fresh Fujian" brand, continuously explored the cultural connotations of the brand, and implemented precision marketing. This has built a "Fresh Fujian" brand value system composed of diverse elements such as "Fresh Ecology," "Fresh Humanities," "Fresh Cuisine," and "Fresh Gifts." It has actively carried out the "Internet Influencers Talk about Fujian" project and implemented the "Five Ones" of online marketing ("One Theme Song," "One Composite Short Video," "One Targeted Marketing Campaign," "One Online Promotion Conference," and "One Media Influencers Alliance"). It promotes branding elements such as "Fresh Fujian · Fujian Lifestyle," "Fujian · The Art of Living," and "Fujian · You Are My Cup of Tea," ensuring that the "Fresh Fujian" brand reflects not only the freshness of the natural environment but also the freshness of the humanistic environment, thereby continuously enhancing the brand's visibility and influence.