Figure 2: Table of Key Scenic Spot Tourism Reception in Fujian Province During the Spring Festival
According to market feedback, Wuyishan in Fujian, leveraging its abundant negative oxygen ion content, launched experiences such as "Sensing the Freshness of Wuyi" and "Free 'Forest' Breathing" during the Spring Festival, seeing nearly a 70% year-on-year increase. Among visitors to Wuyishan, 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 Province received a total of 8.2298 million domestic and international tourists, a year-on-year increase of 28%, half of whom were from other provinces or overseas. Total tourism revenue reached 5.326 billion yuan, up 33.1%. Scenic spots such as Wuyishan, Taining, Qingyuan Mountain, Taoyuan Cave, and Guanzhai Mountain all saw more than a 20% increase in visitor numbers. 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 on Weibo, such as creating an account called "Fujian Fresh Air Tourism." On Weibo, users also praised Fujian’s air quality, with one commenting: "Fujian has many mountains, and the air is sweet. Breathing the best air in the country feels like such a luxury. I hope they can maintain it without overdevelopment." Many others also 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 at the first moment, proposed the concept of "Beautiful China – Fresh Fujian," and built the "Fujian Good Air" brand image through various promotional methods, contributing to the growth of Fujian’s tourism market.