International travel agents experience Quanzhou's culture in Kaiyuan Temple. [Photo/Zhang Jiuqiang]

As part of the 2025 Maritime Silk Road International Cultural Tourism Festival, 14 leading travel agents from Portugal and France visited Quanzhou on Dec 7. Initially unfamiliar with the city, their views changed after exploring its rich cultural sites, including Zanhuawei (the floral hair wreath), Luoyang Bridge, the Intangible Cultural Heritage Museum, Kaiyuan Temple, and West Street.

At the Quanzhou Intangible Cultural Heritage Museum, Francisco Manuel from Portugal was captivated by the exquisite puppets, lanterns, and intricate Jin Cang embroidery. He noted, "This is a complete world of ICH." What impressed him most was the "living" heritage: "In Quanzhou, you don't just visit — you immerse yourself in the culture. The people here are an integral part of this heritage."

Isabel Maria was equally impressed on her first trip to China. After tasting local cuisine, she praised Quanzhou as "a fantastic showcase of traditional Chinese culture", highlighting its history, culture, and culinary richness. She plans to recommend it enthusiastically to her clients.

Nuno Miguel and Grace observed the city's multifaceted character, where ancient traditions coexist with modern technology. This blend of old and new enhances Quanzhou's appeal in the international tourism market.

Even before their trip concluded, many international travel agents started how to introduce Quanzhou to their clients, seeing it as a tangible travel experience rather than just a place in a brochure. With their visit, Quanzhou was rediscovered through their eyes, poised to reach a broader audience through their recommendations.