The previous Fujian Tourism Expo. [Photo/Culture, Sports and Tourism Bureau of Nan'an]

The 2025 Fujian Tourism Expo will be held from Dec 12 to 14 at the Fujian Chenggong International Convention and Exhibition Center in Nan'an, Quanzhou.

The event has developed into a comprehensive exhibition of brands and cultural tourism in Fujian province since 2017, playing a crucial role in the 2025 Maritime Silk Road International Cultural Tourism Festival.

The exhibition area has been expanded by nearly 30 percent to display 16 selected zones, including "Fresh Fujian", "Cross-Strait Connections", and "Tea, Porcelain, Fragrance".

From the splendid landscape of Wuyi Mountain, the melodies of Gulangyu Island, and the unique Hakka customs of Western Fujian's tulou to millennium-old Dehua porcelain, the fragrant Tieguanyin tea of Anxi county, and the hustle and bustle of fisheries along Eastern Fujian's coast, the event will vividly present the province's diverse and renewing charm.

What's more, the event will facilitate both online and offline supply-and-demand matching and trade, extending the cultural tourism industry value chain, and promote exchanges and cooperation among travel agencies, investors, and cultural tourism enterprises worldwide.

AI-empowered technologies will also showcase the latest innovations, immersive experiences, and leading digital applications, allowing visitors to engage in interactive activities, such as a VR trip to Quanzhou Port during the Song and Yuan dynasties (960-1368) or AI digital guides to intangible cultural heritage stories.