Following the global buzz of "China Travel" last year, "Fuzhou Travel" is experiencing a surge in popularity in early 2025. Thanks to China's expanding visa-free policies and the influence of social media, more foreign tourists are flocking to Fuzhou to explore its rich cultural heritage. During the Spring Festival holiday, Fuzhou Changle International Airport recorded 5,973 inbound and outbound foreign passengers, marking a 16.36 percent year-on-year increase. According to data from Ctrip, a leading travel platform, inbound travel bookings for Fuzhou grew by 67 percent compared with the previous year.

A foreign tourist explores Sanfang Qixiang. [Photo/fznews.com.cn]

What are foreign tourists experiencing in Fuzhou?

Social media is playing a key role in attracting international visitors. Recently, American content creator "Baobaoxiong", a well-known influencer, shared his Fuzhou travel experiences. He explored iconic sites such as Sanfang Qixiang and Yantai Mountain, indulged in local delicacies, and participated in cultural activities like waist drum performances and lion dances. His video garnered over 100,000 likes and thousands of comments, further fueling interest in the city.

Beyond influencers, American social media users are actively engaging with Chinese platforms like Xiaohongshu (rednote), showing growing curiosity about Fuzhou. On January 16, an American user named Franko sought information about his girlfriend's hometown, Fuzhou, on Xiaohongshu and received an outpouring of enthusiastic responses. Locals shared cultural insights, travel recommendations, and even taught him phrases in the Fuzhou dialect. Meanwhile, Fuzhou residents are also taking to social media, using bilingual posts to showcase the city's historical architecture, renowned cuisine, and warm hospitality.

Why is "Fuzhou Travel" gaining traction?

The growing appeal of "Fuzhou Travel" can be attributed to a combination of factors, including more convenient entry policies, cultural attractions, and improved tourism experiences.

Starting from December 17, 2024, China's updated visa-free transit policy allows eligible foreign visitors to stay in the country for up to 240 hours (10 days), with Fuzhou Changle International Airport now serving as a designated entry point. Additionally, new international flight routes connecting Fuzhou to destinations like Bali, Jeju, Seoul, and the Maldives have made the city more accessible to global travelers.

Cultural tourism is another major draw. A South Korean travel blogger recently visited Fuzhou with his wife and paid tribute to Lin Zexu, a revered national hero, at his statue in West Lake Park. Sharing his experience on social media, he expressed deep admiration for Lin's patriotism and historical contributions, highlighting Fuzhou's rich cultural and historical significance as a reason for his visit.

The global celebration of Chinese New Year has also contributed to Fuzhou's rise as a travel destination. In January, 55 travelers from 30 countries participated in the "Chinese New Year, Global Affection" 2025 Global Travelers' Gala in Fuzhou, where they experienced traditional customs such as calligraphy, paper-cutting, and dumpling-making. Events like these provide immersive cultural experiences that resonate with international visitors.

How can Fuzhou sustain its tourism growth?

With increasing global interest, Fuzhou is taking steps to convert short-term visitor traffic into long-term tourism development. The city is prioritizing service enhancements, improved transit options, and greater international accessibility to create a seamless travel experience.

Initiatives include producing inbound tourism promotional videos, distributing bilingual travel guides and city maps, upgrading English-language signage at key attractions and transport hubs, and introducing tax-free shopping options. Industry experts also suggest enriching cultural tourism by developing themed travel routes, creating unique souvenirs, and improving hospitality standards across dining, lodging, and entertainment sectors.

According to Fuzhou's culture and tourism bureau, the city will further refine its tourism infrastructure and marketing strategies to ensure a welcoming and memorable experience for international visitors, solidifying its status as an emerging global tourism destination.