China Regional Tourism
China Promotes Regional Tourism Through Cultural Attractions and Seasonal Campaigns
Anonymous
China is promoting tourism in both Fujian and Heilongjiang. On Meizhou Island, organizers are expanding beyond Mazu temple visits with cultural attractions, performances and leisure experiences that encourage visitors to stay longer; the island recorded about 3.23 million visits in 2025. In Heilongjiang, visiting international influencers toured the province’s lakes, rivers, forests, wetlands and winter attractions, as well as sampling local food, in a campaign highlighting its scenery and hospitality.
Key Points
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Mazu, born Lin Mo on Meizhou Island in 960, is believed to have become a protector of seafarers; her faith has more than 300 million followers worldwide, and its customs were added to UNESCO’s intangible cultural heritage list in 2009.
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Meizhou Island tourism officials say the visitor mix is changing, with more families, self-driving tourists and young people coming for vacation rather than making a brief temple visit.
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Specific Meizhou Island activities include dressing in traditional attire for photos, experiencing “a day in the life of Mazu” at her former residence in Mazu Heritage Park, and visiting the Mazu cultural museum and Ping'an Pagoda.
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The Heilongjiang promotion specifically pitches the province as a destination for cool summer escapes, urging travelers not to wait for winter to visit.
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