Performers in traditional Chinese attire depict fairies chasing the moon on a floating platform. [Photo/China Daily]

During the National Day and Mid-Autumn Festival holiday, Fujian province received over 46 million visits, with total tourism spending surpassing 38.8 billion yuan ($5.44 billion), setting a new record.

Throughout the eight-day holiday, Fujian launched over 1,800 activities and more than 300 preferential measures to enrich the "Fujian lifestyle" aesthetic experience. The tourism market thrived with over 30 meticulously planned themed routes. Monitored 4A-level and above scenic spots received 10.32 million visits, generating 231.71 million yuan in ticket revenue, marking year-on-year increases of 21.3 percent and 17.7 percent, respectively.

The province introduced a variety of cultural and artistic activities, including performances, exhibitions, intangible cultural heritage (ICH) experiences, and reading promotions, establishing a new trend in holiday cultural consumption. Cultural tourism talk shows and concerts also emerged as highlights.

Fujian continuously enhanced the iterative upgrading of core cultural and tourism consumption scenarios. Night-time tourism and culinary experiences saw significant growth, with 15 national night-time cultural hubs seeing over 15 million visits. Fuzhou's Minjiang River night cruise alone recorded over 20,000 trips, a remarkable 494 percent increase from the previous year.

Inbound tourism remained strong, with Fujian serving as a key gateway for international tourists. Xiamen was listed among the top 10 destinations for inbound tourists on platforms like Ctrip and Qunar. According to Qunar, Quanzhou ranked second in terms of increased flight bookings by overseas tourists.

County-level tourism gained popularity, offering experiences such as exploring natural landscapes and enjoying local feasts. Zhangzhou's Nanjing county hosted 41 themed activities and over 200 performances, while Shaowu Dabugang revitalized its ICH artisan street. During the holiday, 205 "golden tourism villages" in Fujian received over 5.7 million visits, generating revenue of 1.07 billion yuan.

ICH experiences were in high demand, with 185 themed activities across the province. Museums saw nearly two million trips with over 300 exhibitions and educational activities, as holiday reading emerged as a new trend.