Tourists have a ball rafting in Fuqing city, Fujian. [Photo/IC]

Fujian province is gearing up for a bustling summer tourism season, offering more than 3,600 events and over 270 deals and incentives to lure visitors and boost cultural consumption.

The initiative is introducing six cultural and tourism scenarios and five themed travel strategies to cater to different interests.

Fujian will offer interactive experiences this summer, transforming traditional sightseeing into unforgettable experiences. Visitors can engage in immersive performances like Moonlight Over Wuyi and Impression Mazu, among others, that blend cutting-edge technology with traditional culture.

Water enthusiasts can enjoy sailing competitions, white-water rafting, water-splashing carnivals and more along Fujian's picturesque beaches and waterways. International cruise lines, including Blue Dream Cruises and Adora Cruises, will launch routes from the port city of Xiamen to popular destinations in Southeast Asia and Japan.

Music lovers can anticipate concerts by top artists. Centering on the concert, the fun extends to food festivals, electronic music festivals, creative markets, performance flash mobs and other fun stuff. Rural tourism will spotlight Fujian's rich folk heritage, featuring traditional songs of She ethnic group, Hakka mountain ballads and tea culture experiences in Mount Wuyi.

Sports enthusiasts can engage in football matches, drone races and orienteering events. Meanwhile, history buffs can explore Red tourism routes commemorating the 80th anniversary of the victory in the Chinese People's War of Resistance Against Japanese Aggression.

In a bid to enhance visitor experiences, Fujian has crafted five themed travel guides. The offerings include theatrical performances, cultural exhibitions and public charity camps, providing an enriching cultural time.  Additionally, cultural and tourism stand-up comedy tours and cross-genre art shows will offer light-hearted cultural adventures.

For those seeking real relief from the summer heat, water-based activities and island festivals like the Pingtan Island Life Festival offer a refreshing escape. Travelers can also enjoy discounts on flights, hotels and attractions, including complimentary access to Mount Wuyi and Taimu Mountain.

With over 50 curated routes, including youth travel lines and scenic coastal drives, Fujian caters to a wide range of preferences, promising a diverse and fulfilling travel experience.