An idyllic Beiqi mudflat scene in Ningde. [Photo by Lin Wenjian]

The 2025 Ningde Cultural Tourism Economic Development Conference held on Sept 20 in the city of Ningde, located in East China's Fujian province, marked a significant milestone with the signing of 14 key cultural tourism projects, worth a total 6.83 billion yuan ($959.56 million).

The projects covered the fields of strategic platform cooperation, cultural tourism complexes, boutique accommodation, film and television services and maritime transport.

Ningde is an extremely popular destination for vacation and ecological tourism. Nestling among mountains, seas, ports and urban landscapes, it's been roundly praised by eminent monthly magazine China National Geography as "the most beautiful place in China", making it a real hotspot for travelers.

In recent years, Ningde has successfully integrated its culture with tourism, resulting in a booming tourism sector. In 2024, the city received over 70 million visits, up 14.8 percent on the previous year, with the total tourist spend up 19.7 percent to 70 billion yuan — both records.

During the conference, Ningde introduced three highly appealing new boutique tourism routes. One offers the island charms of sea lands and mudflats, another leads travelers through picturesque villages showcasing the vibrant colors of autumn and the third takes tourists on a spiritual journey to sites like Taimu Mountain and Jianshan Temple.

Coinciding with the conference, the "Golden autumn and silver winter cultural tourism consumption season" was launched. The initiative features 138 events, including intangible cultural heritage activities, exhibitions, performances, sports events and culinary experiences, along with 42 measures offering discounts on scenic area tickets.