During this year's two sessions, NPC Deputy Zhong Jun submitted a motion urging state support for the establishment of a "Fujian-style life" cultural and tourism integration demonstration zone. The initiative aims to set a new standard for lifestyle-oriented cultural tourism, positioning it as a strategic pillar of the national economy and offering a model for the development of a culturally and touristically strong nation.

Zhong highlighted Fujian's commitment to advancing its cultural and tourism economy, identifying it as one of the province's four key sectors. During this year's Spring Festival, the province organized over 4,300 cultural and tourism activities and implemented more than 560 public benefit measures. These efforts paid off, resulting in 45.32 million visits and generating 39.76 billion yuan ($5.75 billion) in revenue.

As mass tourism evolves toward "slow living, deep experiences, and strong resonance", Zhong underscored Fujian's unique combination of natural resources and rich cultural heritage, positioning it to develop the "Fujian-lifestyle" concept. This aligns well with current consumer trends and offers significant market potential.

Zhong's proposal focuses on three main areas:

The first is developing a national cultural tourism brand. He suggests integrating the "Refreshing Fujian: Fujian-style Life" brand into the national cultural and tourism plan, transforming Fujian's core cultural treasures, such as its tea, architecture, cuisine, maritime culture, opera, and customs, into standardized cultural symbols and experiences.

The second is strengthening brand promotion. Zhong advocates for the inclusion of the brand in national promotional plans, leveraging major domestic and international platforms for targeted outreach, and using new media like short videos and live streaming to share "Fujian-style Life" globally as part of China's story.

The third is enhancing policy support. Zhong calls for favorable national policies, funding, and projects for Fujian, including more convenient entry and consumption policies. He envisions Fuzhou, Xiamen, and Quanzhou becoming world-class destinations for inbound tourism. Furthermore, he advocates for Fujian to take the lead in areas like the revitalization of ancient buildings, protection of intangible cultural heritage, and ecological tourism, contributing "Fujian wisdom" to the high-quality development of China's cultural tourism industry.