FJCL sports events inject vitality into the holiday consumption. [Photo/Fujian Football City League]

During the May Day holiday, Fujian highlighted the "Fujian-style life" concept, the integration of culture and tourism, and consumer stimulation through over 2,000 cultural tourism events and more than 200 consumer-friendly initiatives. This dynamic approach effectively unlocked the region's consumption potential.

The allure of "Fujian-style Life" continues to grow, creating new spending opportunities in cultural tourism. During the holiday, the province's 4A-level and above scenic spots received a total of 7.61 million visits. Zhangzhou's Longjiang Years Scenic Area nearly doubled its visitor numbers compared with last year. In Ningde, Taimu Mountain launched a cross-province low-altitude tourism route and helicopter sightseeing, while rural tourism offerings like pastoral leisure, ancient village exploration, and coastal camping boosted small-town tourism appeal.

Diverse consumption patterns invigorated the market, with Fujian Football City League (FJCL) sports events injecting vitality into the holiday. Across the province, efforts to integrate and upgrade cultural tourism continued, highlighted by football-themed markets. According to Tongcheng data, search interest in event locations such as Fuzhou, Pingtan, Longyan, Ningde, and Putian surged by 92 percent month-on-month. Five FJCL matches attracted nearly 100,000 spectators, establishing "Traveling with Sports Events" as a new holiday trend.

The market structure has been optimized, with in-depth cultural tours and immersive experiences becoming mainstream. The province recorded over 3.48 million out-of-province visits, a 7.6 percent year-on-year increase. Inbound tourist numbers rose by 20.1 percent, while inbound tourism spending increased by 35 percent.

Throughout the holiday, Fujian hosted a series of artistic performances, cultural exhibitions, and intangible cultural heritage experiences, shifting tourist consumption from superficial visits to deeper, higher-quality experiences.

Additionally, nighttime consumption thrived. According to incomplete statistics, 15 national-level nighttime consumption clusters in the province received over 7 million visits, a 5 percent year-on-year increase, while total tourist spending exceeded 198.86 million yuan ($29.16 million), up 7.6 percent.