The “Discover the Fujian Lifestyle, Experience Beautiful China – European Travel Media and Influencer Tour of Fujian” officially launched in Xiamen on 16 January. Hosted by the Bureau of International Exchange and Cooperation of the Ministry of Culture and Tourism and coordinated by the Fujian Provincial Department of Culture and Tourism, the event welcomed 21 travel media representatives and influencers from the UK, Ireland, Italy, France, Switzerland, Spain, and Germany to begin an in-depth cultural discovery of the province.

The pace of the first two days has been quintessentially “Fujian”: establishing intimacy through Xiamen’s vibrant streets and harbour nightscapes, expanding cultural depth through the piano melodies and Nanyin music of Gulangyu, and concluding the narrative with the Hakka Tulou clusters of Nanjing and Yongding. The overarching sentiment among the participants is that Fujian’s “Gallery of Mountains and Seas” is not merely a distant landscape, but an accessible and participatory experience. The essence of “Fresh Fujian” is not built on slogans, but on the natural atmosphere and the pulse of local life. Consequently, the theme “Visit Fujian for a Wealth of Blessings; A Journey of Mountains, Seas, and Songs” has become a self-explanatory thread through the influencers’ lenses: the mountains and seas form the path, the songs represent the people, and blessings are found in every encounter and resonance.

This itinerary is more than a collection of sights; it is a structured narrative for the inbound market, placing Fujian’s World Heritage sites, intangible cultural heritage, and contemporary scenes on a single chain of experience. It responds to the international desire to both understand and feel close to China, providing a tangible medium for cultural exchange and “people-to-people” connectivity.

Xiamen Opening: Ancient and Modern in One Frame

Upon arrival in Xiamen, the tour began in the Zhongshan Road historical district. A Hanfu-clad welcome ceremony offered a light touch of tradition, presenting culture as a living street scene rather than a staged display. Influencers reacted with quick cameras but slow footsteps, capturing the intricate details of traditional robes alongside the historic arcade architecture and modern crowds.

As dusk fell, the group boarded the “Lujiang Night Tour” cruise. The neon lights of the city skyline contrasted with the tranquil silhouettes of Gulangyu. 

One influencer remarked: “From the ancient streets to the glittering harbour, Xiamen’s itinerary is a perfect blend of modern pace and traditional experience—precisely the kind of Chinese story young Europeans hope to see.”

Following the cruise, the team stayed overnight on Gulangyu, where the sound of the waves and historic architecture set a gentle tone for the following day.

Gulangyu Morning: Aesthetics and Ancient Melodies

On the morning of 17 January, the group visited Shuzhuang Garden. Its beauty relies on “borrowed scenery,” using the sea as a backdrop to create a garden where every step reveals a new perspective. The influencers embraced this rhythmic space, focusing their cameras on the play of light and shadow in corridors and courtyards.。

The garden’s Piano Museum, one of the largest in China, gives weight to the island’s reputation as an “Island of Music.” Influencers described Gulangyu as a place that “retains” visitors through a steady aesthetic of piano notes, sea breezes, and old buildings.

Gulangyu Palace Museum and Nanyin Performance: Time spans with ancient music

This was followed by a Nanyin performance at the Gulangyu Palace Museum. The slow, unhurried tempo of this ancient music captivated the influencers, many of whom stopped filming to simply listen, noting that its power lies in its ability to create a sense of stillness that transcends language.

As far as the influencers concern, the beauty of Nanyin does not rely on language, but an emotion – once you engage, you would like to stay. For overseas communication, this form of contents is rather robust – it does not attract audiences by noise, but create an impression that drives audiences to experience it onsite.

“Yu Jian Minnan”: Immersive Heritage

After leaving the island, the team visited the “Yu Jian Minnan · Time Illusion” scenic area to watch the performance Fuxi Luying and experience Minnan’s intangible heritage. Some influencers dressed in traditional costumes for photography.

The influencers noted that this expressive format is very “user-friendly” for European audiences, as the visuals grab attention before the story follows, transforming tradition from something observed at a distance into something participatory.

Influencers impressed directly – this performance is very engaging for European audiences, where it starts with visual effects and follows with stories. In this way, traditions can be engaged rather than observed. Some influencers even all it, an express entrance of Minnan culture. Nothing to be learnt in advanced, as you will remember the traditions via costume, engagement, and immersive performances.

Nanjing Tianluokeng: The Wisdom of Collective Living

In the afternoon, the group travelled to Zhangzhou Nanjing to reach the viewing platform of the Tianluokeng Tulou cluster. From above, the unique shapes of the earthen buildings merge seamlessly with the valley’s topography.

Influencers were drawn to the “philosophy of living” behind the architecture—questioning how these enclosed spaces fostered community and resource sharing. They noted that the Tulou’s beauty lies in its logic: a visible negotiation between humans and their environment.

Yongding Zhencheng Lou: A Night of Hakka Culture

The tour moved to Yongding in Longyan for a visit to the “Prince of Tulou,” Zhencheng Lou. Following dinner, the intangible heritage dance drama The Hakka (Ke) was performed, followed by the “Dreaming of Tulou” light show.

While the afternoon highlighted structure and scale, the evening’s light and shadow filled in the human element—migration, settlement, and homecoming. These cross-cultural emotional threads resonated deeply with the participants.