People’s Governments of all counties (cities, districts), the Administrative Committees of Quanzhou Development Zone and Quanzhou Taiwanese Investment Zone, all departments and directly affiliated agencies of the Municipal People’s Government, major enterprises, and institutions of higher education:
To implement the “Opinions of the People’s Government of Fujian Province on Promoting High-Quality Development of the Tourism Industry” (Min Zheng [2021] No. 8) and accelerate the high-quality development of our city’s tourism industry, the following implementation opinions are hereby put forward:
I. Objectives and Requirements
(1) General Approach. Guided by Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, we will fully implement General Secretary Xi Jinping’s important expositions on cultural and tourism work and the spirit of his important speeches during his inspection tour of Fujian. Grounded in the new stage of development, we will actively integrate into the construction of “Famous City of the Maritime Silk Road, Strong City of Intelligent Manufacturing, and Quality Quanzhou,” optimize spatial layout, enrich product offerings, enhance public services, and build a world-class cultural and leisure tourism destination along the Maritime Silk Road.
(2) Development Goals. By 2025, the city’s total tourism revenue will exceed 200 billion yuan, with an annual growth rate of tourism revenue maintaining double digits or higher. The contribution rate of the tourism economy will continue to rise, and the influence and reputation of the “Quanzhou: World Maritime Trade Center of Song and Yuan China” World Cultural Heritage brand will be further enhanced. Both residents and visitors will share in the livability, cultural richness, and quality of this World Heritage city.
II. Work Tasks
(I) Strengthening the Momentum of Tourism Development
1. Optimize the Development Framework. Establish a “One Bay, Two Belts, Six Clusters” all-for-one tourism development framework, highlighting the Quanzhou Ancient City as the core of tourism development; promote the aggregation of elements within the Qingyuan Mountain Cultural Tourism Circle; and cultivate the “Maritime Silk Road” Cultural Tourism Zone around Quanzhou Bay. Optimize the Blue Coastal Tourism and Leisure Belt and the Green Health and Wellness Tourism and Leisure Belt, and develop themed resort and leisure experience economies.Promote the empowerment of distinctive industries through culture and tourism, and deepen the development of six major distinctive industrial clusters: “Fashion and Industry Tourism,” “Coastal Sculpture Arts + Tourism,” “Tea + Tourism,” “Incense + Tourism,” “Porcelain + Tourism,” and “Stone + Tourism.” Cultivate “One County, One Distinctive Festival,” create the “Coastal Fashion Tourism Festival” and the “Mountain Ecological Tourism Festival,” and build the brands of the “Maritime Silk Road International Arts Festival” and the “Minnan Good Life Carnival.”[Responsible Units: Municipal Bureau of Culture and Tourism; People’s Governments of all counties (cities, districts); Administrative Committees of Quanzhou Development Zone and Quanzhou Taiwanese Investment Zone. The following tasks must be implemented by the People’s Governments of all counties (cities, districts) and the Administrative Committees of Quanzhou Development Zone and Quanzhou Taiwanese Investment Zone; they will not be listed individually hereafter]
2. Ensure Adequate Land Supply. In conjunction with the formulation of territorial spatial planning, optimize the layout of land designated for tourism development. Focus on “heritage tourism” by distinguishing between two geographical units—inside and outside heritage zones—to create functionally complementary industrial ecosystems. Within heritage zones, optimize the presentation methods for heritage value themes and appropriately develop heritage tourism and educational tourism. Outside heritage zones, reserve land for development and improve supporting facilities such as transportation hubs, transportation networks, accommodation, and shopping to achieve sustainable and high-quality development of heritage tourism.(Responsible Units: Municipal Bureau of Natural Resources and Planning, Municipal Bureau of Culture and Tourism)
3. Improve the transportation network. Build a three-dimensional “fast access, slow exploration” transportation network integrating land, sea, and air modes. Attract more airlines to establish routes and bases in Quanzhou, increase flight connections to countries and regions along the Belt and Road, enhance accessibility for domestic and international tourists visiting Quanzhou, and strengthen tourism transportation services during holidays and peak seasons.Strengthen convenient connections between national and provincial trunk roads and 4A-rated or higher scenic areas; launch dedicated tourist shuttle routes to 4A-rated or higher scenic areas, with the goal of extending coverage to 3A-rated scenic areas; and ensure seamless public transportation connections between airports, train stations, and ports and major scenic areas.Add a number of viewing platforms, rest stops, and campsites for self-driving and RV travelers along national and provincial trunk roads and roads leading to scenic areas, and enhance the self-driving tour services and recreational functions of highway service areas. (Responsible Units: Municipal Transportation Bureau, Quanzhou Jinjiang International Airport)
4. Strengthen infrastructure development. Promote Quanzhou’s culinary heritage by establishing local specialty restaurants and snack brands; develop distinctive food and leisure districts. Encourage the construction of accommodation facilities such as resort hotels, boutique theme hotels, and RV campgrounds.Develop leisure and consumption formats such as themed cafes and dining bars, multi-functional bookstores, immersive theaters, and cultural and creative experience venues. Support the innovative development of traditional time-honored brands, intangible cultural heritage crafts, local agricultural and specialty products, and arts and crafts; encourage R&D in “museums + cultural and creative products” and “intangible cultural heritage + cultural and creative products”; host the “Silent Nourishment” Cultural and Creative Tourism Product Design Competition; and develop tourism shopping. (Responsible Units: Municipal Bureau of Commerce, Municipal Bureau of Culture and Tourism)
(2) Enriching Tourism Product Supply
5. Strengthen “World Heritage” Tourism. Leverage the brand effect of the “Quanzhou: World Maritime Trade Center of Song and Yuan China” World Heritage site. Develop a specialized plan for World Heritage tourism development. With the ancient city as the core, connect other World Heritage sites. Using the creation of a national-level tourist resort in Quanzhou’s ancient city as a key initiative, improve service elements such as tourist distribution centers, parking, transportation transfers, information signage, and guided tours. Build a World Heritage-led tourist destination and establish a strong World Heritage IP.Encourage private investment to participate in developing World Heritage cultural and creative industries, strengthen the digital cultural and creative economy of the ancient city, and foster the “first-store” economy as well as cultural and tourism sectors such as performing arts, night tours, dining, shopping, and accommodation. Organically integrate intangible cultural heritage (ICH) projects with traditional architectural spaces to create ICH exhibition and experience areas, and build a living museum of the ancient city. Implement enhancement projects for ancient cities, towns, villages, and historic districts.(Responsible Units: Municipal Bureau of Culture and Tourism, Municipal Bureau of Transportation, Municipal Bureau of Commerce, Municipal State-owned Assets Supervision and Administration Commission, Municipal Urban Management Bureau, Municipal Traffic Police Detachment)
6. Expand coastal tourism. Leverage the synergistic advantages of beautiful coastal landscapes, rich cultural heritage, the unique charm of Huiyu, prominent commercial resources, and the city’s status as a renowned hometown of overseas Chinese. Accelerate the development of projects such as Xiaogang Life Art Island, Chongwu Peninsula, Eight Immortals Crossing the Sea (Phase II), Ten-Mile Golden Coast, and Shenhu–Weitou Bay. Promote the tourism development of Huiyu Island,Dazhui Island, and Dabao Island; encourage the establishment of coastal sports clubs and marine sports bases; and enhance the quality of coastal tourism and resort products. (Responsible Units: Municipal Bureau of Culture and Tourism, Bureau of Natural Resources and Planning, Bureau of Ocean and Fisheries)
7. Develop rural tourism. Leverage resources such as natural ecosystems, leisure agriculture, distinctive traditional houses, folk culture, living intangible cultural heritage, and local cuisine to develop rural tourism. In conjunction with the construction of rural revitalization demonstration routes, actively cultivate “China’s Beautiful Leisure Villages,” “National Key Counties for Leisure Agriculture,” “National Key Towns (Villages) for Rural Tourism,” “Fujian Provincial All-for-One Ecotourism Towns,” “Gold Medal Tourism Villages,” and “Leisure Agriculture Demonstration Sites,” while promoting premium rural tourism itineraries.Encourage counties to introduce policies and measures to enhance the quality and efficiency of rural homestays. (Responsible Units: Municipal Bureau of Culture and Tourism, Development and Reform Commission, Bureau of Agriculture and Rural Affairs)
8. Promote nighttime tourism. Encourage localities to cultivate clusters for nighttime cultural and tourism consumption, enhance cultural and tourism elements in pedestrian streets, and develop sectors such as shopping, dining, entertainment, cultural and creative industries, and performing arts. Create popular online destinations and expand supporting facilities such as temporary nighttime parking lots and additional bus routes. (Responsible Units: Municipal Commerce Bureau, Transportation Bureau, Culture and Tourism Bureau, Urban Management Bureau)
9. Expand business and exhibition tourism. Leveraging the favorable ecological, cultural, and climatic conditions as well as the region’s thriving commercial environment, develop conference hotels, enhance professional operational capabilities, innovate service concepts, and introduce incentive policies to support enterprises in hosting various annual meetings, effectively attracting high-end clientele such as corporate executives to Quanzhou for conferences and tourism. (Responsible unit: Municipal Bureau of Commerce)
10. Expand educational tourism. Coordinate and arrange practical educational activities for primary and secondary schools, incorporating such activities into school curricula. Using Minnan culture as a connecting thread, leverage resources from Taiwan, Hong Kong, Macao, and overseas Chinese communities, as well as the advantages of the ancestral homeland, to organize tours for visiting relatives, tracing roots, and paying respects to ancestors.Build educational tourism destinations and plan and promote premium educational tourism itineraries. Utilize municipal and county-level intangible cultural heritage museums, as well as intangible cultural heritage transmission sites and centers, to develop “Intangible Cultural Heritage + Educational Tourism” programs. (Responsible Units: Municipal Education Bureau, Municipal Culture and Tourism Bureau, Municipal Party Committee Office for Taiwan, Hong Kong, and Macao Affairs, Municipal Federation of Overseas Chinese)
11. Develop red tourism. Relying on red tourism resources such as the Ye Fei Hometown Red Tourism Area, the Former Site of the Fujian Provincial Committee of the Communist Party of China (Bali, Dehua), the Yongchun Museum of Intra-Party Political Life, the Lin Junde Memorial Hall, the Former Site of the Annan-Yongde Soviet Government, the Mo Ye Former Residence, and the Weitou Battlefield Culture Fishing Village, utilize modern technology to enrich the scenarios, formats, and content of red tourism education, improve the quality of guided tours, and promote premium red tourism itineraries.(Responsible Unit: Municipal Bureau of Culture and Tourism)
12. Promote the integrated development of “Tourism+” and “+Tourism.” Develop wellness tourism by creating specialized health tourism products such as medical tourism, hot spring therapy, traditional Chinese medicine wellness, and forest wellness. Cultivate a group of provincial-level wellness tourism demonstration bases and employee convalescent bases.Develop sports tourism by leveraging Quanzhou’s strengths in sports equipment brands. Capitalizing on major events such as the World Secondary School Games, the International University Sports Federation (FISU) Football World Cup, and the Around the Bay Cycling Race, we will foster the sports event economy and support the popularization and industrialization of sports such as aviation sports, marathons, cycling, hiking, and beach volleyball. Develop industrial tourism by encouraging eligible enterprises to establish industrial museums, strengthening the protection and utilization of industrial heritage, and cultivating a group of provincial-level industrial tourism demonstration bases and “Gold Medal” sightseeing factories.(Responsible Units: Municipal Bureau of Culture and Tourism, Municipal Bureau of Industry and Information Technology, Municipal Health Commission, Municipal Sports Bureau, Municipal Federation of Trade Unions)
13. Develop the tourism performance and music industries. Introduce commercial performance projects such as large-scale shows and theaters featuring Minnan cultural themes, and encourage the development of small- and medium-sized, themed, immersive, and customized performance products. Explore opportunities for municipal professional performing arts troupes to participate in tourism performance projects through various formats, integrate resources, and create and operate distinctive products tailored to the tourism market.Support the Quanzhou Grand Theatre, Quanzhou Song and Dance Theatre, Quanzhou Cinema and Theatre, and Jinjiang Grand Theatre in introducing more world-class domestic and international productions. Encourage various performing arts institutions to organize themed and festival performances at tourist attractions and performance venues. Encourage and guide folk artists and cultural enthusiasts to participate in street cultural performances, integrate musical and artistic performances into leisure spaces, and enhance the city’s cultural sophistication. (Responsible Units: Municipal Bureau of Culture and Tourism, State-owned Assets Supervision and Administration Commission)
14. Develop the film and television industry. Fully implement the “Notice of the Quanzhou Municipal People’s Government on Issuing Several Measures to Support the Development of the Film and Television Industry in Quanzhou” (Quan Zheng Wen [2021] No. 10), accelerate the integrated development of film and television with culture and tourism, build a number of distinctive film and television towns, host film and television festivals and exhibitions, and attract film and television enterprises to produce and create a series of influential film and television productions in Quanzhou. (Responsible Units: Municipal Publicity Department, Municipal Bureau of Culture and Tourism)
(III) Strengthening Tourism Market Entities
15. Cultivate Leading Enterprises. Support cultural and tourism enterprises in establishing modern corporate systems and implementing shareholding reforms through resource integration, technological innovation, brand expansion, cross-sector operations, and mergers and acquisitions. Support eligible cultural and tourism enterprises in raising capital through initial public offerings (IPOs) or listing on the Basic or Innovation tiers of the National Equities Exchange and Quotations (NEEQ), thereby increasing the proportion of direct financing. Municipal and county-level governments will provide phased incentives to enterprises that undergo shareholding reforms, NEEQ listings, or IPOs. Support various investment funds in participating in the development of major tourism projects.Revitalize idle assets separated from government agencies and public institutions, and support state-owned brand enterprises in expanding and strengthening their operations. (Responsible Units: Municipal Bureau of Culture and Tourism, Financial Regulatory Bureau, State-owned Assets Supervision and Administration Commission)
16. Prioritize Attracting Major and Strong Enterprises. Focus on filling gaps, strengthening, and extending the tourism industry chain; innovate investment promotion mechanisms for the tourism industry chain; adhere to the principle of attracting major and strong enterprises; and plan tourism investment promotion projects targeting key sectors such as tourism accommodation and tourism performances.Strengthen cooperation with renowned tourism groups and management service brands to transform resource advantages into industrial development advantages. Support local enterprises in attracting well-known companies—such as those listed on the Fortune Global 500, the China Enterprise 500, or the Top 20 National Tourism Enterprise Groups—to invest in major tourism projects in Quanzhou through joint ventures or cooperative operations. Encourage localities to effectively utilize policy packages, implement targeted investment promotion, and provide comprehensive service support. (Responsible Units: Municipal Bureau of Culture and Tourism, Development and Reform Commission, Commerce Bureau, State-owned Assets Supervision and Administration Commission)
17. Create a portfolio of signature products and projects.Accelerate the construction of landmark projects such as the Maritime Silk Road Cultural Park, Citong Ancient Port, Quanzhou Ancient City, the Ancient City Digital Cultural and Creative Animation Base, Longtou Mountain, Wulin Traditional Village, Golden Coast International Resort Hotel, Chenggong Cultural Industry Park, Xiaogang Life Art Island, Oriental Grand Port · Song-Yuan China Maritime Silk Road Performing Arts City, Yongchun Mountain Retreat Resort, Hongqi Fang, and Eight Immortals Crossing the Sea.(Responsible Units: Municipal Bureau of Culture and Tourism, Development and Reform Commission)
18. Support travel agencies in expanding and strengthening their operations. Support counties (cities, districts), the Quanzhou Development Zone, and the Quanzhou Taiwanese Investment Zone in establishing and improving incentive mechanisms to promote the high-quality development of travel agencies. Encourage government agencies, enterprises, public institutions, and social organizations at all levels to entrust travel agencies with arranging transportation, accommodation, catering, and conference services for Party-building activities and official business. (Responsible Unit: Municipal Bureau of Culture and Tourism)
19. Implement scenic area enhancement projects. Support the creation of a national-level tourist resort in Quanzhou’s ancient city. Comprehensively upgrade the hardware and software services of A-level scenic areas, including visitor centers, parking lots, tourist restrooms, smart tourism systems, and guided tours. Support eligible scenic areas in opening “public teahouses” and specialty product experience centers (such as Dehua ceramics), and develop boutique themed hotels around 4A-level and higher scenic areas and leisure districts.Support Shiniu Mountain in its bid to become a 5A-level scenic area, and strive to achieve “a 4A-level scenic area in every county” by 2025. (Responsible Units: Municipal Bureau of Culture and Tourism, Bureau of Natural Resources and Planning, Bureau of Commerce, Qingyuan Mountain Management Committee, Quanzhou Culture and Tourism Group)
(IV) Unlocking the Potential of Tourism Consumption
20. Expand the consumer market. Using the creation of a National Cultural and Tourism Consumption Demonstration City as a lever, comprehensively enhance the quality and level of tourism consumption by focusing on “eating, accommodation, transportation, sightseeing, shopping, and entertainment.” Guide tourism distribution service centers and highway service areas to establish experience stores featuring Quanzhou’s specialty products. Facilitate tourism shopping by promoting the new model of “on-site ordering and logistics delivery.”Optimize the layout of postal service facilities by establishing postal service outlets and mailboxes in major scenic areas and commercial districts. (Responsible Units: Municipal Bureau of Culture and Tourism, Municipal Bureau of Commerce, Municipal Postal Administration)
21. Revitalize the “local tourism” market. Encourage “Quanzhou residents to explore Quanzhou,” support counties (cities, districts) in organizing cultural and tourism public welfare seasons and cultural and creative markets, and support hotels, scenic spots, and travel agencies in jointly launching tourism discount cards. Implement the paid leave system and support the organization of employee wellness retreats and thematic practical activities. (Responsible Units: Municipal Bureau of Culture and Tourism, Municipal Bureau of Commerce, Municipal Federation of Trade Unions)
(V) Strengthen Tourism Brand Marketing
22. Strengthen digital tourism marketing. Enhance the leading role of the “Song-Yuan China · Quanzhou on the Maritime Silk Road” brand. Integrate government, tourism industry, and social media resources to establish a coordinated promotion mechanism across departments, industries, and regions, forming a brand promotion framework guided by the government and operated by the market, as well as a two-tier brand system at the municipal and county levels. Leverage new media platforms such as Douyin, WeChat, Weibo, and Toutiao to effectively tell Quanzhou’s stories.Actively collaborate with leading online travel agencies to enhance outreach and visitor conversion rates. (Responsible Unit: Municipal Bureau of Culture and Tourism)
23. Strengthen international cooperation and exchange. Establish a city- and county-level coordinated “going global” and “inviting in” marketing mechanism, integrating government, market, and social forces to jointly expand visitor sources. Focus on marketing to source markets along high-speed rail lines and cities accessible via direct flights; consolidate major domestic markets such as the Yangtze River Delta, Pearl River Delta, and Central China, as well as overseas markets including Taiwan, Hong Kong, Macao, and Southeast Asia; and expand into key markets along the “Belt and Road” route, such as Northeast Asia.(Responsible Unit: Municipal Bureau of Culture and Tourism)
24. Promote premium tourism itineraries. Plan and promote 10 major themed premium itineraries, including the Maritime Silk Road Cultural Tour, Heritage Study Tour, Coastal Resort Tour, Eco-Wellness Tour, Ancient Cities, Towns, and Villages Tour, Fashion and Industry Tour, Rural Leisure Tour, Red Classic Tour, Intangible Cultural Heritage Experience Tour, and Specialty Cuisine Tour.Actively participate in the China World Heritage Tourism Promotion Alliance, the Southwestern Fujian Collaborative Development Zone, the 13-City Alliance of Fujian, Guangdong, and Jiangxi, and the Zhejiang-Anhui-Fujian-Jiangxi National Ecological Cooperation Zone, and carry out route integration and mutual visitor exchange. (Responsible Unit: Municipal Bureau of Culture and Tourism)
(6) Promoting Digital Empowerment in Culture and Tourism
25. Accelerate the development of digital platforms for culture and tourism. Introduce well-known domestic internet platforms and online travel agencies (OTAs) to collaborate with state-owned tourism enterprises, and improve the construction of the smart tourism cloud platform. Support A-level scenic spots in developing digital experience products, audio guides, and other smart services. Create digital museums, digital exhibition halls, and similar initiatives. Support the expansion of “Smart+,” “Omni-media+,” and “Influencer+” models to promote the integration of online and offline activities, combine live performances with broadcasts, and synchronize live-streaming e-commerce.(Responsible Units: Quanzhou Culture and Tourism Group, Municipal Bureau of Culture and Tourism, Digital Office)
(7) Focus on Enhancing the Tourism Experience
26. Improve service quality. Refine the tourism distribution service system and establish a business model led by the government and operated by enterprises.Continue implementing the “Toilet Revolution,” optimize the distribution of restrooms along tourist routes, promote full coverage of third-gender restrooms in 3A-rated and higher tourist attractions, and construct a batch of model smart tourist restrooms. Improve tourism traffic signage and pedestrian/cyclist signage systems; enhance the provision of accessible facilities and mother-and-baby facilities in areas such as stations, airports, docks, and scenic spots. Cultivate a high-quality team of tour guides and interpreters. (Responsible Unit: Municipal Bureau of Culture and Tourism)
27. Foster an environment of integrity. Strictly implement the “Travel Quanzhou with Confidence” service commitment; improve the tourism complaint mechanism featuring “single-window acceptance,” “rapid resolution,” and “advance compensation”; strengthen supervision of the tourism market; and continuously improve the quality of tourism services. Collect credit information on market entities and practitioners in accordance with the law, incorporate it into the Quanzhou Public Credit Information Platform and the National Enterprise Credit Information Publicity System (Fujian), and implement joint disciplinary mechanisms in accordance with laws and regulations.Advance administrative law enforcement reforms in the city’s cultural tourism market and enhance the overall quality and professional competence of the enforcement teams. (Responsible Units: Municipal Bureau of Culture and Tourism, Development and Reform Commission, Market Regulation Bureau)
III. Resource Support
(1) Strengthen Organizational Leadership. Establish a Municipal Tourism Industry Development Leading Group, headed by a principal leader of the municipal government, to regularly deliberate on major matters concerning tourism development. Adopt a “case-by-case” approach for the introduction of major enterprises, platforms, and projects in various localities; matters involving provincial-level approval authority shall be submitted to the Leading Group for deliberation. All counties (cities, districts) shall improve their tourism development leadership mechanisms. Strengthen performance evaluation and assessment of tourism development.(Responsible Units: Municipal Bureau of Culture and Tourism, Development and Reform Commission, Office of Administrative Efficiency)
(2) Increase Fiscal Support. Municipal and county-level finances shall increase investment in tourism, establish a special fund for the integrated development of culture and tourism, and optimize the direction of support for this special fund. (Responsible Units: Municipal Finance Bureau, Municipal Bureau of Culture and Tourism)
(3) Ensure Land, Forest, and Marine Use. Regarding land use, support the exploration of integrated tourism land development models. For construction land used for rural tourism, leisure agriculture, and similar purposes located outside urban development boundaries (expanded boundaries of urban and township construction land), land shall be supplied in accordance with laws and regulations based on the footprint of buildings and structures, as well as necessary environmental land, in a point-based layout.Regarding forest land use, support the inclusion of supporting facilities for tourism projects—such as roads, visitor service centers, and parking lots—in infrastructure or public utility and livelihood projects. For projects classified as infrastructure or provincial-level or higher key public utility and livelihood projects, the use of forest land designated as Class II or Class III ecological public welfare forests is permitted; for non-provincial-level or higher key public utility and livelihood projects, the use of Class III ecological public welfare forest land is permitted.Forest trails that meet relevant national standards may be classified as engineering facilities directly serving forestry production and operations. Such projects shall be approved by forestry authorities at or above the county level and do not require construction land approval procedures. Regarding marine use, support is provided for the development of marine tourism projects through methods that do not alter the natural attributes of the sea, such as open-style and permeable structures; support is also provided for the integration of fisheries and tourism, and the appropriate development of marine leisure tourism projects;For marine leisure tourism projects that have obtained maritime use rights through approval or public bidding, auction, or listing, the term of maritime use rights may be granted to the developer or individual for up to 25 years; upon expiration, if continued use of the maritime area is required, an extension may be applied for in accordance with regulations. (Responsible Units: Municipal Bureau of Natural Resources and Planning, Municipal Forestry Bureau, Municipal Bureau of Ocean and Fisheries)
(4) Enhance financial services. Innovate methods for paying tourism service quality deposits, encourage the development of performance guarantee insurance products for such deposits, and actively conduct pilot programs where insurance directly replaces cash or bank guarantees for deposit payments. Support commercial banks in adopting a “case-by-case” approach for major cultural and tourism projects, providing long-term, low-cost financial support for such projects in a lawful and compliant manner.Encourage financial institutions to actively explore, in accordance with market principles, secured loan businesses for cultural and tourism projects—such as those backed by concessions, toll collection rights, and accounts receivable pledges—and provide supporting financial services for special-purpose bonds related to such projects. (Responsible Units: Quanzhou Branch of the China Banking and Insurance Regulatory Commission, Quanzhou Central Sub-branch of the People’s Bank of China, Municipal Financial Regulatory Bureau, and Municipal Bureau of Culture and Tourism)
(5) Strengthen Talent Development. Establish and improve an industry training system led by government departments, with participation from higher education institutions and industry organizations, implemented at various levels, and conducted both online and offline. Carry out the recruitment and cultivation of high-level talent for the tourism industry. Support vocational schools in conducting specialized tourism skills training. (Responsible Units: Municipal Human Resources and Social Security Bureau, Municipal Education Bureau)
Attachment: 1. Quanzhou City Incentive Measures for Promoting High-Quality Development of the Tourism Industry
2. List of Projects to Accelerate the High-Quality Development of the Tourism Industry
People’s Government of Quanzhou City
January 25, 2022
(The main text of this document and Attachment 1 are proactively disclosed; Attachment 2 is not disclosed.)
Attachment 1
Quanzhou City Incentives for Promoting High-Quality Development of the Tourism Industry
To implement the "Opinions of the People’s Government of Fujian Province on Promoting High-Quality Development of the Tourism Industry" (Min Zheng [2021] No. 8) and to advance the high-quality development of the tourism industry in Quanzhou, the following incentive measures are formulated in accordance with local conditions:
I. Supporting Drivers of Tourism Development
(1) For newly introduced domestic and foreign enterprises that invest in cultural tourism projects in Quanzhou, commence construction, and achieve actual project investment exceeding 200 million yuan in the first year (excluding land and relocation expenses), a reward of 3 million yuan will be granted to each enterprise.
(2) For newly introduced well-known domestic and foreign tourism enterprises that establish wholly-owned subsidiaries or holding companies in Quanzhou and achieve main tourism revenue exceeding 3 million yuan in the first year, a startup incentive of 300,000 yuan will be granted to each.
(3) For newly established tourism enterprises in our city, the beneficiary fiscal authority will provide incentives based on the local portion of their annual fiscal contributions: 60% for the first two years and 40% for the following three years, starting from the date of business operation.
(4) For major national, provincial, or municipal cultural tourism enterprises, platforms, or projects that promote the high-quality development of the city’s tourism industry or serve significant public functions, support—including financial incentives and preferential policies regarding land, forest, and marine use—will be provided on a case-by-case basis.
II. Supporting Tourism Product Supply
(5) Support the development of rural tourism. A one-time reward of 300,000 yuan will be granted to towns (townships) newly designated as National Key Rural Tourism Towns (Townships) or Fujian Provincial All-for-One Ecotourism Towns; a one-time reward of 200,000 yuan will be granted to villages newly designated as National Key Rural Tourism Villages or Fujian Provincial Gold Medal Tourism Villages.
(6) Developing World Heritage Tourism. Improve and upgrade tourism supporting facilities at World Heritage sites. Once the facilities are completed and put into use, a one-time subsidy of 30% of the investment amount will be provided, not to exceed 300,000 yuan. Introduce cultivation measures to develop 3–5 high-quality World Heritage tourism routes over a three-year period, each receiving a one-time reward of 100,000 yuan.
(7) Developing industrial tourism. Focus on leveraging culture and tourism to empower distinctive industries. Introduce cultivation measures to develop 3–5 new municipal-level sightseeing factories and 1–2 municipal-level premium industrial tourism routes annually, each receiving a one-time reward of 100,000 yuan.
(8) Develop educational tourism. Leveraging cultural heritage, revolutionary resources, cultural and museum institutions, intangible cultural heritage venues, industrial heritage sites, distinctive industrial enterprises, and rural natural ecosystems, introduce development measures to cultivate 10 culture-led educational tourism bases and 10 premium educational tourism routes over a three-year period, awarding one-time grants of 200,000 yuan and 100,000 yuan, respectively.
(9) Encourage the R&D of Quanzhou’s distinctive cultural and creative tourism products. Organize the Quanzhou “Silent Nourishment” Cultural and Creative Tourism Product Design Competition, promote cultural and creative tourism products, support collaboration between cultural and museum institutions and enterprises, and support enterprises in developing cultural and creative derivatives for heritage sites. Enterprises from our city that win gold, silver, or bronze awards in national-level cultural and creative tourism product competitions will receive one-time rewards of 30,000 yuan, 20,000 yuan, and 10,000 yuan, respectively.
(10) Support the development of smart scenic areas. Support 3A-rated and higher scenic areas and tourist resorts in developing digital experience products and popularizing smart services such as online reservations, electronic scenic area maps, and audio guides, or in utilizing digital technology to create digital museums (exhibition halls) to showcase the distinctive cultural essence of the scenic areas. Upon completion and commissioning of the project, a one-time subsidy of 20% of the project construction cost will be provided, not to exceed 200,000 yuan.
(11) For commercial concerts or music performances held in non-professional venues with a single-show ticket sales volume of 3,000 or more, a reward of 0.5% of the organizer’s single-show ticket revenue will be granted. For commercial performances held in professional theaters with a capacity of 500 or more seats, or in A-level scenic areas, historic and cultural districts, and cultural industry parks within the city:for single-performance box office revenue of 80,000 to 120,000 yuan, a 10,000 yuan reward shall be granted to the organizing entity; for single-performance box office revenue exceeding 120,000 yuan, a 15,000 yuan reward shall be granted to the organizing entity; the annual reward for each enterprise shall not exceed 500,000 yuan. Support will be provided for the development of tourism performance productions; for projects with a total investment of 50 million yuan or more, a 500,000 yuan subsidy shall be granted in the year of the premiere.
III. Support for the Development of Market Entities
(12) Support tourism enterprises in expanding and strengthening their operations. Enterprises that are classified as “below-scale” and transition to “above-scale” for the first time will receive a one-time reward of up to 200,000 yuan. For enterprises whose primary business is tourism—including travel agencies, tourist attractions, tourist hotels, and online tourism service platforms—those whose annual operating revenue exceeds 200 million yuan, 500 million yuan, or 1 billion yuan for the first time will receive rewards of 200,000 yuan, 500,000 yuan, or 1 million yuan, respectively.
(13) Encourage travel agencies to organize tours to Quanzhou. Travel agencies within the jurisdiction that organize tours for visitors from outside the city to Quanzhou, provided that the visitors stay in Quanzhou for one night or more, will be granted tiered subsidies.
1. For travel agencies within the jurisdiction that receive 500 or more (but not exceeding 2,000) domestic tourists annually, with each tourist staying in Quanzhou for at least one night, a reward of 30 yuan per person will be granted;For agencies receiving 2,000 to 4,999 domestic visitors (inclusive), each visitor will receive a reward of 40 yuan; for agencies receiving 5,000 or more domestic visitors (inclusive), each visitor will receive a reward of 50 yuan. For stays of two nights or more in Quanzhou, an additional 20 yuan per person will be added to the original reward standard.
2. For agencies that receive 500 or more international tourists (including those from Hong Kong, Macao, and Taiwan) annually, a reward of 50 yuan per person will be granted for stays of one night or more in Quanzhou; for stays of two nights or more, an additional 20 yuan per person will be added to the original reward standard.
3. For organizing chartered flights (including chartered seats) for domestic and international tourists to visit Quanzhou, with a stay of two nights or more, a reward of 30,000 yuan or 50,000 yuan per flight will be granted for flights carrying 100 or more passengers (including 100);For organizing tourist trains (including high-speed rail seats) to Quanzhou for tourism, where guests stay for two or more nights, a reward of 30,000 yuan will be granted per trip for groups of 300 or more passengers (including 300).
The combined total of rewards under Items 1 and 2 for each travel agency shall not exceed 1 million yuan; the reward under Item 3 shall not exceed 1 million yuan.
(14) Support for Scenic Area Upgrades. A one-time reward of 1 million yuan, 500,000 yuan, or 300,000 yuan will be granted to scenic areas newly designated as National 5A, 4A, or 3A tourist attractions; a one-time reward of 1 million yuan or 500,000 yuan will be granted to tourist resorts newly designated as national or provincial-level tourist resorts.
IV. Support for Cultivating Tourism Consumption
(15) A one-time reward of 1 million yuan and 500,000 yuan will be granted, respectively, to areas newly designated as national-level and provincial-level tourism and leisure districts.
(16) A one-time reward of 1 million yuan and 500,000 yuan will be granted to areas newly designated as national-level and provincial-level nighttime cultural and tourism consumption clusters, respectively.
(17) Newly designated national-level and provincial-level demonstration zones for the integrated development of the cultural and tourism industries will receive one-time rewards of 1 million yuan and 500,000 yuan, respectively; five municipal-level demonstration zones for the integrated development of the cultural and tourism industries will be cultivated annually, with each receiving a reward of 200,000 yuan (funds to be allocated from existing special funds of the Municipal Cultural Reform Office and the Municipal Bureau of Culture and Tourism); for those that have already obtained municipal-level status, if upgraded, only the difference in reward amounts corresponding to the higher level will be granted.
V. Support for Tourism Promotion and Marketing
(18) Support the integration and enhancement of tourism brand marketing, and cultivate the “Song-Yuan China · Maritime Silk Road Quanzhou” cultural tourism brand as a model World Heritage city; target source markets and implement precision marketing; organize a series of “Four Seasons of Quanzhou” cultural, coastal, mountain, and arts-themed festival marketing activities.
(19) Encourage counties (cities, districts), travel agencies, and scenic spots to carry out marketing activities. For counties (cities, districts) hosting high-level national or provincial cultural and tourism events, a 30% subsidy will be provided based on the actual expenses borne by the host, with a maximum of 500,000 yuan and 300,000 yuan per event, respectively.Encourage travel agencies and scenic spots to organize offline and online marketing and promotional activities for Quanzhou tourism outside of Quanzhou City and to place advertisements to attract tourists to Quanzhou. A 30% subsidy will be provided based on actual expenditures, with a maximum of 50,000 yuan per event and a maximum of 100,000 yuan per entity per year.
VI. Supporting the Enhancement of the Tourism Experience
(20) Improve and enhance the functions of public cultural and tourism distribution (service) centers at the municipal, county, town, and village (community) levels, and implement annual incentive and subsidy measures. The city will select two outstanding municipal-level tourism distribution service centers annually, each receiving a subsidy of 300,000 yuan. Five outstanding town-level tourism service centers will be selected annually, each receiving a subsidy of 200,000 yuan; and ten village-level tourism service centers will be selected annually, each receiving a subsidy of 100,000 yuan.
(21) Encourage the cultivation of tour guide talent. Full-time tour guides employed by local travel agencies in Quanzhou who provide local reception services for 80 or more tour groups annually and have no record of violations or misconduct may receive a subsidy of 200 yuan per tour, with an annual reward cap of 50,000 yuan per person (on-site tour guide commentary videos must be posted on new media platforms, with each video receiving at least 200 likes);Those awarded the titles of National, Provincial, or Municipal Outstanding Tour Guide or Gold Medal Tour Guide (or equivalent titles) will receive individual rewards of 50,000 yuan, 20,000 yuan, and 5,000 yuan, respectively.
VII. Support for Cultural and Tourism Talent Development
(22) Implement the "Several Opinions on Implementing the 'Harbor Plan' for Talent," improve cultural and tourism talent policies, refine mechanisms for talent cultivation, recruitment, and rewards, and increase efforts to cultivate high-level talent in cultural and tourism arts creation and management.
VIII. These measures shall take effect upon publication and remain valid for five years. The Municipal Bureau of Culture and Tourism and the Municipal Finance Bureau shall be responsible for their interpretation.
