Immersive performance Homing Minnan attracts many visitors to Zhangzhou, Fujian province. [Photo/chinadaily.com.cn]

Fujian province recorded a steady increase in tourism during the 2026 May Day holiday, driven by strong domestic travel demand and a recovery in inbound arrivals. Regional data indicates that travelers from neighboring provinces and Taiwan accounted for a substantial share of the growth.

A heart-shaped banyan tree is a popular tourist photo spot in Fuzhou, Fujian province. [Photo/chinadaily.com.cn]

Travel platforms Ctrip and Tongcheng Travel identified several cities in Fujian as high-growth destinations. Fuzhou ranked among the top 10 domestic destinations for homestays and the top three for rail travel, while Xiamen placed among the top five most-searched cities nationwide. Pingtan topped the list of popular county-level destinations during the five-day period.

Domestic arrivals from outside the province reached 3.48 million, up 7.6 percent from the previous year. These visitors accounted for 20.9 percent of the province's total tourist volume. While Zhejiang, Jiangxi, and Guangdong remained the main source markets — together contributing more than 60 percent of non-local arrivals — Fujian also gained market share from the Yangtze River Delta and the Beijing-Tianjin-Hebei region.

Inbound tourism also showed growth, with visitor numbers rising 20.1 percent and related spending increasing 35 percent year-on-year. The province remains the fifth most popular Chinese region for international travelers, according to Ctrip data. To support this growth, local authorities introduced incentives for visitors from Taiwan, including free access to 20 scenic sites and river cruises in Fuzhou, as well as dedicated service packages for first-time arrivals in Xiamen.