Audiences pose for a group photo with traditional Fujian opera performers. [Photo provided to chinadaily.com.cn]

A promotional tourism event for East China's Fujian province was held on the main stage of the Seoul Convention and Exhibition Center (COEX) during the 41st Seoul International Travel Fair on June 6.

The event, organized by the Fujian Provincial Department of Culture and Tourism and the China National Tourist Office in Seoul, with support from the Fuzhou Municipal Bureau of Culture and Tourism, attracted nearly 200 representatives from the tourism sector, travel agencies, overseas Chinese associations, media organizations and student groups from China and South Korea, including officials from the Korea Tourism Organization and the Korea Association of Travel Agents (KATA).

Yu Hoin, a South Korean researcher who came to Fudan University for doctoral studies in historical document research and is known as a "son-in-law of Fuzhou", shared his experiences of living in the city, speaking in Korean about Fuzhou's culture, cuisine, and daily life.

Transport and travel services were highlighted as a key feature of the event. Organizers introduced travel incentives and facilitation measures offered through Fuzhou Changle International Airport, including discounted air routes and services aimed at improving travel convenience for visitors between China and South Korea.

South Korea has become one of Fujian's key inbound tourism markets in recent years, supported by relaxed visa-free transit policies and the launch of regular Fuzhou–Seoul flights in 2024. The province received 236,700 South Korean tourist arrivals in 2025, up 134.4 percent year-on-year.