The distinctive features of Fujian can be described as "mountain and sea as an integrative whole; close relationship with Taiwan; distinctive folk custom; multiple religions". Wuyi Mount has been listed as world's cultural and natural heritage, while Taining is known as the world's geology park. Fujian has developed ten major tourism brands: the charming wonderland of Wuyi Mount, the romantic piano island of Gulang, the holy pilgrimage to Mazu, the unique danxia (Red Grit Stone) landform on water, the charm of appealing Hui`an women, the mystical Hakka Tulou, the site of glorious Gutian Meeting, the centuries-old Tanshishan Culture, the marvelous spectacle of the mysterious Baishuiyang and the magnificent coastal volcano. The province has totally 4 national historic & cultural cities, 7 excellent tourism cities of China, 13 national key scenic zones, 10 national natural reserves, 19 national forest parks, 8 national geology parks, 2 national tourism & holiday zones and 85 national key cultural relics protection departments. The total area of natural reserves, forest parks and scenic zones accounts for 8% of the total land area of Fujian, and such an excellent environment help achieve the good harmony between human and nature.
Fujian has more than 400 star hotels (including 40 4-star/5-star hotels), 571 travel agencies (including 41 international travel agencies) and 32 Class-A tourism resorts (including 25 AAAA tourism resorts).
The tourism industry is a backbone industry during the construction of the west coast economic zone of Taiwan Strait, and will greatly foster the economic and social development of Fujian in the new century. In 2005, the tourism industry of Fujian witnessed rapid growth. Fujian has welcomed 1,973,900 inbound tourists (an increase of 14.2% over the previous year), with foreign exchange earnings from tourism amounting to USD 1.305 billion (an increase of 22.5% over the previous year). It has also welcomed 56,839,200 domestic visitors (an increase of 22.4% over the previous year), with an income of RMB 57.8 billion (an increase of 24.9% over the previous year). These 58,813,100 tourists (an increase of 22.1% over the previous year) brought about a gross tourism income of RMB 68.523 billion (an increase of 22.4% over the previous year) for Fujian, which has achieved its planned target. The tourism economy has become an important part of the national economy of Fujian, and is playing an important role during the reorganization of industrial structure.