The Fragrant Hills Tourism Summit 2026 was held in Beijing on June 2. Organized by the World Tourism Cities Federation (WTCF), it is an annual international tourism exchange event. Xiamen, together with other major Chinese inbound tourism cities including Beijing, Shanghai, Xi'an, and Hangzhou, engaged in discussions on inbound tourism strategies with cities such as Athens, Buenos Aires, and Wellington. In recent years, Xiamen has deepened the exploration of its urban cultural heritage, enriched its tourism product offerings, optimized service standards and processes, and enhanced visitor experiences, while promoting the integrated development of culture and tourism. Xiamen's cultural and tourism authorities maintain strong communication and close collaboration with international organizations including UN Tourism, the World Tourism Cities Federation (WTCF), the World Tourism Alliance (WTA), and the Pacific Asia Travel Association (PATA). At the summit, Xiamen will pursue deeper cooperation with other participating cities, launch more high-quality cross-border tourism routes, strengthen the appeal of its tourism brand, and encourage more international visitors to begin their China journey in Xiamen.
From:investxiamen.org.cn
