“Come to Fujian, find fortune anew, where mountains and seas sing all the way with you.” In recent years, an increasing number of visitors from outside the province have come to Fujian to enjoy the picturesque landscapes of the region. Last year, Fujian welcomed a record-breaking 650 million tourist visits, generating total tourism revenue of RMB 835 billion, both reaching historic highs.
Industry is the focal point and foundation of the cultural and tourism economy, while financial support is the best catalyst for robust industrial development. As the only national joint-stock commercial bank headquartered in Fujian, CIB has always regarded serving the province's economic growth as its mission. In 2024, under the guidance of the Fujian Provincial Department of Culture and Tourism and regulatory authorities, CIB introduced and implemented the “Financial Plan for Serving Fujian's Cultural and Tourism Economy.” During this year's Fujian Cultural and Tourism Conference, CIB signed a strategic cooperation framework agreement with the Fujian Provincial Department of Culture and Tourism to jointly explore effective pathways and innovative models for financial empowerment to drive high-quality development in the cultural and tourism economy, as well as to boost domestic demand and stabilize growth in these sectors, thereby enhancing the brand of “Maritime Silk Road's Origin, Refreshing Fujian.”
As of the end of March, CIB has served over 14 million customers in Fujian, with outstanding loans in the cultural and tourism economy nearing RMB 60 billion and more than 160,000 digital RMB red envelopes distributed for cultural and tourism promotions.
Empowering Cultural Tourism to Polish the “Ecological Fujian” Brand
Mulan River in midsummer blooms with vibrant flowers along its banks as emerald waters meander through the Putian countryside, painting a new landscape of human-water harmony. After 26 years of systematic management, this mother river of Putian people has transformed from a flood-prone watercourse into a national exemplar of ecological civilization construction.
“Just as the land nurtures its people, as a Fujian-rooted bank, CIB is committed to channeling financial vitality across the province. In the Mulan River ecological initiative, we’ve deeply engaged in financing key projects, supporting comprehensive watershed management and industrial development, with cumulative financial support reaching RMB 820 million,” explained an executive from CIB Putian Branch.
The Mulan River Shouxi Area Comprehensive Management and Quality Improvement Project is one of the representative projects through which CIB is supporting the systematic management of the entire Mulan River basin. It will comprehensively improve the water environment quality in the Shouxi area and enhance the overall water environment management of the Mulan River. CIB continues to advance strategic cooperation with Putian Mulan Investment Group, providing comprehensive financial services to strengthen financial support for the integrated management of the Mulan River basin.
As a pioneer in green finance, CIB builds on regional characteristics and ecological advantages, innovates financial products and services, explores new “green + cultural tourism” integrated development models, promotes ecological environment governance restoration and ecological resource value transformation, and helps upgrade and develop the cultural tourism industry. As of the end of March, CIB's green financing balance in Fujian Province exceeded RMB 180 billion.
In Nanping, the local government proposed the “Shaowu City World Heritage Site No. 1 Forest Tourism Infrastructure Construction Project” with a total investment of nearly RMB 500 million. Through upgrading tourism infrastructure, it will drive the development of Erdu’s ecological green health industry and cultural tourism consumption, advancing comprehensive rural revitalization while meeting public demand for wide-coverage, low-cost elderly care services.
As the only commercial bank member of the Nanping Green Finance Reform Pilot Zone leadership group, CIB upholds the sustainable finance concept of “incorporating social responsibility into profitability,” leverages its green finance advantages, and has provided RMB 100 million in funding support for the project, revitalizing the wild streams and lush forests of Erdu Health Valley.
Fueling Urban Renewal to Enrich Civic Cultural Life
Founded in the 1950s, Xiamen Academy of Arts and Design is the earliest-established and largest design and fine arts institution in Fujian, carrying the unique artistic value of Xiamen’s World Heritage culture. In 2010, after the Art Academy relocated from Gulangyu to Jimei University Town, the campus became vacant. CIB Xiamen Branch provided RMB 160 million to Xiamen Gulangyu Investment Development Co., Ltd. for campus renovation. The distinct architectural styles and serene, elegant campus environment were revitalized, transforming the once-closed campus into a public art park, now a new landmark for Gulangyu’s cultural and creative arts industry.
As cities develop rapidly, historical buildings gradually age and deteriorate. Urban renewal projects, through maintenance and renovation akin to “metabolism”, allow forgotten gems to shine with contemporary charm and revitalize the city’s appearance with modern splendor. To date, CIB's outstanding urban renewal loans exceed RMB 200 billion.
Urban renewal is not limited to brick buildings and road infrastructure, but also encompasses the renewal of concepts, restructuring of layouts, and transformation of appearances. As a landscape city with over 2,200 years of history, Fuzhou possesses the unique characteristic of “mountains within the city, city within the mountains.” In the vibrant spring season, strolling along the winding trails of Fushan Country Park, visitors pause frequently amid blooming flowers and budding greenery, soaking in happiness. To help citizens better enjoy the beauty of nature, CIB leveraged fintech to empower the smart transformation and upgrading of country parks, creating a new ecological scenario that combines “digital + ecology” and “finance + fitness.” The renovated park features a smart screen at the entrance, along with automatic check-in posts and intelligent seating along the trails. Through the “Fuzhou Xing Life” mini program, visitors can exchange exercise mileage for green energy points, redeemable for perks like phone charging, Wi-Fi, and smart seating, while also accessing diversified financial and non-financial services such as online bank card applications and green energy point exchanges. Today, such smart facilities are also found in 22 parks across Fuzhou, including West Lake Park and Zuohai Park, blending outdoor leisure with digital interaction.
Digital technology has given rise to new paradigms in tourism services. CIB collaborates with local governments and cultural tourism bureaus to launch popular activities, such as “Explore Fujian·• Meet with Fortune” and “Joyful Fuzhou • Blessed Tour in Gulou,” featuring scenic spot check-ins. By integrating digital currency benefits, it has established digital RMB demonstration zones like Jasmine Avenue, effectively attracting young demographics such as college students and Special Forces-style tourists to spend at designated merchants. Over 160,000 digital RMB red packets have been distributed, benefiting more than 80,000 customers.
Bridging Cultural Heritage for Generations
Zhangzhou is the “hometown” of the Chinese women’s volleyball team and the “cradle” of champions. Since 2020, the Zhangzhou Municipal Party Committee and Government have actively promoted the construction of the “Hometown of the Chinese Women’s Volleyball Team” base project, aiming to create a new landmark that integrates the “four sites and one zone”: a site showcasing the spirit of the Chinese women’s volleyball team, a preferred training site for the Chinese women's volleyball team, a public fitness gathering site for citizens, a destination site for sports tourism, and a comprehensive demonstration zone for the integrated development of culture, sports, and tourism in the city. Throughout this process, CIB proactively stepped forward to provide services, establishing a dedicated task force. Leveraging its pioneering advantages in green finance, CIB actively identified the green elements of the project and innovatively introduced a service model combining “green credit + green low-carbon construction + cultural tourism.” The bank provided a green project loan of RMB 800 million to Zhangzhou Baixiang Real Estate Co., Ltd., the project company, specifically for the construction of the Tengfei section of the “Hometown of the Chinese Women’s Volleyball Team” base in Zhangzhou, facilitating the deep integration of culture, tourism, and sports. As of the end of March, the cumulative loan disbursement for this project has reached RMB 226 million.
“Zhangzhou is the birthplace of the Chinese women's volleyball team's rise in history and the spirit of the team. It is our responsibility and duty to support the construction of the base project, attracting more citizens and tourists to learn about the team's achievements and promote its spirit,” explained an executive from CIB's Zhangzhou Branch.
Originating in Putian, Fujian, Mazu culture is an important part of China's outstanding traditional culture. In 2009, the “Mazu Belief and Customs” were inscribed on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity.
CIB has explored a model of integrated development combining “finance + culture + charity,” carrying out diverse cultural activities to promote Mazu culture as a “Fujian business card” for the world. In 2023, CIB launched the CIB Mazu Card globally on Meizhou Island in Putian. Serving as a bridge, the card actively builds a consumer scenario ecosystem around cultural benefits and urban life, incorporating functions such as digital RMB, while providing diversified services like payment settlement, customer referrals, and exclusive benefits. For every CIB Mazu Card issued, CIB will make a targeted donation to the Mazu Charity Foundation in the cardholder's name, offering customers a comprehensive service experience with more convenient finance, richer ecosystems, and deeper cultural heritage. As of the end of March, 14,600 CIB Mazu Cards had been issued, with RMB 64,700 donated externally.
The cultural and tourism economy is thriving, and financial institutions have a significant role to play. CIB will earnestly implement the “Strategic Cooperation Framework Agreement on Financial Support for High-Quality Development of the Cultural and Tourism Economy” signed with the Fujian Provincial Department of Culture and Tourism. Focusing on industrial needs, cultural and tourism projects, ecological cooperation, and visitor experiences, CIB will optimize its services, channeling financial resources to nurture the blossoming happiness of cultural and tourism, ensuring that “Maritime Silk Road’s Origin, Refreshing Fujian” lives up to its promise of “tranquil times, poetry, and distant horizons.”