Fujian's tourism industry revenue maintained double-digit growth in 2017 to surpass 500 billion yuan, local media reported on Feb 27, citing statistics from tourism authorities.

The revenue rose to 508.3 billion yuan ($ 80.3 billion), up 21.4 percent year-on-year, 14 percentage faster than the national average growth rate, according to the Fujian Provincial Tourism Development Committee.

The preliminary statistics shows that the sector's added value accounted for 6.7 percent of the whole GDP of the province, which stood at 3.23 trillion yuan in 2017.

Visitors totaled 383 million, including 7.75 million from abroad, up 21.4 percent and 13.9 percent respectively. About half of them, 51.2 percent or 196 million people, stayed overnight, an increase of 21.9 percent over the previous year.

Meanwhile, the average spending of the visitors to Fujian also saw a minor increase of 6.4 percent to hit 1,327 yuan per person.

More diversified promotion channels and approaches are key factors responsible for the growth, according to local authorities.

In 2017, the local government devoted great efforts to global promotion of local tourism resources. Fujian launched various tourism promotion events in 10 major domestic cities as well as 16 foreign countries over the period.

The current year should be a golden time for the province to seek further tourism industry development, according to Xiao Changpei, deputy director of the Fujian Provincial Tourism Development Committee.

Fujian is set to pour more investment into overseas promotion, he said, adding that a long-term system featuring different channels like permanent overseas promotion centers and tourism ambassadors will be established in 2018.

On top of promotion, Wu Xiande, director of the committee, also noted that the sector's sustainable development is still dependent on better tourism products.

He urged related departments to develop more tourism products tailored to local culture, and shift the sector from an extensive to an intensive growth model.

Tourists walk down a street on Gulang Island, a renowned scenic attraction in Xiamen, Fujian province. [Photo/VCG]