Putian – September 24, 2026 -- Meizhou Island, the birthplace of the Chinese sea goddess Mazu in southeast China's Fujian Province, drew about 3.23 million tourist visits in 2025, surpassing 3 million for the first time as the destination shifts from quick temple stops to multi-day stays.
Mazu, born as Lin Mo on the island in 960, is worshipped as a protector of seafarers by more than 300 million followers worldwide. In 2009, UNESCO added "Mazu belief and customs" to its representative list of the intangible cultural heritage of humanity.
Visitors now linger for days instead of hours
"In previous years, visitors mainly came to Meizhou Island to worship Mazu. Many would arrive in the morning and leave in the afternoon," said a staff member of the island's administrative committee. Family travelers, self-driving tourists and young visitors are now driving longer stays, with more people treating the island as a vacation destination rather than a single-purpose pilgrimage site.
New activities replace the half-day temple visit
Tourists can dress in traditional attire for photos against the island's distinctive architecture, or experience "a day in the life of Mazu" at her former residence inside the Mazu Heritage Park. The Mazu cultural museum and the Ping'an Pagoda round out daytime attractions, while large Mazu-themed live performances and fireworks after sunset extend the experience into the evening.
The island's tourism strategy centers on converting a single-temple visit into a reason to stay, pairing sea views and a slower pace with cultural programming built around Mazu's legacy.