Quanzhou zanhua, a type of floral headwear, is featured on a digital billboard in New York's Times Square. [Photo provided to chinadaily.com.cn]

Fujian launched a week-long digital showcase in New York's Times Square in December, part of a broader effort to encourage international travelers to take advantage of China's 240-hour visa-free transit policy.

A massive 495-square-meter digital billboard known as "The Bird" displayed a rotating series of Fujian's most iconic cultural symbols from Dec 13 to 19. The visuals featured the circular Hakka tulou, Mazu worship, Fujian tea mountains, southern Shaolin kungfu, and Quanzhou zanhua.

Located at the intersection of 48th Street and Seventh Avenue, "The Bird" screen is a primary focal point for the millions of pedestrians entering the heart of Times Square. The Fujian Provincial Department of Culture and Tourism selected the high-traffic site as a centerpiece of its global creative marketing strategy.

Earlier this year, the "Vibrant China, Refreshing Fujian" global promotion was held in Beijing on Oct 12, where the "Refreshing Fujian" brand was further promoted in an effort to accelerate the province's development into a world-renowned tourist destination and promote culture and tourism as a pillar industry.

The timing aligns with a significant rebound in China's inbound travel. Aided by China's 240-hour visa-free transit policy, Fujian reported 2.15 million international visitors in the first half of 2025, generating 17.22 billion yuan ($2.46 billion) in tourism revenue, with both visitor numbers and spending rising by more than 60 percent in the first three quarters.