Sino-Singapore Research and Study Cooperation Deepens Further | Singapore Tourism Board and Industry Delegation Visit Xiamen for Exchange and Investigation

On April 24, 2026, an exchange event for a study tour delegation led by the Singapore Tourism Board and industry partners, hosted by the World Study & Travel Organization (WSTO), was held in Jimei, Xiamen. Chinese and Singaporean sides held thematic exchanges and field visits focusing on topics including the development of the study tourism industry, curriculum system development and international cooperation mechanisms.

Both Singapore and Xiamen are reputed as “Garden Cities”. The two regions share strong alignment in cultural roots, educational philosophies and development visions. The delegation’s visit aimed to learn about Fujian’s study tourism development model and explore new paths for China-Singapore study tour cooperation.

Hosted by the World Study & Travel Organization, the event was attended by distinguished guests including:

Pan Zhengzhi, Chief Representative and Executive Director of Greater China, Singapore Tourism Board
Cai Anghong, Director of South China Region, Singapore Tourism Board
Zhou Jianrong, Director-Designate of West China Region, Singapore Tourism Board
Liu Peiling, Director of Marketing & Business Development, Sentosa Development Corporation
Liang Wenning, Vice Chairman of the World Study & Travel Organization
Wu Cuinan, Representative of the Fujian Office, World Study & Travel Organization
Wang Junyu, Executive General Manager of Xiamen C&D International Travel Service Group and Chairman of Wanqian Study Tours
Liu Bing, General Manager of the Inbound Tourism Division, C&D International Travel Service Group
Chen Yating, General Manager of Xiamen Wanqian Study Tours Co., Ltd.

1. Field Visit: Experience Southern Fujian’s Intangible Cultural Heritage and Study Courses

At the Jimei Study Tour Headquarters, the delegation toured multiple teaching spaces for study programs, including AI classrooms, drone classrooms, intangible cultural heritage paper-cutting workshops and Southern Fujian culture workshops, to gain an in-depth understanding of Wanqian Study Tours’ operation model and curriculum system.

Delegation members also got hands-on experience in intangible cultural heritage mother-of-pearl inlay craft and sachet making, appreciating the unique charm of fine traditional Chinese culture. Through immersive experiences, the delegation learned about Fujian’s innovative practices of developing featured study courses based on its abundant cultural resources, and spoke highly of the inheritance and innovation of intangible heritage crafts.

2. Thematic Sharing: Development Path and Practical Experience of Fujian Study Tours

Chen Yating, General Manager of Xiamen Wanqian Study Tours Co., Ltd., delivered a thematic presentation that systematically introduced Fujian’s experience in study tourism development and the Wanqian Model. C&D International Travel Service Group ranks 98th on the Fortune Global 500 list. Founded in 1994, this state-controlled enterprise has been listed among China’s Top 20 Travel Service Brands for consecutive years.

Leveraging C&D Travel Group’s strengths in resource integration, Fujian has gradually built a full-industry-chain system covering curriculum R&D, base construction, teacher training and market services. Among these, Jimei District’s “1+1+N” study camp model combines government guidance with market-oriented operations to realize regional resource integration and standardized management.

For curriculum development, guided by the framework of “Five Educations and Seven Dimensions”, the region keeps developing themed courses on marine culture, natural scientific research, traditional intangible heritage and technological innovation. Courses are designed for different age groups to form a multi-level product portfolio. Meanwhile, partnerships with universities and research institutions strengthen the professional backing of the courses.

3. Cross-cultural Perspective: Discussion on Design Methodology for International Study Tour Programs

Wu Cuinan, Representative of the Fujian Office of the World Study & Travel Organization and Vice Dean of the Qiwuzhi Cultural Tourism Industry College at Quanzhou Preschool Education College, shared experience in designing study programs built upon cross-cultural understanding.

Wu Cuinan introduced that Qiwuzhi has grown rapidly since 2018. At its peak, it hosted students from 60 to 70 countries every year for cross-cultural exchange activities. Its project-based learning programs based in Jimei, Xiamen run for 6 to 8 weeks per session, with roughly 100 outstanding students selected annually. Curriculum design adopts progressive learning from cognition and practice to emotional engagement. AR and AI technologies are deployed to solve challenges in multilingual guiding and the shortage of professional instructors.

Wu Cuinan stated that Fujian and Singapore are highly complementary in the study tourism sector. Fujian boasts profound Southern Fujian culture, Maritime Silk Road culture and overseas Chinese cultural resources, alongside a mature study tour operation system. Singapore, on the other hand, holds unique strengths in international educational concepts and cross-cultural communication capabilities.

Fujian’s study tours focus on fostering young people’s cultural understanding and identity. Through project-based learning, students dive into in-depth topics such as “Why China launched the Belt and Road Initiative”. “We hope to deepen cooperation to jointly develop study tour routes suitable for young people in both regions, nurturing new-era talents with global vision and cultural confidence.”

4. Gift Exchange: Forging China-Singapore Friendship

After the thematic sharing session, both sides held a gift exchange ceremony. Wang Junyu presented Pan Zhengzhi and Liang Wenning with national-level intangible cultural heritage – Guan Gong puppet head carvings. This craftwork, rich in Southern Fujian cultural characteristics, embodies Fujian’s profound historical heritage and exquisite traditional craftsmanship. It symbolizes lasting friendship and win-win cooperation between China and Singapore in study tourism.

Pan Zhengzhi reciprocated with a Merlion plush toy, Singapore’s iconic souvenir representing Singapore’s hospitality and openness. Liang Wenning offered Singaporean local Nanyang milk tea known locally as “Teh C”. “Teh” means “tea” in Southern Fujian dialect, with the same pronunciation used in Singapore. This symbolizes the cultural affinity and shared roots between China and Singapore. It is hoped that study tourism can deepen young people’s mutual understanding of each other’s cultures and promote people-to-people bonds. The gift exchange witnessed the promising vision of China and Singapore working hand in hand in study tourism.

5. Cultural Visit: Shadow Carving Experience at Huihe Stone Culture Park

Following the gift exchange ceremony, the delegation visited Huihe Stone Culture Park. In the stone culture corridor, members learned about the long history and exquisite craftsmanship of Southern Fujian stone carving art, appreciating the beauty of integration between traditional crafts and modern aesthetics.

The delegation also experienced Southern Fujian’s intangible cultural heritage shadow carving. A national-level intangible heritage, shadow carving is famed as “embroidering on stone” and hailed as “one of China’s unparalleled arts”. Under the guidance of professional craftsmen, delegation members tried shadow carving hands-on, creating unique artworks with black-and-white light and shadow, further deepening their understanding and recognition of Southern Fujian intangible heritage.

6. Outlook for Cooperation: Deepen Fujian-Singapore Study Exchange

In the afternoon, representatives of the delegation paid a visit to the Fujian Office of the World Study & Travel Organization, where Wu Cuinan gave them a warm reception. The two sides held pragmatic discussions on study resource matching, joint curriculum development and international talent training, reaching multiple consensuses on future cooperation directions.

The Fujian Office of the World Study & Travel Organization stated it would continue to leverage its platform advantages to support the international presentation of Fujian’s study tourism resources. Meanwhile, it will introduce advanced concepts and high-quality resources from Singapore and other countries to build a model international study tour cooperation project with demonstration value.

This visit marks a new phase for Fujian-Singapore study tour cooperation. Taking this opportunity, both sides will establish a regular exchange mechanism to deliver more practical outcomes for China-Singapore youth study tourism collaboration.