Objective/Significance Under the background of China’s rural revitalization strategy, the integration of vernacular culture and ecotourism has become an essential approach to promoting sustainable rural development. As the birthplace of Mazu culture, Putian possesses rich cultural heritage and ecological resources. This study explores how cultural revitalization and ecological revitalization can drive rural development and serve as a model for cross-strait cooperation between Fujian and Taiwan.

Method/Process By employing literature analysis, case studies, and field investigations, this research examines the characteristics of Putian’s vernacular culture and the current state of its ecotourism industry. Key elements such as Mazu culture, Puxian opera, and traditional crafts are analyzed in relation to ecotourism. Furthermore, the study identifies existing challenges, including insufficient cultural excavation, product homogenization, limited community participation, and the lack of a coordinated cross-strait development mechanism, before proposing corresponding optimization strategies.

Results/Conclusion The findings reveal that Putian possesses distinctive advantages in integrating vernacular culture with ecotourism, yet faces urgent issues such as imbalances in cultural preservation and commercialization, a lack of tourism product innovation, and weak community engagement. To address these challenges, the study suggests establishing a development model with “culture as the soul, ecology as the foundation, and tourism as the medium.” Key recommendations include the revitalization of intangible cultural heritage, the enhancement of tourism branding, the advancement of smart tourism infrastructure, and the strengthening of village collective economic participation. Additionally, deepening cultural cooperation between Fujian and Taiwan is critical for fostering cultural identity, economic sustainability, and cross-strait rural revitalization.