Abstract: After the construction of an evaluation indicators system and the determination of the weight for each level of indicators, a comprehensive evaluation is made of the coastal tourism resources in the Fujian province by adopting the AHP method, which finds that the tourism resources are of a rather high value with a fame to some degree; yet it is lacking in the integrity of tourism resources and the staff engaged in tourism are of a poor quality and the supporting tourist facilities are too scarce. The following development strategies are thus proposed: a scientific planning of the coastal tourism and the clarification of the developing direction; an in-depth exploration of the resources value; the construction of a development system for the tourism products; still stronger tourism investment to improve the tourist infrastructure; the integration of coastal tourism resources and the reinforcement of regional cooperation; to efforts being stepped up to train tourism talents and to enhance service quality in tourism