Shandong province saw strong growth in its tourism industry in the first half of 2018. 

According to the Shandong Tourism Development Commission, the province welcomed 370 million tourists from home and abroad in the first half of the year, a year-on-year growth of 9.2 percent, bringing in revenue of 436.09 billion yuan ($64.3 billion), up 13.6 percent over the same period last year.

According to the commission, the development of Shandong province's tourism industry has transformed from a high-speed mode to a high-quality one. With supply-side structural reform as a guide, traditional tourism projects have accelerated improvements in quality and efficiency.

More than 1,100 tourism projects are under construction with a total investment of 115.3 billion yuan, up by 9.8 percent. 

In addition, a total of 28 tourism projects have been signed, including the Mingshui Ancient City International Spring Resort and the Qingdao West Coast Overseas Chinese Town Comprehensive Tourism Project, involving a total contract value of 120 billion yuan. 

High-end tourism projects are becoming a development trend. A series of tourism products in new and smart technologies such as "VR Experience" and "3D hologram projection" have been launched to attract more tourists. 

New development models are opening new paths to the province's tourism industry. Emerging business forms including cruise travel, RV camping, MICE tourism and low-altitude flights are booming in the province.

Rural tourism is also flourishing in Shandong. Its rural areas welcomed 200 million tourists, up 10.3 percent from last year, which generated income of 116.18 billion yuan, a rise of 13.9 percent.

Shandong has invested 250 million yuan in quality countryside tourism focused on the construction of more than 30 rural tourism clusters, more than 30 tourism towns and 60 rural tourism parks. The province has also taken various measures to promote standards for the development of home stay facilities.

Thanks to cooperation with travel agencies from 15 countries and regions, Shandong attracted 2.33 million overseas tourists over the first half of 2018, up 5.48 percent over that period last year. 

Tourists view lotus flowers at the Taierzhuang Grand Canal Wetland Park in Zaozhuang, East China's Shandong province. [Photo by Gao Qimin/provided to chinadaily.com.cn] 

Visitors take the scenic mountain path spruced up by the bloomy Chinese crabapples on Mount Tai in Tai'an, Shandong province. [Photo/WeChat account: hexietaian] 

The Taierzhuang ancient town in southwest Shandong, with the Grand Canal running through its heart, as seen from above. [Photo/xinhuanet.com]