East China's Shandong province recently started a four-month-long campaign to promote its winter tourism market. 

The campaign is titled "Touring Shandong in Winter", and its launch ceremony was held on Nov 8 in Rongcheng, a county-level city in Weihai, Shandong province.

The "Touring Shandong in Winter" promotional campaign launches on Nov 8 in Weihai, Shandong province. [Photo/WeChat account: sdswltwx]

According to the Shandong Provincial Department of Culture and Tourism, the province's 16 cities will launch 532 activities and 305 preferential policies to attract visitors from surrounding areas.

More than 100 top-quality tourism routes will be promoted via online travel platforms. These routes will feature attractions and activities such as thermal springs, skiing, cultural experiences and countryside sightseeing excursions.

Visitors can also attend special festivals such as the Lunar New Year celebration, food carnivals, livestreaming sales and intangible cultural heritage fairs.

Shandong releases a themed bank card to promote the local tourism market. [Photo/WeChat account: sdswltwx]

Shandong also released a themed bank card in conjunction with several financial institutions. Customers only need to pay 159 yuan ($24.18) to buy the card, which has an original price of 199 yuan. 

With the card, one can enjoy free access to the province's contracted scenic spots and enjoy discounts at surrounding accommodation, shopping and entertainment facilities.

A layer of frost turns Mount Tai into a winter wonderland in Tai'an, East China's Shandong province. [Photo by Qiao Yunsheng/WeChat account: sdta12301]

Rongcheng in Shandong province is one of the best destinations to appreciate swans in winter. [Photo/VCG]