East China's Shandong province has launched a variety of themed tours and products to stimulate consumption during the three-day New Year holiday that lasted from Jan 1 to 3, which is why short-distance tours lured more travelers this year as authorities at different levels tightened epidemic prevention and control measures due to the ongoing sporadic COVID-19 outbreaks, according to local cultural and tourism authorities.

Ice and snow sports have caught more attention this year as the 2022 Beijing Winter Olympics is just around the corner, and tourists born in the 1990s and 2000s are major consumer groups.

Ski resorts were preferred by those taking day trips or short-distance tours over the three-day break. Special winter- and snow-themed tourism routes were released in the coastal city of Yantai, and an ice and snow carnival was staged in Weifang city, creating a fascinating, energetic and mysterious cultural atmosphere for visitors from across the province.

Local folk customs also caught visitors' attention during the holiday such as traditional Chinese operas and lantern fairs. Many tourists traveled to Mount Tai, which is a UNESCO natural and cultural heritage site, to view its famous scenes of the sunrise and celebrate the New Year. The Taierzhuang ancient town in Zaozhuang held colorful activities including temple fairs, Shehuo show (a folk show marking the customs of traditional Chinese festivals), Dashuhua (traditional iron spraying), and Chinese lion dances to promote intangible cultural heritages.

Shandong also saw a tourism boom in its rural areas over the holiday, and homestay hotels featuring hot springs and red tourism welcomed a growing number of visitors, which spurred local employment and increased farmers' incomes.

Many tourists travel to Mount Tai, which is a UNESCO natural and cultural heritage site, to view its famous views of the sunrise to celebrate the New Year. [Photo/WeChat account: sdtkta]

"Fireworks" created by sparks of molten iron dazzle spectators in Taierzhuang ancient town, Zaozhuang, East China's Shandong province. [Photo/VCG]

A grand lantern fair is staged during the New Year holiday at the Penglai Pavilion Scenic Area, a popular attraction in Yantai, Shandong province. [Photo/iqilu.com]