People visit the Confucius Museum in Qufu, Shandong province. [Photo/IC]

Integration of culture, tourism

This year, Shandong has started the construction of cultural experience corridors along five routes: the Yellow River, the Grand Canal, the Qi Great Wall, the Yellow and Bohai Seas and the Jiaozhou-Jinan Railway.

These corridors connect key scenic spots, archaeological sites, ancient towns and villages.

"Excellent traditional Chinese cultures can only remain vibrant and vital through continuous inheritance and innovation," said Wang Zhongwu, a professor at Shandong University.

Virtues in life

In Qufu city, volunteers from Wujia village in Xiaoxue sub-district visit senior citizens every morning to help them clean their homes and prepare breakfast. This volunteer service has been in place now for four years.

Wu Bo, Party secretary of the village, said they combined values such as "love, sincerity, filial piety and benevolence" with rural governance and regularly organized activities around those concepts.