Shandong is emerging as a leader in the integration of culture and tourism, driving both economic growth and cultural innovation. In 2024, the province received over 900 million visitors, generating a record-breaking tourism revenue of over 1 trillion yuan ($137.46 billion) – accounting for 6.7 percent of its GDP.

In addition, on March 1, 2025, nearly 500 European tourists arrived in Qingdao via the cruise ship EUROPA 2. It was the largest European tour group in recent years, signaling a vibrant start to Shandong's tourism season.

Shandong's success lies in its rich cultural heritage and innovative development strategies. It boasts over 30 national first-class museums, the highest number in China. Institutions like the Shandong Museum have developed over 1,700 cultural and creative products, blending ancient relics with modern designs.

Moreover, the province prioritizes grassroots cultural development. Initiatives such as a model integrating library and community forms have been established to promote modern civilization. For example, the Qihe Black Pottery Workshop in Shandong's Dezhou collaborates with schools to offer experiential courses to students.

These efforts not only boost local economies but also enhance cultural confidence, making the province a shining example of cultural and tourism integration in China.

A family visits Tengzhou Museum in Shandong province. [Photo/Dazhong News]