Peonies in full bloom in Heze, Shandong province, attract visitors from afar. [Photo/VCG]

The Heze Peony Festival in 2025, set for this April in Heze, Shandong province, promises to be more than just a flower-viewing event. The city is rolling out innovative measures to provide visitors with an immersive and comprehensive cultural tourism experience.

Travel agencies have taken the lead by integrating resources to create tours revolving around topics such as peony culture and intangible cultural heritage (ICH) handicrafts. Hotels have upgraded their services to industry-leading standards, offering maps, snacks, and even hanfu – a type of traditional Chinese clothing.

Heze's scenic areas have been renovated to include new attractions like peony-themed cultural and creative products, hanfu makeup, and ICH experiences, turning them into interactive amusement parks.

Additionally, to meet the diverse needs of visitors, the Heze Municipal Culture and Tourism Bureau has integrated various cultural and tourism offerings and carefully planned 30 travel routes allowing visitors to take photos of various peony landscapes throughout Heze. These routes integrate elements such as peony culture, Yellow River culture, red culture, and green ecology.

The routes include 40 national A-level scenic spots and offer the chance to experience the historical heritage and modern vitality of the city.