Tourists from Southeast Asia try a local food in Jinan, the capital city of Shandong province. [Photo provided to chinadaily.com.cn]

"The reputation of 'Friendly Shandong' is not just a slogan but a genuine reflection of the welcoming atmosphere experienced," she said.

Since October 2024, nearly 10,000 tourists from Southeast Asia have visited Shandong, according to data from provincial authorities.