Shandong province is pioneering a new chapter in the development model integrating film and tourism, blending cinematic charm with travel experiences. Its innovative approach has transformed it into a hot spot for both movie fans and tourists.

During the 2025 Shandong Tourism and Culture Industry High-quality Development Conference and the 20th Huabiao Film Award ceremony, the "film and tourism" effect was in full swing. Popular film locations like Qingdao's Taipingshan cableway, featured in A Little Red Flower, became holiday hotspots. The cableway, offering stunning views of the city's iconic architecture and sea, attracted nearly 8,000 visitors on May 2.

Taipingshan cableway in Qingdao, Shandong province, and the same scene in the film A Little Red Flower. [Photo/Qilu Evening News]

Other destinations, such as Weifang's Fangtze Eurotown and Dezhou's Laoling Film Studio, also drew large crowds. Laoling Film Studio launched immersive travel in filming location activities, opening sets from the TV show Flourished Peony and the film Detective Chinatown 1900. With nearly 100 performances and character interactions, visitors were fully immersed in the movie magic.

Shandong's success lies in the deep integration of film and tourism. Cities transition from mere "film locations" to "scenic cities", creating new consumption scenes through full-chain brand-asset development. Tourists shift from simple "check-ins" to immersive experiences, enjoying upgraded sensory thrills. This shift not only sustains brand-asset popularity but also boosts local economies and consumption.

Laoling Film Studio in Dezhou, Shandong province. [Photo/Qilu Evening News]

Currently, Shandong has cultivated nine provincial film studios and launched immersive projects. With supportive policies and cultural innovation, Shandong is turning "film traffic" into city icons, making tourism a vibrant part of its cultural narrative.