East China's Shandong province is drawing increasing attention as a winter travel destination, with its diverse cultural heritage, coastal scenery, and local traditions offering visitors a range of seasonal experiences.

In particular, several county-level cities and districts across the province are emerging as winter attractions, using their unique natural and cultural features to diversify Shandong's tourism landscape beyond major urban centers.

Visitors take photos of migratory swans at the Swan Lake in Rongcheng on Dec 28, 2025. [Photo by Wang Ping/provided to chinadaily.com.cn]

Rongcheng, a county-level city in Weihai, is attracting visitors each winter as an important wintering habitat for migratory swans. Large numbers of these migratory birds arrive from northern regions to spend the colder months along the city's coastline, making the area a seasonal draw for birdwatchers and nature enthusiasts.

Jade bi (disc) with Inscription of "Yi Zi Sun", a signature piece at the Qingzhou Museum. The jade dates back to the Eastern Han Dynasty (25-220). [Photo/chinadaily.com.cn]

Qingzhou, a county-level city in Weifang, has seen growing visitor interest thanks to museum-led cultural initiatives. Qingzhou Museum, the only county-level national first-class comprehensive museum in China, has developed a range of creative products inspired by its signature holdings, including the imperial examination scroll of Zhao Bingzhong, the top scorer of the Ming Dynasty (1368–1644). Statistics show that the museum welcomed nearly 1.96 million visitors between January and November 2025.

A historic kiln at Yanshen ancient town in Boshan district, Zibo. [Photo/chinadaily.com.cn]

Boshan district in Zibo is widely regarded as one of the birthplaces of China's liuli or colored glass culture. The district's glass-firing techniques, which have been passed down for centuries, were listed as a national intangible cultural heritage in 2014.

A visitor tries colored glass-making technique at Yanshen ancient town in Boshan district, Zibo. [Photo/chinadaily.com.cn]

Drawing on this heritage, Yanshen ancient town has developed a cultural landscape that integrates historic kilns, industrial remains from former ceramic factories, and hands-on experiences related to liuli craftsmanship. It has become a destination for those curious about traditional ceramic and glass culture. 

Visitors play with seagulls at Eight Immortals Crossing the Sea Scenic Area in Penglai. [Photo/chinadaily.com.cn]

Penglai district has leveraged its coastal resources to promote integrated development across cultural tourism, the marine economy, and the wine industry.

Through upgrades to scenic areas, the planning of seasonal programs, and the introduction of new tourism formats, the district has expanded its year-round tourism offerings, helping sustain visitor interest during the winter months.