Yantai in Shandong province sees soaring growth in its travel market during the May Day holiday, ranking fourth among the hot spot destinations in China. [Photo/Qilu Evening News]

Yantai in Shandong province saw soaring growth in its travel market during the May Day holiday, ranking fourth among the hot spot destinations in China, according to Tongcheng Travel.

From major events like the Midi Music Festival to tourist attractions like Yangma Island, Changdao Island, and Penglai Pavilion, Yantai drew numerous tourists with its untouched natural beauty, cultural legacies, and special events. 

Music adds vitality

The 2023 Huang Bo Hai Midi Music Festival kicked off in Yantai on April 29, injecting musical genes into its urban development.

The three-day event brought together nearly 100,000 music fans, and Chinese rock icons Cui Jian and Xie Tianxiao, as well as 28 other artists presented wonderful performances across four stages. Featuring a wide range of music genres like rock, jazz, post-punk, hip-hop, and indie pop rock, the festival gave insights into different music cultures.

"The Midi Music Festival in Yantai is the best," said Sun Weike, an attendee from Harbin, Heilongjiang province.  

An exhibition displaying local intangible cultural heritage items was also set up during the event. Ren Jianping, deputy head of the Yantai culture and tourism bureau, introduced Yantai's beautiful scenery and brilliant culture to music fans onsite.

"Yantai boasts excellent seaside tourism resources. This is a two-way journey between the city and music," said Zhang Fan, principal and founder of the Beijing Midi School of Music.

Surging numbers

On April 30, Changdao Island enjoyed its May Day tourism peak, with a total of 159 flights and a passenger flow of more than 48,000. Tickets for Penglai Pavilion, a national 5A-level scenic spot, sold quickly, while Chaoyang and Suochengli streets jointly launched their first digital carnival, attracting many young tourists through trendy gameplay.

Statistics show that during the holiday period, the number of Yantai's railway passengers totaled 776,000, with an average of 97,000 per day. There were also 56 international passenger flights.

Policy incentives

To meet new consumption demands of the public and tourists, Yantai also launched more than 200 cultural tourism activities, including the second phase of the Genghai No 1 marine ranch complex, the ancient city wall at Penglai Pavilion, and free tickets for local scenic spots.