The 35th Qingdao International Beer Festival taking place on July 18 brought out Shandong's inbound tourism, with over 1 million South Korean visitors surging into, merely, the Tsingtao Beer Museum during the festival.
This year, Shandong has seen a continuous boom in inbound tourism. According to statistics, in the first half of the year, the province received 705,000 inbound tourists, generating $480 million in inbound tourism revenue, a year-on-year increase of 70.8 percent.
The 35th Qingdao International Beer Festival ignites another wave of inbound tourism in Shandong. [Photo provided to chinadaily.com.cn]
Innovative tourism marketing boosts global appeal
"Shandong is more vibrant than I've ever thought of. The integration of traditional and modern elements is well-balanced which surprises me a lot," said South Korean blogger Eunbin.
This year, Shandong has launched a tourism marketing campaign, inviting over 40 international travel bloggers to explore and promote the region. With over 60 million views on foreign platforms, the "Friendly Shandong" brand has gained significant international exposure.
The province has also established a collaborative tourism marketing system, hosting events in Singapore and other countries to enhance its global appeal and promote regional tourism development.
The Yantai-Vladivostok flight route opens this summer. [Photo provided to chinadaily.com.cn]
Enhancing services for inbound tourism
Shandong has enhanced services for inbound tourists with initiatives like visa-free entry and direct flights, boosting visitor numbers from Russia and South Korea. Special programs and multilingual staff support cultural exchange and tourism growth, with over 2,000 Russian visitors expected.
As the second heat destination for South Korean in China, Shandong welcomed approximately 210,000 inbound travel visitors from the country in the first half of 2025. Other initiatives like the "Buy and Refund" policies, revising and adding foreign language signs, also offer visitors better travel experiences.
Weifang's new 27-hole walking golf course attracts over 140 South Korean tourists on its opening day. [Photo provided to chinadaily.com.cn]
Boosting inbound tourism with innovative attractions
Weifang's new 27-hole walking golf course, the first of its kind in China, attracted over 140 South Korean tourists on its opening day. This aligns with the increased popularity of walking golf in South Korea, with over 1 million South Koreans now participating in the sport.
Additionally, Shandong is enhancing its tourism offerings to cater to diverse international markets, promoting unique experiences like the cruise ship EUROPA 2 and seasonal tours, driving significant growth in inbound tourism.
（chinadaily.com.cn）
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