Friendly Shandong welcomes global attention at CITM 2025
Visitors capture moments at the intangible cultural heritage sector within the Shandong pavilion.
The 2025 China International Travel Market (CITM) was held in Hainan province from Dec 19 to 21, attracting over 1,000 international travel agents from more than 100 countries. The Shandong delegation, with its 400-square-meter exhibition pavilion, offered attendees immersive experiences into the province's magnificent landscapes and cultures.
The Shandong pavilion also provided over 30,000 travel guides in 8 languages.
Themed "Friendly Shandong, hometown of Confucius", the Shandong pavilion combined digital technology with real-life installations to create a multi-dimensional cultural and tourism space. It featured the design of Confucius Temple, LED screens that recreated the Baotu Spring scene, and the style of the Qilu No 1 tourism train. Intangible cultural heritage experiences, such as gourd carving and traditional snacks like Kong Family Mansion pastries, allowed visitors to experience Shandong's culture and flavors.
The pavilion also provided new tourism scenes and experiences, including the "exoskeleton" robot for climbing Taishan Mountain and the Qingdao Beer Exchange. Shandong Airlines offered attractive flight policies and convenient transfer services, while Qingdao Cruise Home Port introduced combined products like "cruise + city" and "cruise + train" travel sets, offering diverse options for inbound tourists.
Additionally, a business matching meeting for inbound travel agents was held, with 46 local travel agencies, scenic spots, and airlines connecting with over 120 buyers from various democratic and international regions. There were 1,004 business discussions and 466 cooperation intentions reached, effectively expanding inbound marketing channels.
The Shandong pavilion also provided creative souvenirs such as "Friendly Shandong" luggage tags and folders, which served as memorable and shareable name cards for the province.
Editor：Lotus