Shandong bets on culture and smart tech to boost tourism

The ancient town in Zhoucun district of Zibo, Shandong province, is bustling with tourists. [Photo by Zhang Jing/for chinadaily.com.cn]

From the Taishan Mountain to the Yellow Sea, and from the homeland of Confucius and Mencius to the wetlands of the Yellow River, Shandong province is doubling down on using its cultural and natural resources to build a globally competitive tourism industry, with smart digital platforms, immersive cultural trains, and a series of pro-consumption policies driving the latest round of upgrades.

All of these efforts were on display at the 2026 Shandong High-quality Cultural and Tourism Industry Development Conference from April 23 to 24 in Zibo. The conference underscored Shandong's commitment to deepening the integration of traditional culture and tourism, expanding "culture tourism +" scenarios, and leveraging digital intelligence to enhance visitor experiences.

Shandong has introduced a smart cultural tourism ticket stub platform, which links more than 1,200 businesses along travel routes, including scenic spots, hotels, homestays, restaurants, theaters, and souvenir stores. The platform has rolled out over 1,500 preferential policies, ranging from price reductions to complimentary gifts, all designed to enrich cultural journeys and create interactive, consumption-driven, and shareable tourism scenarios.

In April last year, the province launched the Friendly Shandong Qilu No 1 tourist train, which connects 22 stations in 11 cities, involving more than 200 scenic spots. By bundling tickets, attractions, and hotels, the service connects travelers with dining, accommodation, transport, sightseeing, shopping, and entertainment.

The concept took a more cultural turn this February, when Shandong introduced a cultural relic-themed educational train, upgrading it into a "mobile museum on rails". Each of its 10 carriages is themed around cultural relics, such as bronze ware, porcelain, and stone relief carvings.

Equipped with interactive installations and digital displays, the train immerses passengers in the heritage of Confucian thought. To date, nearly 50,000 visitors have been aboard for the experience.

Shandong has also issued an action plan to improve inbound tourism services, outlining 28 specific tasks in 10 areas, including international flight routes, customs clearance facilitation, foreign currency payment services, tax refunds for departing visitors, and multilingual support. The plan aims to stimulate inbound tourism demand through the Friendly Shandong brand.

Last year, the number of inbound tourists to Shandong grew by more than 46 percent year-on-year, according to official data.

Editor：韩蒙蒙