Linyi leverages its rural scenery for tourism growth

Linyi, Shandong province, is transforming its mountains, rivers, and villages into new drivers of rural tourism and local growth. In 2025, the city received 45 million rural tourism visits and generated more than 45 billion yuan ($650 million) in revenue, with both figures maintaining double-digit growth for three consecutive years.

This growth is supported by new management strategies for rural tourism. Linyi has trained more than 700 rural tourism professionals to help villages improve operations. Development paths differ depending on each village's unique features. In Jiujianpeng village, for example, residents are encouraged to invest in land, houses, and mountain resources for tourism projects to share in the benefits of local development.

The city has also linked scattered natural and cultural resources into larger tourism routes. It has created 25 boutique tourism routes, letting visitors enjoy countryside trips throughout the year. In addition, there are 41 agri-tourism clusters, which account for 65 percent of Linyi's rural tourism visits.

To enhance the visitor experience, homestays have become an important aspect of Linyi's rural tourism. The city has built 223 homestays, including 41 five-star ones. Idle houses in some villages have been repurposed as art sketching bases and guesthouses, revitalizing old communities.

Local products have also been promoted through tourism. The city packages local agricultural specialties and intangible cultural heritage crafts, such as willow weaving, as trendy souvenirs.

Through innovation, cluster development, and business model upgrades, Linyi is developing its tourism through agriculture and culture, helping villages attract visitors, raise incomes, and create more jobs locally.

Zhuquan village uses its bamboo forests for its tourism development, creating a blend of culture and nature. [Photo/IC]

Editor：韩蒙蒙