Concerts become a driving force for Linyi's tourism and consumption
Linyi in East China's Shandong province is experiencing a surge in large-scale concerts, with four well-known singers scheduled to perform six shows in the city in just over a month.
Li Ronghao's "Black Horse" tour opened on Oct 5, drawing more than 40,000 fans from across the country to the Linyi Olympic Sports Park. A "Linyi fried chicken" cart set up at the venue drew particular attention, and Li said from the stage that he often orders Linyi fried chicken in Beijing and has recommended it to friends many times.
Aaron Kwok's ICONIC world tour is set for Oct 10 — his first solo concert in Shandong and the closing domestic stop of the tour. Chen Li's 10th anniversary tour follows on Oct 24, with Richie Jen's tour on Nov 14 and 15. Combined with performances by Daolang, Wakin Chau, Angela Chang, Jonathan Lee and Jiang Yuheng last year, staging concerts in Linyi has become a phenomenon.
"Why are stars so keen on Linyi? Mainly because the city has solid strength, deep culture and warm hospitality — a two-way connection between people and the city," said Chen Hongwei, deputy director of the Linyi culture and tourism development promotion center.
Linyi is the largest city by area and population in Shandong and the birthplace of the Yimeng spirit and the song "Yimeng Mountain Minor." It has 1.4283 million market entities, the second most in the province, and 13 signature industrial chains advancing toward a trillion-yuan industrial base. With expressways, high-speed rail and air links forming a comprehensive transport hub, and the Linyi Olympic Sports Park — built to national Grade A venue standards with a 57,000-seat stadium and a 13,000-seat gymnasium — the city is well equipped to host top-tier events.
Linyi has also added policy support to its concert economy. Before events take place, a multi-channel communication campaign is already running, with publicity departments coordinating media at national, provincial, municipal and county levels. China Railway Jinan Group added night high-speed trains between Linyi North and Jinan West to serve fans returning after Li Ronghao's concert, while bus routes extended operating hours and increased frequency. During concerts, a coordinated traffic support mechanism is activated, with police, urban management and other departments working together and special police units deployed at entrances, security channels and stand passages.
Ticket-stub benefits continue to expand. The city has mobilized businesses across scenic areas, accommodation, dining, shopping and entertainment to offer a package of ticket-based perks, with 34 scenic areas including the Mengshan Guimeng and Yunmeng areas offering free or half-price admission to concertgoers, and some businesses extending hours to 2 am.
The influence of a single concert extends well beyond the venue. In 2025, Linyi hosted 117 large-scale concerts and high-quality theater performances. Daolang's concert alone drove 460 million yuan ($64 million) in related consumption, and the city received more than 104 million domestic visits with tourism revenue crossing the 100-billion-yuan threshold. In 2026, 52 performances by artists including Angela Chang and Jam Hsiao have been held, with average attendance above 90 percent.
Linyi is also leveraging its "city of performances" advantage, with Chinese-style shows, night-time theater, water performances and large concerts in the urban area, immersive and live performances at scenic areas, and the momentum from hosting the provincial games this year. During the National Day holiday, immersive performances at Langya Ancient City ran multiple sessions, the Denghuo Lanshan · New Langya area staged performances from afternoon into the night with food alleys open until early morning, and topics such as the Mengshan Guimeng scenic area's mass climb drew rapid attention on social platforms.
During the 15th Five-Year Plan (2026-2030) period, one of Linyi's main goals is to build itself into a provincial sub-center that is strong, dynamic, open and inclusive, culturally prosperous, and livable and workable. By hosting events, gathering crowds and boosting consumption, the city is developing a "travel with performances" brand and reshaping its identity through a mix of performances, sports, cuisine and night-time experiences.
Editor：韩蒙蒙