Ice and snow consumption bring new vitality to Shandong's cultural tourism, while intangible cultural heritage (ICH)-themed tourism invigorates Spring Festival. [Photo/Dazhong News]

During the six days leading up to the Spring Festival holiday, 200 key monitored tourist attractions in Shandong province received a total of 19.972 million visitors, generating an operating income of 935.46 million yuan ($128.36 million), marking respective year-on-year increases of 7.4 percent and 9.5 percent.

This Spring Festival, Shandong's cultural and tourism consumption has flourished. With the launch of activities promoting winter sports consumption, various regions in Shandong have organized a diverse array of ice and snow events, enriching visitors' holiday experiences and further driving the development of the ice and snow economy.

For instance, Qingdao introduced a winter-exclusive activity called "Seagulls Chasing Waves", centered around seagulls. Yantai leveraged its unique scenic spots to offer a series of fascinating ice and snow tours, hosting activities like the Ice and Snow Art Festival and showcasing winter romance to the fullest. At ski resorts of key provincial sports tourism demonstration bases like Yishan Scenic Area in Jining, crowds gathered to enjoy the excitement of winter sports.

Meanwhile, ICH-themed travel has become quite popular. During the first ICH edition of Chinese New Year, Shandong meticulously curated a cultural feast rich in history and tradition. Events such as traditional ICH performances in Jinan, dragon and lion dances in Rizhao, drone light shows in Jining, and folk heritage programs in Liaocheng set a festive tone, offering visitors a rich Spring Festival experience.