During the New Year holiday, Shandong's ports welcomed over 55,000 inbound and outbound travelers, marking a 12.3 percent year-on-year increase, according to statistics from local immigration authorities. This surge reflects the growing global appeal of the "travel to China" trend, fueled by visa-free policies and burgeoning overseas interest in Chinese cuisine, scenery, and shopping.

A 600-member group of tourists from South Korea visits Weihai in Shandong during the New Year holiday. [Photo/WeChat account: wh12301]

The momentum builds on a strong 2025, with Shandong receiving 860 million domestic and international tourist visits and generating over 1.06 trillion yuan ($152.83 billion) in tourism revenue from January to October. Meanwhile, the Shandong border inspection general station inspected more than 6.6 million inbound and outbound passengers last year, up 16.9 percent year-on-year. It also inspected 75,000 vehicles, including aircraft and sea vessels.

To sustain this growth, Shandong is deepening the creative transformation of its cultural resources. Initiatives include systematic policies to harness the Yellow River culture, the launch of heritage-themed travel routes, and innovative projects that revitalize ancient culture for modern audiences. These efforts are transforming Shandong's rich cultural heritage into a dynamic driver for high-quality tourism.