Jinan representative introduces the city's winter eco-tourism brands named "Winter of Jinan: The city of springs brings you all surprises". [Photo/Dazhong News]

An eco-tourism promotion was recently held in Jinan, the capital of Shandong province, unveiling 36 new winter travel destinations with four winter-themed tours. The event aimed to display Shandong's natural beauty while boosting ecological development through tourism.

The four tour themes introduced at the event include a winter tour through mountains and seas, a winter sporting tour, a hot spring bathing tour, and a winter ecological exploration. Additionally, 22 study tour brands were launched, ranging from ecological protection and outdoor adventures to science and tech. All of these hope to offer visitors a natural winter experience in Shandong, providing an immersive opportunity to experience the harmony between humans and nature.

Shandong has held a province-wide eco-tourism season for four consecutive years. The 2025 edition has already offered almost 100 eco-themed events with more than 400 "eco + sport" settings and nearly 300 "eco + study-tour" products.

In recent years, the province has focused on eco-tourism as a way to unlock the market value of its natural assets. Drawing on mountains, forests, lakes, coastline, rivers, and rural landscapes, Shandong has developed a portfolio of experiences, such as scenic sightseeing, study tours, outdoor sports, leisure activities, and wellness escapes.

Looking ahead, Shandong plans to further develop its eco-tourism, upgrade eco-destinations, and create a year-round, province-wide model.