Shandong province is injecting 20 million yuan ($2.79 million) in direct subsidies and 27 million yuan in merchant discounts to turbo-charge cultural and tourism spending, part of a wider plan to turn the sector into a primary engine of domestic demand.

The provincial culture and tourism bureau released an action plan for consumption growth this spring, bankrolling more than 2,000 participating businesses and backing marquee openings such as Laoling Film Studio and the Senbo Resort Nature Park.

Rail and sea links are central to the campaign. Since its April 10 debut, the budget-friendly Qilu No 1 tourist train has carried 276,000 passengers at an average occupancy of 169.6 percent until Aug 10. On the coast, the new Peninsula No 1 maritime circuit links Qingdao, Yantai, Weihai and Rizhao via five routes, bundling access to 100 scenic spots, 80 starred hotels and 300 promotional fares.

The province has also curated themed packages for Gen Z travelers, elderly tourists and families, and is bundling concerts, sporting events and rural festivals with itineraries. In the first half of 2025, Shandong hosted 33 large-scale stadium shows and 2,292 commercial performances, extending visitor stays and off-peak demand.

The Weifang Kite Museum's innovative mixed-reality experience brings the dragon kite to life as soon as visitors put on VR headsets. [Photo/WeChat account: sdswltwx]