The ITB Berlin 2026 ran from March 3 to 5, drawing nearly 6,000 exhibitors from over 160 countries and regions. Shandong stood out at the ITB Chinese Night with its stunning landscapes, rich culture, and unique innovations.

A visitor poses for a photo with Shandong's Year of the Horse cultural creative mascot "Ma Biaobiao". [Photo/WeChat account: sdswltwx]

At the Shandong pavilion, the Year of the Horse mascot "Ma Biaobiao" with its untidy hair became a crowd favorite. Visitors eagerly tried braiding the mascot, while traditional Weifang kites and Tsingtao beer, displayed alongside, highlighted the blend of heritage and modernity.

German content creator Volker shares his experiences in Shandong at the ITB Berlin 2026. [Photo/WeChat account: sdswltwx]

German content creator Volker, who has lived in Qingdao for six years, shared his experiences at the event. "Sitting by the Qingdao coast with bagged beer, I knew I could never leave," he told the audience, now calling himself a "half-Qingdao native".

A visitor participates in a Tsingtao beer tasting. [Photo/WeChat account: sdswltwx]

At the Tsingtao beer exhibition zone, long queues formed for beer tasting, with visitors sampling crispy beer snacks. First-time digital NFC smart tags gave instant access to multimedia travel guides. Traditional rubbing workshops let guests create their own stone inscriptions, with one participant calling it "the first time I touched Shandong's history".

Additionally, Shandong launched four tailored travel routes for European visitors: World Heritage tours about Confucius and Taishan Mountain, coastal getaways, intangible cultural heritage experiences, and technological discovery tours.

Airlines, including Lufthansa, are discussing direct flights from Europe, while Shandong tourism enterprises held talks with international partners, paving the way for more European visitors to experience this captivating destination.