From intangible cultural heritage to immersive performances, Shandong is tapping into the experience economy to boost its cultural tourism.

Weifang, known as the World Kite Capital, has decoded its kite culture to fuel industrial development. The city has applied kite-making traditions across tourism, creative products, exhibitions, and international exchanges. 

Kite-themed tours now attract over 2 million visitors a year, while more than 200 innovative kite element products generate an annual output value of over 500 million yuan ($72.51 million). The craft has reached over 30 countries and regions worldwide so far.

In Zibo, the Hongye Shiyan scenic area teamed up with a comedy group to create Fantasy Liaozhai, a musical adaptation of the Qing Dynasty (1644–1911) novelist Pu Songling's classic tales Liaozhai Zhiyi (Strange Tales from a Chinese Studio). 

The production reimagines the love story between a fox spirit and a scholar while infusing it with themes of courage and personal growth. Since its trial performance, the area has welcomed 1.7 million visitors, generating 140 million yuan in revenue by the end of 2025.

A scene of Dezhou's immersive history show Dahe Shangxia (literally meaning "Up and down the great river"). [Photo/Dazhong News]

Similar innovation has been implemented in Dezhou. The city contracted the 5,000 years of Yellow River history into a 70-minute epic stage performance titled Dahe Shangxia (literally meaning "Up and down the great river"), showing the splendid and enduring cultural legacy of the land. 

The performance has also spawned a series of shows integrating live performances, water shows, and drone displays, creating a fully immersive indoor-outdoor experience. It is projected to attract 800,000 visitors a year, create 1,000 direct jobs, and boost annual attendance at surrounding scenic areas by 1 million visitors.

Through these innovative approaches, Shandong is transforming its cultural resources into immersive experiences that resonate with modern audiences.