The month-long 36th Qingdao International Beer Festival and China's first "cruise beer festival" were held in Qingdao, Shandong province, in July, creating new attractions for inbound tourists through a combination of beer culture and coastal experiences.

Held on the cruise ship Dream, the 10-day "cruise beer festival", running from July 20 to 29, introduced a static cruise model and offered a port-based short-haul getaway with dining and entertainment. This innovative model removes the need for long-distance sailing, making cruise vacations accessible to more travelers.

Live performances and activities create a vibrant atmosphere at the 36th Qingdao International Beer Festival. [Photo/WeChat account: Friendly Shandong]

Attracted by the city's vibrant festivals and coastal charm, more overseas visitors are choosing Qingdao as a summer travel destination. As of now, Qingdao Jiaodong International Airport welcomed more than 374,000 inbound visitors, up 40.4 percent year-on-year.

Qingdao has also seen a notable surge in inbound travelers from key Southeast Asian markets this year, with visitors from Thailand and Malaysia soaring by over 700 percent and 250 percent year-on-year, respectively, while arrivals from Vietnam grew by an extraordinary 5,000 percent compared to the same period last year. Most of them are attracted by the city's coastal scenery, European-style architecture, local cuisine, and vibrant beer culture.

As Qingdao continues to enrich its tourism offerings and create more immersive travel experiences, the city is becoming an increasingly attractive destination for global visitors.

Visitors raise their glasses at the 36th Qingdao International Beer Festival. [Photo/WeChat account: gh_d6b3317f3dd3]