As spring breathes life into Jining, the hometown of Confucius and Mencius and a key city along the Grand Canal, the city has introduced cultural tourism initiatives that are turning visitor flows into strong spending growth.

A stall of Jining's Grand Canal fair during this year's Spring Festival holiday, showcasing the intangible cultural heritage skill of sugar painting. [Photo/WeChat account: jnwhlyj]

During this year's Spring Festival holiday, 27 key scenic spots in Jining welcomed over 4.74 million visitors, a year-on-year increase of 28.67 percent. The "day and night" tourism model, providing full-day experiences for visitors, kept consumption thriving.

A night show on the river at the Grand Canal Memory Historical and Cultural Block. [Photo/WeChat account: jnwhlyj]

In March, the Jiaxiang apricot blossom festival attracted more than 70,000 visitors on its opening day alone. This three-day event is expected to generate over 8 million yuan ($1.16 million) in spending. Meanwhile, the Grand Canal fair combined local specialties with online and offline sales, enhancing both cultural experiences and local income.