Qingdao's tourism and culture sector blends coastal charm, historic brews, and modern creativity into a vibrant coastal experience. [Photo/Guanhai News]

The 2025 China Cultural and Tourism Industries Expo, hosted by the Ministry of Culture and Tourism, took place in Wuhan, Hubei province, from Sept 12 to 14. The event attracted nearly 2,000 companies and recorded 225,000 visitors across 100,000 square meters of exhibition space.

Qingdao's delegation, featuring scenic spots, museums, and cultural enterprises, displayed the city's unique coastal and mountainous landscapes. Highlights included Tsingtao Brewery's industrial tourism, Laoshan Mountain's natural and cultural offerings, and the emerging cruise tourism sector, all emphasizing Qingdao's maritime character.

Tsingtao Brewery's booth replicated the Qingdao International Beer Festival, serving classic draft beer that proved extremely popular, with 1,500 kilograms selling out in two days and generating nearly 40,000 yuan ($5,622) in sales. Laoshan Mountain's green tea also drew widespread attention for its fresh aroma and delicate taste.

Cultural creations such as Tsingtao Beer Museum's trendy merchandise, limited-edition cruise-themed fridge magnets, and exquisite shell carvings highlighted the blend of tradition and modernity. Qingdao's Pingdu straw weaving featured practical yet artistic crafts made from wheat straw and corn husks.

On the business front, Qingdao finalized multiple cooperation agreements with international travel agencies, investors, and distributors, covering cruise routes, project investment, and joint market development. Promotion events at local universities and commercial areas further increased Qingdao's visibility.

Through exhibitions, exchanges, and negotiations, Qingdao strengthened its role in China's cultural and tourism landscape, supporting its vision to become an international coastal travel destination.