Cities in Shandong province have been bolstering their nighttime economy, which is considered a key driver in boosting consumption, creating jobs, and raising the quality of life.

Jinan, the provincial capital, has taken measures to develop its nighttime economy, such as allowing mobile vendors and night markets back on the streets.

The city has opened additional nighttime bus routes linking major attractions, night markets, and commercial areas to boost nighttime consumption.

Quancheng Road, a prosperous and popular business street in Jinan, has been turned into a pedestrian street when night falls in an effort to attract more consumers.

The measures have been widely welcomed by local residents and praised for injecting vitality into the city's nightlife.

"It is estimated that about 60 percent of domestic residents' consumption happens in the evening. Shopping malls account for more than half of the daily sales between 18:00 and 22:00, which is known as the 'golden four hours'," said Wang Chenguang, a professor at Shandong University.

Wang said that the nighttime economy can greatly increase the number of tourists in scenic areas and generate overnight consumption, as well as promote the development of catering, accommodation, transportation, shopping, entertainment, and other related industries.

Since mid-July, a series of cultural and tourism activities have been held across Shandong to attract tourists and boost consumption, including the Qingdao International Beer Festival, the Yantai Coastal Festival, and the Shandong "summer consumption month" event.

Millions of consumption vouchers have been distributed to boost consumption recovery and shore up a tourism market hit hard by the COVID-19 pandemic.

The province's scenic spots have launched night tours to attract tourists, while museums, theaters, and art galleries have also extended their opening hours to the nighttime. 

People have a good time at the Qingdao International Beer Festival. [Photo/qingdaonews.com]

A night market in Jinan, Shandong province [Photo/ijinan.e23.cn]

Tourists enjoy intangible cultural performances in Taierzhuang ancient town in Zaozhuang city. [Photo/WeChat account: tezgc2008]

Taierzhuang ancient town offers many features to enjoy at night. [Photo/WeChat account: tezgc2008]