A poster for Shandong's summer tourism campaign [Photo provided to chinadaily.com.cn]

The province of Shandong launched a promotional event for summer tourism on July 6 in Qingdao West Coast New Area to attract more tourists during summer.

The summer tourism campaign, which will run until Sept 6, will see the release of a series of high-quality cultural tourism products and routes and offer more ways for tourists to explore Shandong’s culture and attractions.

Shandong's summer tourism campaign is launched on July 6 in Qingdao West Coast New Area. [Photo provided to chinadaily.com.cn]

Organized by the Shandong Provincial Department of Culture and Tourism, the campaign has gathered the province's 16 cities to promote tailored tourism routes to help tourists escape the scorching summer heat, explore the province's diverse and unique culture and customs, and benefit from special offers.

Due to the COVID-19 pandemic, people now prefer independent tours with customized and high-quality services. Summer vacation, family tours, study tours, road trips, and other types of tourism are gaining in popularity among tourists, fueling the upgraded development of the domestic tourism market, said industry insiders.

Yangma Island is a popular destination for escaping the summer heat in Yantai, Shandong province. [Photo provided to chinadaily.com.cn]

During the promotional event, Shandong launched a series of brand-new tourism products known as "sojourn", highlighting the province's seaside resorts, wine estates, boutique homestays, and other resources providing tourists with a high standard of comfort and service. 

Tourism products and routes targeting Generation Z customers were also launched, promoting a dazzling array of vibrant and stylish commercial blocks, night markets, scenic sports, and gourmet cuisines.

A number of tourism products and routes are launched during the promotional event. [Photo provided to chinadaily.com.cn]

Shandong Airlines, Shandong-based tourism enterprises, online travel booking platforms such as Ctrip and Tongcheng, and other enterprises also announced high-quality cultural and tourism products and preferential policies during the summer tourism campaign.

According to Shandong officials, the province's 16 cities will launch more than 400 high-quality tourism routes catering to different groups of customers, as well as more than 500 special summer activities.

The eastern coastal city of Qingdao, Shandong province is an ideal summer tourism destination. [Photo provided to chinadaily.com.cn]

People enjoy themselves at a night market in Shandong province. [Photo provided to chinadaily.com.cn]

A tourist admires the scenery at a boutique homestay in Shandong province. [Photo provided to chinadaily.com.cn]