East China's Shandong province launches a themed event featuring the ecological and environmental protection of the Yellow River in Zibo city on July 31. [Photo/WeChat account: sdswltwx]

East China's Shandong province launched a themed event featuring the ecological and environmental protection of the Yellow River in Zibo city on July 31, which is expected to help the province strengthen the eco-friendly conservation and high-quality development in the Yellow River Basin.

The event is being held from July to October, and is expected to help transform the ecological advantages in the Yellow River Basin into economic advantages, improve people's well-being and promote the Yellow River culture.

In recent years, Shandong has attached great importance to polishing the "Friendly Shandong" tourism brand. In the first half of the year, the provincial culture and tourism department cooperated with the local department of ecology and environment to launch a number of themed tourism products featuring the Yellow River. The two sides plan to deepen cooperation in the future to offer more diversified products, which are expected to promote the environmental protection and green development in the Yellow River basin, aiming to enhance people's sense of gain, happiness and security from an eco-friendly environment, according to Guan Yanming, deputy director-general of the Shandong Provincial Department of Ecology and Environment.

At the launch ceremony, Sun Shu'e, deputy director-general of the Shandong Provincial Department of Culture and Tourism, said that Shandong is currently making full use of the achievements it has made in the process of the construction of an ecological civilization in a bid to promote the integrated development of the province's ecological preservation and tourism.

A wide range of tourism products featuring the Yellow River were also launched on the same day, including themed tours and academic research tours, which will provide visitors a chance to appreciate the beauty of the Yellow River, and understand nature and the essence of the Yellow River culture.