East China's Shandong province, in partnership with China Eastern Airlines, held two promotional events in Seoul, South Korea. The goal was to boost local inbound tourism through air travel and cultural tourism.

The first event, on Jan 26, was a client appreciation and tourism promotion gathering for over 150 guests from South Korean political, business, aviation, and tourism circles. The following day, a tourism promotion conference was held at Kyung Hee University's Business School, targeting faculty and students. Shandong's cultural resources were featured along with an exhibition of intangible cultural heritage and creative products, such as Weifang kites, paper-cuttings, and Dongying's The Art of War (Sunzi Bingfa) by Sun Tzu.

These events drew different visitor segments by combining convenient flight options with cultural experiences, aiming to strengthen Shandong's appeal to South Korean tourists.

Guests at a promotional event in Seoul pose for a photo. [Photo/WeChat account: sdswltwx]