With a golden coastline spanning over 3,000 kilometers and featuring unique natural landscapes, East China's Shandong province is rich in marine attractions. Seven coastal cities in the province welcomed 48 million domestic visitors last year, generating a total revenue of 536 billion yuan ($75 billion), year-on-year increases of 11.5 percent and 12.6 percent, respectively.
To breakthrough stereotyped coastal tourism model like just admiring the seascapes, Shandong innovated coastal tourism with leisure tourism, island vacation and cruise tourism initiatives, offering visitors more abundant and immersive marine travel experience.
Cruise tourism is booming in Shandong as visa-free policies boost international travel. In 2025, Qingdao's cruise port expects to host five ships and nearly 30 voyages. From January to August this year, 18 cruises operated, up 64 percent year-on-year, with over 68,000 passengers, up 54 percent. The popular Adora Magic City and Blue Dream Melody cruises offered overnight stays and shore excursions to popular attractions in Japan and South Korea.
The Xunxian 6, a branch of Shandong's Peninsula No 1 tourism cruise departs from Penglai, Yantai. [Photo/Dazhong News]
Shandong's Peninsula No 1 coastal cruise, launched on July 29, enriches nearshore options. By Aug 25, the Xunxian 6 branch had 25 voyages with a 90 percent occupancy rate and 75 percent of passengers from out-of-province, generating 1.2 million yuan in direct revenue and boosting island tourism income to 10 million yuan. The route offers customized island-hopping tours with activities like diving and fishing, appealing to younger travelers.
The cultural tourism with cruise ticket model extends the consumer chain, offering discounts at 105 scenic spots and 80 hotels across four coastal cities. This summer, Rizhao's 19 scenic spots received over 18.29 million visitors and generated 309 million yuan in revenue, highlighting the shift towards diverse and immersive coastal tourism experiences.
（chinadaily.com.cn）
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