The 2025 Shandong Cultural and Tourism Work Conference was held in Jinan, capital of Shandong province, on Jan 13 to announce the overall performance of Shandong’s cultural and tourism sector in the previous year.

　　In2024, Shandongsaw900 million domestic visitors, generating over onetrillion yuan ($136.4 billion) in revenue, reflecting year-on-year increases of 10percentand 12percent, respectively. The value added by culture, tourism, and related industries accounted for approximately 6.7percentof the province's GDP.

　　The province also actively promoted cultural and tourism consumption, reinforcing its role as an economic pillar. There were307 key projects across the province that saw investments of 50.2 billion yuan. By the end of November, loans issued to Shandong's cultural and tourism industries exceeded 100 billion yuan, supporting 76,000 market entities.

　　Furthermore, the public cultural service system has been further optimized, significantly enhancing people's sense of cultural fulfillment and happiness. A total of 350 new cultural spaces were established, and 103,000 public cultural activities, such as small theater performances, were held throughout the year to benefit communities.

　　With new visa-free entry policies taking effect, Shandong has welcomed numerous foreign tourist groups and is set to further enhance services for international visitors.

　　In 2025, the province plans to launch an inbound tourism promotion initiative, attend major international travel expos, host inspection tours for overseas travel operators, and expand the variety and quality of its tourism offerings.