BEIJING, June 17, 2025 /PRNewswire/ — A new prospect for consumption and high-quality development is unfolding in Rizhao, a coastal city in east China’s Shandong Province, driven by integrated development of culture, sports and tourism, as well as policy support.
During the May Day holiday this year, the 18 A-level scenic spots monitored in Rizhao received 2.7444 million visitors, a year-on-year increase of 13.5 percent, with the operating revenue hitting 52.6205 million yuan, a year-on-year increase of 13.66 percent.
This year, the city focuses on attracting young tourists who are more energetic by holding beach music festival, DJ party, beach camping, food fair and other activities to cater to the preferences of young people.
Relying on its beautiful scenery, the city also continuously spurs the consumption potential of the “sweet economy” by creatively launching products and scenarios related to wedding and love.
At present, there are 36 systematic and large-scale wedding photography bases in the city, with more than 4,000 market entities related to the wedding and love industry, attracting more than 40,000 couples from all over the country to visit every year.
Based on its rich natural resources, Rizhao has built multiple outdoor leisure destinations. Combining upgraded large-scale sports venues and the holding of many sports events, it has been actively exploring and cultivating “sports +” and “sports events +”, creating diversified consumption scenarios such as sports events-related travel to boost consumption and high-quality development.
In 2024, the city held 140 competitions of provincial level and above with 75,000 participants, bringing direct economic benefits of 800 million yuan and output benefits of 1.5 billion yuan.
This year, on its preliminary “list of sports events”, the sports events of provincial-level and above alone has exceeded 120.
To activate urban consumption vitality, policy support is necessary. Rizhao is building a policy system through systematic planning to promote the integrated development of culture, sports, and tourism.
A series of policies concerning tourism promotion, high-quality tourism development, and sports events have been rolled out to lay a solid foundation for consumption upgrade.
Targeting peak tourism seasons, the city has also launched practical measures involving cultural and tourism events, food, catering, market governance, transport optimization, etc., in a bid to better serve tourists.
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