Shandong county boosts cultural tourism sector

Dong'e county in Liaocheng city in East China's Shandong province is leading the way in innovative cultural tourism products, attracting new patterns of consumption.

One example is Dong'e Chinese Ejiao Museum, where local students recently participated in special classes to learn about Chinese herbs.

Ejiao, a traditional Chinese medicine made from donkey hide, is a national-class intangible cultural heritage, which has a 3,000-year history in Shandong. It is known to improve blood circulation and boost energy levels. Dong'e county is widely known as its birthplace.

Students take a close look at Chinese herbs. [Photo by Li Aiming for chinadaily.com.cn]

The special classes were aimed at broadening the horizons of the kids and deepening their appreciation of the culture surrounding Chinese medicine health.

Dong'e county has implemented several policies and measures to boost consumer spending on cultural and tourism, including issuing shopping vouchers and discounted tickets to scenic areas.

In addition, the county has organized various cultural and art festivals and activities to galvanize spending.

These efforts have paid off, with Dong'e county receiving 1.22 million tourists and generating 610 million yuan ($83.97 million) in tourism income in the first half of the year.

The county is also leveraging its rich cultural heritage and resources to stimulate market vitality, with the local ejiao culture, the Yellow River culture and Cao Zhi culture highlighted in lantern festivals, night activities and immersive study tours.

Furthermore, Dong'e county is developing special cultural and creative products, such as ejiao milk tea and donkey-shaped dolls, to raise the profile of its cultural tourism brand. (Edited by Jin Yongxue)