Fields, folk, fun fuel Shandong district's rural vitalization

A vibrant blend of cherry picking with rock music, traditional opera, barbecues, fireworks, and light shows were recently seen at the recent 18th Laiwu Cherry Cultural Tourism Festival held in Laiwu district, Jinan, Shandong province.

Running through mid-June, the festival has drawn more than 150,000 visitors with its vibrant offerings. Over 900,000 people tuned in to watch livestreams of the events, and related content has reached a total online viewership of over 16 million across platforms.

The festival is part of the district's broader efforts to combine agriculture, culture, and tourism — an approach that is becoming a strong driver of rural vitalization in the region.

By developing a distinctive cultural tourism brand and introducing a variety of themed routes and activities, the district has transformed rural areas into dynamic spaces for development.

Through the combination of cultural heritage, ecological resources, and community participation, it is establishing a comprehensive and sustainable rural tourism model.

Moreover, the district has introduced a "culture and tourism + consumption" initiative by partnering with travel agencies to offer curated travel routes showcasing local landscapes, culture, and cuisine. Through promotional campaigns and consumer incentives, the district is enhancing the tourist experience while boosting local spending.

"Taking mountains, waters, and culture as the foundation, Laiwu district is exploring innovative ways to enhance shared prosperity and reinventing consumption," said Cao Linlin, director of the district's culture and tourism bureau. (Edited by Cao Jiayue)