2026 Shandong Cultural and Tourism Conference to Be Held in Zibo, Boosting High-Quality Development

On the afternoon of April 15, the Information Office of Shandong Provincial People’s Government held a press conference to introduce the details of the 2026 Shandong High-Quality Cultural and Tourism Industry Development Conference. According to Shandong Daily, it was learned at the conference that the event will be held in Zibo from April 23 to 24, with the theme of "Hospitable Shandong, Passionate Zibo". It will invite leading domestic and foreign cultural and tourism enterprises, investment institutions and OTA platforms to participate, striving to create a rich, inclusive and people-oriented cultural and tourism feast.

Since 2020, the Shandong High-Quality Cultural and Tourism Industry Development Conference has been held for six consecutive years, becoming a strong engine for expanding domestic demand, a good platform for benefiting the people and a golden card for promoting culture. This year’s conference, hosted by the Shandong Provincial Party Committee and the Provincial People’s Government, and co-organized by the Provincial Department of Culture and Tourism and Zibo Municipal Government, is settled in Zibo for a special reason.

"Zibo is not only the birthplace of Qi culture, but also has upgraded its urban governance with the popularity of 'barbecue' in recent years, realizing the leap from a 'viral city' to a 'long-lasting popular city'," said Wang Bingchun, deputy director of Shandong Provincial Department of Culture and Tourism and spokesperson. He added that the essence of humanistic economics lies in educating people through culture and boosting industries with culture, and Zibo’s practice is a vivid example of igniting urban vitality with cultural genes and nurturing market vitality with humanistic heritage.

"We want to prove to the whole country that the 'traffic' of Shandong can not only be 'retained', but also 'ignited'!" Wang Bingchun emphasized, noting that "good people, high-quality products and unity" is not only the warm background of the land, but also a vivid practice of "Hospitable Shandong" putting people first and promoting development through governance.

The conference will present five key highlights, each with distinctive features. The first is the Cultural and Tourism Industry Investment Promotion Conference, the "centerpiece" of the event that will be live-streamed online. Leading provincial and municipal officials will act as "tour guides" to present 23 major cultural and tourism projects, smart ticket economy and inbound tourism promotion plans, with film and television actors, artists and world sports champions joining as guests, making it like a cultural and tourism "Spring Festival Gala".

The second is the High-Quality Development Working Conference, focusing on "integrating transportation and tourism". According to Xinhua News Agency, since last year, Shandong has launched the "Hospitable Shandong · Qilu No.1" tourist train, cultural relics research-themed tourist trains and the "Hospitable Shandong · Peninsula No.1" marine tourism product, and built the 100-li Yellow River Tourism Scenic Road, which have been widely praised by the public and recognized by the market. The conference will issue the Action Plan for Accelerating the Construction of Tourism Transportation Network in Shandong Province to promote in-depth integration of transportation infrastructure and cultural tourism scenarios.

Other highlights include project research and night experience activities, where Haidai Tower, Badaju, Hongye Shiyan and Zhoucun Ancient City will be open to citizens and tourists free of charge; a tourism accommodation investment promotion conference to attract brand hotels and boutique homestays; and a "Digital and Intelligent Cultural Tourism" docking meeting to link the world with digital technology.

The conference highlights four characteristics: benefiting the people, industrial development, integration and frugality. All activities, including the "Youth City" concert, food carnival and tourism commodity market, are open to citizens. More than 60 leading enterprises such as China Resources, China Travel Service and Marriott will participate, with the government building the platform, enterprises playing the leading role and the market evaluating the results.

Wang Bingchun noted that emotional value has become a new rigid demand for cultural and tourism consumption, and the conference will not only provide products, but also bring moved feelings, resonance and a sense of belonging. He also stressed that the conference will adhere to frugality and pragmatism, not engaging in "grand gestures" or building "one-time landmarks", and all saved funds will be invested in people-benefiting consumption coupons and inbound tourism subsidies.