On September 16, the 2018 Fishing Town "Fishing Folk Culture Street – Penglai Wine International Marathon" kicked off in Penglai, Shandong. As one of the first national all-for-one tourism demonstration zones, Penglai has used this event to deepen its “Tourism+” strategy, exploring new models of integrated development among tourism, sports, culture, and wine industries, thus forging a “new fast track” for all-for-one tourism.
The event was jointly organized by the Chinese Athletics Association and the People’s Government of Penglai City, and co-hosted by the Penglai Sports Development Center, Yantai Yonghui Sports Development Co., Ltd., and the Penglai Wine Bureau. It featured five competitive events: the Penglai-Changdao Ultra Marathon, Marathon, Half Marathon, Confucian-Taoist Relay University Challenge, and Mini Marathon. A total of 4,600 runners from 31 countries and regions participated.
With a long course, large venue, and high participant count, the event posed significant organizational challenges. To ensure the success of this international race and enhance the city’s brand, Penglai mobilized nearly 20 departments—including wine, urban construction, health, public security, sports, and transportation—for coordinated support. In terms of medical care, first-aid stations were set up along the route, staffed with doctors and nurses, with ambulances on standby for emergencies. For traffic management, bus and passenger transport routes were adjusted in advance, the route and surrounding areas were cleaned, and traffic control information was promptly released to the public. Volunteer services included recruitment, training, and route rehearsals, with volunteers following designated procedures to assist during the event. By leveraging the event’s brand and aiming for integrated development, multiple departments collaborated in management, achieving true citywide coordination and all-for-one tourism planning.
According to reports, the event integrated wine, tourism, and sports resources, achieving comprehensive resource coordination, industrial chain integration, and the transformation of old and new growth drivers. Penglai’s tourism, wine, sports, and cultural sectors are thriving, and the combined effect of these elements has produced a result greater than the sum of its parts.
Located at the “golden latitude” for grape cultivation, Penglai possesses the ideal “3S” qualities for growing grapes: sun, sand, and sea. The local wine industry leads in quantity, quality, scale, and internationalization, and is the only “China Famous Wine City.” In recent years, Penglai has developed its urban area as a large-scale scenic destination according to scenic zone standards, improving public tourism facilities. A new model is emerging where premium wineries lead the development of wine tourism. Wine tourism integrates various travel elements and has become a cultural and leisure experience. Driven by all-for-one tourism, the Penglai Wine International Marathon connects major attractions and attracts numerous sports enthusiasts.
Experts note that mass tourism is booming, all-for-one tourism is flourishing, and demand for high-quality tourism is strong. By leveraging international sporting events and the advantages of its wine industry, Penglai has integrated tourism, culture, and sports into the wine sector, extending development from primary agriculture and secondary manufacturing to tertiary cultural tourism services. This shift has transformed businesses from a single “product-selling” model to a multi-driven approach of “selling products,” “selling services,” and “selling culture,” fostering upgrades across related industries and ushering in an “all-industry” development path. This benefits Penglai by enhancing its brand image, optimizing tourism offerings, and meeting the people’s aspirations for a better life.