According to the Linyi Municipal Tourism Bureau in Shandong Province, over the three-day New Year’s Day holiday, the city’s 56 national A-level tourist attractions received a total of 339,600 visitors, generating 11.586 million yuan in ticket revenue, representing year-on-year increases of 15.98% and 20.54%, respectively.
Among them, domestic city visitors reached 245,400, accounting for 72.3% of the total number of visitors to the city’s tourist attractions; visitors from other cities within the province totaled 70,300, accounting for 20.7%; visitors from outside the province numbered 23,900, making up 7%; there were 1,314 tour groups with a total of 68,900 people, accounting for 20.3% of the overall visitor count.
Accelerating the development of hot spring and skiing tourism products, which are highly favored by visitors
In recent years, Linyi has leveraged its advantage as China’s Geothermal City, focusing on developing hot spring tourism products as a key initiative to attract and retain visitors, narrow the gap between peak and off-peak seasons, and upgrade its tourism product offerings.
A hot spring resort belt, anchored by Yinan Zhisheng Hot Spring, Yinan Yishang Hot Spring, Yishui Dongfang Ruihai Hot Spring, and Hedong Guantang Hot Spring, has taken initial shape. Linyi’s hot spring tourism is attracting increasing attention. During the New Year’s Day holiday, the Hedong Guantang Hot Spring Resort, Yishui Dongfang Ruihai Hot Spring Resort, Yinan Zhisheng Hot Spring Resort, and Yinan Yishang Hot Spring Resort collectively received 49,500 visitors and generated 5.253 million yuan in hot spring ticket revenue, reflecting year-on-year growth of 23.13% and 36.4%, respectively. Hot spring visitors and ticket revenue accounted for 14.58% and 45.34% of the city’s total tourist attraction visitors and total ticket income, respectively.
Linyi’s ski projects, such as those at the Underground Gallery Ski Resort and Chashan Ski Resort, have also gained popularity among visitors in recent years. The resorts not only attract many local tourists but also saw nearly a thousand visitors from nearby cities within the province, including Qingdao, Laiwu, and Jining, coming to ski during the holiday.
“Hospitality Shandong: Affectionate Yimeng New Year Festival” boosts winter tourism market
During this year’s New Year Festival, the Linyi Municipal People’s Government Office issued the “Work Plan for the Hospitality Shandong: Affectionate Yimeng New Year Festival,” continuing the operational model of “government leadership, interdepartmental coordination, and social participation.” Seizing the opportunity of increased family visits and consumer spending during the New Year and Spring Festival holidays, the city carefully planned the third “Hospitality Shandong: Affectionate Yimeng New Year Festival” series of events.
Various themed and content-rich New Year Festival activities were held, with a focus on promoting tourism products centered around “exploring caves, skiing, soaking in hot springs, and tasting local cuisine,” enriching and upgrading five major product lines: New Year gifts, New Year feasts, New Year tours, New Year entertainment, and New Year blessings. At the same time, a range of preferential measures were introduced in areas such as tourism, shopping, dining, and accommodation to benefit residents. During the holiday, themed commercial districts in Lanshan District, such as Huafeng Commercial Street, and Linshu Commercial Pedestrian Street, organized festive cultural performances with Yimeng flair to celebrate the New Year, along with events like the “New Year Festival Yimeng Snack Collection.” Scenic spots offered ticket discounts and hosted distinctive themed tourism and folk culture events. Star-rated hotels rolled out promotions on dining and room rates, as well as giveaways like New Year gifts. Taoyuan World and Jiuzhou Commercial Building, among other tourism-related commercial enterprises, launched new “New Year Discount Seasons.” The third “Hospitality Shandong: Affectionate Yimeng New Year Festival” significantly activated the city’s winter festival tourism market.
Diverse festival activities at scenic spots create a strong New Year Festival atmosphere
During the New Year’s Day holiday, various tourist attractions in Linyi were adorned and actively fostered a festive atmosphere.
In addition to offering ticket discounts, the scenic spots organized a variety of rich and colorful festival activities, achieving excellent results. During the holiday, the Mengshan Yunmeng Scenic Area organized visitors around the theme of “welcoming the New Year,” holding bell-ringing ceremonies for blessings and welcoming the first ray of sunlight at the Mengshan Yuwang Temple. The Underground Grand Canyon, Underground Fluorescent Lake, and Lingquan Mountain scenic areas launched “New Year gratitude promotions for local residents,” while the Natural Underground Gallery Scenic Area expanded its ski resort and enriched snow entertainment programs, hosting children’s skiing and snow photography competitions. The Zhuyuan Village Scenic Area launched the “New Year Tour in Zhuyuan, Sharing Fortune and Joy” event, giving visitors New Year fortune characters upon entry to bring both benefits and good luck. The Zhisheng Hot Spring Scenic Area offered a New Year Reunion Health Feast, where visitors could participate in a “Grab the Blessing” game to win prizes such as gifts and vouchers. The Junan Tianma Island Scenic Area provided substantial ticket discounts for local residents with ID cards or student IDs. The Linyi Science and Technology Museum also presented a captivating “science popularization feast” for children during the holiday.
Self-drive travel conditions improve; short-distance and suburban tours remain popular
With the continuous improvement of self-drive travel conditions in Linyi and limited holiday time, most residents opted for “short-distance, suburban, and self-drive tours” instead of long trips, becoming a highlight of the New Year’s Day tourism market.
Domestic travel became the mainstay, with diversified travel methods such as self-driving and independent travel showing growth. Parking lots at major scenic spots and hotels across the city were packed, and roads leading to attractions were bustling with all kinds of vehicles, creating a beautiful scene during the holiday. It is reported that Linyi’s self-drive tourists mainly came from Jinan, Qingdao, Yantai, Weihai, and other provinces including Lianyungang and Xuzhou. Self-driving became an important mode of holiday travel. Information from major scenic spots indicated that self-drive tourists accounted for 90.6% of all travelers.
Short interval between New Year’s Day and Spring Festival; shopping tourism emerges as a new highlight
Due to the short time between New Year’s Day and the Spring Festival this year, more residents chose to travel during the holidays for family visits and New Year shopping, with family reunions and shopping becoming highlights.
The Linyi tourism market featured a dominance of local visitors, with relatively booming dining, shopping, and entertainment sectors. Linyi Commodity City, Huafeng International Trade City, and Linshu Commercial Pedestrian Street — three provincial-level tourism and leisure shopping districts — along with several gold-medal tourism commodity stores such as Junfa Gifts, Xinpeng Jade, Xizhi Cultural Center, Mengshan Longwu Tea Expo Park, Angel Love Shopping Center, and Hongfa Premium Gift City — all launched a wide range of distinctive New Year gifts, which were very popular with tourists. Huafeng Commercial Street held the “Hospitality Shandong New Year Festival — Tourism Shopping Festival,” offering promotions such as shopping discounts and raffles, attracting large numbers of visitors daily.
Among them, domestic city visitors reached 245,400, accounting for 72.3% of the total number of visitors to the city’s tourist attractions; visitors from other cities within the province totaled 70,300, accounting for 20.7%; visitors from outside the province numbered 23,900, making up 7%; there were 1,314 tour groups with a total of 68,900 people, accounting for 20.3% of the overall visitor count.
Accelerating the development of hot spring and skiing tourism products, which are highly favored by visitors
In recent years, Linyi has leveraged its advantage as China’s Geothermal City, focusing on developing hot spring tourism products as a key initiative to attract and retain visitors, narrow the gap between peak and off-peak seasons, and upgrade its tourism product offerings.
A hot spring resort belt, anchored by Yinan Zhisheng Hot Spring, Yinan Yishang Hot Spring, Yishui Dongfang Ruihai Hot Spring, and Hedong Guantang Hot Spring, has taken initial shape. Linyi’s hot spring tourism is attracting increasing attention. During the New Year’s Day holiday, the Hedong Guantang Hot Spring Resort, Yishui Dongfang Ruihai Hot Spring Resort, Yinan Zhisheng Hot Spring Resort, and Yinan Yishang Hot Spring Resort collectively received 49,500 visitors and generated 5.253 million yuan in hot spring ticket revenue, reflecting year-on-year growth of 23.13% and 36.4%, respectively. Hot spring visitors and ticket revenue accounted for 14.58% and 45.34% of the city’s total tourist attraction visitors and total ticket income, respectively.
Linyi’s ski projects, such as those at the Underground Gallery Ski Resort and Chashan Ski Resort, have also gained popularity among visitors in recent years. The resorts not only attract many local tourists but also saw nearly a thousand visitors from nearby cities within the province, including Qingdao, Laiwu, and Jining, coming to ski during the holiday.
“Hospitality Shandong: Affectionate Yimeng New Year Festival” boosts winter tourism market
During this year’s New Year Festival, the Linyi Municipal People’s Government Office issued the “Work Plan for the Hospitality Shandong: Affectionate Yimeng New Year Festival,” continuing the operational model of “government leadership, interdepartmental coordination, and social participation.” Seizing the opportunity of increased family visits and consumer spending during the New Year and Spring Festival holidays, the city carefully planned the third “Hospitality Shandong: Affectionate Yimeng New Year Festival” series of events.
Various themed and content-rich New Year Festival activities were held, with a focus on promoting tourism products centered around “exploring caves, skiing, soaking in hot springs, and tasting local cuisine,” enriching and upgrading five major product lines: New Year gifts, New Year feasts, New Year tours, New Year entertainment, and New Year blessings. At the same time, a range of preferential measures were introduced in areas such as tourism, shopping, dining, and accommodation to benefit residents. During the holiday, themed commercial districts in Lanshan District, such as Huafeng Commercial Street, and Linshu Commercial Pedestrian Street, organized festive cultural performances with Yimeng flair to celebrate the New Year, along with events like the “New Year Festival Yimeng Snack Collection.” Scenic spots offered ticket discounts and hosted distinctive themed tourism and folk culture events. Star-rated hotels rolled out promotions on dining and room rates, as well as giveaways like New Year gifts. Taoyuan World and Jiuzhou Commercial Building, among other tourism-related commercial enterprises, launched new “New Year Discount Seasons.” The third “Hospitality Shandong: Affectionate Yimeng New Year Festival” significantly activated the city’s winter festival tourism market.
Diverse festival activities at scenic spots create a strong New Year Festival atmosphere
During the New Year’s Day holiday, various tourist attractions in Linyi were adorned and actively fostered a festive atmosphere.
In addition to offering ticket discounts, the scenic spots organized a variety of rich and colorful festival activities, achieving excellent results. During the holiday, the Mengshan Yunmeng Scenic Area organized visitors around the theme of “welcoming the New Year,” holding bell-ringing ceremonies for blessings and welcoming the first ray of sunlight at the Mengshan Yuwang Temple. The Underground Grand Canyon, Underground Fluorescent Lake, and Lingquan Mountain scenic areas launched “New Year gratitude promotions for local residents,” while the Natural Underground Gallery Scenic Area expanded its ski resort and enriched snow entertainment programs, hosting children’s skiing and snow photography competitions. The Zhuyuan Village Scenic Area launched the “New Year Tour in Zhuyuan, Sharing Fortune and Joy” event, giving visitors New Year fortune characters upon entry to bring both benefits and good luck. The Zhisheng Hot Spring Scenic Area offered a New Year Reunion Health Feast, where visitors could participate in a “Grab the Blessing” game to win prizes such as gifts and vouchers. The Junan Tianma Island Scenic Area provided substantial ticket discounts for local residents with ID cards or student IDs. The Linyi Science and Technology Museum also presented a captivating “science popularization feast” for children during the holiday.
Self-drive travel conditions improve; short-distance and suburban tours remain popular
With the continuous improvement of self-drive travel conditions in Linyi and limited holiday time, most residents opted for “short-distance, suburban, and self-drive tours” instead of long trips, becoming a highlight of the New Year’s Day tourism market.
Domestic travel became the mainstay, with diversified travel methods such as self-driving and independent travel showing growth. Parking lots at major scenic spots and hotels across the city were packed, and roads leading to attractions were bustling with all kinds of vehicles, creating a beautiful scene during the holiday. It is reported that Linyi’s self-drive tourists mainly came from Jinan, Qingdao, Yantai, Weihai, and other provinces including Lianyungang and Xuzhou. Self-driving became an important mode of holiday travel. Information from major scenic spots indicated that self-drive tourists accounted for 90.6% of all travelers.
Short interval between New Year’s Day and Spring Festival; shopping tourism emerges as a new highlight
Due to the short time between New Year’s Day and the Spring Festival this year, more residents chose to travel during the holidays for family visits and New Year shopping, with family reunions and shopping becoming highlights.
The Linyi tourism market featured a dominance of local visitors, with relatively booming dining, shopping, and entertainment sectors. Linyi Commodity City, Huafeng International Trade City, and Linshu Commercial Pedestrian Street — three provincial-level tourism and leisure shopping districts — along with several gold-medal tourism commodity stores such as Junfa Gifts, Xinpeng Jade, Xizhi Cultural Center, Mengshan Longwu Tea Expo Park, Angel Love Shopping Center, and Hongfa Premium Gift City — all launched a wide range of distinctive New Year gifts, which were very popular with tourists. Huafeng Commercial Street held the “Hospitality Shandong New Year Festival — Tourism Shopping Festival,” offering promotions such as shopping discounts and raffles, attracting large numbers of visitors daily.
