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During the Spring Festival in 2025, Shandong, with its rich tourism resources and unique intangible cultural heritage, became one of the popular domestic tourist destinations. According to Ctrip's "2025 Spring Festival Tourism Summary Report", Shandong's Spring Festival tourism market performed remarkably well, with the inbound tourist order volume increasing by 84% yearonyear. Intangible cultural heritage, ice and snow tourism, and winter resort tourism became thetop threeof Shandong's Spring Festival tourism, attracting a large number of domestic and foreign tourists.

During the Spring Festival, the inbound tourist order volume in Shandong increased significantly. The main source regions included Beijing, Jiangsu, and other places. Cities such as Jinan, Qingdao, and Tai'an stood out. The inbound tourist order volume in Jinan increased by 22% yearonyear, that in Qingdao increased by 108%, and that in Tai'an increased by 109%.

During this Spring Festival, Shandong's intangible cultural heritage received much attention. The Baotu Spring Lantern Festival in Jinan and folk performances in Qingdaoattracted a large number of tourists. The search rate of popular intangible cultural heritage destinations of Shandong doubled. Scenic spots such as Baotu Spring Scenic Area in Jinan,Tsingtao Beer Museum in Qingdao became popular attractions. Tickets for intangiblecultural heritage related projects increased by nearly 7.5 times yearon-year.

Ice and snow tourism and winterresorttourism were also highly favored. Jinan, Qingdao, Tai'an, etc. were popular cities for ice and snow tourism, and most of the tourists were from southern cities. The Culai Mountain Ski Resort in Tai'an, the Wulian Mountain Ski Resort in Rizhao, etc. became popular places for tourists to experience ice and snow sports. Shandong's winterresorttourism was also well-received. Cities like Qingdao and Rizhao, with their warm climate, beautiful scenery, delicious food, and Spring Festival atmosphere, attracted many tourists.

In terms of travel modes, car rental and self-driving became the first choice for many tourists, accounting for 55%. The post-80s and post-90s were the main groups. The car rental order volume increased by 38% yearonyear. Some silver-haired people over 50 years old preferred cruise travel.

After the Spring Festival holiday, the off-peak travel season will arrive after the Lantern Festival. At that time, the average prices of air tickets and hotels will drop by 30%to50% compared with the Spring Festival. The average hotel prices in cities such as Jinan, Qingdao, and Tai'an will drop by about 40% compared with the holiday period, and the average air ticket prices will drop by 30%to40%. Ctrip predicts that off-peak travel will become an important trend in the future tourism market, and the popularity of Shandong's tourism will continue.