East China's Shandong province has implemented a number of innovative measures to promote the high-quality development of its culture and tourism industry, with the aim of speeding up the transformation and upgrading of cultural and tourism consumption in the province.

Shandong's cultural and tourism department has worked to improve tourist experiences, innovate business models, and increase tourism consumption. It has launched a variety of high-end tourism products to foster a more sustainable and innovative tourism ecosystem.

Many special activities have been carried out to build up its cultural tourism brand and to pursue high-quality development.

The province released 100 Red tourism routes this year, in an effort to help people learn about the history of the Communist Party of China and to promote local culture, which was also a part of Shandong's efforts to celebrate the 100th anniversary of the founding of the CPC.

Efforts have also been made to promote its "Friendly Shandong" tourism brand. The provincial cultural and tourism department strengthened regional cooperation, as well as held promotion activities in many cities across the country. The province also held a wide range of online promotion activities and opened livestreaming workshops to tap into the country's burgeoning livestreaming economy, as well as to nurture new growth drivers with the goal of promoting high-quality sustainable development of its cultural and tourism industry.

Shandong has also focused on accelerating resource integration to foster a new pattern of development. The province inked a strategic cooperation memorandum with China Railway, as well as launched a tourism alliance related to railway tourism to boost the transformation and upgrading of its cultural and tourism sector.