Shandong, a manufacturing powerhouse in eastern China that is home to the country’s third-largest provincial economy, is waging a charm offensive to showcase its cultural prowess as Beijing pins its hopes on key provinces not only to revive the domestic growth, but also to improve the image of the country. abroad.

The province features prominently in the Foreign Ministry’s latest initiative to build a good Chinese narrative by showcasing regional charms.

The cultural and natural appeal of Shandong is best summed up by a sage and a sacred mountain.

But new elements like industrial tourism, the mega-event economy and overseas connections are adding new dimensions to what it can offer visitors and investors.

The province recorded 338,000 foreign visitor arrivals in the first eight months of this year, up 178 percent from the same period last year.

Confucius, the legendary ancient sage, was born in Qufu, Shandong, more than 2,500 years ago. This made the region the fertile ground of Confucianism, the philosophical root of Chinese culture, which spread throughout the world. Those who are enlightened by its teachings on morality, harmony and rule by virtue are drawn to the province in return.