China News Service, Jinan, October 4 (Reporter Zhao Xiao) During the National Day holiday, the craze for performing arts swept across Qilu. The Phoenix Legend "Auspicious Ruyi" tour concert held three consecutive concerts in Jinan, Jay Chou's world tour concert landed in Qingdao for three days and Li Ronghao's concert will start a two-day carnival in Linyi... The intensive performing arts activities not only detonated the Shandong holiday cultural tourism market, but also promoted the new trend of "going to one city for one concert".
"Jinan is so sincere this time. Fans can use the concert ticket stubs to visit Chaoran Tower, visit Daming Lake, and even get discounts on accommodation. I have recommended to my friends that they come to Jinan during the holidays to chase stars and travel at the same time." Tourist Liu Zhikun said in an interview.
The ticket stub in Liu Zhikun's hand is not only an "admission ticket" to the concert, but also a "passport" for urban consumption, allowing him to enjoy discounts from more than 20 scenic spots, hotels and cultural and creative merchants in Jinan. Focusing on "Traveling to Jinan with the Phoenix Legend", the Jinan Municipal Bureau of Culture and Tourism has pushed forward transportation and scenic spot ticket discounts and other strategies in advance, and created themed routes such as spring water leisure, commercial port retro, Song Dynasty and national style, mountain health and wellness, as well as travel guides around the Olympic Sports Center to allow foreign fans to easily enjoy Jinan.
On social platforms, many fans spontaneously shared their in-depth travel guide to Jinan after the "Dream Come True Concert". Baotu Spring, Daming Lake, and Qianfo Mountain have become popular tourist destinations. After watching the performance, many people chose to stay 1 to 2 more days to visit Quancheng, achieving increased traffic retention, and the "ticket stub economy" continued to drive cultural tourism consumption in the city.
"We vigorously develop the performing arts economy and encourage cultural and tourism enterprises to launch "concerts + scenic spots, accommodation, food, cultural museums, and transportation" combined preferential products to provide ticket holders with exclusive discounts and value-added services." Shi Dongquan, deputy director of the Jinan Municipal Culture and Tourism Bureau, said at a press conference held on the eve of the National Day that large-scale concerts, scenic area performances, and cultural performances have made multiple efforts to form a normal performance matrix and extend the tourist consumption chain.
Data shows that in 2025, Jinan Olympic Sports Center will hold 28 large-scale concerts, leveraging diverse consumption such as accommodation, catering, and tourism. As of mid-September this year, Jinan has held 16 large-scale concerts, and the number of commercial performances has increased by 16.17% year-on-year.
Using concert ticket stubs as a link, many cities in Shandong have opened up the consumption chain of performances, accommodation, and tourism to further expand the application scenarios of the fan economy.
In Qingdao, the local government took advantage of the opportunity of the National Day Golden Week and Jay Chou's World Tour Concert to launch the "Exclusive City Welfare Package for Jay Chou Fans". With concert ticket stubs, fans can enjoy multiple exclusive discounts such as exemptions and exemptions for scenic spots, consumption in business districts, accommodation and dining, etc. The Qingdao Municipal Bureau of Culture and Tourism also joined hands with the mobile travel platform to launch an exclusive concert ticket package event, providing fans with travel benefits starting from 50% off on taxi rides. It is understood that throughout October, 12 large-scale concerts will be held in Qingdao, forming a rich performance matrix with an estimated audience of more than 370,000 people.
In Linyi, Li Ronghao's concert and Aaron Kwok's ICONIC World Tour Concert will be held on October 5, 6 and October 10 respectively. All merchants in Linyi Olympic Sports Park, where the concert will be held, participate in ticket stub discounts. 34 scenic spots and 13 hotels and B&Bs in the city offer free tickets, half-price, preferential discounts and other benefits to the audience. Some catering brands extend their business hours until the early morning during concerts to provide fans with post-show dining and supply services.
The fiery concerts connected fans and the city in both directions, becoming a dazzling scenery during the National Day holiday in Shandong. Data from the Shandong Provincial Department of Culture and Tourism shows that as of 15:00 on October 4, the 200 tourist attractions monitored by the province received 4.912 million tourists that day and generated operating income of 270 million yuan, a year-on-year increase of 6.7% and 3.2% respectively.
