Qufu's night tour demonstrates great vitality. [Photo/WeChat account: gh_2fbaaaf1eff1]

Qufu in Jining has made huge strides in night tourism, with its key tourist attractions receiving a total of 14 million visitors, a 27 percent year-on-year increase in 2024. The average length of stay in the city increased from 0.9 days to 1.5 days.

In recent years, Qufu has been dedicated to development through cultural tourism, creating new scenes and experiences for night tours in an effort to enhance nighttime cultural and tourism consumption.

It has developed night tours of Nishan Sacred Land and the Ancient City of the Ming Dynasty (1368 – 1644), among other similar efforts, focusing on the integration of cultural and tourism development.

By actively engaging with mainstream media and improving marketing strategies, Qufu has launched Confucian-themed train promotion activities and introduced traditional Chinese-style performances to develop a new promotion model integrating cultural tourism and transportation.

Art performances featuring Confucian culture are held at Nishan Sacred Land in Qufu, Jining. [Photo/WeChat account: gh_2fbaaaf1eff1]

Furthermore, by combining night tours with consumption, artistic performances, intangible cultural heritage, and cultural and creative brands, Qufu has stimulated consumer vitality.

To date, the city has nurtured 32 intangible cultural heritage workshops at the county level and above, along with 12 intangible cultural heritage and creative brands. Over 40 traditional experiential projects and 12 cultural and creative brands have been set up at key cultural and tourism locations citywide, making intangible cultural heritage and creativity a new attraction for visitors.