Rushan: Booming Summer Cultural, Tourism Consumption Drives Economic Vitality

Since the onset of summer, facing the booming cultural and tourism consumption market, Rushan Binhai New Area has further concentrated its advantageous resources to develop an industrial system characterized by “Cultural Tourism +.” This effort includes a comprehensive upgrade of the local unique tourism resources by closely integrating distinct natural assets with urban cultural advantages. The aim is to continuously diversify tourism formats and activities, create popular summer tourism hotspots and invigorate economic vitality. With the rise of “micro-tourism” featuring shorter trips and intense experiences, this trend is reshaping traditional tourism patterns and offering diverse leisurely experiences for visitors.

The recently opened Silver Beach Ocean Park has attracted numerous young visitors and locals eager to explore the area. The park features both water and land zones filled with various entertainment options, including sightseeing, local cuisine, and recreational and beach activities. Additionally, Binhai New Area has collaborated with Shandong TV Variety Channel to produce the “Happy Forward” Program at Silver Beach Ocean Park. This caters to youth interests with vibrant entertainment and creative dining options, thus rapidly igniting a wave of “micro-tourism” in the city.

“To tap into the summer cultural and tourism market, Binhai New Area has planned ahead and implemented a series of measures to develop a cluster of tourist attractions in the silver beach resort area. This includes renovating the 103 Ship, introducing the Silver Beach Ocean Park project, and revitalizing idle local resources. Moreover, we develop the destinations like Tidal Wetland Park Camping Site, Jinding Rainbow Food Street, Maritime Windmills, Loving Maze, and Themed Sand Sculptures to connect local attractions and enhance the flow of in-depth tourism,” stated an official from the Binhai New Area Cultural and Tourism Bureau.

In summer, Silver Beach is inspired by the sea, but it offers much more than just the sea. Sunset, ocean breeze, and evening glow create a dreamy light show of the “Eye of Silver Beach” Ferris wheel at the ocean park, while neon lights on the Jinding Rainbow Food Street begin to flicker, signaling the start of nightlife.

The Jinding Rainbow Food Street, stretching along the silver beach coastline, features charming wooden cabins and non-motorized food carts in bright colors and distinctive designs, making it a trendy spot. To enrich tourists’ experience, a stage is set up on the west side of the food street, and various activities such as music festivals are held regularly. This creates a space for dining, entertainment, and leisure, providing tourists with an immersive experience.