Shandong's Weihai rolls out targeted measures to boost consumption

Weihai, a coastal city in Shandong province, is taking concrete action to boost consumption through the deeper integration of its cultural, sports and tourism sectors.

This approach aligns with the Government Work Report, which calls for a dual focus on stimulating household consumption and implementing supportive policies to ensure sustained growth.

Kong Fanping, a deputy to the 14th National People's Congress and mayor of Weihai, said the city is rolling out targeted measures to unlock new consumption potential.

"The key is to diversify the supply of quality goods and services to better meet the evolving needs of both residents and visitors," Kong said.

As a well-known tourist destination, Weihai is advancing a year-round, all-age tourism model by introducing new experiences such as marine recreation and winter sports. The city is also working to integrate commerce, culture, and sports, aiming to turn tourist footfall into sustained consumer spending.

A prime example is the renovated Zhihai Bay urban complex in the city center. Featuring a rooftop garden, seaside library, and beachfront soccer field, the site has attracted nearly 80,000 daily visits since its opening. Additionally, Weihai hosts more than 30 major sporting events each year, including triathlons, drawing thousands of participants and spectators.

The city has also launched a scenic coastal driving route and immersive cultural performances to enrich the visitor experience.

"Sustained consumption growth requires a safe and reliable environment," Kong said.

By implementing its "Reassuring Consumption" initiative, Weihai has improved standards across both urban and rural markets, from product quality to service guarantees, reinforcing the foundation for consumption-driven growth.

"Looking forward, Weihai will maintain its focus on initiatives that simultaneously deliver livelihood benefits and drive consumption," Kong said.