Before a barbecue craze swept through the city of Zibo in China's central Shandong Province and became its new attraction, it was known as the home of the ancient state of Qi and the capital of porcelain. With a history of over 3000 years, the city's heritage runs deep. However, most tourists who flock to Zibo for its barbecue are probably unaware of these facts. Local authorities have wasted no time in expanding its reputation as a tourist destination. Huang Yichang has the story.

TOURIST IN ZIBO "It seems Zibo doesn't have any nationally renowned tourist attractions."

This is the impression many had before its barbecue rose to sudden fame.

These places are frequently heard in Zibo now, particularly after the launch of the special tourist bus routes.

HUANG YICHANG Zibo, Shandong "Aside from barbecue, it seems the city is keen to offer more. And I found this tourist map the receptionist just told me was designed last month,so let me take a look at what else Zibo has to offer. Oh, a ceramic museum."

This museum is China's most prestigious and largest ceramic museum, boasting the most comprehensive collection of exhibits. Visitors can even create their own unique art pieces here. Even on workdays following the May Day holiday, it remains bustling with visitors. However, it's apparent that many of them are primarily here for the barbecue and are just visiting the museum as an add-on activity.

Tourist in Zibo "Because I also want to know more about the local customs and culture."

Tourist in Zibo "I learned it from Internet recently that Zibo's porcelain is very famous."

In response to the rising popularity, tourist attractions have taken swift action to enhance the tourist experience.

ZHANG MING Director of Publicity and Creative Culture Products Department, Zibo Ceramic Museum "For instance, we have introduced ten highlighted hotspots and launched temporary exhibitions showcasing various themes related to Shandong culture."

A bookshop established only two years ago has "piggybacked" on this trend as well.

During the May Day holiday, the number of hotel bookings in Zibo surged 800% compared to its pre-pandemic level in 2019.

However, there were concerns from experts that the typical cycle around an internet-famous city lasts around six months. As the initial hype fades, the city's subsequent governance abilities will become crucial.

MA LIANG Professor, School of Public Administration, Renmin University of China "Because if you solely focus on barbecue, it would not be sustainable. And actually, the share of the food and beverage industry and the whole economy is quite low, which means you have to leverage the advantages of barbecue to expand other industries and sectors."

To confront the challenges, the city has rolled out a series of policies to facilitate visitors. New sightseeing routes and entertainment options have been introduced.

A local tourism operator told CGTN it's planning to further consolidate Zibo's tourism reputation by stepping up efforts to promote awareness of Zibo's traditional culture.

Huang Yichang CGTN, Zibo, Shandong Province.