New Shandong guidebook fuels global visitors’ autumn travel trend

This autumn, the viral “China travel” wave is pushing international visitors beyond crowded major-city landmarks and into China’s rich cultural heartlands – including east China’s Shandong Province.

In line with this trend, the new guidebook Discover China: Shandong has recently been released, with the aim of offering international readers a detailed introduction to the eastern Chinese province’s millennia-old heritage and distinct autumn charm, bridging the cultural context that first-time visitors often need to fully engage with the local landscapes, architecture, cuisine and living traditions.

This autumn, as travel across Shandong unfolds, Mount Tai’s slopes blaze with fall colors, Qufu preserves a living Confucian tradition, Jinan’s springs remain central to local life, and the Jiaodong coast displays its distinct maritime character. The new book guides readers through temples, springs, fishing harbors, beachcombing spots and modern beach scenes, capturing a province where ancient heritage and fresh contemporary culture coexist seamlessly.

Data from China’s National Immigration Administration shows that between January and August 2026, China’s border inspection authorities processed 61.29 million international arrivals and departures, marking a 19.5% year-on-year increase. Among these, 23.72 million visitors entered under visa-waiver arrangements, a rise of 26.8% year-on-year.  

As international travelers expand their travel radius beyond city centers and shift their focus from quick sightseeing stops to immersive cultural experiences and local daily life, Shandong is emerging as one of the most compelling new destinations in China’s ongoing autumn deep-travel movement.

China Tourism Press, the publisher behind Discover China: Shandong, also announced plans to release a Shanghai volume of the travel series, set to meet readers in the near future.