The "Friendly Shandong New Year Celebrations", supported by the Shandong Provincial Department of Culture and Tourism, opened in grand style on Dec 20 in Taierzhuang ancient town, a renowned scenic spot in Zaozhuang, Shandong province.

In a bid to promote Shandong's tourism sector in winter and create a festive atmosphere for tourists and local residents, the event will last for 67 days, spanning traditional Chinese festivals such as New Year's Day, Spring Festival, Lantern Festival, and Longtaitou Festival, or Eryueer Festival, which means "dragon raises head" in Chinese, which is held on the second day of the second month in the Chinese lunar calendar.

Wang Lei, director of the Shandong Provincial Department of Culture and Tourism, delivered a keynote speech at the opening ceremony. She said that the New Year celebration event will play a vital role in boosting Shandong's tourism development in winter, and that the province will launch more tourism products and offer better services to visitors.

According to local authorities, a series of activities will be launched at the province's many scenic spots to display the unique culture and customs of Shandong, add to the festive atmosphere and entertain tourists.

The province's resort areas, hotels and travel agencies will also launch discounts, promotions and coupons to attract more tourists.