Shandong’s travel pitch wins hearts at Russia exhibition

Staff and Russian guests pose for a photo at the Shandong pavilion at the 2026 Moscow International Travel and Tourism. [Photo/WeChat account: sdswltwx]

The three-day 2026 Moscow International Travel and Tourism (MITT) Exhibition took place in Moscow from March 11 to 13, gathering more than 1,000 tourism agencies from local and 34 countries worldwide. East China's Shandong province presented its "Hometown of Confucius, Friendly Shandong" tourism brand, exhibiting its rich tourism and cultural resources.

With tailored marketing and creative cultural products, the Shandong pavilion attracted many Russian visitors. It distributed over 2,000 Russian-language promotional materials, includingLonely Planettourism guides and themed travel brochures. Popular cultural items such as the "Ma Biaobiao" horse mascot, Weifang kites, and Zibo colored glaze, showcased the province's craftsmanship and creativity.

Russian guests read Shandong's themed travel brochures. [Photo/WeChat account: sdswltwx]

On March 11, a themed promotional event featured a Russian student who has lived in Shandong for five years sharing his personal experiences. His stories, from the respectful local address to making sweet and sour carp and experiencing beer in plastic bags, offered a warm and lively depiction of the province's culture, landscapes, and people.

Shandong also introduced customized tour routes for Russian travelers, including coastal wellness retreats, world heritage discovery tours, and culinary journeys with local cuisine and wines. These itineraries combine cultural experiences with leisure travel, aligning with Russian preferences for seaside relaxation and gastronomy.

During the exhibition, Shandong held in-depth discussions with over 100 Russian travel agencies. Talks with Hainan Airlines' Moscow office also explored potential expansions of flight routes and ticketing arrangements to facilitate Russian tourism to Shandong.

Feng Litao, counselor general of the Chinese Embassy in Russia, Wang Rui, director of China's National Tourist Office in Moscow, and Alexander Levov, chairman of the "World Without Borders" Travel Association for International Cooperation, among other guests, attended Shandong's exhibition pavilion.