A sightseeing cruise carries visitors along Qingdao's coastline, offering views of the city from the sea. [Photo provided to chinadaily.com.cn]

Qingdao is tapping the potential of its coastline by expanding marine tourism beyond traditional sightseeing, using new routes and integrated experiences to boost cultural and tourism consumption.

On Aug 16, the city's marine tourism alliance received its three-millionth visitor of the year, continuing strong growth despite a high comparison base. In 2025, the alliance welcomed about 4.2 million visitors and generated 363 million yuan ($50.8 million) in revenue, up 61.09 percent and 91.05 percent year-on-year, respectively.

The alliance, led by Qingdao Tourism Group, has integrated 92 operators, 11 piers and 235 vessels under a unified management system. It now offers 23 routes and 37 types of tourism products, ranging from sightseeing cruises and sailing to yachts, speedboats and other water sports.

New products are also linking marine tourism with islands, concerts, night-time consumption and educational travel. Routes to Lingshan Island have expanded nearshore holiday options, while themed cruises tied to concerts and evening performances have added to the city's night economy.

Qingdao has also connected sea routes with attractions including Qingdao Science and Technology Museum, creating combined experiences for families and study-tour groups.

By linking marine routes, coastal attractions and diversified tourism products, Qingdao is turning its maritime resources into a broader consumption network and exploring new growth opportunities for its coastal tourism sector.