**In January 2026, Shandong Culture & Tourism Hotel Group accelerated its expansion under the “Ecology + Culture & Tourism” model, with the Zouping Xuehua Mountain Yiting Hotel project emerging as a new benchmark for regional culture‑tourism integration.**

### **Core Activities: Signed over a dozen projects, covering multiple locations across the province**

In January 2026, Shandong Culture & Tourism Hotel Group signed more than ten hotel partnership projects across the province, with city deployments including Jinan, Qingdao, Yantai, Jining, Liaocheng, and Dezhou. The business formats span multiple sectors, such as high-end business travel hotels, mid-range hotels, and distinctive guesthouses. This strategic expansion centers on an “Ecology + Culture & Tourism” model, leveraging deep integration with local natural landscapes and historical culture to develop diversified business models like “Hotel + Scenic Area” and “Hotel + Health & Wellness,” thereby establishing a distinctive competitive edge.

### **Benchmark Project: Zouping Xuehua Mountain Yiting Hotel, Integrated into the “One-Hour Golden Vacation Circle”**

1. **Location Advantages**:

The project is located in the heart of the Zouping Xuehua Mountain Tourism Resort, adjacent to the Hébàn Shan National Forest Park, a national 4A‑level scenic area. It lies within the “one‑hour golden vacation circle” encompassing Jinan and Zibo, approximately 70 kilometers west of downtown Jinan and just 20 kilometers east of downtown Zibo, offering exceptional accessibility. The surrounding area is also close to cultural and tourism landmarks such as the Zhoucun Dry Wharf, enabling the project to attract core visitors from both cities and foster regional synergy.

2. **Industry Integration**:

- **Ecological Resources**: Leveraging the forest coverage of Heban Mountain National Forest Park—reaching 98%—and its rich avian biodiversity of more than 200 species, we are creating integrated “ecology + cultural tourism” experiences that meet visitors’ desire for immersive nature-based adventures.

- **Cultural Empowerment**: Deeply draw upon Zouping’s rich history and culture, its breathtaking natural landscapes, and its vibrant folk traditions to create “Zi Zai Yi Ting” — a leisurely retreat where time slows down, crafting a cultural living room in Zouping that is tangible, experiential, and shareable.

- **Diverse Functions**: The project boasts a main building with a floor area of 23,000 square meters and is complemented by two standalone villas, offering a variety of functional spaces including guest rooms, Chinese dining private rooms, a buffet restaurant, meeting venues, banquet halls, and resort facilities—catering to diverse needs such as leisure getaways, family travel, corporate meetings and team building, as well as educational research and hands‑on learning.

3. **Market Potential**:

The Zouping Xuehua Mountain Tourism Resort, where the project is located, is planned to cover 3,200 mu of land. It features a deep integration of high‑quality ecological resources and distinctive industry resources, providing unique support for the “ecology + cultural tourism” model. Through the operation of the high‑end, full‑service hotel brand “Yiting,” the project is poised to become a new regional landmark for cultural tourism and to drive local economic and social development.

### **Strategic Significance: Driving Quality Improvement and Upgrading in the Cultural and Tourism Industry**

1. **Model Innovation**:

Through its “Ecology + Cultural & Tourism” model, Shandong Wenlv Hotel Group deeply integrates hotels with local resources, giving rise to diverse business formats such as “Hotel + Scenic Area” and “Hotel + Health & Wellness,” thereby enhancing the added value of its projects. For example, the project can leverage the forest-based health and wellness resources of Heban Mountain National Forest Park to develop products like hot spring therapies and outdoor sports, catering to visitors’ varied needs.

2. **Brand Empowerment**:

Relying on the advantages of high-end brands such as “Yiting,” the Group is accelerating its expansion into a cluster of high‑quality hotels and enhancing its market influence. This time…