This large-scale initiative has been organised jointly by the provincial Publicity Department, the provincial Tourism Administration and the News Office of the provincial government of Shandong. It is aimed at promoting tourism in Shandong via the Internet.

Reporters from key central news websites, major news websites from other provinces, and influential commercial websites have been invited to take the 10-day-long tour covering most of the important tourist sites in Shandong.

Wang Min, president of the Shandong provincial Publicity Department, gave a speech of welcome at the opening ceremony. Via the Internet, he said, this web tour will show to the world a more open, more developed and more attractive Shandong.