The annual Qingdao International Beer Festival, sea of joy, fun and passion, appeals to millions of visitors from China and abroad. Photos Provided to China Daily

Guests from Germany try out some beer at the festival.

Thousands expected for 23rd installment of annual event

The month of August in Qingdao is packed with a variety of festivities that appeal to tourists and locals alike.

While some will undoubtedly come to join in the revelry of the city's renowned beer festival, others will enjoy sailing on the ocean's whitecaps.

The 23rd Qingdao International Beer Festival is scheduled to take place from Aug 10 to 25 at Beer City in Laoshan district.

A wide array of related events will be staged across the city center and its suburbs to allow more citizens and tourists to enjoy the festival.

The festival will incorporate beer drinking with other elements, including culture, trading, gourmet cuisine, entertainment, tourism, sports and leisure, offering a full range of activities that boost the city's brand and promote economic growth, said Liu Mingjun, deputy mayor of Qingdao.

"Through a series of events that have international influence, such as the beer festival, we hope to bring benefits to city residents, enriching their cultural life and boosting domestic demand," Liu said.

"Our beer gala is the best in Asia. With world-class facilities and services, we will offer tourists a high-quality environment to taste beer, have fun and make friends. The festival will show the charm of Qingdao to the world."

Xia Zhengqi, commander-in-chief of the festival, said that 15 grand tents offering delicacies from around the world will be set up at the main venue this year, breaking records in a range of categories compared with previous events.

More than 300 beers under 27 brands from 18 countries will be on show during the 16-day event, he said.

Meanwhile, an entertainment zone with all kinds of gaming facilities will provide more thrills for beer lovers.

To give the gala a touch of new technology, the organizing committee vowed to build it into a "smart festival".

Like events of previous years, all the information and important notices will be available on the festival's official website - www.qdbeer.cn.

This year, tourists to Qingdao can download the official app of the festival to their smartphones. They can receive real-time information on activities, transportation, parking and navigation.

And people can also receive updates of information by following the festival's official account on WeChat, a popular chatting app.

Meanwhile, the organizing committee also opened accounts on Sina Weibo and Tencent Weibo, the two major micro-blogging services in the country, to release information.

The city has also beefed up security to ensure the success of the festival.

To be better prepared in the event of an emergency, the city has conducted a series of drills.

Xu Baofeng, deputy director of the Qingdao exhibition industry development office, said that in addition to Laoshan district, the city's other eight districts will also organize beer-themed events to meet the demand created by visitors and locals involved in the gala.

A 1,000-meter-long Tsingtao Beer Street has been set up along Dengzhou Road.

Its amenities include a wide range of bars, restaurants, museums and leisure facilities.

It is expected to draw 10,000 visitors daily during the three summer months alone.

Together with the beer festival, Qingdao will hold more than 50 large and small events during the summer, such as the China-Hong Kong International Fashion Luxury Expo, the Qingdao Music Festival, the Taiwan Gourmet Food Festival and the 2013 German Products Exhibition.

xiechuanjiao@chinadaily.com.cn

(China Daily 07/30/2013 page24)