1. (Top)Visitors from China and abroad enjoy the evening gala and local culture at the Beer City in Qingdao, Shandong province. 2. (Below)The national acclaimed event starts with a gigantic barrel of fresh beer at its opening ceremony. Photos Provided to China Daily

An evening gala replete with superstars and gorgeous fireworks, the 23rd Qingdao International Beer Festival offers a full range of activities that boost the city's brand image and promote economic growth, organizers said.

The 16 days of revelry from Aug 10 to 25 at the Beer City in Laoshan district in Qingdao, Shandong province, is the largest beer festival in Asia and the most influential in China.

"It combines tourism, leisure, trade exhibition, culture and entertainment with unique beer culture in the local area," said local officials.

Under the theme "Cheers with the World, Qingdao", the national acclaimed event kicks off with a gigantic barrel of fresh beer at its opening ceremony, which will be followed by a parade.

Other activities include carnivals, a drinking competition, a trade exhibition and a closing ceremony party.

Meanwhile, a total of 15 grand tents offering delicacies from around the world will be set up at the main venue.

There will also be a carnival amusement park, an entertainment square featuring live performances, a gourmet cuisine expo and a Munich royal crystal palace.

To improve the quality and branding of the festival, the organizing committee signed a letter in June to seek collaboration with the organizers of Munich Oktoberfest in Germany, one of the three largest global beer festivals.

The organizing committee said that the Munich palace in Qingdao this year will be set up at the Convention and Exhibition Center north of the Beer City, and it is decorated with Western motifs. The festival will also draw on Munich's management expertise to provide a comfortable, safe and pleasant experience for tourists and locals.

The carnival amusement park offers 26 large thrill rides and 30 kinds of gaming facilities, all of which comply with strict safety standards.

Since the first Qingdao International Beer Festival was held in 1991, the festival has earned a number of honors.

It ranked among China's top 10 festivals for seven consecutive years from 2006 to 2012.

To provide a more pleasant environment for participants, the 26-hectare Beer City includes 20,000 square meters of green space with trees and a variety of flowers.

The area is equipped with more than 40 world-class jumbo amusement facilities.

The festival also highlights cultural diversity.

In addition to the main event, the local government will hold more than 50 large and small events, such as the Thai Culture and Art Festival, the Hong Kong International Fashion Luxury Expo, the Qingdao Music Festival, the Taiwan Gourmet Food Festival and the 2013 German Products Exhibition.

Also, the festival will incorporate beer with other elements, including culture, trading, gourmet cuisine, entertainment, tourism, sports and leisure, according to an official report from the Qingdao Convention and Exhibition Center.

"The beer-themed events will cater to the demand created by visitors and people involved in the gala," said local officials.

The 1,000-meter-long Tsingtao Beer Street has been set up along Dengzhou Road where the original Tsingtao brewery was located.

There will also be a wine culture activity this month. Its amenities include a wide range of bars, restaurants, museums and leisure facilities.

In the West Coast, where the city's development zone is located, a golden beach and a pedestrian street have been set up to host the district's fourth beer carnival and its second world city music festival as well as a series of tourism events.

Shinan district, as the traditional center of the city, will join the August festival spree by hosting Qingdao's first micro film competition, its first daily apparel innovation contest, a beach volleyball tournament, and a bay-themed photography competition.

xiechuanjiao@chinadaily.com.cn

(China Daily 08/09/2013 page24)