Jinan aims to grow its sports industry to 150 billion yuan ($22.24 billion) by 2030, with sporting events generating more than 10 billion yuan in cumulative direct economic revenue, according to a new action plan for upgrading the city's service sector from 2026 to 2030.

The plan calls for Jinan to capitalize on its distinctive cultural resources while developing new business models, expanding product offerings, and building cultural tourism and sports brands with national influence. By 2030, revenue from cultural, sports, and entertainment businesses above designated size is expected to reach 14.5 billion yuan.

The city will accelerate the digital transformation of the publishing industry, with a focus on digital publishing, e-reading, and audiobooks. It plans to launch about 10 projects in fields including digital publishing and metaverse-based reading, while holding more than 3,000 public reading activities annually by 2030.

The city will also strengthen the integration of culture and the arts by bringing in at least 20 high-quality stage productions each year and developing cultural products inspired by museum collections and Jinan's spring culture.

To expand the sports economy, Jinan will seek to host more major, high-level sporting events and develop two to three distinctive sports industry clusters.

The city will develop a more diverse range of entertainment and tourism offerings by attracting major concerts and music festivals. By 2030, it aims to stage more than 1,600 commercial performances annually.