Vacation tourism has being developed as one of the most important travel form in western countries.It is also a new form of tourism industry development in China.With the maturity of vacation tourism market and the advent of the ocean development age in China, coastal resorts tourism development and construction has become one of the hottest tourism development issues recently.This article aims to discuss the coastal tourism resources and development scenario of Rushan Silver Beach in Shandong Province, through SWOT analysis method, before using the outcomes from this case study to put forward some recommendations for the overall coastal vacation tourism development in China.