The director of the Cultural and Tourism Bureau "rolled" into the sky, and the travel data soared

The directors of cultural and tourism bureaus in various places have filmed short videos to promote their hometowns without doing business, "rolled" from behind the scenes to the front of the stage, and some have been pushed on the hot search by netizens. According to Douyin data, the discussions on various topics led by the director of the Cultural and Tourism Bureau have been played more than 4 million times, received more than 26.660 million likes, and millions of comments and shares. Many netizens laughed and said: "I don't have some talent now, I really can't be the director of the cultural and tourism bureau." ”


Nowadays, more people are looking forward to taking cultural tourism consumption services as an opportunity to promote the comprehensive recovery of domestic consumer demand.

Cultural tourism has ushered in a good start this year

Through thousands of years, the "warrior" galloped on horseback, incarnated as an "astronaut" to shoot sci-fi blockbusters, sang rap (rap music) in a national long skirt at minus 20 degrees Celsius, and shuttled through mysterious places in ancient costumes... The directors of cultural and tourism bureaus in various places "won the championship", and Guangdong's promotion also continued to shine. Xie Wenqing, director of Jiangmen Heshan Municipal Bureau of Culture and Tourism, showed Wing Chun, Zhu Wanji, deputy director of Jiangmen Pengjiang District Bureau of Culture, Radio, Tourism and Sports, clocked in to interpret the Hong Kong style, national style, and Cantonese opera style at the filming location of "Crazy", Deng Jinmeiduo, deputy director of Qingyuan Lianzhou Municipal Bureau of Culture, Radio, Tourism and Sports, changed the scene to promote Lianzhou Underground River, Li Junpei, deputy director of Meizhou Cultural and Tourism Bureau, incarnated as a Han opera student to show Hakka houses, and Huang Xiaojian, director of Yunfu City Culture, Radio, Tourism and Sports Bureau, jumped from 4000,<> meters in the air in order to attract tourists to spell out "new heights". Let more people know about Luoding's skydiving base.

With profound history and culture and rich natural resources, from "raised in purdah" to "no one in the world knows the king", local cultural tourism resources have ushered in a good start this year. Behind the "fighting skills" of the directors of cultural and tourism bureaus in various places, what soared was the bright recovery data of cultural tourism in various places. Since the beginning of this year, the tourism market in various places has been heating up, and cultural tourism has been favored by people. All localities have successively launched new projects, new products and new business formats, opened up new paths for the development of cultural tourism, and promoted the recovery and upgrading of cultural tourism consumption.

According to the data center of the Ministry of Culture and Tourism, during the Spring Festival holiday this year, 3 million domestic tourism trips were made nationwide, a year-on-year increase of 08.23%. The domestic tourism revenue reached 1.3758 billion yuan, a year-on-year increase of 43%, and the national cultural and tourism market was generally safe, stable and orderly. During this year's Qingming holiday, the consumption demand for domestic long-term travel and outbound travel increased significantly. At the same time, the "May Day Tourism Market Trend Report" released by Guangzhou Travel shows that the recovery of various sectors of the tourism market is obvious, and the supply and demand of tourism resources are tight and prices have "risen".

Industry insiders pointed out that at present, the spokesperson of the cultural and tourism bureau for his hometown has become a trend, and how not to follow the trend, effectively turn the "flow" into the "retention" of local physical merchants, so that the cultural tourism industry can truly become a "catalyst" for local consumption and a "booster" for the real economy, is the key.

To traffic, but also to "retain"

Taking Yunfu, Guangdong as an example, Huang Xiaojian used a short video of less than 100 seconds to soar in popularity of "Yunfuyou", and the number of travel inquiries and hotel orders increased. Meituan data shows that in the latest month, the overall number of travel orders in Guangdong Yunfu increased by 51.1% compared with last year. Since 2023, on Meituan and Dianping, the search volume related to "Yunfu" has increased by 56% year-on-year, the search volume of Luoding, the "skydiving mecca", has increased by 75.6% year-on-year, and the number of related notes shared by users has also increased by 40%.

"Please don't pay so much attention to me, I'm not a big Internet celebrity." Huang Xiaojian said frankly that standing up is an attitude, and the director of the Cultural and Tourism Bureau is "out of the circle" is a trend, and if he does not catch the trend, he will be forgotten. In his opinion, it is his responsibility as the director of the Cultural Tourism Bureau to promote Yunfu Cultural Tourism, but the purpose is to let more people pay attention to Yunfu and come to this ancient and young treasure place in person. He believes that it is necessary to grasp the trend, but not to follow the flow, to flow, but also to "retain quantity".

Yunfu is a prefecture-level city under the jurisdiction of Guangdong Province, 140 kilometers away from Guangzhou, only one and a half hours away, and has successfully integrated into the "one-hour rail transit circle" in the Pearl River Delta and the "two-hour self-driving tourism circle" in the Greater Bay Area. But before, for many people, Yunfu's "psychological distance" has always been far away, "it is very troublesome to go, and there is nothing distinctive in the impression."

Nowadays, under the "introduction" of Huang Xiaojian, many tourists have discovered many niche attractions in Yunfu. The reporter noticed that most of these scenic spots are concentrated in the county areas around Yunfu. Huang Xiaojian's wave of "attracting customers into the clouds" not only added a fire to the local tourism industry, but also provided new opportunities for the development of Yunfu County.

"We mainly improve our own capabilities." Huang Xiaojian said that it is necessary to develop in groups with the city cluster of the Guangdong-Hong Kong-Macao Greater Bay Area.

Meituan data shows that in the past month, the overall tourism order volume of Guangdong Yunfu increased by 51.1% year-on-year, and Guangzhou, Foshan, Zhaoqing, Shenzhen and Jiangmen are the top five source cities. Among them, scenic spot ticket orders increased by 74.5% year-on-year, hotel orders increased by 47.8% year-on-year, and air and train ticket orders increased by 89.8% year-on-year. Since the beginning of this year, the number of searches for "Luoding" on the platform has increased by 75.6% year-on-year, of which the post-90s young people account for more than 50%, and "Luoding Skydiving Base" has become the first related keyword in search volume. In addition, the number of public review notes related to "Luoding" also increased by 40% year-on-year.

The reporter's visit found that a series of new and old business formats in the surrounding counties of Yunfu are really tasting the sweetness of the "cultural and tourism director fever". According to data from the Yunfu Municipal Bureau of Culture, Radio, Tourism and Sports, from January to March 2023, Yunfu City received a total of 1,3,296 tourists, a year-on-year increase of 27.49%, of which 74,128,38 overnight tours received tourists, a year-on-year increase of 49.02%; Tourism revenue was 223905.69 million yuan, a year-on-year increase of 53.05%. The "out-of-circle" of the director of the Cultural and Tourism Bureau has further enhanced the popularity and goodwill of Yunfu's cultural tourism industry. Driven by passenger flow, other consumption in popular destinations such as Luoding and Yunan has also risen, and stores including "coffee shops" and "chain convenience stores" have also ushered in new "retention", further facilitating the lives of local residents and optimizing the travel experience of tourists.

The city's image is "out of the loop" is the goal

Three years into the pandemic, the tourism industry has suffered a lot. The 2022 annual reports of a number of leading tourism companies disclosed that less than 10 listed tourism companies turned from profits to losses, and their net profits shrank significantly. According to statistics, in the first half of 2020, the total revenue of the eight listed hotel enterprises was 8.94 billion yuan, a decrease of 64.2019 billion yuan from 186.37 billion yuan in the same period of 91, and the total net profit was -73 million yuan, a decrease of 9.60 billion yuan from 2019.11 billion yuan in the same period of 51. In that year, some scenic spots announced reorganization and bankruptcy, bankruptcy and auctions, a large number of small travel agencies were cancelled, and large travel agencies suspended the core profit sector of outbound tourism business.

"There is no tourism without mobility." Professor Bao Jigang, Deputy Director of the Department of Economics and Management of Sun Yat-sen University, pointed out that the tourism industry has been greatly affected in the past three years. According to the Ministry of Culture and Tourism, in 3, there were 2020 million domestic trips and domestic tourism revenue of 6.37 billion yuan during the Golden Week of November 4665, compared with 6 million and 2019 billion yuan respectively in 7. How to enhance the popularity of tourism and stimulate tourism consumption has become a major and important matter for local cultural and tourism departments.

In November 2020, Tibetan boy Ding Zhen unexpectedly became popular and became a "top stream", and then quickly became a tourism ambassador for Litang County, Ganzi Tibetan Autonomous Prefecture, Sichuan Province. In April 11, Liu Hong, director of the Ganzi Prefecture Cultural and Tourism Bureau, accidentally became popular for helping Ding Zhen "block fans", and the number of tourists checking in Kardze Prefecture also increased, even exceeding the same period in 2021. Since the beginning of this year, the popularity of tourism in Suizhou, Kardze Prefecture, Zhaosu County and other places has continued to rise, and the effect of the director's "bringing goods" is comparable to that of the head anchor.

Xie Wei, director of the Suizhou City Cultural and Tourism Bureau in Hubei Province, who was "out of the circle" because he was playing a hero, said, "As long as you are willing to stand up and publicize the director of your hometown, no matter what, it is worthy of praise." Although there are more directors who are "rolled", they are not the majority, and there is still a lot of room for publicity in the cultural tourism market in the future.

At the recent Guangdong Provincial Culture and Tourism Work Conference, Li Bin, Secretary of the Party Group and Director of the Department of Culture and Tourism of Guangdong Province, said that the directors of cultural and tourism bureaus in Sichuan, Hubei, Xinjiang and other places have appeared on camera to speak for local cultural tourism, becoming a vivid example that can be received and felt, and these good experiences and practices are worth learning from. "Good experience and methods are actually the ability to tell good cultural tourism stories."

"The director's 'out of the circle' is not the goal, the city's image 'out of the circle' is the goal." Xiong Xiaojie, chairman and chief consultant of Times Cultural Tourism, pointed out that the appearance of the director of cultural tourism is a progress worthy of encouragement, and the director of cultural and tourism needs to create his own exclusive content according to the brand positioning, market positioning and product positioning of cultural tourism in various places, and also needs to mobilize the whole society to participate in cultural tourism brand promotion, encourage local people to explore the advantages and characteristics of their hometowns, and achieve the effect of "all-staff marketing".

China Youth Daily / China Youth Network reporter Lin Jie Source: China Youth Daily