Screenshot of Dubo social media.
China News Service, Beijing, February 22 (Reporter Xing Rui) Recently, Du Bo, director of the Culture and Tourism Bureau of Tahe County, Heilongjiang, became popular because of a short video.
In the video, Du Bo, wearing traditional Oroqen costumes, speaks for the local beauty in the snow-capped forest.
According to reports, the short video of more than ten seconds was shot for nearly two hours.
In the weather of more than 20 degrees below zero, Dubo's arms were numb from the cold. After the filming, she drank two large pots of ginger soup.
It can be seen that in order to promote his hometown, the director worked hard and worked hard.
Some netizens commented: "If you don't have any talent, you can't be the director of the Bureau of Culture and Tourism."
Data map: He Jiaolong rides a horse to the snowfield to promote tourism in Zhaosu County.
Photo courtesy of Zero Distance in Zhaosu County
When the director of the Bureau of Culture and Tourism began to "show talent frequently"
With the popularity of short video platforms, in recent years, it is not uncommon for the directors of the Bureau of Culture and Tourism to come off in person and speak for the local tourism industry.
As early as 2020, the video of He Jiaolong, then deputy magistrate of Zhaosu County, Xinjiang, dressed in red and riding a horse on a snowy field, had countless fans on the Internet.
In 2021, Liu Hong, director of the Ganzi Prefecture Cultural and Tourism Bureau in Sichuan Province, won wide acclaim on the Internet for his "Swordsman" cross-dressing video.
In 2022, Xie Wei, director of the Suizhou City Culture and Tourism Bureau in Hubei Province, appeared in ancient costumes in order to promote the local beauty, and was unexpectedly "ugly out of the circle".
Xie Wei dressed in ancient style.
Screenshot of short video social platform
Not only that, Sichuan Province also launched a series of themed marketing activities of "The Director of Cultural Tourism Talks about Cultural Tourism" to encourage everyone to consciously act as a local cultural tourism promotion ambassador.
Jiang Zeduoji, director of the Culture and Tourism Bureau of Daofu County, Ganzi Prefecture, also became popular because of this.
In the short video of "Speaking of Culture and Tourism", he started with an amazing self-report in English, and then changed four different identities, leading netizens to experience Daofu's unique cultural and tourism resources through time and space.
Jiangze Dorji has also become another director of culture and tourism in Ganzi Prefecture who has "out of the circle" after Liu Hong.
Seeing the hard work of the directors, some netizens asked: "What kind of changes have the directors out of the circle brought to the local area?"
Screenshot of Liu Hong's social media.
The hot director, what do you bring to the local area?
In 2021, He Jiaolong officially took up the post of deputy director of Yili Prefecture Culture and Tourism Bureau.
After taking up her new post, she continued to use her influence to promote the agricultural products of Yili, Xinjiang through short videos and live broadcasts.
According to media reports at the beginning of this year, the sales of agricultural and sideline products brought by He Jiaolong’s live broadcast have exceeded 210 million yuan, driving more than 2,300 local direct employment.
Not only that, when she was in Zhaosu County, she also registered with the Civil Affairs Bureau as the "County He said Zhaosu Charity Team", and all the rewards and commissions for live broadcasts were used for charity.
Online traffic has also driven the development of offline tourism.
Through Liu Hong's short video, more netizens got to know the beautiful Ganzi and went there admiringly.
"The last piece of pure land on the blue planet" Daocheng Yading, "exotic planet" Moshi Park, "Sky City" Litang, etc., have all become extremely popular travel check-in points on the Internet.
According to data released on the website of the Culture, Radio, Television and Tourism Bureau of Ganzi Tibetan Autonomous Prefecture, during the Spring Festival holiday, the prefecture received a total of 456,600 tourists and achieved a comprehensive tourism income of 502.24 million yuan, an increase of 106.33% and 107.42% respectively over the same period last year.
Data map: He Jiaolong (first from the left) brought goods for the live broadcast of Zhaosu County.
Photo courtesy of Zero Distance in Zhaosu County
Suizhou City, Hubei Province, which is not rich in tourism resources, also handed over an impressive tourism report card during the Spring Festival due to the influence of Director Xie Wei's "out of the circle".
Xie Wei previously said in an interview with the media that during the Spring Festival this year, scenic spots such as the hometown of Emperor Yan Shennong, Dahong Mountain, and Journey to the West Park in Suizhou all achieved the highest tourist records in history.
In the future, Xie Wei also set a "small goal" for himself: "This year we will mainly improve the comprehensive service quality of tourism and create a comprehensive tourism ecology. If we want to use data to speak, it will increase by at least 1.5 million compared with 2022. The number of tourists will increase tourism revenue by about 1 billion.”
Screenshot of Jiangze Dorji's social media.
Can the "director effect" last?
With the rapid development of the mobile Internet today, the Internet is undoubtedly a convenient channel to quickly obtain traffic.
And the huge domestic cultural tourism market also gives directors from all over the country room to display their creative talents.
It is foreseeable that in the future there will be a high probability that the Director of Culture and Tourism will continue to appear in the public eye.
In an interview with the media, Fan Zhou, dean of the Beijing Jinghe Culture and Tourism Development Research Institute and vice president of the China Cultural Industry Association, analyzed that it is a good phenomenon that the director of the Bureau of Culture and Tourism makes short videos and acts as a spokesperson, which shows that the directors of culture and tourism can also practice it , to do promotion work for the cultural projects of the scenic spots served.
Facts have proved that new media marketing can indeed be an effective channel to expand tourists, and even inject traffic into rural revitalization.
But the recovery and development of the tourism industry, in addition to publicity and promotion, is more important to standardize the market and improve service quality.
As Jiangze Dorji said: "After the fire, what we feel the most is the 'pressure'. We should pay more attention to the improvement of tourism infrastructure, and we should pay more attention to the improvement of the quality of our tourism services."
How to retain tourists and how to turn "first-repeat customers" into "repeat customers" may be the next question that directors of culture and tourism need to think about.
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