China's northernmost border county's three-year gradient: following the director of the cultural and tourism bureau "out of the circle"

China-Singapore Nettahe, March 3 Topic: China's northernmost border county's three-year gradient: follow the director of the cultural and tourism bureau "out of the circle"

China News Network reporter Wang Lin

"I only knew Mohe before, but it turns out that Mohe also has a 'brother' called Tahe." Tahe, China's northernmost border county, located in the hinterland of Daxing'anling in Heilongjiang, has recently increased billions of exposures across the Internet, epitomizing the "endorsement effect of cultural and tourism bureau directors" across China. In the past three years, Du Bo, director of the Cultural and Tourism Bureau of Tahe County, Heilongjiang Province, has continued to promote cultural tourism through short videos. From little-known to a small city of Internet celebrities, what changes have occurred in the Tahe River in the traffic era?

The "silly toot" team filmed a video of a "rocket launch" in the snow Courtesy of the Cultural and Tourism Bureau of Tahe County, Heilongjiang Province

Differentiated cultural tourism resources unlock traffic password

As early as 2020, before "cultural and tourism director" became a hot word on the Internet, Dubo opened a short video account called "silly toot". In the shot, a group of Northeast girls wearing down jackets of different colors, dancing enthusiastically in the ice and snow, straightforward and joyful "silly energy" and distinct regional characteristics, quickly unlocked the traffic password.

From the beginning, netizens left a message "First time I heard about Tahe"; Later, more people said that they "watched the video and wanted to go to the Tahe River", and the border county town borrowed the east wind of traffic. In 2020, Dubo live-streamed and successfully sold Tahe characteristic tourism products for the first time; In 2022, Tahe County Scenic Area ticket revenue will achieve a "zero breakthrough".

The "silly toot" team wearing Orunchun national costumes photographed in the snow Courtesy of Tahe County Cultural and Tourism Bureau of Heilongjiang Province

Traffic accumulation and differentiated cultural tourism resources complement each other. For Tahe, southern netizens envy the "natural air conditioning" with an average temperature of 19 °C in summer, yearn for the "forest oxygen bar" with a forest coverage rate of 90.7%, want to challenge the extreme cold and snow of -40 °C in winter, and are eager to appreciate the scenery of the Jiejiang River and explore the birch forest where the original Orunchun ethnic group lives...

The popular video has doubled the search volume on the whole network

"The combination of the three regional characteristics of white snow, white birch forest, and white deer clothing presents a holy and pure vision." Dubo said. In February this winter, her image of "White Deer Fairy" became a flashpoint, feeling that it was worth shooting in a white gauze skirt for more than 2 hours at -20 °C, and the "snow rocket launch" video she created then attracted millions of netizens. The flow continued to skyrocket, and the Tahe River was completely on fire.

The Sino-Russian border river flowing through Tahe County, Heilongjiang Kaijiang Photo courtesy of Tahe County Cultural and Tourism Bureau of Heilongjiang Province

Meituan data shows that compared with the previous month, Tahe's overall travel bookings increased by 66%, and the number of merchants traded increased by 56%, of which the number of long-distance orders by tourists increased by 60%; The search volume on Dianping and Meituan platforms increased by 112% compared with the same period last year; In addition, the overall search index of WeChat "Tahe County" rose by 3364.59%.

All the way north from Guangzhou, the tourist Feng Yuan's family felt the unique charm of the snow scenery in the Daxing'anling forest area. Tahe River is connected to the "Shenzhou Arctic" Mohe City to the west, he said: "Although the popularity of Tahe is not as high as Mohe, the overall environment is very interesting. ”

County economic development grasps "new opportunities"

The role of tourism marketing in tourist consumption has a certain lag, but the growth of data is pleased with locals. Zhang Hailin, who runs a small supermarket, said, "This year, more tourists have come to Tahe, and their income has increased compared to the previous two years." Foreign tourists who checked in Guo Ji Old Restaurant commented: "The first time I came back to Tahe, I tasted the wild fish made by the 10-year-old shop in Heilongjiang, which was really worth the trip." ”

Eager to seize the new opportunities presented by the traffic era, the county in northern Xinjiang of China has hosted events such as 10,000 people splashing water into ice, snow bike races, and winter fun games this winter. At the same time, the Heilongjiang Provincial Party Committee and the provincial government have made every effort to promote the high-quality development of the county's ice and snow economy.

2023 is the 70th anniversary of the settlement of the Orunchun ethnic group down the mountain, and a series of cultural tourism projects with ethnic characteristics built by Tahe County based on the eighteen stations of Orunchun Nationality Township will shine. On March 3, "Guyi Exiang, Stepping on the Snow to Find Deer - The First Fashion Spring Snow Festival in Heilongjiang Province" will be held here. At that time, an Orunchun costume ice and snow show combining ancient and fashionable will be staged, and the "White Deer Fairy" costume with fire will also be reinterpreted on the spot.

Cultural tourism industry development returns to "cold thinking"

As the recommendation officer of China's ice and snow tourism and the cultural tourism promoter of Heilongjiang Province, Dubo has released more than 300 works in total, which has nearly one million fans on the whole network, the total number of plays of works before "out of the circle" is nearly 10 billion times, and the incomplete statistics of the "White Deer Fairy" hit video have a total exposure of more than 30 billion times. With the directors of cultural and tourism bureaus in various places "fighting", praise and doubts poured in, urging China's cultural tourism industry to return from "hot flow" to "cold thinking".

Dubo told reporters: "I take my love for my hometown as the unchanged and cope with the changes of the times. In addition to publicity and promotion, it is more important to standardize the tourism market, improve service quality, and turn 'first-time customers' into 'repeat customers'. At the same time, we will deepen the integrated development of multiple industries, promote tourism and rural revitalization, and integrate agriculture and forestry industries. ”

The 4th National Forest Cycling Race held in Tahe, Heilongjiang Province, courtesy of Tahe County Cultural and Tourism Bureau

In recent years, cultural and tourism bureaus across China have been "fancy involvement". Fan Zhiyong, head of the marketing department at Heilongjiang University, who is currently in charge of the Hulin Municipal Bureau of Culture and Tourism, said: "After the epidemic, the industry is eager to recover. Cultural and tourism directors are eager to promote their hometowns, and short videos with low cost, short time and good effect have become the first choice. We must calmly look at this phenomenon, the appropriate 'volume' can show tourism resources and cultural characteristics, but excessive 'roll' will go into the misunderstanding of gimmicks and not pragmatic. (End)