24 provinces "participated in the war" in 8 days, why is cultural tourism so "voluptuous"?
Under the "traffic anxiety" of the Internet, various places have joined in the "war to grab people"
This winter, "Erbin" has become a well-deserved "top class".
This fire also "burned" all over the country from north to south.
As of the 18th, short video accounts of cultural and tourism departments in 24 provinces across the country have joined this wave of traffic grabbing battles.
Under the pressure of huge traffic, where should the development of cultural tourism in various places go?
Reporters Li Mengyao, Wang Beiyi, Xia Hou Fengchao
Culture and tourism in various places
Everyone wants to "get out of the circle"
Because of Harbin’s popularity, various provinces finally have a common topic – starting a battle for traffic.
On January 11, the official account of Henan Culture and Tourism "Henan Provincial Department of Culture and Tourism" posted a total of 35 videos. The last video ended at 1:17 a.m. the next day, and maintained a high update rate for several consecutive days.
Almost at the same time, "Hebei Tourism" changed its name to "Hebei Culture and Tourism" by "Ting Guan", and released 75 short videos in one day, saying that "75 is the limit of Douyin, not the limit of Hebei Culture and Tourism"; Shanxi Culture and Tourism in June A total of 30 updates were made in an hour; Sichuan Culture and Tourism posted 40 posts in a row late at night, and even brought out the "top female star" Panda Huahua...
Not only that, local cultural and tourism bureaus have also launched the "shake people" mode. Zhao Liying, Xiao Zhan, Phoenix Legend Linghua, Liu Tao, etc. have all been "shouted from a distance."
Luoyang Longmen High-speed Railway Station not only has a "Jin Yiwei" to welcome tourists, but also directly prepared 100 diamonds as gifts.
This wave of "involution" has once again hit the "top leaders" of cultural tourism in various places.
The video of the director of the Acheng District Culture and Tourism Bureau of Harbin City leading the dance at the Harbin Ice and Snow World went viral on the Internet. Netizens from all over the country have called the director of their cultural and tourism bureau to "be talented".
As a result, the directors of many cultural and tourism bureaus personally stepped into the battle and performed fancy tricks: the director of the Wulingyuan District Culture and Tourism Bureau of Zhangjiajie City transformed into a "Maogus" in Zhangjiajie National Forest Park and danced "Subject Three" with dancers; Ganzi, Sichuan The director of the Culture and Tourism Bureau appeared in ethnic costumes to shoot a cross-dressing video... In addition to singing and dancing, there was also a display of literary talents. The director of the Linyi Culture and Tourism Bureau in Shandong Province was "full of sincerity" and wrote the word "attracting guests" in calligraphy.
Sorting out the current “playing methods” for cultural tourism traffic in various places, there are nothing more than four categories: “topic tactics”, “director’s shout-outs”, “star platforms” and “offline services”. Combined with the hottest topics of current short videos, they are all expected to be popular on the Internet. Winning "a place".
Sun Xiaorong, an expert member of the China Tourism Reform and Development Advisory Committee, commented in an interview with the media: There has never been such a grand event of nationwide linkage in the history of China's tourism development.
"Each place shows its own characteristics by publishing short videos; the directors of the Culture and Tourism Bureau's 'cross-border' endorsements and 'online advice' are all worthy of recognition." Sun Jing, a lecturer at the School of Culture and Tourism of Jinan University, believes that compared with a Paper documents, this kind of interaction, make the city tangible; at the same time, it can also shorten the distance between the city and the people, adding a lot of human touch.
All eyes are directed towards
Spring Festival Market
"In the past two years, the cultural and tourism sector has been experiencing a trend of involution, and there is only one tipping point left." Zhang Xiaoguo, chairman of Shandong Guoxin International Travel Service Co., Ltd., commented, "The busiest person in the government department now is probably the director of the Culture and Tourism Bureau. From now on At the beginning of 2023, the directors of cultural and tourism bureaus in various places began to make short videos. If the directors of cultural and tourism bureaus do not have some talents, they will really be useless."
Directors of cultural and tourism bureaus in various places frequently "appear" on the Internet, and the underlying logic of "fighting for turf" is undoubtedly a "war for people."
Judging from a set of data from the Ministry of Culture and Tourism's New Year's Day holiday, during the three-day New Year's Day holiday, 135 million domestic tourism trips were made across the country, a year-on-year increase of 155.3%, and domestic tourism revenue was 79.73 billion yuan, a year-on-year increase of 200.7%.
The Spring Festival of 2024 is coming, and the 8+1 long holiday is preparing to spread "the wealth from the sky" to all parts of the country.
Industry insiders predict that residents’ willingness to spend on travel will be even stronger in 2024, and time is running out for various regions.
In the "war to grab people", the most successful cases of using traffic to grab "people" are Zibo and Harbin.
In November 2023, a blizzard unlocked Harbin's traffic, and the "Southern Little Potato" hot meme unexpectedly came out of the circle, driving Harbin's popularity to continue to rise; another example is Zibo. In the first half of last year, there were countless check-in strategies related to Zibo, and there were also Participated in "challenge" projects such as "100 yuan to defeat the eight major bureaus in the morning market".
The huge online traffic was successfully converted into offline "customer traffic".
Relevant data shows that during the May Day holiday in 2023, Zibo Station passenger transportation transported a total of more than 240,000 passengers, an increase of 85,000 passengers compared with the same period in 2019.
Coincidentally, during the three-day New Year's Day holiday this year, Harbin Airport transported a total of 205,000 passengers, an increase of 27% over the same period in 2019.
It is precisely because of the "learned lessons" that allowed cultural and tourism departments in various places to see the essence behind network traffic, which is a steady flow of passengers, that the Internet triggered a hot scene of "in the final analysis" fighting for "people".
"Traffic anxiety"
I want to make a difference
Behind the "one after another" of cultural tourism in various places is the "anxiety" about grabbing the cultural tourism market.
"It seems like they are riding on this wave of traffic, but in fact it is an initiative taken by cultural and tourism departments in various places to compete for Spring Festival tourists." Zhang Xiaoguo said, "Winter is the off-season for tourism in the north, but some provinces have not chosen to 'lay down' and work hard for themselves. Gathering a wave of popularity is worthy of recognition.”
In Sun Jing's view, there is nothing wrong with "anxiety". "Anxiety" will bring about competition between cities, which will improve tourism services and quality of tourism to a certain extent, and promote the development of the cultural tourism market in a healthy direction.
However, the popularity of short video platforms is fleeting, which is why directors of cultural and tourism bureaus in various places are "anxious about traffic."
They need to rack their brains to retain the audience with various novel contents, break the curse of "the Internet has no memory", and truly turn "traffic" into "retention".
"In comparison, some cities are not highly exposed in this 'war for people', but this does not affect tourists from still considering them at the forefront when choosing travel destinations," Sun Jing said.
For example, Chongqing, whether it is a "mountain city", "foggy city" or "cyberpunk", is based on the characteristics of the city itself and is deeply rooted in the hearts of the people; ; The "smell of human fireworks" is how many people feel about Changsha. Check-in spots such as Taiping Street and Pozi Street are also on various "must-eat lists"; Guangzhou is a "thousand-year commercial capital" that has been prosperous for a long time...
"To create a city image, you must fully demonstrate your 'personality' and at the same time grasp the scale. This is a long-term, systematic project. If you shape it well, you can actually 'wine is not afraid of deep alleys'." Sun Jing He said, "Don't 'roll' superficially, but 'roll' with depth. If you want to catch the 'wealth from the sky', cultural tourism in various places also need to tap into their own strengths and advantages." (Qilu Evening News)