China News Agency, Beijing, February 16th (Reporter Ying Ni) Following the trending search of "Sichuan's Director of Culture and Tourism Rolled Up" a few days ago, the official social media account of the Ministry of Culture and Tourism of China "Voice of Culture and Tourism" on the evening of the 15th Directly released a short video "I heard that the directors of culture and tourism from all over the country are rolling up! Let's see how they promote their hometown in a fancy way", and continue to add "fire" to this hot search in an official capacity.

  In the video, Renaguli, director of the Culture and Tourism Bureau of Shaya County, Aksu Prefecture, Xinjiang, sometimes sits in a red dress in a thousand-year-old Populus euphratica forest, dignified and elegant; The beauty of Xinjiang, and then loudly tell the world that Xinjiang is a good place!"

  "I am Director Xie who was ridiculed by you in the Millennium Ginkgo Forest." This is Xie Wei, Director of Suizhou Culture and Tourism Bureau of Hubei Province.

"I have nothing to say if I'm ugly, and I don't agree with saying that there are no beautiful brothers and sisters in Suizhou!" In the video, handsome men and beautiful women dressed in ancient styles walk in the local museums and scenic spots, quite seductive.

  Jiangze Duoji, a newly released "Internet celebrity", is the director of the Culture, Broadcasting and Tourism Bureau of Daofu County, Ganzi Prefecture, Sichuan Province. He started the video with a self-report in English, asking "Who am I" (Who am I), Immediately, he became an astronaut, Tang Minghuang, and King Gesar, and he was familiar with the beautiful scenery of his hometown, and the scenes were seamlessly connected smoothly and naturally.

  The most direct effect after getting out of the circle is to let the name "Daofu County" be seen by more people.

A Sichuan netizen left a message under the video: "As a Sichuanese, I have never heard of 'Daofu County'."

  In fact, in recent years, it is not uncommon for the directors of culture and tourism to endorse local tourism: Liu Hong, director of the Culture, Radio, Television and Tourism Bureau of Ganzi Prefecture, Sichuan, "went out of the circle" through an ancient cross-dressing video; Yili Prefecture, Xinjiang He Jiaolong, deputy director of the Bureau of Culture and Tourism, gained 500,000 fans with a video of an angry horse galloping in fresh clothes on the snow; 14 directors of culture and tourism in Aba Prefecture, Sichuan co-produced a short video, all dressed in characteristic national costumes, strolling beside the quiet Haizi , drink coffee on the snow-capped mountains and glaciers, ride horses on the prairie, and walk slowly from the front of the Tibetan and Qiang fortresses, and warmly invite netizens to come to Aba; Singing rap, flying drones... Changing from the serious style of the past, they became "tourism recommendation officers" and led everyone to tour Yichang and enjoy the beautiful scenery.

  According to Fan Zhou, president of Beijing Jinghe Culture and Tourism Development Research Institute and vice president of the China Cultural Industry Association, it is a good phenomenon that the directors of culture and tourism make short videos and act as spokespersons, which shows that the directors of culture and tourism can also serve what they want Promote the cultural projects of scenic spots.

  As Jiangze Dorji said when accepting the media, "Everyone knows that the cultural tourism industry has just experienced a cold winter, and we should start to 'roll up' so that the cultural tourism industry can gradually become warmer and hotter."

  So, why are the directors of culture and tourism all over the country so voluptuous?

The primary reason is that there are too many beautiful places in China that are "raised in deep boudoirs that people don't know".

With the improvement of the economic level, many people are more willing to choose niche and unique destinations than mature scenic spots with a large number of people.

  Secondly, China's cultural tourism industry is gradually heating up. Such a huge tourism market has given the directors of cultural tourism all over the country spare no effort to promote the space.

According to data from the official website of the Ministry of Culture and Tourism, during the seven-day Spring Festival holiday in 2023, there will be 308 million domestic tourist trips, a year-on-year increase of 23.1%; domestic tourism revenue will be 375.843 billion yuan, a year-on-year increase of 30.0%.

  However, it is worth emphasizing that after the successful "out of the circle", what awaits the directors of culture and tourism is more the standardization and improvement of the quality of the local tourism market.

As Dai Bin, President of the China Tourism Academy and Director of the Data Center of the Ministry of Culture and Tourism pointed out, there are always some people in the tourism industry who want to go back to the old days when people eat bonuses and tickets for circles around mountains and water circles, but consumer demand and Fundamental changes have taken place in the supply momentum, and it is necessary for tourism administrative departments to lay a solid strategic foundation for the high-quality development of tourism and create a market environment in which travel is assured and consumption is comfortable.

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