China News Agency, Beijing, March 3rd: The head of the cultural and tourism bureau is eager to "get fans", how can the cultural and tourism industry "fix fans"?
China News Agency reporter Li Xiaoyu
Recently, directors of cultural and tourism bureaus in many places in China have stepped from behind the scenes to the front of the stage.
Some people wore national costumes, some turned into knights in ancient costumes, some galloped on horses... They all "endorsed" the local beauty in fancy ways.
Why do the directors of culture and tourism compete to end up being "fans"?
How can the cultural and tourism industry in various places really "fix fans"?
What kind of cold thinking should bureau chiefs do after the traffic "hurricane"?
What is the prospect of China's tourism recovery this year?
China News Agency "China Focus Face to Face" recently invited Dai Bin, President of the China Tourism Academy, Du Bo, Director of the Tahe County Cultural and Tourism Bureau of Heilongjiang Province, and Yin Wentao, Deputy Director of the Cultural and Tourism Bureau of Lintao County, Gansu Province, to have a dialogue.
Excerpts from the interview are as follows:
China News Agency reporter: Why did you choose to use new media platforms such as short videos to promote local tourism?
Du Bo:
I started creating short videos in early 2020.
The original content was an epidemic prevention propaganda, but I didn't expect it to become a "fire".
This made my eyes shine, and I realized for the first time the opportunities brought by short videos.
Compared with the "Arctic Village" Mohe, Tahe is neither the northernmost nor the coldest. It is not well-known in Heilongjiang and the whole country.
I do new media, so that netizens can learn more about Tahe and pay attention to Tahe through short videos, so as to promote the development of local tourism.
In addition, Tahe County's economy is relatively backward, and talents are relatively scarce, and there is a lack of sufficient funds to support tourism marketing and promotion. New media is the most convenient and cheapest way of promotion.
Yin Wentao: I have noticed that in recent years, the use of short videos to promote local tourism has become an effective way of publicity and promotion.
Many local bureau chiefs of culture and tourism "endorsed" tourism in their hometowns and achieved good results.
Lintao is endowed with profound cultural and tourism resources. It is the name of the Majiayao culture and the beginning of the Great Wall of Qin in the Warring States Period. Therefore, we also want to use the new media platform to promote and promote local tourism through short videos.
China News Agency reporter: From behind the scenes to the front of the stage, "out of the circle" by virtue of appearances and scenes, it has indeed broken people's inherent impression of the directors of culture and tourism as public officials, but it has also attracted some controversy. How do you feel about this controversy?
Du Bo:
When I first started this account, many people did not understand it.
However, the Internet has two sides. Although there are voices of doubt, more positive feedback is encouragement and support.
As long as everyone can see and know Tahe, everything I do is worthwhile.
Yin Wentao:
In my opinion, the local bureau of culture and tourism has the responsibility and obligation to promote local cultural tourism, but it is just using the currently popular new media platform to promote it in the form of video.
I don't think this is a show, let alone using hype to make myself a "net celebrity".
Reporter from China News Agency: How do you comment on the changes in the concept of tourism marketing of the bureau chiefs of culture and tourism? How will this shift play a role in boosting local tourism?
Dai Bin
: First of all, I would like to pay tribute to the Directors of Culture and Tourism who have personally appeared on the camera to promote and promote their hometowns.
In the age of the Internet, especially the era of short videos, bureau chiefs of culture and tourism in various places can promote local tourism through short videos. This is a change in concept and a worthy exploration, which is a good start for the tourism industry.
Tourism needs "Internet celebrity", but "Internet celebrity" is not the whole of tourism.
After increasing local popularity, more energy needs to be invested in developing local tourism resources, so that relevant product projects and scenes match those presented in the endorsement promotion.
This requires us to work harder to study the needs of tourists, re-cultivate and re-promote the local tourism image from the perspective of tourists, and provide tourists with more and more effective public and commercial services, so that tourists can have a better experience in the local area. High sense of achievement and satisfaction.
In short, publicity and promotion is only the first step to make the tourism industry "excellent", and there is still a lot of work to be done later.
The development and planning of tourism resources, the creation of corresponding product projects and scenes, and the high-quality supply of public services all need to be implemented seriously.
Data map: Dai Bin, President of China Tourism Academy.
Photo by Cao Miaoxin
Reporter from China News Agency: What kind of cold thinking should we do after the traffic "hurricane" of bureau chiefs? What does the "Internet celebrity effect" mean for the tourism industry?
Dai Bin:
This involves how to understand the relationship between "Internet celebrities" and the image building of tourist destinations.
"Internet celebrity" is of course a way to quickly increase the popularity of a place, but after the situation is opened, it is necessary to consider what kind of image the tourist destination really wants to build, and what kind of information it wants to convey to tourists and leave in their hearts.
For example, when Vietnam was doing tourism promotion, a French photographer was invited to take pictures there.
The photographer did not take many beautiful pictures as people imagined, but took an old lady on a ferry.
The old lady told the photographer that she had two wishes, one was to celebrate her birthday, and the other was to change to a new boat, because she was afraid that it would be unsafe for tourists to cross the river.
In the photo, the old lady is very shy, covering her nose with her hands, and her face is full of wrinkles.
It was such a photo that became "hot" in Europe.
What I want to say is that the daily life of ordinary local people, each moment full of human touch, may be more attractive, touching, and more likely to resonate emotionally.
Reporter from China News Agency: The director of the cultural tourism "out of the circle" endorsement, in the final analysis, is to drive the cultural tourism industry to shine. Now everyone is very concerned about what concrete measures the government will introduce to make traveling more comfortable and worry-free. In this regard, what are the specific plans for this year?
Du Bo:
Publicity and promotion is only a form of attracting tourists. The key is to keep up with the services of the cultural and tourism industry and do a good job.
If the tourist experience is good, the word-of-mouth of the tourist destination will be good, and more people will be driven to travel.
In the next step, we will focus on market demand, improve infrastructure, and at the same time deepen the integrated development of multiple industries, promote the organic integration of tourism, rural revitalization, and agriculture and forestry industries, and develop unique, bright, and innovative experiential tourism products.
Of course, the most important thing is to improve the quality of local services.
This year, we plan to hold a series of Oroqen festival celebrations during the peak tourist season, as well as a series of cultural and tourism activities such as the National Forest Homestay Conference, Ice and Snow T-stage Show, Forest Food Festival, etc., to enrich the experience of tourists.
At the same time, we will also focus on the relevant important nodes along the "most beautiful border road" of the G331 national highway, and do a good job in improving the infrastructure of the self-driving tour camp, so that every friend who comes to Daxing'anling and Tahe can start from the "first return visitor" " into a "repeat customer".
Yin Wentao:
As the effect of publicity increases, the number of people who are willing to travel to Tao will also increase.
Under such circumstances, we will continue to optimize the planning and design of tourist routes in the county, launch a batch of high-quality tourist routes such as "Flower Tour" and "Study Tour", and increase efforts to upgrade the infrastructure of scenic spots to better satisfy tourists. demand.
In addition, we will make full use of new media platforms such as short videos to shoot new works and increase the promotion and promotion of Lintao tourism.
China News Agency reporter: In order to make tourists interested, willing to come, stay, and be able to spend, what else should the government do besides "out of the circle" of bureau chiefs? Where is the real "traffic code" for the development of a local tourism industry?
Dai Bin:
A tourist destination is actually the sum of the living environment. It is very important for the long-term development of the tourism industry to allow tourists to have fun and feel at ease in the local area.
In this sense, the development of local tourism should pay attention to the following two aspects.
First, there must be a systematic concept.
Tourism is an industry with strong economic attributes and a high degree of marketization. It relies on the employees of local tourism companies and local residents to jointly complete the life experience of tourists.
The operation of the entire tourism economy, especially the image construction and promotion of tourist destinations is actually a complete system.
From the process point of view, first of all, we must make tourists interested in the local area, and how to come after they are interested?
Then you need to talk to travel agencies and travel agents, which is the beginning of the real road show.
After coming here, how to form a better word-of-mouth, and then realize the secondary dissemination, requires the coordination and cooperation of local tourist accommodation facilities, scenic spots, reception facilities, catering, shopping, etc.
Therefore, from a systematic point of view, local bureaus of culture and tourism need to focus on researching what the target market's local needs are, and then form a joint force with relevant departments.
In this way, tourists' needs for reception facilities and shopping can be better met.
Of course, the use of holidays to "build momentum" and "market making" should also be taken seriously.
Right now, it is especially necessary to prepare for the "May 1st" holiday and play the "summer travel" card well.
Second, strengthen the integration of culture and tourism.
We hope that while the culture is shared by local citizens, it can be promoted to tourists, so that tourists can enjoy the beauty and charm of culture with local citizens after they arrive at the tourist destination.
For example, if tourists come back late after going to the scenic spots, can museums and art galleries still open?
In fact, this is what the Bureau of Culture and Tourism can do.
China News Agency reporter: How is the recovery of the local tourism industry? What are the "small goals" for tourism development this year?
Du Bo:
Judging from the situation of this year's Spring Festival holiday, the recovery trend of Tahe tourism is obvious, especially the recent attention is getting higher and higher.
According to Ctrip data, as of February 19, the overall travel bookings in Tahe increased by 97% from the previous month, hotel bookings increased by 51% month-on-month, and Baidu search volume also reached the highest value in three years.
This reflects from the side that Tahe tourism is recovering rapidly.
In the future, we hope to fully demonstrate the rich natural and cultural resources of Tahe River, and constantly improve the infrastructure of Tahe River and the development of tourism supporting industries, so that tourists can have a more comfortable travel experience.
Yin Wentao:
During the Spring Festival this year, Lintao launched a series of cultural tourism activities, such as the creation of 100-meter scrolls of calligraphy and painting, which achieved good results.
During the Spring Festival alone, the number of tourists in Lintao County reached 232,000, a year-on-year increase of 26.5%; tourism revenue reached 98.975 million yuan (RMB, the same below), an increase of 18% year-on-year.
This year we plan to intensify our efforts in project planning and attracting investment, including focusing on the research and development of cultural tourism products and cultural and creative products, the 7th Purple Spot Peony Cultural Tourism Festival, the 6th Majiayao Cultural Festival, Ice and Snow Cultural Activities Week and other colorful cultural events. Tourism activities, through these measures to further stimulate market vitality and increase tourism consumption income.
Reporter from China News Agency: With the stepping up of "struggling for the economy" in various places, the domestic tourism market is ushering in an orderly and rapid recovery. How do you predict the prospects for the recovery of China's tourism industry this year?
Dai Bin:
During the Spring Festival this year, there were 308 million domestic tourist trips across the country, and the domestic tourism revenue was 375.843 billion yuan, recovering to 88.6% and 73.1% of the same period in 2019 respectively. It can be said that it has ushered in a "good start".
We expect that by this summer, the domestic tourism market will fully recover, and the annual domestic tourism market will recover to 90% of the pre-epidemic level, and the inbound and outbound tourism market is expected to recover to about 40% of the pre-pandemic level.
In this process, as tourists' willingness to consume increases, tourism product development, tourism market governance, and other work to ensure the sustainable development of the tourism industry must keep up in time, so that tourists' expectations and satisfaction levels match as much as possible.
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