Sports stars have endorsed their hometowns one after another, and cultural and tourism departments in various places have expanded their "customer-attracting methods"?

　　China News Service, Beijing, January 24 (Reporter Liu Xingchen) At the beginning of 2024, the cultural tourism boom continues to heat up.

Nowadays, promotional videos have become a routine operation, and cultural and tourism departments in various places have begun to target the next direction of efforts-celebrity effect.

　　Recently, Sun Yingsha, Wu Dajing, Chen Yufei, Wang Shun and other sports stars "stand up" for their hometowns in front of the camera. They either introduce local special attractions, or bring an immersive experience through Vlog...

  Image source: Screenshot of the work "Voice of Shijiazhuang Culture and Tourism" from the official account of Shijiazhuang Municipal Bureau of Culture, Radio, Television and Tourism.

The cultural and tourism department focuses on “favorite fans”

　　According to incomplete statistics, the number of updated works on official short video accounts of many places’ departments of culture and tourism can reach 20-30 per day on average.

After the "My Surname is

　　Previously, many netizens left messages to the Shijiazhuang Municipal Culture, Radio, Television and Tourism Bureau’s official account “Voice of Culture and Tourism”, expressing their interest in seeing national table tennis star Sun Yingsha represent her hometown.

Public information shows that Sun Yingsha, who was born in Shijiazhuang City, Hebei Province, started her table tennis career here.

　　A few days later, the Shijiazhuang Culture and Tourism Bureau gave netizens their wish.

From Xibaipo, the Holy Land of Revolution, to Zhaozhou Bridge, the "No. 1 Bridge in the World", Sun Yingsha finally said the classic slogan: "So close, so beautiful, go to Hebei on the weekend. I'll wait for you in Hebei."

  Image source: Screenshot of works from the official account of Ningbo Culture, Radio, Television and Tourism Bureau "Ningbo Culture and Tourism".

　　Coincidentally, the official account of Ningbo Municipal Bureau of Culture, Radio, Television and Tourism, "Ningbo Culture and Tourism", also makes netizens' dreams come true. They invited swimming star and Tokyo Olympic champion Wang Shun to appear in the video, "Welcome to Ningbo, to taste the culture of eastern Zhejiang and see the great eastern port. , eat seafood from the East China Sea.”

　　Since then, satisfied netizens have continued to make suggestions and make new wishes for promoting their hometown.

This kind of virtuous cycle ecology has been formed in the comment areas of multiple cultural and tourism department accounts.

　　"It's a showdown in Baoding. Let's call Guo Jingjing to score."

　　"Athletes from Shijiazhuang, including Gong Lijiao, and women's basketball players Han Xu and Zhang Jingyi, all want to watch."

　　"Come to Ningbo, there are many Olympic champions here and there is a lot of delicious food."

  Image source: Screenshot of netizen comments.

The staying power of “celebrity effect”

　　How to develop from "attracting guests" to "retaining guests" is another proposition that cultural and tourism departments in various places need to solve.

According to the reporter's understanding, the impact of the "celebrity effect" in the sports world has gradually emerged.

Currently, many related videos are widely circulated on various platforms.

Among them, "Sun Yingsha's shouting video" was pinned to the top, with 100,000 interactions.

　　As cultural and tourism departments scramble to introduce resources from various places, a track incorporating sports elements has emerged.

　　Many Sun Yingsha fans told reporters from China News Service that after watching the promotional video, they were very eager to travel to Shijiazhuang: "We have already had many people check in with their friends, and the experience is very good."

　　Previously, Winter Olympic champion and short track speed skating star Wu Dajing released a Vlog inviting netizens to go to Northeast China to experience the fun of ice and snow.

In the video, he shared many local traditional activities such as ice skating, ice monkey smoking, and ice karting.

After the video was released, netizens asked about the shooting location in the comment area and hoped to meet Wu Dajing. Many people had posted the same check-in attraction.

  Image source: Screenshot of Wu Dajing’s video work.

　　In addition, some cultural and tourism departments did not just stop at the "speech from a distance" stage, but also carried out a series of on-the-ground promotions targeting sports stars.

On social media, many netizens posted a huge poster of Sun Yingsha checking in on the Shijiazhuang subway.

　　In addition, the reporter noticed that through the promotion of athletes such as Wang Shun and Chen Yufei, relatively unpopular tourist destinations have become known to more people, such as: Tonglu, Zhejiang, Fenghua, Ningbo...

Sports stimulate cultural tourism consumption potential

　　Before this fancy overhaul of the cultural and tourism sector, sports had already performed well in stimulating cultural and tourism consumption.

　　Zhao Jing, a professor at Tianjin Institute of Physical Education and a national-level basketball referee, went to the "Village BA" to referee on-site last year. Recently, she told a reporter from China News Service that sports have great potential to help rural revitalization.

　　From "village BA" to "village super", when sports are combined with local culture and tourism, consumption is expected to upgrade.

Take the "Village Super League" as an example. According to media reports, after the event was eliminated, Rongjiang County in Guizhou received a total of more than 5.19 million tourists last summer.

　　According to reports, a Guizhou Cunchao hotel has been built next to the "Cunchao" stadium.

From the window, you can see the green field.

  The picture shows an aerial photo of the 2024 Guizhou “Village Super League” qualifiers on the evening of January 18.

(File photo) Photo by Tang Zhe

　　Many experts have said that to stimulate the potential of cultural tourism consumption, it is necessary to expand publicity while focusing on the development of special products to enhance tourists' experience and comfort and further meet market demand.

　　At present, a new round of "magnificent wealth" is benefiting all parts of the country, and the cultural and tourism departments are also "trying their best" to tap potential resources and connect with netizens across the country.

　　It is reported that there will be approximately 9 billion people traveling, visiting relatives, and leisure during this year’s Spring Festival.

Before the Spring Festival, will more “customer-attracting games” continue to be born?

(over)