Zibo's “BBQ Ziwei”, Harbin's “Ice and Snow”, Tianshui's “Hot and Spicy”… Recently, a group of cities have become famous on the Internet in various ways, setting off a cultural tourism boom in Internet celebrity cities. During this year’s May Day holiday, many Internet celebrity cities are committed to turning “traffic” into “retention” and launching a batch of “new trends” to attract tourists from all over the world to come and check in, which has become a new trend in holiday consumption. Amid the surging crowds, how can travel destinations and trendy games popularized by the Internet accelerate their success in the consumer market?
Activities continue to be “new” and new ways of playing create new sparks in cultural tourism
On the eve of May Day, Harbin Transportation Group launched a mobile themed bus, focusing on the cross-border integration of “food + travel + culture”. In the carriage, tourists can taste red sausage, kvass and other delicacies while savoring the profound urban culture and encountering the flowing urban scenery.
The reporter learned that during the May Day holiday from May 1st to 5th, China Railway Harbin Bureau Group Co., Ltd. sent 2.08 million passengers, an annual increase of 3.3%, reaching a historical peak for the same period; on May 1st, it sent 52.4 million passengers 10,000 passengers, setting a new high in single-day passenger flow this year and the same period in history.
It starts with flow, not just flow. With the development of tourism and consumption upgrading, Internet celebrity cities continue to explore cultural heritage, create special projects, improve consumption quality, and bring more freshness and surprises to tourists.
Statistics from some platforms show that during the May Day holiday, the domestic tourism market maintained a steady growth trend based on the high level of the same period last year. At the same time, internal structural changes began to appear: the growth rate of inbound and outbound tourism was higher than that of domestic tourism. The growth rate of Shenyang market is higher than that of first- and second-tier markets.
In Rongjiang County, Guizhou Province, more than 10 football matches kicked off during the May Day holiday. On the 1st, the first African team to participate in the “Village Super League” entered the stadium, and the relevant short film was viewed more than 2 million times.
Wang Yongjie, head of new media communication for Guizhou's “Village Super League”, said that more than 20 new ways to play, such as “I want to go to the Village Super League,” “Go to the Village Super League for an appointment,” national karaoke and “Village Di” with tens of thousands of people, attract tourists of all ages. participate.
“Nowadays, driven by social media, treasure-rich niche counties, ancient towns and villages are gradually coming into the public eye, leading to reverse travel. Various places are constantly exploring new tricks and new ways to play, setting off a new craze for cultural travel.” Beijing Foreign Language Lu Ning, dean and professor of the School of Tourism Science of the college, said in an interview with People's Daily Online, “All regions are actively leveraging their advantages in food culture, geographical features, humanistic sentiments, historical heritage, and famous works by celebrities. Many Internet celebrity cities are actively seizing the opportunity and committing to Transform temporary popularity into long-lasting popularity.
National style and national rhyme become a new trend Helping Internet celebrity cities to “get out of the circle”
A map of national travel hotspots during the “May Day” holiday was spread out, and many elements such as intangible cultural heritage, natural scenery, and local food were integrated with tourism across borders. A series of new and trendy gameplays were constantly “unlocked” to enrich the holiday experience of citizens and tourists——
The Qin Opera musical “Hymn of Maiji”, the original dance drama “One Painting Opens the Sky”, the large-scale indoor situational experience drama “Tianshui Eternal Show”… a series of cultural and entertainment activities provide more experience for the “Tianshui Malatang” cultural tourism exhibition season.
During the May Day holiday, Xuzhou Performing Arts Group held local opera and Han music performances at the Huilongwo Guochao Hanfeng Pavilion for five consecutive days, and held evening singing and dancing, instrumental music performances and model catwalks at the Jiangsu Model Art School.
Zhouzhuang, Wuzhen, Puyuan, Xitang, Yanguan and other places have attracted tourists from all over the world during this holiday with their “culture, foreign style and fireworks” that keep pace with the times. Immersive “travel dressing up” experiences such as peonies in Luoyang, hairpins in Fujian, Tang style in Xi'an, “Princess Yanji” in Yanbian, and Warring States robes in Handan are becoming more and more popular, and retro or literary destinations are still the first choice for travel photography.
“Culture is a long accumulation process. After experiencing fast-food consumption tourism, people will eventually slowly return to in-depth cultural experience. Therefore, we must continue to explore profound cultural heritage and satisfy diversified tourism experiences in order to It is particularly necessary to focus on tourists and enrich the cultural connotation of tourism products.
Focus on “food, accommodation, travel, shopping and entertainment” and provide precise service guarantees
According to estimates from the Ministry of Culture and Tourism Data Center, there were a total of 295 million domestic tourism trips across the country, an increase of 7.6% over the same period last year, and an increase of 28.2% over the same period in 2019 on a comparable basis; the total travel expenditure of domestic tourists was 166.89 billion yuan, an annual increase of 12.7%. On a comparable basis, it increased by 13.5% compared with the same period in 2019.
The city is popular, tourists are coming, and the data is eye-catching. How to catch the “flooding wealth”? Each Internet celebrity city can be said to be “showing off their talents” and “showing off their talents.”
Faced with the situation that it is difficult to find a room during the holidays, Tianshui, Gansu Province established a housing information sharing mechanism in two districts and five counties in advance to guide some tourists to stay in neighboring counties.
Xuzhou, Jiangsu Province launched the “Treasure Xuzhou” food tour guide function in the “Happy Xuzhou” mini-program, and connected it with public transportation information such as high-speed rail, subway, and aviation to realize “touring Xuzhou with a mobile phone.”
“Internet celebrities are not everything about tourism. Tourist destination cities also need to build complete transportation infrastructure.” Dai Bin, member of the National Committee of the Chinese People's Political Consultative Conference and president of the China Tourism Academy, pointed out, “Tourism is a way of life in a different place, and destination cities and villages must Release more goodwill and warmth to the market, and retain tourists with high-quality lifestyle, complete public services and modern business environment.
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