According to the official WeChat account of Dali Culture and Tourism, on December 25, the Dali Prefecture Culture and Tourism Bureau announced that it plans to provide a subsidy of 2 million yuan to the 2023 major film and television TV series "Going to Where the Wind Is". The news immediately became a hot search on Weibo.
According to the project announcement document, this fee belongs to the special funds for the development of major cultural tourism industries in Dali Prefecture in 2023. The only TV series announced is "Go to Where the Wind Is", and the publicity period is 5 days.
It is understood that "Going to Where the Wind Is" is a pastoral healing drama directed by Ding Ziguang and starring Liu Yifei and Li Xian. It uses pastoral healing as its theme and uses poetic expression techniques to show the warmth and tranquility of contemporary rural life.
The play tells the story of Xu Hongdou, who resigned and lived in Yunnan for a short time. He unexpectedly met Xie Zhiyao, who gave up his high salary and returned to his hometown to start a business. After moving into the Youfeng Xiaoyuan, he met the tenants who came here with different experiences and stories. their stories.
Image source: @华ACE影视
After the TV series was broadcast, as one of the filming locations of "Where the Wind Goes", Dali, Yunnan, which was already a popular tourist destination, became popular again, realizing the integration of film and television IP and cultural tourism. Going both ways." Two months after its launch, 20,000 pieces of the same official travel itinerary for the TV series "Go Where the Wind Is" have been sold.
People's Daily talked about "Go Where the Wind Is", saying that the plot of this drama is not strong, the pace is not fast, there are not many twists and turns, and the style and taste are very light, but it has created a wave of "chasing the wind" among the audience, showing the The special value of "film and television + cultural tourism".
According to Jiupai News, there have been many cases like Dali that have been popularized by film and television dramas in recent years. For example, "We Will Never Die" made Dongji Island in Zhoushan popular, "Kurst" made Jiangmen in Guangdong popular, and "Avatar" made Hallelujah Mountain in Zhangjiajie popular. In addition, Qingdao provides certain subsidies to the crew's expenses during local filming. "The Wandering Earth" received a subsidy of 4.12 million yuan.
Another media report said that this new force of "reverse tourism", traveling to a city and going to windy places, is considered to be a new cultural tourism opportunity for small towns. A previous survey conducted by China Youth Daily among 1,333 young people surveyed showed that 79.7% of the young people surveyed bluntly stated that they were willing to travel thousands of miles to a city for delicious food.
Nine Comments reminded that for local areas, making good use of film and television dramas is certainly a worthy idea, but the long-term development of the cultural tourism industry still depends on developing internal skills. Local governments must not be partial when developing the cultural tourism industry. We must understand that film and television dramas are only a kind of publicity after all. Only by making tourists feel that they are worthy of the name and worthwhile, can temporary traffic dividends be retained for a long time.
Screenshot source:@tvtvramaGo to Where the Wind Is
Dali Culture and Tourism mentioned that currently, Dali is making full use of the popularity of "Go to Where the Wind Is" to actively carry out "Go to Where the Wind Is to Appreciate the Most Beautiful Scenery" and so on. Dali cultural tourism theme promotion and marketing turns "traffic" into "retention".
At the same time, Dali will also improve and improve the scenic spots and develop new scenic spots around "Going to Where the Wind Is", continue to innovate and enrich tourism product formats, and provide tourists with a unique Dali-style tourism experience.
Source: China Youth Daily comprehensive nine-pai news, nine-pai comments, China Youth Daily client, Dali Culture and Tourism
