Picture source @Visual China
text | Chinese Business Tao Lue
html On January 13, Harbin Ice and Snow World welcomed a special performer: Wang Dianyou, director of Harbin Acheng District Culture and Tourism Bureau, surrounded by dancers, stood on the Stage C, dance and jump with everyone in the dynamic music.When Wang Dianyou came to the stage, many cultural and tourism directors across the country had collectively "performed", setting off a wave of cultural tourism out of the industry. Behind the wave, China's tourism and urban economy may be facing an inflection point of change.
Harbin, you make me feel strange.
Before the director of culture and tourism performed his performance, the popular Harbin had already given many surprises to tourists.
The only red-crowned crane in Hegang went to Harbin on a "business trip" and stood on the Central Street to let tourists masturbate for free;
The mysterious and reclusive Oroqen people in "The Right Bank of the Ergun River" also wore traditional costumes and headgear Roe deer horn hats appear on the streets of Harbin. It is said that the last time the tribesmen came out was during the Anti-Japanese War.
The unique bathing culture in the Northeast has even led to a shortage of bathing aunties in Harbin, and they can only be temporarily dispatched from other places; bathing aunties in Shenyang, Changchun and other places also have to go on business trips.
With the popularity of
, Harbin citizens have also started to use their brains and spontaneously "rectify the work".
There is a barbecue clerk who puts on a nurse uniform and measures the blood pressure of customers for free; a netizen makes gun models out of ice and distributes them to tourists on the street for free; a taxi driver performs a shout-out for passengers. Behind the ups and downs of the voice, there is the Lotte of the Northeastern people. character.
Close contact with white foxes has become a popular project. Some netizens said: "There are too few white foxes and the queues take a long time." After that, Harbin simply transported a car of white foxes from other places, focusing on being able to respond to requests.
Along with it, tofu has become sweeter, rice dumplings can be filled with meat, frozen pears can be plated, roasted sweet potatoes can be eaten with a spoon, and the voice of a man who is 1.85 meters tall has also become louder. .
Many locals joked about this:
"Erbin, you make me feel strange."
"I am now alone in my hometown as a foreigner."
Moreover, unlike the previous "get on the bus to sleep, get off the bus to take pictures" tourism Travel is different. Tourists who come to Harbin not only check in and take photos at tourist attractions, but also integrate more into the city, experience daily life, and encounter unexpected surprises in ordinary city streets.
Many celebrities were also attracted or invited to come to further promote the city.
At the Sun Island Ice and Snow Music Festival, Xiao Shenyang took off her gloves to accompany the audience to endure the cold. Auntie Long from Second Hand Rose sang until her head started to smoke. Land Rover even took off his coat when he sang so high. Uncle Baoshi, Wang Sulong, Zhang Yuan and others, They also took to the stage to sing.
On the other side, at the entrance of Ice and Snow World, artist Song Xiaofeng turned into a security guard and reminded tourists to "pay attention to safety under your feet." The highly recognizable accent sounded, and many people were immediately stunned.
's continuous satisfaction of tourists' needs has brought "tremendous wealth" to Harbin. During the three-day New Year's Day holiday, Harbin received a total of 3.0479 million tourists and total tourism revenue of 5.914 billion yuan, both reaching historical peaks.
Under the big data, Harbin’s catering dine-in sales increased by 225.7% year-on-year, hotel accommodation increased by 512.9% year-on-year, tourism consumption increased by 344.6% year-on-year, and entertainment and leisure consumption increased by 297.5% year-on-year.
On January 5, 2024, the China Tourism Academy released the "Top Ten Cities for Ice and Snow Tourism in 2024", with Harbin ranking first.
But Harbin is not satisfied with being "top-tier" at this time. Taking advantage of this ice and snow, it is still working hard to promote itself. On the official account of
Harbin Culture and Tourism, a city promotion video in the style of Shoumai imitated the song "My Surname is Shi" and changed the lyrics to "My Surname is Ha"; it even co-branded with Zibo Culture and Tourism, which became popular last year. Launched the video "Hello Azi, I am Erbin".
Everything has the same purpose: Guests from far away, please come quickly.
Come to sightsee, come to experience, and most importantly, come to spend money to stimulate the city's consumer economy.
Everywhere is grabbing customers
Zibo, which became famous overnight due to barbecue, was the "top-tier" urban consumer economy last year.Behind the popularity of
is also the fancy "draining traffic" and "favoring customers" from the government to the private sector.
In order to allow tourists to have a good time in Zibo, locals will slow down and give way when they see vehicles with foreign license plates changing lanes; they will not dare to honk their car horns when they see tourists taking pictures on the street.
Seeing that the high-speed rail station was crowded with people and there were not enough taxis, some Zibo citizens spontaneously formed a fleet to pick up and drop off passengers for free, while some tourists would quietly put down cash in the car before getting off the bus to express their gratitude to the driver.
Not only that, in order to facilitate more tourists to come, Zibo also opened a special "BBQ Special Train" and distributed gifts to passengers on the train. The director of Zibo Culture and Tourism Bureau also started to promote the train to passengers. The effect of
is also significant. Data from a website shows: During the May Day holiday last year, Zibo’s tourism orders increased by 2,000% year-on-year, and Zibo’s tourism popularity increased by 605% month-on-month, ranking first in the country in terms of growth rate.
Under the influence of the Zibo effect, since last year, more and more cities have increased their investment and promotion of the cultural tourism economy, and have broken the past tourist attraction model and gone out of the way to compete for tourists.
The popularity of Zibo Barbecue has not completely subsided. A video of a group of men diving in Tianjin began to go viral on the Internet. The slogan "Survive for one minute, be happy for 60 seconds" instantly resonated with many netizens and made the Lion Forest Bridge where it is located. It has become an "8a-level" tourist attraction. After many people "go to Zi for barbecue", they hurriedly "go to Tianjin for dancing".
Visitors who came to watch the diving also had fun in various ways. Some held up placards to score the divers, some participated in a cross talk; and some walked onto the Lion Grove Bridge to experience the joy of diving first-hand.
Relevant data shows that last summer’s travel orders to Tianjin increased by 320% year-on-year.
After Harbin broke out of the circle this time, various places started to do this one after another, "gathering customers in fancy ways."
At Luoyang High-speed Railway Station, the royal guards in flying fish uniforms and the warriors in golden armor were waiting in line on the platform. When the passengers got off the train, they shouted: "Luoyang, the capital of heaven, welcomes Her Royal Highness the princess back to the city."
The streets of Luoyang, In scenic spots and subways, tourists also let themselves go, dressed up as gods and goddesses, and played large-scale cosplay. Images such as Taishang Laojun, Nezha, Sun Wukong, Guanyin, etc. are all over the city. Tourists wearing Hanfu are strolling on the streets. Alley.
So much so that netizens said:
"Has Luoyang stabbed the fairy's nest?"
"When I come back from Harbin, my next stop will be Luoyang."
The effect is also there.
Data from the Luoyang Culture and Tourism Bureau shows: During the New Year's Day, Luoyang received a total of 1.896 million tourists, a year-on-year increase of 42.6%; total tourism revenue was 1.071 billion yuan, a year-on-year increase of 70.9%.
After Wang Dianyou, director of the Harbin Acheng District Culture and Tourism Bureau, came out of the entertainment industry, more leaders of the culture and tourism bureaus also stepped in to "rectify the work" themselves.
In Zhangjiajie, Hunan, the director of the Wulingyuan District Culture and Tourism Bureau, together with actors from the scenic spot, put on "Maogus" costumes symbolizing thatch, and wore red scarves around their necks. With the slogan "Zhangjiajie applies to play", they performed for the audience Danced to "Subject Three".
The director of Guangxi Wuming Culture and Tourism Bureau, in order to promote the local specialty citrus, went abroad to shoot a magical video. He not only tasted the organic fertilizer - cow dung, but also "artificially weeded" with his mouth. His slightly accented "orange" is even more It made the audience laugh.
In order to attract the attention of netizens, cultural tourism in various places also uses celebrity effects.
For example, Luoyang Cultural Tourism invited Wang Yibo, Chongqing Cultural Tourism invited Xiao Zhan, Cai Shaofen and Zhang Jin became Guilin Cultural Tourism Ambassadors, and Gao Ye and Bailu helped Changzhou Cultural Tourism.
On the other hand, netizens have also started a "supervision" mode on the work of local cultural and tourism bureaus.
For example, some people counted:
Henan Cultural Tourism published 112 videos in 4 days, which was called the "book tactic" by netizens, and the total number of works has reached 11,000;
Hebei Cultural Tourism changed its name and determined to be the "Volume King" , updated more than 70 pieces of content a day; Shanxi Culture and Tourism stayed up late at night, and updated more than 30 pieces of content from 12 o'clock in the middle of the night to the next morning...
Cities and tourism transform together
The city develops the tourism economy, and the Director of Culture and Tourism personally Endorsements and personal performances are not actually new things, but from Zibo to Harbin, this wave of tourism economy is still very different.
The biggest difference is that "tourism" is changing from the "get on the bus to sleep, get off the bus to take pictures" sightseeing model that mainly focused on scenic spots in the past, to an urban experience model that is deeply integrated into urban life and experiences the city's culture and characteristics. Leisure vacation mode.
This has put forward higher requirements for cities, such as Zibo, Harbin and other cities. It is because of articles about experience that they have achieved unprecedented popularity, and also brought new opportunities to cities: leisure and experience are obviously more Can stimulate the city's consumer economy. Calculations from the
Ministry of Culture and Tourism Data Center show that during the 2024 New Year's Day holiday, the number of domestic tourists will be 135 million, a year-on-year increase of 155.3%; tourism-driven revenue will be as high as 79.73 billion yuan, a year-on-year increase of 200.7%.
This transformation, is inevitable for the development of China's infrastructure and urban economy, for the development of Chinese people's travel and lifestyle, and also for the deeper integration of urban economy and tourism.
The convenient and developed transportation network built by high-speed rail, aviation, and highways, and the information highway built by the huge communication effect of mobile Internet, especially short videos, have provided new convenience and foundation for the city to attract tourists;
has continued to invest and build for many years, allowing the city to The infrastructure and supporting facilities are quite complete, which provides strong support for the urban development of a leisure and vacation model that focuses on experience.
The travel needs of Chinese people, especially many urban residents, who have been traveling for decades, have also passed the stage of "getting on the bus to sleep and getting off to take pictures" and have entered a new stage that focuses on leisure vacation and experience.
On the other hand, one of the purposes of developing infrastructure is to make good use of these facilities to better serve everyone's life and work, and to promote sustainable economic development.
Taken together, it can be seen that the development of experiential leisure and vacation models, and using this to surpass the past sightseeing tours, has become a new trend and new opportunity for urban development of tourism economy. This also means:
China's urban economic development, It is also necessary to transform from the investment and construction of the city to the operation of urban facilities and assets. In short, is to transform from building a good city to operating a good city, or even: running a good city.
Data from the National Bureau of Statistics show that China’s GDP will grow by 5.2% in 2023, of which consumption’s contribution to economic growth has reached 82.5%. In this context, how to attract more people to the city to experience and consume determines the economic vitality of the city. For many cities, attracting tourists to eat, drink and have fun is as significant as attracting investment in the past.
From building a city to operating a city, the stage and logic of urban development have changed, and the fate and status of the city will also change accordingly.
Taking Harbin as an example, the total tourism revenue in the three days of New Year's Day was 5.914 billion yuan, which is equivalent to the output value of a large enterprise.
But there are so many cities in the country, why should people spend money in their own cities? is a subject as challenging as attracting investment, or even more difficult than attracting investment.
It tests the city's insight into the needs of "customers", tests the city's innovative creativity and operational capabilities, and also tests the city's officials and citizens. In Zibo and Harbin, it is precisely these excellent solutions that stand out, and they are still being tested: how
is not a short-lived Internet celebrity, but continues to be yearned for.
The most important thing is to return to people and how they treat others.
After all, the most touching and hurtful things in a city are also its people.
