In recent years, the integration of culture and tourism has continued to deepen, the public’s enthusiasm for travel has continued to rise, and cultural and tourism themes have become a new hot topic in the creation of variety shows. This summer, there are intensively new cultural and tourism variety shows on the screen. A series of programs not only show the beautiful life in cities and rural areas in innovative ways, but also set off a travel craze among the public to "check in with the programs". Youku alone has unlocked more than 20 tourist attractions across the country, created more than 18,000 hot search topics, and the total exposure of the program exceeded 100 billion.
Traveling across the country, outlining the cultural and tourism variety show landscape
With the rise of new tourism methods such as self-driving tours and "special forces tourism", as well as the frequent popularity of "Barbecue in Zi" and Harbin ice and snow tourism, travel has become the focus of public attention. one. Cultural and tourism variety shows have gradually become an important promoter of local cultural tourism by showing the different cultural characteristics of the vast land and deeply exploring the rich historical connotations of many cities. Against this background, the variety shows produced by Youku have explored all the way, from the northernmost city of Harbin to the southernmost Wanning Shenzhou Peninsula, spanning more than 20 prefecture-level cities, driving audiences across the country, and promoting the transformation of variety show filming locations into Vacation destination.
Since the launch of "The Baggage Shaking Conference 2024", Deyun Baggage Group's city fireworks check-in tour has made countless netizens yearn for it. In the "Spicy and Medium Spicy Battle" in Changsha, the "city of food", a series of "Hunan flavor" challenges such as buying bundles of chicken, eating rice noodles, and grilling shrimp for a limited time impressed the audience.
The island exploration and growth show " This is My Island " arrived at the Shenzhou Peninsula in Wanning, Hainan, leading the audience to embark on a real exploration and survival, and feel the infinite charm of nature itself. Within 38 hours of its first broadcast, this program became popular on the site and became the first Youku variety show in 2024 to exceed 10,000 hits.
's variety show "It's a Weekend with Good Friends" focuses on weekend outings and short-distance micro-trips. It uses Haituo Valley, one of the top ten internet celebrity campsites for Beijing-Zhangjiakou Sports and Culture Tourism in 2023, as the location. From lawn camping and UTV off-road experience, to The tent camp "Camping Picnic" presents the trendy lifestyle of "camping" to the audience, and shows the beauty and healing of traveling with good friends.
In addition to deeply exploring local characteristics, various variety shows also closely combine cultural elements with tourism experiences, injecting a fashionable charm into the city. For example, the reality show variety show " Rap Dream Factory " entered the new youth city of Huzhou, providing a brand new platform for rap lovers, and invited heavyweight guests and professionals from the Chinese music scene to search for new rap stars among the people; The all-star city tour electronic music competition variety show "Shining Star Electronic Music", with its diverse and inclusive artistic vitality, creates 6 electronic music performances in 3 cities in Shanghai, Chengdu and Wuhan, leading the audience to immersively experience the music feast.
Diversified exploration and innovation to create an immersive experience
The integration of cultural and tourism resources has given the variety show a profound humanistic connotation and historical heritage, and has also become an important carrier for the variety show to explore fashion trends and culture and expand social interaction. Different from a simple travel check-in, the program fully and concretely presents regional characteristics through the guests' experience and exploration, creating an in-depth cultural and tourism experience for the audience.
roots the story in the countryside of Guizhou, allowing the free-spirited street basketball to meet the simple and pure rural basketball. The competitive sports variety show "This!" In "Slam Dunk 6·Village Ba Season", the unique national culture, food culture, music culture and sports culture complement each other and deeply integrate, presenting the unique charm of "Village Ba" as a local tourism business card.
Taking into account the young audience’s pursuit of program experience and participation, the upcoming variety show "Blind Box Travel Bureau" has set up a highly free and open gameplay and scene selection, creatively creating the trendy concept of "blind box", and utilizing the public Familiar game mechanics create intensive laughter, allowing audiences of all ages to become the show's travel companions.The program will go into the ancient city of Chaozhou, leading the audience to experience the unique customs of Chaozhou and experience the folk custom of "drinking tea" in Chaozhou; explore a century-old copperware shop and learn craftsmanship; visit an authentic old Chinese doctor in Chaozhou and experience the culture of traditional Chinese medicine... It is worth mentioning What’s more, the program will also combine the culture of the “Maritime Silk Road” and integrate cultural elements into the content design. It will use Quanzhou’s “Free Travel” and check-in “Shi Gandang” and other program contents to show Quanzhou’s long history, taste Quanzhou’s special food, and experience Local intangible cultural heritage hairpin culture.
Emotional variety shows have always been loved by young audiences because of their unique perspectives and in-depth discussions on emotions.
strolls through the streets of Bangkok, following young travelers as they travel throughout the day in search of the sounds, tastes and colors of Bangkok. The fourth season of the youth travel social reality show "20" was on Weibo's hot search list on the day it aired, and the topic continued to be discussed. This season is recorded overseas for the first time. A group of teenagers who are about to graduate go to Thailand to embark on a passionate and fantastic cross-country journey. While experiencing the exotic customs, they embrace the love and hustle and bustle of the new world.
This year, Youku will continue to launch the sixth season of the emotional observation and reasoning reality show " Let's Fall in Love ". From Wanning, Hainan, to Yining, Xinjiang, a 10,000-mile cross-border journey will take place on a summer night. Contents such as dance parties, beach movies, sea fishing and surfing provide the audience with a romantic emotional experience.
's variety show "Friends' Weekend 2024", which shows the friendship and social mode of acquaintances, will use spending weekends with good friends as an entry point, and will enter Chongqing, Guizhou, Inner Mongolia and other cities, so that travel variety shows are not limited to along the way. The scenery, through the soul collision between celebrity friends, deeply explores social situations and amplifies the humanistic value of the city.
Linkage and win-win, high-quality variety shows release greater value for the cultural tourism industry
According to the industry, variety shows and tourism can empower each other in both directions and achieve each other. In recent years, video platforms have actively cooperated with local cultural and tourism bureaus to promote local tourism resources and cultural characteristics through the influence of variety shows, driving the long-tail effect of cultural tourism development.
Yushan Island, located in eastern Fujian, is a characteristic island named one of the "Top Ten Most Beautiful Islands in China" by China National Geographic Magazine. The key to its development lies in how to empower industrial transformation and upgrading with cultural tourism. In the variety show "Island Boys", 13 teenagers with different backgrounds went to Yushan Island to promote the upgrading of local cultural tourism according to local conditions, build a better Yushan Island with the islanders, and empower the economic development of the island. The program also invites "Yun Islanders" to participate in the construction of the island through online live broadcast and other methods, further building the reputation of Yushan Island.
Recently, Youku and Macau Radio and Television Co., Ltd. held the "Chinese Story - Infinitely Wonderful - Presentation Ceremony of Outstanding Mainland Online Audiovisual Programs", bringing many excellent online audiovisual works to Macau. Previously, popular variety shows such as Youku Portable's "This is Street Dance 6", "The Great Song of the Drama" and "Infinite Transcendence Class" landed in Macau, and "This!" "It's Street Dance" Season 6 Finals "Battle of the Kings" was held at The Londoner Arena in Macau and broadcast live globally, becoming a high-profile entertainment event at the beginning of the year.
In addition, in September 2023, the "Drama Good Concert" created by the original cast of "Drama Good Song" was held at the Galaxy Arena in Macau. The audience relived their beautiful memories in the familiar melodies of classic songs. . The offline concert "Infinite Beyond Stars Concert" of the popular variety show " Infinite Beyond Class " was also held in Macau, and the atmosphere was enthusiastic. Data showed that the live attendance rate was as high as 90%, setting a record for the highest concert attendance rate in Macau, China in the past three years.
In addition, the close interaction between variety shows and the cultural tourism industry continues to promote the industry to release greater value. Youku uses the variety show IP of "The Baggage Shaking Conference" to link cities and scenic spots to explore and promote Chinese traditional food culture. Behind it is a new exploration of diverse consumption scenarios. This! "Slam Dunk 6·Village Basketball Season" shows the unique charm and cultural value of rural basketball games and activates new vitality of the rural economy.These programs actively promote the development of the cultural tourism industry, stimulate cultural tourism consumption, and gather
articles for the filming locations/Beijing Youth Daily reporter Zu Weiwei
editor/Gong Lifang
