The director of cultural and tourism ＂rolls＂ into the sky, and the travel data is soaring

　　The director of cultural tourism parachuted to promote local tourism, the lady in Hanfu went on a outing to enjoy flowers, and Guizhou Tourism Investment and Guangzhou Tour started the "Spring Photography from the River Hot Sale Month"… With the restart of cultural tourism in various places, people went outdoors to embrace the warm spring sun. Photo provided by respondents

　　The directors of cultural and tourism in various places have taken short videos to promote their hometowns "without doing their jobs", "scrolling" from behind the scenes to the front of the stage, and some have been pushed into hot searches by netizens. According to Douyin data, the discussions on various topics led by the directors of cultural and tourism have been broadcast more than 426 million times, praised more than 6.60 million, and commented and shared in millions. Many netizens laughed: "I don’t have any talents now, I really can’t be the director of cultural and tourism."

　　Nowadays, more people are looking forward to taking cultural tourism consumption services as an opportunity to promote a comprehensive recovery in domestic consumer demand.

　　The cultural tourism industry has had a good start this year

　　The "knight" who has crossed the millennium galloped on his horse, transformed into an "astronaut" to shoot sci-fi blockbusters, sang rap (rap music) in a national dress at minus 20 degrees Celsius, and shuttled through mysterious places on a raft in ancient costumes… The cultural and tourism directors of various places "Sailong won the brocade", and the promotion of Guangdong was also constantly bright. Jiangmen Heshan City Cultural Tourism Bureau Director Xie Wen Qingliang out of the Wing Chun, Jiangmen Pengjiang District Cultural Tourism and Sports Bureau Deputy Director Zhu Wanji in the "hurricane" shooting clock in the interpretation of Hong Kong style, national style, Cantonese opera style, Qingyuan Lianzhou City Cultural Tourism and Sports Bureau Deputy Director Deng Jinmeido scene conversion promotion Lianzhou underground river, Meizhou Cultural Tourism Bureau Deputy Director Li Junpei incarnated as a Han opera student to show the Hakka house, Yunfu City Cultural Tourism and Sports Bureau Director Huang Xiaojian to attract tourists to spell "new heights", jumping from 4000 meters high altitude and the camera, let more people know Luoding’s skydiving base.

　　With profound historical and cultural heritage and rich and colorful natural resources, local cultural and tourism resources have ushered in a good start this year, from "those who are raised in the boudoir do not know" to "no one in the world does not know the king". Behind the "fighting skills" of cultural and tourism directors in various places, the bright recovery data of cultural and tourism in various places has soared. Since the beginning of this year, the tourism market in various places has been heating up, and cultural tourism has been favored by people. New projects, new products and new business formats have been launched in various places, opening up new paths for the development of cultural and tourism, and promoting the recovery and upgrading of cultural and tourism consumption.

　　According to the data center of the Ministry of Culture and Tourism, during the Spring Festival holiday this year, the number of domestic tourism trips 308 million across the country, an increase of 23.1% year-on-year. The domestic tourism revenue was 375.843 billion yuan, an increase of 30% year-on-year, and the national cultural and tourism market was generally safe, stable and orderly. During the Qingming holiday this year, the consumption demand for domestic long-term tours and outbound tours increased significantly. At the same time, the "May Day Tourism Market Trend Report" released by Guangluo shows that the recovery of various sectors of the tourism market is obvious, and the supply and demand relationship of tourism resources is tight, and prices are "rising".

　　Industry insiders pointed out that at present, it has become a trend for cultural tourism directors to endorse their hometowns. How to not follow the trend and turn "traffic" into "retention" for local physical merchants, so that the cultural tourism industry can truly become a "catalyst" for local consumption and a "booster" for the real economy, is the key.

　　If you want traffic, you need "retention".

　　Taking Yunfu, Guangdong as an example, Huang Xiaojian’s short video of less than 100 seconds has caused the popularity of "Yunfu Tour" to soar, and the number of travel inquiries and hotel orders has both increased. Meituan data shows that in the last month, the overall travel orders in Yunfu, Guangdong have increased by 51.1% compared with last year. Since 2023, on Meituan and Dianping, the search volume related to "Yunfu" has increased by 56% year-on-year, and the search volume of "Skydiving Holy Land" Luoding has increased by 75.6% year-on-year, and the number of relevant notes shared by users has also increased by 40%.

　　"Please don’t pay so much attention to me, I’m not a big Internet celebrity." Huang Xiaojian admitted that standing up is an attitude. It is a trend for the director of cultural tourism to "go out of the circle", and if you don’t seize the trend, you will be forgotten. In his view, it is his duty as the director of cultural tourism to promote Yunfu Cultural Tourism, but the purpose is to let more people pay attention to Yunfu and come to this ancient and young treasure place in person. He believes that to seize the trend, but not to follow the flow, to traffic, but also to "keep the amount".

　　Yunfu is a prefecture-level city under the jurisdiction of Guangdong Province. It is 140 kilometers away from Guangzhou and only takes an hour and a half to travel. It has successfully integrated into the "1-hour rail transit circle" in the Pearl River Delta and the "2-hour self-driving tourism circle" in the Greater Bay Area. But before, for many people, Yunfu’s "psychological distance" has always been very long. "It is very troublesome to go there, and there is nothing special in my impression."

　　Now, under Huang Xiaojian’s "recommendation", many tourists have discovered many niche scenic spots in Yunfu. The reporter noticed that most of these scenic spots are concentrated in the surrounding counties of Yunfu. Huang Xiaojian’s wave of "attracting tourists into the cloud" not only added fire to the local tourism industry, but also provided new opportunities for the development of Yunfu County.

　　"We are mainly improving our own capabilities," Huang Xiaojian said, to develop together with the urban agglomeration in the Guangdong-Hong Kong-Macao Greater Bay Area.

　　Meituan data shows that in the past month, Guangdong Yunfu’s overall tourism orders increased by 51.1% year-on-year, and Guangzhou, Foshan, Zhaoqing, Shenzhen, and Jiangmen were the top five source cities. Among them, ticket orders for scenic spots increased by 74.5% year-on-year, hotel orders increased by 47.8% year-on-year, and air and train ticket orders increased by 89.8% year-on-year. Since the beginning of this year, the number of searches for "Luoding" on the platform has increased by 75.6% year-on-year, of which young people born in the 1990s accounted for more than 50%. "Luoding Skydiving Base" has become the most searched related keyword. In addition, the number of Dianping notes related to "Luoding" also increased by 40% year-on-year.

　　The reporter visited and found that a series of new and old business forms of entities in the surrounding counties of Yunfu have really tasted the sweetness of the "long-term enthusiasm of the Cultural and Tourism Bureau". According to the data of Yunfu Municipal Cultural and Tourism Bureau, from January to March 2023, Yunfu City received 2.9627 million tourists, an increase of 49.74% year-on-year. Among them, overnight tours received 1.2838 million tourists, an increase of 49.02% year-on-year; tourism revenue was 2.2390569 billion yuan, an increase of 53.05% year-on-year. The "out of the circle" of the director of cultural and tourism further enhanced the popularity and goodwill of Yunfu’s cultural and tourism industry. Driven by traffic counting, other consumption in popular destinations such as Luoding and Yunan has also risen, and stores including "coffee shops" and "chain convenience stores" have also ushered in new "retention", which further facilitates the lives of local residents and optimizes the travel experience of tourists.

　　City image "out of the circle" is the purpose

　　Epidemic three years, the tourism industry suffered heavy losses. A number of leading tourism companies disclosed in their 2022 annual reports that listed travel companies turned from profits to losses, and less than 10 companies achieved profits, and their net profit shrank significantly. According to statistics, the total revenue of 8 listed hotel companies in the first half of 2020 was 9.464 billion yuan, a decrease of 9.173 billion yuan from 18.637 billion yuan in the same period in 2019, and the total net profit was -960 million yuan, a decrease of 2.111 billion yuan from 1.151 billion yuan in the same period in 2019. That year, some scenic spots announced reorganization and bankruptcy, closed down auctions, a large number of small travel agencies cancelled, and large travel agencies suspended the core profit sector of outbound travel business.

　　"Without mobility, there is no tourism." Professor Bao Jigang, deputy director of the Department of Economics and Management at Sun Yat-sen University, pointed out that the tourism industry has been greatly affected in the past three years. According to the calculation of the Ministry of Culture and Tourism, in 2020, the number of domestic tourists during the "Eleven" Golden Week was 637 million, and the domestic tourism income was 466.56 billion yuan. In 2019, the two data were 782 million and 650 billion yuan respectively. How to improve the popularity of tourism and leverage tourism consumption has become a major event and important task for the local cultural and tourism sector.

　　In November 2020, the Tibetan boy Ding Zhen unexpectedly became popular as a "top stream", and then quickly became the tourism ambassador of Litang County, Ganzi Tibetan Autonomous Prefecture, Sichuan Province. In April 2021, Liu Hong, director of the Ganzi Prefecture Cultural and Tourism Bureau, accidentally became popular for helping Ding Zhen "block fans", and the number of tourists in Ganzi Prefecture also increased, even exceeding the level of the same period in 2019. Since the beginning of this year, the popularity of tourism in Suizhou, Ganzi Prefecture, Zhaosu County and other places has continued to rise, and the effect of the director "bringing goods" is comparable to that of the head live streaming host.

　　"As long as you are willing to stand out and promote the director of your hometown, no matter what, you are worthy of praise," said Xie Wei, the director of the Cultural Tourism Bureau of Suizhou City in Hubei Province, who "stepped out of the circle" as a knight. Although there are more "rolled" directors, they are not the majority, and there is still a lot of room for publicity in the cultural tourism market in the future.

　　At a recent conference on culture and tourism in Guangdong Province, Li Bin, party secretary and director of the Guangdong Provincial Department of Culture and Tourism, said that the directors of cultural tourism in Sichuan, Hubei, Xinjiang and other places have appeared on the scene to endorse local cultural tourism, which has become a vivid example. These good experiences and practices are worth learning from. "Good experiences and methods are actually the ability to tell good cultural and tourism stories."

　　"The director’out of the circle ‘is not the goal, but the city’s image’out of the circle’ is the goal." Xiong Xiaojie, chairperson and chief consultant of Times Cultural Tourism, pointed out that the appearance of the cultural tourism director is a kind of progress worthy of encouragement. The cultural tourism director needs to create his own exclusive content according to the brand positioning, market positioning and product positioning of the cultural tourism in various places. He also needs to mobilize the whole society to participate in the promotion of the cultural tourism brand, encourage the local people to explore the advantages and characteristics of his hometown, and achieve the effect of "full marketing".

　　China Youth Daily · China Youth Network reporter, Lin Jie Source: China Youth Daily