Chao News Client Editor Chen Tangtang.
On January 13th, Harbin Ice and Snow World ushered in a special performer: Wang Dianyou, director of the Culture and Tourism Bureau of Harbin Acheng District, surrounded by dancers, stood on the stage C, and danced and jumped with everyone in the dynamic sound.
When Wang Dianyou walked to the stage, there were already collective "performances" by the directors of cultural and tourism bureaus in many places across the country, setting off a wave of cultural tourism out of the circle. Behind the wave, China's tourism and urban economy may be ushering in an inflection point.
Erbin, you make me feel strange.
Before the director of culture and tourism performed, Harbin, which was popular, had already given tourists a lot of surprises.
The only red-crowned crane in Hegang, "on a business trip" to Harbin, stood on the ** street and let tourists "free masturbation";
The mysterious secluded Oroqen people in "The Right Bank of the Ergun River" also wore traditional costumes and roe deer horn hats, and appeared on the streets of Harbin.
The unique bathing culture in the Northeast even makes Harbin bathing aunts in short supply, so they can only be temporarily dispatched from other places; The bathing aunts in Shenyang, Changchun and other places also ushered in the day of the "business trip".
Under the heat, the citizens of Harbin also used their brains and spontaneously "worked hard".
There are barbecue clerks who change to *** to measure blood pressure for guests for free; Some netizens used ice to make gun models and distributed them to tourists on the street for free; There are taxi drivers shouting for the passengers, and behind the sound of frustration is the optimistic character of the Northeast people.
Close contact with the white fox has become a popular project, and some netizens said: "There are too few white foxes, and it takes a long time to queue up", Harbin simply transported a car of white foxes from other places, focusing on a responsive approach.
Along with it, the tofu brain has become sweeter, the zongzi have meat filling, the frozen pears can also be plated, the roasted sweet potatoes have a spoon, and the 1.85 meter old man has become a clip.
Many locals joked about this
Erbin, you make me feel strange. ”
I'm now a stranger in my hometown. ”
Moreover, unlike the previous sightseeing tours of "getting on the bus to sleep and getting off the bus to take pictures", tourists who come to Harbin not only check in and take pictures at tourist attractions, but also integrate more into the city, experience daily life, and encounter surprises in ordinary city streets and alleys.
Many celebrities have also been admired or invited to come over to further call the city.
At the Sun Island Ice and Snow Festival, Xiao Shenyang took off his gloves to accompany the audience to the cold, Aunt Long of the second-hand rose sang until there was smoke above her head, Land Rover sang and even took off her coat, Uncle Jewel, Wang Sulong, Zhang Yuan and others also sang on stage.
On the other side, at the gate of the Ice and Snow World, the artist Song Xiaofeng incarnated as a security guard, reminding tourists to "pay attention to the safety of their feet", and the highly recognizable accent sounded, and many people were immediately stunned.
The continuous satisfaction of the needs of tourists has brought Harbin "wealth to the sky". During the three-day holiday on New Year's Day, Harbin received a total of 304 tourists790,000 person-times, with a total tourism income of 591.4 billion yuan, all reaching historical peaks.
Under the big data, Harbin catering dine-in increased by 225 year-on-year7%, and hotel accommodation increased by 512 year-on-year9%, tourism consumption increased by 344 year-on-year6%, entertainment and leisure consumption increased by 297 year-on-year5%。
On January 5, 2024, the China Tourism Academy released the "Top Ten Cities for Ice and Snow Tourism in 2024", and Harbin ranked first.
However, Harbin is not satisfied with the "top stream" at this time, and it is still working hard to promote itself by taking advantage of this ice and snow east wind.
On the official account of Harbin Cultural Tourism, the city promotional video in the style of shouting microphone imitated the song "My surname is Shi", and the lyrics were changed to "My surname is Ha"; Even, it also co-branded with Zibo Cultural Tourism, which exploded last year, and launched the ** of "Hello Azi, I am Erbin".
Everything has one purpose: guests from afar, please come quickly.
Come for sightseeing, come to experience, and most importantly, to spend money to stimulate the city's consumer economy.
Source: Visual China is grabbing customers everywhere.
Zibo, which was out of the circle overnight because of barbecue, was the "top stream" of the city's consumer economy last year.
Behind the top stream, it is also a fancy "drainage" and "pet guest" from ** to the folk.
In order to make tourists have a good time in Zibo, locals will take the initiative to slow down and give way when they see vehicles with foreign license plates changing lanes; Seeing tourists taking pictures on the street, they didn't dare to press the car horn.
Seeing that the high-speed rail station was crowded and there were not enough taxis, some Zibo citizens spontaneously formed a convoy to pick up and drop off passengers for free, while some tourists would quietly drop cash in the car before getting off the train to express their gratitude to the driver.
Not only that, in order to facilitate more tourists, Zibo also set up a "barbecue special train" and distributed gifts to passengers on the bus.
The effect is also significant. A ** data shows that during the May Day period last year, Zibo 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 in the cultural and tourism economy, and broken the past scenic spot sightseeing model, fancy out of the circle and grabbed customers.
The popularity of Zibo barbecue has not completely faded, and the diving of a group of uncles in Tianjin began to go viral on the Internet, and the slogan of "survive for one minute, be happy for 60 seconds" instantly resonated with many netizens, and made the Lion Forest Bridge where it is located become an "8A-level" tourist attraction.
Tourists who come to ** diving also change their tricks to "have fun", some hold up cards for divers to score, and some participate in a group comedy; There are also people who walk on the Lion Forest Bridge and experience the joy of diving.
Relevant data show that last year's summer Tianjin tour orders increased by 320% year-on-year.
After Harbin came out of the circle this time, all parts of the country went down one after another, "fancy soliciting customers".
At Luoyang High-speed Railway Station, Jinyi guards wearing flying fish suits and samurai wearing ** armor lined up on the platform to wait, and when the passengers got off the train, they shouted: "Luoyang, the capital of the gods, welcome Her Royal Highness the princess back to the city." ”
The streets, scenic spots, and subways of Luoyang, tourists also let themselves go, dressed up as gods from all walks of life, and played large-scale cosplay, Taishang Laojun, Nezha, Sun Wukong, Guanyin and other images, all over the city, tourists wearing Hanfu, strolling in the streets and alleys.
So much so that netizens said:
Luoyang is this poking the nest of the gods? ”
When I come back from Harbin, my next stop will be Luoyang. ”
The effect is the same.
According to data from the Luoyang Bureau of Culture and Tourism, during the New Year's Day, Luoyang received a total of 189 tourists60,000 person-times, a year-on-year increase of 426%；Total tourism revenue 107.1 billion yuan, a year-on-year increase of 709%。
After Wang Dianyou, director of the Harbin Acheng District Culture and Tourism Bureau, danced out of the circle, more leaders of the Culture and Tourism Bureau also went out of the "whole work" in person.
Zhangjiajie, Hunan, director of the Wulingyuan District Culture and Tourism Bureau, together with the actors in the scenic spot, put on the "Maogusi" costume that symbolizes thatch, put on a red scarf around his neck, and danced the "subject three" for the audience with the slogan of "Zhangjiajie applies to fight".
Director of the Guangxi Wuming Cultural and Tourism Bureau, in order to promote the local specialty citrus, he went abroad to shoot the magic **, he not only tasted the organic fertilizer - cow dung, but also used his mouth to carry out "artificial weeding", and his slightly accented "orange" made the audience laugh.
In order to attract the attention of netizens, cultural tourism in various places also played a celebrity effect.
For example, Luoyang Cultural Tourism invited Wang Yibo, Chongqing Cultural Tourism invited Xiao Zhan, Cai Shaofen and Zhang Jin to become Guilin Cultural Tourism Ambassadors, and Gao Ye and Bailu helped Changzhou Cultural Tourism.
On the other hand, netizens also opened the "supervision" mode for the work of the local cultural and tourism bureau.
For example, someone counts:
Henan Cultural Tourism released 112 articles in 4 days**, which was called "Question Sea Tactics" by netizens, and the total number of works has reached 110,000;
After Hebei Cultural Tourism changed its name, it was determined to be the "King of Volumes", and more than 70 pieces of content were updated a day; Shanxi Cultural Tourism did not sleep in the middle of the night, and from 12 o'clock in the evening to the next morning, more than 30 content ...... were updated
Cities and tourism are transforming together.
The development of the tourism economy in the city, the personal endorsement and performance of the director of culture and tourism, these are not new, but from Zibo to Harbin, this wave of tourism economy is still very different.
One of the biggest differences is that "tourism" is shifting from the sightseeing mode of "sleeping in the car and taking pictures" based on scenic spots in the past to the urban experience-based leisure and vacation mode that deeply integrates into urban life and experiences the city's humanity and characteristics.
This puts forward higher requirements for cities, such as Zibo, Harbin and other cities, it is by doing enough experience articles that have an unprecedented explosion, and also bring new opportunities to the city: leisure and experience can obviously stimulate the city's consumer economy.
The calculation of the data center of the Ministry of Culture and Tourism shows that during the New Year's Day holiday in 2024, the number of domestic tourists will be 13.5 billion person-times, a year-on-year increase of 1553%；Tourism-driven income was as high as 797300 million yuan, a year-on-year increase of 2007%。
This transformation is inevitable for China's infrastructure and urban economic development, the inevitable development of Chinese people's travel and lifestyle, and the necessity for a deeper integration of urban economy and tourism.
The convenient and developed transportation network built by high-speed rail, aviation and expressway, and the information high-speed built by the huge communication effect of the mobile Internet, especially the short **, provide a new convenience and foundation for the city to attract tourists;
After years of investment and construction, the urban infrastructure and supporting facilities have been quite perfect, which in turn has provided strong support for the leisure and vacation mode of urban development focusing on experience.
Chinese people who have been sightseeing for decades, especially the travel needs of many urban residents, have also gone through the stage of "getting on the bus to sleep, getting off the car to take pictures", and have entered a new stage of focusing 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 an experiential leisure and vacation model, and to surpass the past sightseeing tours, has become a new trend and new opportunity for the city to develop the tourism economy, which also means:
China's urban economic development should be driven by urban investment and construction to the operation of urban facilities and assets, in short, from building a good city to operating a good city, or even to run a good city.
According to the National Bureau of Statistics, China's GDP will grow by 52%, of which the contribution rate of consumption to economic growth has reached 825%。In this context, how to attract more people to the city to experience, to consume, determines the economic vitality of the city, for many cities, to attract tourists to eat, drink and play, its significance is even no less than the past investment promotion.
From building a city to running a city, the stage and logic of urban development have changed, and the fate and status of the city will also change.
Taking Harbin as an example, the total tourism income for the three days of New Year's Day was 591.4 billion yuan is equivalent to the output value of a large enterprise.
But there are so many cities in the country, why should people spend their money in their own cities? This is a challenge that is just as challenging, if not more difficult than attracting investment.
It tests the city's insight into the needs of "customers", the city's innovative creativity and operational capabilities, and the city's governors and citizens. Zibo and Harbin, it is precisely the excellent solution to these that stands out, and it is still being tested:
How is it not a short-lived Internet celebrity, but continues to be longed for.
The most important thing is to return to people and how people treat people.
After all, a city, the most moving, the most hurtful, is also people.
*: Titanium**).