**The Economic Work Conference proposed to actively cultivate new consumption growth points such as cultural and entertainment tourism. In the current context of the integration of culture and tourism, the cross-border integration of lightweight micro-short dramas and culture and tourism is giving the industry more possibilities.
On January 12, the State Administration of Radio and Television issued the "Notice on Carrying out the Creation Plan of "Follow the Micro Short Drama to Travel", planning to create and broadcast 100 excellent micro short dramas with the theme of "Follow the Micro Short Drama to Travel" in 2024, and promote a number of physical filming locations to follow the popular broadcast of the micro short drama "out of the circle". On January 18, Douyin announced that in 2024, it will give high-quality micro-short drama funds and traffic support to film and television companies, ** institutions, MCN (multi-channel network) institutions and individual creators.
From the guidance at the policy level to the creation and practice of enterprise platforms and local cultural tourism, micro-short dramas have not only become a new track in the film and television industry, but also an important promotion force to promote cultural tourism consumption.
Micro-short dramas have grown rapidly in the past year. According to the "2023-2024 China Micro Short Drama Market Research Report" released by iiMedia Consulting, the size of China's micro short drama market in 2023 will be 373900 million yuan, a year-on-year increase of 26765%。It is estimated that by 2027, the scale of China's micro-short drama market will exceed 100 billion yuan. In the third quarter of 2023, the circulation of micro-short dramas in China will reach 150, nearly double the total of the whole year of 2022. In 2023, the number of users who actively search for micro-short dramas every day on Douyin will increase by 2 times year-on-year, and the number of micro-short dramas exceeding 100 million will reach 500, of which 12 works will exceed 1 billion, and the daily number of micro-short dramas will double year-on-year.
The model of "micro-short drama + cultural tourism" is regarded by the industry as an innovative and lightweight practice of the traditional "film and television + cultural tourism" model in the context of the digital era. Through the in-depth presentation and emotional connection of specific places through the content of micro-short dramas, the brand awareness, attractiveness and tourist flow of relevant tourist destinations have been greatly enhanced. "The strong vitality of micro-short dramas has broken the barriers of the traditional film and television field, and in the process of the in-depth integration and development of China's culture and tourism, it is showing special media potential energy. * Sun Jiashan, an associate researcher at the College of Culture and Tourism Management, said.
Exploring a new model of leveraging cultural tourism publicity in the form of micro-short dramas, many cities and creative institutions have begun to practice. Previously, the Chongqing Municipal Commission of Culture and Tourism Development launched a series of micro-short dramas "Temperature" of Chongqing Hot Springs to promote its image as the "World Hot Spring Capital", "Mountains and Seas Fuding Xing" launched by Fuding City, Fujian, "Soul Journey" launched by Shanxi, and "Linping, Set off to Happiness" filmed by Linping, Hangzhou! and so on are trying to combine micro-short dramas with cultural tourism in depth to efficiently promote local cultural and tourism resources.
While bringing fire to a city and bringing traffic to the city, the combination of micro-short dramas and cultural tourism can also have a broader creative space. For example, the short drama "Escape from the British Museum", which attracted widespread attention after it was launched last year, is a story that calls on Chinese people to pay attention to the loss of overseas cultural relics. Inspired by the news of the theft of cultural relics from the British Museum in early 2023, the content of this short drama not only touched many overseas Chinese at home and abroad, but also demonstrated the great potential of the short drama in showcasing the excellent traditional Chinese culture.
In order to encourage more institutions and creators to create high-quality content for the field of culture and tourism, platform institutions and relevant competent departments continue to guide the direction of creation and regulate the micro-short drama market. This time, the State Administration of Radio and Television plans to create and broadcast 100 excellent micro-short dramas with the theme of "Follow the Micro Short Drama to Travel" in 2024, proposing that it can be combined with major archaeological projects, intangible cultural heritage projects, urban walking routes, focusing on rural revitalization, etc., to "find the right topic, tell a good story, and shoot a high-quality product", so that positive energy has a large flow and good works have good income.
With the popularity of micro-short dramas, more and more creators value their potential to quickly amplify the IP value of tourist destinations and enrich the IP content of cultural tourism, and quickly devote themselves to creation. At the same time, the industry reminds that if the "micro-short drama + cultural tourism" model is only considered to bring in traffic, it is just a tool for cultural tourism promotion. While gaining popularity, only high-quality creations can win public affirmation with profound ideas and stories, and bring effective publicity and practical transformation to cultural and tourism resources. In the opinion of experts, micro-short dramas need to be further mainstreamed and high-quality, so as to continuously provide strong new momentum for the development of China's digital cultural industry.
January 31, 2024 China Culture Daily
A special report was published in the second edition.
"Micro-short drama cultural tourism" still has room for increment
Editor-in-charge: Chen Chen.