In the era of Internet celebrities, Chengcheng wants to be popular. A city, a scene, it seems that as long as you capture the traffic online, you can create infinite possibilities offline.
Li Jun, a professor at the Department of Convention and Exhibition Economics and Management at the School of Tourism Management of South China Normal University, said in an exclusive interview with Nandu: "In recent years, the phenomenon of Internet celebrities in the tourism industry has actually been an important embodiment of cultural and marketing trends in the digital era. He summarized this phenomenon into four key points, namely the majestic debut of digital marketing, the rapid development of social platforms, the strong rise of the younger generation and the emergence of check-in culture.
However, unlike Changsha and Xi'an, which are provincial capital-level "previous generation" Internet celebrity cities, most of the Internet celebrity cities that will come out of the circle in 2023 are small and medium-sized cities, including Zibo, Jiangmen, Rongjiang, Hegang, Suizhou, etc. These cities have become popular with the catalysis of social media, either by virtue of their local food and life scenes, or by stepping on the concerns and even pain points of contemporary young people. They can become popular, and even match or surpass the traditional well-known tourist cities in terms of passenger flow at a certain stage, which is both accidental and inevitable.
Dai Bin, president of the China Tourism Academy, recently mentioned when asked by the media about "what changes have been made in the demand of the tourism market after the past three years": "In recent years, warm and cold cities, small airport cities and central towns, driven by reverse tourism, flat tourism, and special forces tourism, have begun to enter the field of vision of mass tourism. He also concluded: "In the past, the tourism model centered on travel agencies, tour groups, and scenic spots has gradually decreased, and has been replaced by more walk-and-go travel, self-driving tours, early departures, late returns, and travel to niche destinations." Pull three or five friends, go to a concert across the city, have a barbecue, and go home by high-speed train, which has become a trend. ”
In recent years, "no planning, no rushing, no check-in" tourism is becoming a new choice for tourists, especially Generation Z, and the huge work pressure makes this generation of young people tired, and travel is more of a way to release pressure in their eyes. Young people are no longer obsessed with famous mountains and rivers, and some places with high-quality tourism environment but low visibility are loved by everyone with the characteristics of low consumption and high service.
Gansu Longnan Guan'e ditch snow scene. Xinhua News Agency
According to Ctrip data, during this year's Mid-Autumn Festival and National Day holiday, the number of orders for niche destinations such as Jingdezhen, Anji, Nanyang, Changzhou, Foshan, Huai'an, Yanji, Jieyang, and Antu more than doubled that of the 2019 National Day. In addition, as of December 20 this year, the search volume of Longnan, Hechi, Huanggang, Longnan, Nyingchi, and Quzhou has more than doubled in 2022, and Longnan has increased by 409%. Ningde Xiapu has the fastest search volume this year, with a year-on-year increase of 256%. According to the data of the Qunar platform, the number of hotel bookings in Nyingchi, Longnan, Hechi, Yongzhou, Huanggang, Quzhou, and Liupanshui this year increased by more than 150% year-on-year compared with 2019, and Nyingchi increased by more than 250% on this data.
On September 5th, tourists enjoy the scenery of Nanga Bhava Peak. Xinhua News Agency
Li Xue, an associate researcher at the Planning and Leisure Institute of the China Tourism Academy, said in an interview with Times Finance that the current mass tourism is in a new stage, and tourists are not only concerned about the scenic spots, but also look forward to experiencing the local living environment and lifestyle of the destination with food, architecture, culture and other carriers.
Professor Li Jun also mentioned in an exclusive interview with Nandu: "The content of cultural tourism in tourism Internet celebrity cities is more diversified, and the hot spots are often not limited to traditional scenic spots and historical sites, but are more widely extended to food, literature and art, fashion and other fields. ”
After visiting Zibo, Rongjiang, Jiangmen and other places, the reporter from Nandu deeply felt that the "out of the circle" has the credit of urban marketing, but it is also closely related to many factors such as local politics and harmony, creating IP with unique regional characteristics, satisfying the novelty of tourists, and allowing tourists to have a good sense of experience.
From the perspective of urban marketing, regional characteristics, tourist reputation, big data and other dimensions, Nandu New Cultural Tourism has jointly launched an Internet celebrity city potential list with OTAs, and the next "Zibo" may be among them.
Longnan (Gansu)
Potential index: 92.61
The autumn scenery of the West Narrow Song Scenic Area in Chengxian County, Longnan City. Xinhua News Agency
The villagers of Wenxian County danced "Chi Ge Day" to pray for blessings. Xinhua News Agency
Longnan is probably the most underrated city in China's northwestern region, with the reputation of "Longshang Jiangnan", Sichuan restaurants and palm trees all over the streets, and you don't know whether it is in Sichuan or Jiangnan. 5A scenic spot Guan'e Gou, called Bangannan, does not lose Jiuzhai, Wenxian Tianchi is one of the four major Tianchi in China. This is the "capital of China's peppercorns", but more famous than peppercorns are olive oil and walnuts, and every household in Bikou Town grows Longjing tea. There is also the "oldest tribe in East Asia", the Baima Tibetans. They have traditional folk culture such as Chi Ge Day, Fire Ring Dance, etc., and on the fifteenth day of the first month of each year, it is the most lively time in Baima Ancient Village, Tielou Tibetan Township, Wenxian County. "I knew that there was Longnan, why go down to the south of the Yangtze River".
Nyingchi (Tibet)
Potential index: 89.37
Autumn Linzhi is picturesque and poetic. Xinhua News Agency
The peach blossom landscape of Milin County, Nyingchi, taken on March 26. Xinhua News Agency
Nyingchi was called "Gongbu" in ancient times, which means "Sun Throne" in Tibetan, and Guangdong Province as a whole supports Nyingchi City, which is a model of "Yuelin Family". Nyingchi is the "snowy south of the Yangtze River", tourists call it "Tibet Switzerland", there is no severe cold in winter and no heat in summer, and there is basically no altitude sickness; "the world's largest canyon" - Yarlung Zangbo Grand Canyon, the elegant Basongcuo, Nanga Bhava Peak, which is known as the "father of Tibetan mountains", and other infinitely fascinating "scenery celebrities" are gathered in Nyingchi; Nyingchi also has the ancient and simple Gongfu culture and different styles of Menluo folk customs, the customs of the people, the ancient city of Taizhao, the thousand-year-old castle group, the Yigong General Tower, the Bomi Red House and other red relics," "Nyingchi courtesy" is also quite out of the circle, and it is a "pure land in the world, drunk and beautiful Linzhi" where the body, mind and soul can "go out of the body". Nyingchi is still a place where peach blossoms bloom, and the "Peach Blossom Tourism Festival" in Nyingchi spring, people who yearn for a better life are worth going to Nyingchi to go to the snowy peach source to enjoy the beauty of scorching peach blossoms.
Quzhou(Zhejiang)
Potential index: 86.78
On November 26, the 2023 Zhejiang Quzhou Marathon started, and the runners passed through the Quzhou Shuiting Gate during the race. Xinhua News Agency
Like Zibo and Liuzhou, Quzhou is also becoming more well-known by more people for its food. As the "chili assassin" of Zhejiang's food industry, Quzhou cuisine has refreshed people's inherent perception of Zhejiang's flavor, everything here can be spicy, even the rice balls are spicy. Quzhou's "three heads and one palm" - duck head, rabbit head, fish head and duck palm look ordinary, but it is spicy and hot. Quzhou's green onion steamed buns, taro dumplings, small scones, fat cakes, wontons, etc. are all mouth-watering. In order to make it more convenient for tourists to check in the beautiful scenery and food, the local government launched the 927 "Quzhou Youli Flavor" free bus in September this year, which also has free scenic spot explanation manuals and food maps. 927 homonym "love to eat", tourists can take this bus and visit all the Internet celebrity check-in places in Quzhou city in one day.
Wenzhou (Zhejiang)
Potential index: 85.80
The "Rainbow Highway" on Nanji Island. Xinhua News Agency
Visitors enjoy the sea view from the sea-view rooms of a cliff homestay hotel on Nanji Island. Xinhua News Agency
"Real estate speculation group" and "Jews in the East" are the impressions left by Wenzhou. Known as the "birthplace of China's private economy", this city once relied on a developed small commodity industry to create a myth of the "Wenzhou model". In recent years, Wenzhou has polished the business card of cultural tourism. "Wencheng is hung with a hundred waterfalls, and it is called the crown of Shenzhou with a hundred zhang waterfalls", Wenzhou has brought fire to the whole city with only one waterfall, and some netizens joked that "in front of the hundred-zhang high waterfall, watch the male model walk the catwalk, watch the beautiful woman pose for a photo, and it is worth the ticket price". In addition, Wenzhou also has Yandang Mountain, which is known as the "first mountain in the southeast", the poetic Nanxi River for 300 miles, and Nanji Island, one of the "ten most beautiful islands in China". The 168-kilometre "China East Coast Highway No. 1" stretches like a jade belt between mountains and seas, connecting golden beaches, reefs, fishing villages and colorful tidal flats.
Hechi (Guangxi)
Potential index: 85.51
In April, the 8th Sanbao Tung Flower Festival was held in Tian'e County, Hechi City, Guangxi, attracting tourists to Sanbao Township to enjoy the beautiful scenery of Tung Blossoms. Xinhua News Agency
Guangxi Mulun National Nature Reserve is located in the northwest of Huanjiang Maonan Autonomous County, Hechi City, Guangxi, and is a nature reserve of forest ecosystem type. Xinhua News Agency
When it comes to the river, it is inseparable from the Bama Longevity Village, which is home to many centenarians and attracts tourists from all over the country to explore the magical secrets of longevity. Healthy diet, clean air, and paradise-like beauty have become the epitome of the river. Hechi karst caves are dotted and have rich natural tourism resources. Visitors can go to Nandan County for a stroll through the 3.5-kilometre-long underground canyon and enjoy the wonders of nature in the towering cave hall, or take a boat ride in Sanmenhai to weave through the winding caves and ripple on the turquoise surface of the lake. At the same time, the unique folk culture is also a business card of Hechi. This is the hometown of Liu Sanjie, the magnificent natural scenery, gave birth to a unique folk culture, the Zhuang men fish by the river, the girls sing mountain songs on both sides of the river, a simple pastoral picture slowly unfolds in front of the tourists. The river pond has become a paradise for tourists to escape from the reinforced concrete city, and it is a good place to get close to the mountains and rivers.
Huanggang (Hubei)
Potential Index: 85.33
Autumn morning scene taken on November 2 at Jiuzi River, Luotian County, Huanggang City, Hubei Province. Xinhua News Agency
Speaking of Huanggang, many people will think of Huanggang Middle School, Huanggang Little Champion, Huanggang Composition...... It is said that there are many scholars here, but in fact, Huanggang also has a lot of food and beautiful scenery. Dongpo Chibi is famous for Su Shi's "Nian Nujiao Chibi Nostalgia", "Former Chibi Fu" and "Later Chibi Fu", Huanggang Qichun is Li Shizhen's hometown, where Chinese herbal medicine resources are abundant, known as "China's Aidu". Qi Chun since ancient times great sages gathered, talented people come out in large numbers, has been "flooded red stone, champion full of street tour" reputation, the town 500 meters long long street is called "Doctor Street".
Liupanshui (Guizhou)
Potential Index: 84.93
Liupanshui City, Guizhou, the "cool capital of China", with an average temperature of 19 degrees Celsius in summer, continues to welcome summer tourists visiting the world's highest bridge, the Beipanjiang Bridge, in summer. Xinhua News Agency
Liupanshui is known as the "cool capital of China", where there are not only the steep mountains and valleys such as the Beipanjiang Grand Canyon, but also the long and magnificent tenderness such as the Qiqi River, as well as three natural ski resorts with the lowest latitude in the world. With the cool advantage of an average summer temperature of 19 °C, the ecological advantage of 62% forest coverage, the whole industrial chain of "food, housing, transportation, travel, shopping and entertainment", as well as new business formats such as cultural tourism, health tourism, rural tourism, and night tourism, Liupanshui may become a popular choice for tourists in the summer season.
Yongzhou (Hunan)
Potential Index: 84.22
On December 19, tourists enjoyed the snow in the Wanhe Lake Scenic Area of Yangmingshan National Forest Park, Shuangpai County, Yongzhou City, Hunan Province. Xinhua News Agency
Yongzhou may be the world's earliest "Internet celebrity" check-in place, Liu Zongyuan, Ouyang Xiu, Lu You, Su Dongpo, Huang Tingjian, Mi Fu, Xu Xiake and other literati and ink writers of the past dynasties "crazy check-in" Yongzhou, can be called a millennium check-in resort. Yongzhou has beautiful scenery and many cultural and natural landscapes, compared with the Hunan Provincial Museum, which is hard to find, the historical relics preserved in Yongzhou can better represent the humanistic atmosphere of the source of Xiaoxiang. In recent years, relying on the brand of "National Historical and Cultural City" and rich cultural tourism resources, Yongzhou has created the brand of "Liu Zongyuan Cultural Tourism Festival and Lingling Night Banquet", and launched "Ten Nights" night cultural tourism and performing arts products such as night performances, night runs, night markets, night dances, night recitations, night food, and night shadows, so that tourists can stay, citizens can be happy, and consumption is popular.
Ningde (Fujian)
Potential index: 84.11
On the seashore of Huazhu Village, Sansha Town, Xiapu County, Ningde, Fujian Province, tourists are photographing the sunrise. Xinhua News Agency
Tourists relax at the "Shijian Sea" homestay in Dongbi Village, Sansha Town, Xiapu County. Xinhua News Agency
The winter scenery in the sea area of Sansha Town, Xiapu County, Ningde. Xinhua News Agency
Ningde tourism, the essence is in Xiapu. This is a county town famous for its photography, and a few photos have changed the fate of a city. As early as the beginning of the 21st century, it has become a paradise for photographers, and many photographers stay for three to five days in order to create satisfactory works, and many of their works have achieved good results in international photography competitions. Kasumigaura receives more than 10 times the number of tourists per year than the local population, and in 2022, the number of tourists received by Kasumigaura with a population of just over 500,000 reached 7.2 million. From the spontaneous power of the private sector to the strong support of the government, from the transformation of free services to business models, Xiapu has embarked on a path out of the circle. Xiapu has special fishing models and camera directors, who are familiar with the changes in weather and tides, and the Xiapu Cultural and Tourism Bureau has also issued a special "Xiapu Photography Guide", which is constantly being updated, because new photography spots are constantly being discovered.
Longnan (Jiangxi)
Potential index: 83.42
Aerial photography of Guanxi Xinwei in Guanxi Town, Longnan City, Ganzhou City, Jiangxi Province. Kansai Xinwei is the largest in the construction area, the most well-preserved, the most complete and the most representative Hakka dwelling in southern Gannan Hakka walled houses, known as the "ancient Roman castle of the East". IC picture
"The Hakka enclosure looks at Gannan, and the Gannan enclosure looks at Longnan. Longnan is known as the "capital of walled houses", and the "south gate" of Jiangxi is an ancient Hakka area with a history of more than 1,000 years, and there are 376 walled houses with their own characteristics in the territory. Behind the well-preserved walled houses, there are still too many Xi and skills related to walled houses and Hakka. In addition, Yangming culture is also related to Longnan. Here Wang Yangming pacified the bandits, promulgated the "Nangan Township Covenant" and other township rules and regulations, repaired the Confucian Temple, taught and lectured, and he also left a precious handwritten inscription, writing down the famous sentence of "it is easy to break the mountain and the thief is difficult to break the heart". Longnan is next to Guangdong, not too far from Shenzhen, and some netizens even call him "Shenzhen's Sixth Ring". Especially after the opening of the Ganzhou-Shenzhen high-speed railway, Longnan has become a necessary place for many people to go north and south.
Feature writing: Nandu reporter Xu Kun Xiao Yang