Activate the Anhui spring cultural tourism market and polish the distinctive logo of Huifeng and Anhui rhyme. Since the beginning of March, the 2024 "Spring Tour Jianghuai Invites You" publicity and promotion activities hosted by the Anhui Provincial Department of Culture and Tourism have been hotly launched, launching a new scene of "Anhui Beauty" cultural tourism, exploring new ways to open up the market, and displaying the natural, ecological, humanistic and high-quality development of Jianghuai spring in a multi-voice, three-dimensional, and all-round way.
From resources to scenarios, new quality productivity empowers industrial upgrading
In the dreamy interactive scene, experience the gorgeous world that moves with people; During ......the "May Day" holiday, the Anhui Provincial Art Museum launched the "Dream of Red Mansions" Digital Art Exhibition, which constructs a world of "truth and falsehood, when false and true" through digital interactive installations and immersive light and shadow. Scientific and technological innovation has injected new quality productivity into cultural tourism, making traditional exhibitions "live", and there is an endless stream of visitors vying to experience it.
Anhui is not only the quintessence of China's famous mountains and rivers, but also the experience place of China's excellent traditional culture. How to transform the humanistic advantages of mountains and rivers into competitive advantages to promote the high-quality development of cultural tourism? The relevant person in charge of the Anhui Provincial Department of Culture and Tourism said: "Entering the era of mass tourism in an all-round way, tourism has become the rigid needs of the people and the standard configuration of a better life. We must focus on meeting the needs of the people for a better life, make full use of new quality productivity, promote the in-depth integration and development of culture and tourism, continuously develop new products, develop new formats, and create new scenes, so as to empower and improve the convenience, sense of the times, and immersion of the traditional cultural and tourism industry. ”
Scenario-driven innovation. During this year's "Spring Tour Jianghuai Invites You to Come" publicity and promotion activities, the province focused on the spring flower appreciation, local famous tea, seasonal dishes, boutique homestays, poetry culture, health preservation, local opera, research travel, cultural and creative products, self-driving tourism and other rich and colorful spring characteristic cultural tourism resources, to create spring flowers, spring tea, spring taste, spring sleep, spring song, spring raising, spring learning, spring market, spring song, spring travel and other "spring appointment" ten scenes, inviting tourists from all over the world to come to Anhui to view the scenery, taste culture, taste food, and enjoy the "Anhui beauty" journey.
Huaibei "Graffiti Bridge" band became popular on the Internet, driving Huaibei to become a popular check-in place for young people; The creativity of "copper coin" consumption in Tongling Yongquan Town has attracted countless eyes, attracting many tourists to experience the novelty; The "Wizard of Oz" in Xixi South of Huangshan has achieved a breakthrough, and the number of tourists received by the end of "May Day" has exceeded that of last year...... In Anhui in the spring, new scenes have successfully opened the "traffic password", continuously stimulating the vitality of the cultural tourism market and promoting the continuous heating up of the "beautiful economy".
West West of Huangshan, South of the River. Photo by Pan Cheng
From media to media, the "partner" model innovates marketing play
Collecting green energy and planting a sapling, Alipay's "Ant Forest" project has brought hundreds of millions of people to participate in low-carbon life. Can the online traffic of Ant Forest be turned into the attention traffic of Anhui Cultural Tourism? On March 20, the Anhui Provincial Department of Culture and Tourism and Alipay jointly launched the Ant Forest "Welcome Pine Skin" and "Spring Tour Jianghuai" and "Fish Play Huizhou" pendants. For more than a month, the exchange volume has reached 2 million orders, and typical Anhui cultural and tourism element symbols such as pink walls and tiles, Huizhou fish lamps and welcome pines have dressed up the ant forest space and become more deeply branded into people's hearts.
As a brand of spring tourism in our province, this year's "Spring Tour Jianghuai Invites You to Come" activity invites mainstream media to carry out wind collection and reporting, and at the same time, it is the first to open the "Spring Tour Jianghuai Partner" model. On the one hand, cities and counties will be mobilized to widely recruit local cultural and tourism enterprises to carry out online and offline interactive publicity and promotion; On the other hand, a number of well-known enterprise "partners" were selected to innovate and launch joint activities, which were widely recognized by the market and won the general popularity of tourists.
Tourists check in Ningguo City, Anhui South Sichuan-Tibet Line. Photo by Gao Peng
The first Sinopec Riders Festival was jointly held with Sinopec, and the "Spring Outing to Jianghuai" was promoted at the sub-venues of various provinces, autonomous regions and municipalities across the country, so that Anhui Cultural Tourism could "plant" riders across the country; Cooperate with the Internet celebrity milk tea Kawangka to launch the "Spring Outing Jianghuai" co-branded cup sets and cultural and creative postcards, decorate the theme store offline, and carry out prize check-ins and topic interaction online; Jointly with Xiaomi Technology to create a literary and fashionable "Spring Tour JAC" cultural and creative paper bag, inviting tourists to "pack" spring ...... This spring, the Anhui Provincial Department of Culture and Tourism planned to hold a series of down-to-earth characteristic activities, and the brand image of "Spring Tour Jianghuai" directly reached the masses, especially young people and other mainstream groups of cultural and tourism consumption.
"With the help of Anhui cultural tourism, enterprises can enhance their own image; With the help of enterprises, Anhui Cultural Tourism expands its brand voice. We strive to use more social resources as media resources to achieve the widest reach of Anhui cultural tourism. In the view of the person in charge of the relevant department of the Anhui Provincial Department of Culture and Tourism, it is a great leap from media marketing to media marketing. Enterprises aim at the Anhui market, Anhui aims at the national market, the market for the market, the source of customers for the source of customers, this is a win-win cooperation "two-way rush".
From closed-loop to out of the circle, online "traffic" drives offline "retention"
During the "May Day" holiday, Ctrip's platform released a report that the growth rate of hotel bookings in Hefei ranked first among provincial capitals in the country, which was surprising and exciting. From the "Sanhe Bright Moon Night" night tour in Sanhe Ancient Town to the "Meteor Music Carnival" in Sunac Park, the big event gave birth to a large flow in Hefei. In particular, the Hefei Electronic Music Festival, which gathers many international artists and global music lovers, has become popular on the whole network, with more than 450 million topic playbacks, attracting 957,000 people to check in to Luogang Park.
Hefei electric syllable. Photo by Wang Shibao
This spring, the topic of "Spring Outing to Jianghuai" is particularly hot. Videos such as "Take a Photo with Spring Flowers" are on the hot list; The Anhui Provincial Department of Culture and Tourism has linked up with Douyin, Weibo, Xiaohongshu and other platforms to launch the "Spring Tour to Jianghuai" creative promotion competition, of which the number of views of related topics on Douyin series has reached 1 billion...... From offline promotion of "positional warfare" to online creation of cultural tourism "traffic pool", the "Spring Tour Jianghuai Invites You to Come" activity is stepping out of the closed loop of "Anhui people visiting Anhui", and achieving a successful "out of the circle" for the national cultural tourism market.
Can online "traffic" drive offline "retention"? The numbers speak for themselves. During the Qingming holiday, the province received 20.282 million tourists and achieved tourism revenue of 11.52 billion yuan, an increase of 60.1% and 95.1% year-on-year respectively; During the May Day holiday, the province received 49.74 million tourists and achieved tourism revenue of 27.28 billion yuan, an increase of 4% and 13.8% year-on-year respectively, both of which hit a record high. In Anhui, in spring, the cultural tourism market is full of vitality and prosperity.
Nowadays, the cultural tourism industry has broken through the original category of "food, housing, transportation, travel, shopping and entertainment", and the full-factor and full-life cycle services are more suitable for the cultural tourism consumer market. The relevant person in charge of the Anhui Provincial Department of Culture and Tourism said: "We have adapted to market changes and launched the 'Everyone is a Welcome Song' volunteer service and 'partner' plan to promote the integration of 'cultural tourism +' and '+ cultural tourism' business formats, and drive the market to 'prosperity of all industries' with cultural tourism." ”
Source: Anhui Daily
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