Online and offline linkage promotion to promote tourism to accelerate "restart"

In the context of the emergence of the epidemic prevention and control situation and the orderly recovery of the tourism industry, the Ministry of Culture and Tourism recently launched the "Beautiful China · Beautiful Life" in 2022 domestic tourism promotion activities (hereinafter referred to as "domestic tourism promotion activities"). On the way of online and offline, further broaden the audience, rich content and forms, better guides and promote the recovery and development of tourism consumption, actively create a good tourism to resume the development of social atmosphere, and enhance the confidence of tourism enterprises and industry.

Once the domestic tourism promotion activity is started, it has caused active response to localities. The top level promotes tourism publicity and online and offline linkage. Grab.

Coinciding with the active response at the time

The new round of domestic tourism promotion activities coincides with the key period of "restarting" the development of tourism industry in various places. The Ministry of Culture and Tourism linkages all places, online and offline, highlighting key areas and important nodes, and using urban tourism and leisure circles as a "basic disk" for promoting the development of tourism restoration; Strive to form a long -lasting publicity situation and obtain active recognition and support in the industry.

As the director of the Shandong Provincial Tourism Promotion Center, Chi Yu, said, since May, the prevention and control situation of the epidemic in various places has faced the situation, and the tourism market has a significant recovery. Summer is a peak season for traditional tourism consumption. Market demand is strong. At this time, it is of great significance to start domestic tourism promotion activities. Through large -scale centralized publicity and promotion, to create a strong summer atmosphere, it can further stimulate the enthusiasm of the masses, accelerate the recovery of the tourism market and the economic recovery; , Hotels, travel agencies, cultural exhibition venues, specialty cultural tourism stores and other cultural tourism markets have the mainstay drainage drainage to enhance the confidence of the cultural tourism industry; emphasize the supply of cultural tourism products with time nodes, which can strengthen the timeliness of publicity and promotion. Grasp the traffic dividend in hot spots.

It is worth noting that under the prevention and control of the normalization epidemic, new changes in the demand for mass tourism have undergone. Several tourists interviewed by this newspaper said that they still did not plan to go far in the near future. For example, the citizen of Urumqi said: "The epidemic occurs from time to time in local areas, so we try to get out of far away as much as possible, for fear of special circumstances in the middle." Changchun citizen citizens Liang Li said: "Compared with the past, now they are more inclined to travel destinations with short itinerary and large personal space."

This domestic tourism promotion activity pays attention to the heating trend of "locals traveling local", and uses urban tourism and leisure circles as a "basic disk" for promoting the development of tourism restoration. In this regard, Zhao Daming, secretary of the party group and director of Jilin Cultural Radio, Television and Tourism Bureau, said that the event focused on the new changes in mass tourism, which met the needs of the public and met the market trend. Taking the urban tourism and leisure circle as the "basic disk" of promoting the development of tourism recovery, on the one hand, it meets the demand for mass consumption, better meet the summer market, and promotes the orderly development of leisure vacations, cool summer, and parent -child research. The needs of construction, through the form of innovative publicity and promotion, further enhance the popularity and reputation of urban tourism brands.

Li Yimeng, the editor -in -chief of Sina Weibo Travel Channel, one of the main participants in this event, also believes that with the gradual alleviating of the epidemic conditions in various places, people of people who have been traveling for a long time have become increasingly intense and the needs of tourism travel. At the same time, in the context of the normalization epidemic prevention and control, the radius of travel is shortened, and the "gameplay" of urban tourism has become a field that has attracted much attention from the industry.

Online effort to cultivate top flow

A new round of domestic tourism promotion activities focuses on the advantages of online platforms, relying on online platforms to carry out the special promotion activities of "Urban Patrol" and "Following Seasonal Tour China", in order to seize the opportunity for the influence of the online demand growth, guide the public to participate rationally. Tourism consumption, create a positive and healthy tourism consumption atmosphere.

During this event, the Weibo platform will launch a special promotion activity of "Urban Patrol". The event continued from June to the end of the year. By linking the tourism industry blue V, tourism and orange V and ordinary users in various fields, they jointly focused on exploring the new model of "tourism+" cross -border integration to help build a new attraction of urban tourism.

According to Li Yimeng, during this event, Weibo will fully mobilize various resources: focusing on the "100+" tourism field and cross -domain large V, and unlocking the city's characteristic gameplay in various parts of the country; linkage "100+" and cities in various provinces and cities and cities Tourism departments, scenic spots, hotels, OTA, media and other blue V to share the city's characteristic travel experience; strong exposure resources such as hot search, Weibo discovery page hotspot window, and accurate traffic promotion resources such as Fan Connect And the amount of discussion; design gameplay in stages, invite experts who are in different cities to start the "cross -city Lianmai" special broadcast live broadcast, creatively planning the 12 -hour gameplay of the city, invite experts to release the 12 -hour view of the sunrise, noon explore shops, noon shops, and noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops, noon shops. The city experience of different times such as the beauty of the dusk and the night market unlocks the different gameplay and wonderfulness of the city's all -weather.

During this event, Douyin will launch a special promotion activity of "Following the Season". The person in charge of the Douyin event said that in the context of the normalization of the epidemic, "cloud tourism" has become a big exit for netizens to relieve emotions. With the prevalence of the epidemic prevention and control, the number of cultural tourism videos has increased significantly, and the travel demand accumulated by users is expected to be further released.

According to reports, during the special promotion activities of "Following the Season", Douyin intends to use the "1+X" mode for rolling planning. "1" is an open event, "X" is several special activities or regional activities Essence Earlier, in the spring, Douyin had planned the "Douyin Spring Light" activity, and the accumulated exposure of more than 10 billion times. The upcoming "Douyin's Hearts" event, Douyin will also link the platform experts and cultural tourism departments in various places to launch topics in a targeted manner to promote the recovery of the cultural travel industry. According to reports, Douyin also launched a special support plan for the "Guide Come" to open the Douyin account for the willing and qualified tour guide to add more professional explanations to users, such as "Hangzhou Xiaohei Zhu Ming" and " There are more than 10 million fans in Putuo Mountain.

Fully spread exhibition connection to the ground

In addition to the rich and wonderful online activities, this round of domestic tourism promotion activities will also be launched offline. The cultural and tourism industry in various places will seize the opportunity of tourism recovery, increase publicity and promotion, further enhance the confidence of public tourism consumption, help the industry to recover develop.

According to reports, taking the opportunity of domestic tourism promotion activities, Xinjiang Uygur Autonomous Region will continue to promote the business of "Xinjiang people traveling Xinjiang", "local people traveling hometown" and "attracting customers into Xinjiang" business. Strengthen publicity and promotion, and release Xinjiang cultural tourism products advertisements on platforms such as airports, subways, high -speed rail stations, and CCTV; rely on regional collaboration mechanisms to increase resource sharing, customer source delivery and other fields; The city holds a promotion meeting, and links the provinces and cities of Xinjiang to implement the "attracting customers into Xinjiang" business.

"In the second half of the year, Jilin City should be based on the promotion of advantageous products such as summer and leisure, fog and snow and snow, grasp the two consumption growth points of the summer and snow season, deeply cultivate high -quality festivals, jointly professional OTA platforms, develop special cultural and creative products, rely on comprehensive smart tourism tourism Platform, based on the creation of online celebrity cities, open up a new pattern of publicity and promotion. "Zhao Daming introduced.

In the second half of the year, the Shandong Tourism Promotion Center will deeply grasp the goal of "walking in front, opening a new bureau", tap the excellent Qilu cultural connotation, and continue to strengthen the planning of tourism promotion and promotion: First, continue to deeply cultivate high -quality theme products to develop and promote, promote promotion The "Goodke Shandong" tourism brand upgrade and product system construction, set up Shandong product display platforms in key OTAs in China; second, it is planned to hold a new media promotion activity of "Meet the Sea along the Yellow River" in June and 2022 Hosive Shandong Tourist Gook Activities The third is to continue to promote the integration of the "hospitable Shandong" brand with cultural and creative, non -heritage, rural revitalization and other integration, carry out the "Holy -hospitable Shandong" joint cultural and creative and tourism product selection and development work, and drive cultural tourism shopping consumption. (Member of the interview team: Li Zhigang Liu Yuping Pu Yu Wang Sichao: Li Zhigang; Editor: Song Yuqiu)

Original title: "Online and offline linkage promotion to promote the acceleration of tourism" restarting " -" Beautiful China · Beautiful Life "2022 Domestic Tourism Promotion Activities Open" "

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