Chinese Tourism Industry Marketing: Heads of Tourism Bureaus Active in Short Videos

The tourism market is gradually returning to its former hot state. The tourism performance during this year's May Day holiday exceeded market expectations. According to data from the Ministry of Culture and Tourism, during the "May Day" holiday this year, there were a total of 274 million domestic tourist trips, a year-on-year increase of 70.83%, with domestic tourism revenue reaching 148.056 billion yuan, a year-on-year increase of 128.90%.

Since the beginning of the year, heads of various local culture and tourism bureaus have showcased their unique skills to attract more attention. Many "internet celebrity" bureau heads have become popular through short videos. However, behind the popularity, it may be more worthwhile for us to learn how to convert traffic into actual tourists.

Using various tactics to gain popularity on short-video platforms

Culture and Tourism Bureau Heads across China use various tactics to gain popularity on short-video platforms. Among them, cross-dressing videos have become a popular way to stand out. They showcase their creativity, content, and local features through the lens, displaying the unique scenic spots from different regions.

For instance, the Deputy Director of the Suqian District Culture and Tourism Bureau in Jiangsu Province dressed up as the Monkey King to promote his hometown, replicating scenes from a movie. The head of the Culture and Tourism Bureau in Tahe County, Heilongjiang Province, walked in a long skirt through the white birch forest to interpret the "master of the forest" and showcase the beautiful winter scenery of Tahe County. The head of the Cultural, Broadcasting, and Tourism Bureau in Daofu County, Ganzi Prefecture, Sichuan Province, played multiple roles, leading netizens to travel through time and space to experience various local attractions and appreciate the beauty of nature. Many other heads of Culture and Tourism Bureaus across China also successfully attract attention to their regions and occupy a place in the fierce competition for tourists.

Why are these "internet celebrity bureau heads" so popular?

Today, people's demand for diversified consumption is constantly increasing. In addition to popular tourist attractions, many niche and unique areas are also gaining popularity. This motivates the heads of Culture and Tourism Bureaus to promote their hometown's cultural and tourism resources vigorously.

We observe that most of these "internet celebrity bureau heads" who have become popular come from places with rich historical and cultural resources but not very high popularity. The profound historical heritage and unique local customs bring freshness to users, which is the first step to attracting user interest. Compared with travel bloggers, the heads of Culture and Tourism Bureaus are more familiar with local attractions, and their identity also represents professionalism and authority. The public naturally has a higher degree of trust in them. At the same time, the identity of the bureau head is also an innovative form of local image spokesperson, which enhances the communication effect.

For example, there are multiple topics related to Culture and Tourism Bureau heads on Douyin, with "Culture and Tourism Bureau Heads Talk about Culture and Tourism" reaching 310 million views, "Culture and Tourism Bureau Heads intense competition" surpassing 640 million views, and "Culture and Tourism Bureau Heads on Douyin" got 220 million views. These heads of Culture and Tourism Bureaus can frequently become popular and appear in hot searches due to hitting the user's interest points. Moreover, the content produced by the bureau heads is all related to tourism, an area that users are more concerned about. The scene-based video footage also creates a more immersive experience for users.

How much value do these "internet celebrity bureau heads" bring in terms of traffic and revenue?

The culture and tourism industry is in a stage of recovery and revitalization. Although the vast tourism market, the total number of tourists is relatively limited. The fact that the bureau heads have become popular shows that the competition among domestic tourism destinations is becoming increasingly severe. However, these bureau heads have indeed brought tangible benefits. After He Jiaolong from Xinjiang became popular, the local agricultural live-streaming sales reached 140 million yuan one year later, driving 2,830 people to have direct employment. In Ganzhou, where Liu Hong is located, during the Spring Festival holiday, a total of 456,600 tourists were received, achieving a tourism comprehensive income of 502.24 million yuan, an increase of 106.33% and 107.42% respectively, compared to the same period last year.

The development of tourism destinations is a systematic process in which promotion plays an important role. However, the basic service infrastructure also needs to be improved. The real travel experience of tourists is the driving force for sustainable development.

The emergence of short-video platforms has provided a new promotion channel for local culture and tourism. While the bureau heads are embracing the young audience with cross-dressing and blockbuster elements, they should also adapt to local conditions and better convert online traffic into offline customer flow.

Can overseas tourism brands also participate in this short video competition? Contact us and we will provide you with marketing suggestions that best align with the current status of the brand. At Chinatop Marketing, we understand that navigating the nuances of the Chinese market can be challenging. That's why we offer our extensive experience, industry insights, and a dedicated team that will work closely with you to ensure your success. From market research and strategic planning to creative content development and campaign execution, we are your trusted partner throughout the journey.