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In order to avoid crowds and not be a tourist "special forces soldier", this generation of workers began to look for and rush to treasure towns where they can "remove from work" and heal their body and mind and relax to their heart's content during the few holidays.

Tianshui Malatang is all over the screen, Zibo barbecue is "re-roasted", Anji's "village coffee" has become popular and has made people "intoxicated" by wearing flowers in Quanzhou, and Yanji's streets are full of "Korean princesses"... Behind the rise of small cities, all of them are inseparable from the active participation of cultural and tourism departments of each city, which deeply explore and promote local tourism resources, and use their unique charm and advantages to "show their magical powers" to help workers "de-work".

These popular treasure towns have also discovered new ways to activate the economy. Young people are becoming more rational in their consumption and are more willing to "pay" for things that are worth it. This has also brought new ideas and provided new growth points for promoting the economic development of small towns.

01

In the content era, cultural tourism marketing needs to show "real skills"

Since when, the new media accounts of the cultural and tourism departments have become the most popular "Internet celebrity bloggers" on the Internet.

When the TV series "Rose Story" was a big hit, "ex-husband brother" Lin Gengxin's words "Who is in Beijing?" triggered a miraculous turn of tourism promotion in various places; just after the Paris Olympics, local cultural tourism official blogs competed to "arrange" itineraries for badminton player Wang Chang who wanted to use the holiday to travel, and forced Wu Peng, the silver medalist in the men's speed climbing final, to "climb" on their own lines...

In short, wherever there is a lively place, there will definitely be official cultural and tourism museums from various places.

Earlier, the directors of cultural and tourism bureaus in various places were also the "leaders" in promoting their own tourism. They appeared in live broadcasts, shot short videos, and tried their best to get netizens to stop scrolling and take a look at their own "hidden in the boudoir" innate tourist attractions that were beautiful and fun.

However, as more and more cultural and tourism editors master the "skills" of online traffic diversion, the promotion of fancy activities has become more and more "competitive". The communication effect of relying solely on the director to interact, create funny content, and establish funny personalities has been greatly reduced. And whether the promotion strategy of only using funny things to attract the attention of netizens can really divert traffic and really bring online "melon-eating" netizens offline has become a problem that all cultural and tourism departments have to seriously think about and review.

If you carefully observe the online communication and promotion content of culture and tourism in some provinces and cities, you can also see an increasingly obvious trend. In the "lively" content that seems to be a fancy way of attracting traffic, the presentation forms are becoming more diverse and professional, and the targeting is becoming more prominent and focused.

If you want to attract someone, you should focus on the core goal and amplify the most differentiated content such as the most regional landscape attractions, local culture, folk experiences, etc. as much as possible, so that people who see the content can be more accurately "planted" and have more reasons and motivation to go offline to experience the actual travel and become real tourists.

Moreover, this form of promotion is more effective in promoting small cities.

Taking Xiaohongshu as an example, data shows that since July, the search volume for the keyword #被虑的宝藏小城# on Xiaohongshu has increased by 2790% month-on-month. The number of related notes on the discovery and recommendation of "treasure towns" on the platform has also increased significantly, including high-quality content actively output by local cultural and tourism officials.

The key words in these notes, from "off-duty feeling" and "relaxation" to "reverse travel" and "unpopular treasures", all hit those workers who don't want to squeeze in and out of the crowd and just want to find a small town to "lie down and relax" quietly during the few holidays.

How urgent is their desire? According to another statistic released by Xiaohongshu, the notes related to the treasure town on the platform have received 33.7 million likes so far this year.

It is precisely based on the insight into this trend that Xiaohongshu officially planned and launched a "Top 100 Treasure Towns Selection Campaign" in early July. From the three dimensions of "no class atmosphere", "burping" and "Chinese style", the popular and popular small towns in the notes were sorted out and integrated, and a variety of online and offline activities were jointly planned with some local cultural and tourism departments that actively participated in it.

On the one hand, it allows young people who want to "go to the Ban area" to have more fun and experience the "Ban area" more thoroughly. On the other hand, it also provides new publicity highlights for those small cities that have attracted attention, so that they can promote their own tourism in a more down-to-earth and precise manner.

02

Digging deep into the treasure town's "N kinds" of ways to open

Recently, after enthusiastic recommendations from bloggers, the list of "Top 100 Treasure Cities" on Xiaohongshu has been officially announced. It includes 38 small cities where you can enjoy sightseeing and relax, 29 small cities where you can enjoy delicious food and have a good burp, and 33 small cities with traditional Chinese style where you can learn about history and culture.

If you use this list as a travel guide, you won’t have to worry about any future vacations when you want to “lie down”.

One thing worth noting is that in this wave of city tourism promotion, the change in mentality of local cultural and tourism departments is also obvious. Not only is the participation more active, but the copywriting and interactive response style are also more down-to-earth and lively, which makes netizens say that the operation rights of the official account must have been won by the "post-00s".

It is understood that during the selection of the "Top 100 Treasure Towns", the series of activities planned by Xiaohongshu received strong cooperation and support from official cultural and tourism departments in various places.

For example, in Quzhou, where the "Workers' Bus to Banwei" is headed, the local director of the Cultural and Tourism Bureau went straight to a braised food store and told netizens how delicious Quzhou duck heads are from his own first-hand perspective by trying braised duck products. He also called on girls struggling in the workplace to come to Quzhou on weekends when they don't have to go to work to eat delicious food, visit beautiful scenery, and "get rid of Banwei".

There is also the director of the Culture and Tourism Bureau in Yili, Xinjiang, who knows how difficult it is for most workers to go to Xinjiang to experience the vast world, majestic mountains and rivers, huge lakes, and breathe fresh air freely without a long vacation. So he personally went to pack fresh oxygen from Yili for the workers and gave it as gifts to netizens across the country who were destined to receive it, so that they can get a little spiritual comfort when they cannot set off.

Of course, this is also an invitation. We hope that young people who want to "get rid of the class atmosphere" will definitely come to Yili to play during their holidays.

In addition, Yuncheng, Wuyishan, Leshan and other cities have also joined the call, bringing out the experience that best represents the characteristics of the city and local culture to promote and invite young people to play. In order to increase the attraction, local cultural tourism is not soft-hearted in giving gifts and peripherals, from local specialties to special cultural creations, from stinky mandarin fish to Laoyou noodles and potato chips, the main point is that whether online or offline, as long as you participate, it is not in vain, and you have the opportunity to leave with gifts and smiles.

It can be seen that the "roll" of cultural tourism has been upgraded. It is no longer just a formal eye-catching, but a real way to dig deep and immerse in the tourism scenes and special experiences of one's own city, giving netizens a reason why they must travel here. The role that can be played is not limited to the current event, but can be used as a long-term precipitation of high-quality content to bring a longer-tail drainage effect to city marketing.

Of course, telling young people who want to "go to the workplace" why they come is only one step for each city's cultural tourism industry to take on traffic and take on "wealth". The more important thing is to work hard on the experience and make the publicity and experience "genuine". What kind of slow travel do young people who want to "go to the workplace" desire? What kind of in-depth experience can make them relax and heal their souls, and they are willing to pay for the experience and spend money.

Young tourists gained happiness and satisfaction, and the small town found a new way to activate the economy. Only in this way can we truly maximize professionalism and value from the dual perspectives of marketing promotion and traffic conversion.

03

The treasure town aims at the "sea of ​​stars" of cultural tourism +

Judging from the general trend of tourism market development, the phenomenon of downward consumption has become increasingly obvious. This year, the Spring Festival and May Day are important holidays.The active performance of county tourism data has impressed the industry and even become an important support point for promoting the recovery of the tourism market.

Digging deeper into the reasons behind this, whether it is the changes in the market structure brought about by consumption stratification or the new opportunities brought about by urban transformation-driven economic structural adjustment, the importance of further upgrading the urban cultural and tourism industry in order to achieve greater development has become apparent.

Zeng Bowei, acting president of the Leisure and Vacation Branch of the China Tourism Association and director of the China Tourism Economics and Policy Research Center of Beijing Union University, once shared a set of data. If divided from the perspective of commercial appeal and real estate developers, there are only four first-tier cities in my country, namely the well-known Beijing, Shanghai, Guangzhou and Shenzhen; there are 15 new first-tier cities, most of which are provincial capitals or economically active coastal cities; the remaining second-tier cities are 70, and the third, fourth and fifth-tier cities are 70, 90 and 128 respectively.

This also means that the economic development of small cities is closely related to the well-being of the general public. He also mentioned that the development of small towns, which account for the majority, is sandwiched between large cities and rural areas. They have neither the spontaneous market aggregation and resource allocation advantages of large cities, nor the acquired support from government policies and unremitting efforts to revitalize and develop rural areas. They lack attention and importance.

In recent years, small cities that have become popular due to tourism, such as Zibo, Harbin, Tianshui, Quanzhou, Yanji, etc., have indeed given more cities the opportunity to be seen and paid attention to.Tourism can be an important tool to awaken the vitality of small towns and help cities create a "new business card" and showcase a new image.

However, it should also be noted that as more and more small cities realize that tourism can activate new vitality in the city and become a new incision for economic development, how to position themselves, how to tap into differentiated advantages, how to do marketing, and how to upgrade projects and experiences are also new challenges that they have to face.

In particular, some cities that have unexpectedly become popular often have problems with the level of urban infrastructure, insufficient accommodation and catering reception capacity, and uneven quality of service personnel and service management levels that are closely related to the tourist experience. If these problems are not better prepared and solved in advance, whether the traffic can be received, how long it can be prosperous, and how long the driving effect on the economy can be maintained are all problems that need to be faced.

But it also means thatThe in-depth exploration and development of small town tourism is a new window full of opportunities and unlimited possibilities. For cities that are positioned here, as well as new media channels such as Xiaohongshu, which can use platform mechanisms and user characteristics to gain insights into new trends, provide new clues, help small cities find their correct positioning, and assist in marketing and traffic diversion, these are new opportunities that can be seized.

Wenlv has previously paid attention to the fact that Xiaohongshu has made many major moves to help explore and promote the cultural and tourism characteristics of cities. For example, it launched the "New City Business Card Plan", which can help cities that want to renew their image find the possibility of becoming "red" in terms of traffic, algorithms, products, etc., wait for the opportunity to go viral and achieve "long-term popularity".

And if Xiaohongshu can precisely integrate such insights into the new demands of young people with destination marketing and promotion, and make tourism promotion more targeted, this model can work. For more small cities with unique tourism resources that want to stand out and wait for opportunities, although they may not necessarily gain "astonishing" traffic from phenomenal phenomena and explosive growth, they can still achieve the goal of becoming popular at a specific stage and among a specific group of people, and continuously increasing exposure and visibility.

The continuous hot spots can also make tourism a real engine to continuously promote the development of the city's economy, and gradually embark on a path of differentiated cultural tourism development that conforms to its own characteristics. This will also be a path that is more in line with the long-term development goals of small cities.