/ AsSOC/Guangzhou, August 19, 2022 -- The "Star City" Travelers' Conference opened in Changsha, Hunan Province, on August 18. Sponsored by Changsha Municipal Government and Ctrip Group, and organized by Changsha Municipal Culture and Tourism Broadcasting Bureau, Changsha Yuelu District People's Government and Shanghai Ctrip Business Co., LTD., the conference has attracted great figures in the cultural travel industry, experts, scholars and content creators from all walks of life.
The conference includes three series of contents: International Traveler's Content Creation Conference, TF Grand Traveler's Night and Traveler's Life Festival. It integrates the topics of cultural tourism content creation, cultural tourism trend and successful model of cultural tourism, and brings together the Internet celebrity elements such as market interaction, art display and atmosphere music to create a great cultural tourism event in Changsha in the summer.
< /b>At a time when human elements such as food, beautiful scenery and beautiful hotel are becoming more and more attractive to tourism, the IP shaping of urban cultural tourism has become an important proposition of domestic tourism. As the summer vacation is in full swing, the IP activity of the Travelers Conference has landed in Changsha, adding another fire to the popularity of Changsha tourism market.
The chapter on Promoting the Integrated Development of Culture and Tourism in the 14th Five-Year Plan for Cultural Development proposes that we should insist on shaping tourism through literature and promoting the integrated development of culture and tourism in a wider range, at a deeper level and at a higher level, so as to create a unique charm of Chinese culture tourism experience. The "Star Star City" Changsha TF Traveler Conference landed in Changsha, not only presenting a grand event of tourism, but also promoting the three-dimensional experiment of the integrated development of culture and tourism.
< /b>Sun Jie, CEO of Ctrip Group, said in an online speech that in recent years, Changsha is bound to become a popular tourist destination in every tourist window period, and listed Changsha's "road to becoming an Internet celebrity". Changsha is based on the history and culture, and the enthusiasm and tolerance to embrace change, play a variety of content grass IP, this tolerance and diversity let Changsha has a "fire" gene, and therefore leading the trend. In the eyes of Zhang Rungang, vice president and secretary-general of China Tourism Association, Changsha, an "Internet celebrity city" that has soared in popularity in recent years, has always maintained its popularity on the Internet with its wide appeal and spread. Looking forward to the future, the creation, incubation, upgrading and formation of large-scale industry of travel content will certainly become an important part of the development of cultural tourism in all regions.
In the keynote speech of the International Traveler Content Creation Conference, Shan Jixiang carried out online sharing on the topic of "the activation of cultural heritage assets". He said that Changsha is one of the first batch of historical and cultural cities announced by the state, which has been a model in the history of work. In the future, Changsha is expected to further transform cultural resources into advantages of cultural development and make cultural resources alive.
Dai Bin, president of China Tourism Academy, mentioned in a video speech entitled "New Changsha with Fashion Vitality and new driving force of international tourism" that Changsha is one of the representative cities with fireworks. It is imperative to vigorously build a big market of leisure consumption, cultivate new driving force of fashion vitality and build an international consumption and tourism center. It is expected that Changsha will build a new image of international tourism with a more inclusive and shared attitude.
Ding Xiaosheng, deputy director of the Digitization Institute of Dunhuang Academy and director of photography of the documentary "Dialogue between Mogao Grottoes and Angkor Wat", also delivered a video speech on the topic of "Cultural tourism Creation promotes the deep integration and high-quality development of cultural tourism in destinations", and Zhai Yujia, chief content officer of Ctrip Group, delivered a speech on the topic of "New Increase in Cultural Tourism Content Marketing under the normal situation of the epidemic".
Scholars from cultural and tourism enterprises and universities have also started discussions on topics such as "the way of investment under the integration of cultural and tourism" and "Enabling cultural and tourism with digital content". The site also specially invited four cultural travel content creators to share content creation, including Zhengzhou Song and Dance Theater director, Henan Satellite TV "Tang Palace Banquet", "Dragon Boat Festival Wonderful Night" and other programs chief creator Chen Lin, travel blogger An Jiu, professional traveler, backpacker Xiaopeng, etc.Traveler's Night As one of the most eye-catching links of the Traveler's Convention, Traveler's Night officially opened in the lively evening of Star City. In the evening, content creators from all over the country, MCN Agency, Ctrip Group content department heads, Ctrip Group Marketing Department heads jointly unveiled the annual list of content creators and agencies, and awarded Changsha's exclusive "Star City" honor in the special award session of Traveler's Night. Through the exploration and creation of the content, as well as the influence of the content on the cultural travel consumption, in the "experimental model" of Traveler's Night, more people have a more vivid cognition of Changsha tourism and the lifestyle of Star City.
According to Zhai Yujia, general manager of content platform of Ctrip Group, under the travel trends of fragmentation, short-distance and leisure, the content release of Ctrip community also presents three trends: smaller destinations, more diversified gameplay and increased local peripheral content. As can be seen from the data of the last half year, the gameplay terms also show obvious crowd effect, and the segmented content direction gets more users' attention. At the same time, in addition to contracted travelers and ordinary consumers, B-side merchants are also becoming the backbone of Ctrip's creators.
It is understood that Ctrip community is the mainstay of Ctrip to deeply cultivate content, create travel inspiration and seek consumption transformation. Online, Ctrip community operates through the combined force of UGC, PGC and BGC, as a trigger to provide strong content support for the regional tourism marketing, while offline, through word-of-mouth IP "TF Traveler Conference series", new IP "Ctrip Live NOW" and other activities, to provide consumers with more reasons for destinations "worth going" and "want to go". Explore new marketing and travel opportunities for the industry.
It is worth noting that Ctrip's new travel lifestyle brand "Ctrip Live NOW" carried out a heavy official publicity during the event, and the "Air Travel Music Carnival" initiated by "Ctrip Live NOW" will also debut in Changsha Huayi Brothers Film Town in the following two days.
Zhai Yujia said, "After 2021, music festivals and life festivals have grown rapidly everywhere; Although some activities have been delayed due to the impact of the epidemic, local livehouse and market activities have shown a significant growth trend. The travel mode of users is becoming more experiential, immersive, word-of-mouth and cross-boundary linkage. Based on this background, Ctrip community not only continues to incubate its own content IP, spread sound volume through the whole network, and inspire users to new travel inspiration; We will also cooperate with the world's leading content brands to bring new marketing choices, new brand exposure, new travel products, and new cultural travel consumption to destinations through the way of travel with literature and cultural travel integration, differentiated content marketing, and Ctrip's trading advantages."At the event site, principals of Ctrip's air tickets, train tickets, tickets, users, content platform products and Ctrip content creators also presented content marketing methods and IP marketing cases under the background of cultural and travel integration, such as air tickets "626 Hi Fei Festival", Flight Partner and other creative marketing. Continuous creative marketing of train tickets to 10 million + public account fans, interactive marketing IP of ticket linkage community around experience products such as art museum... With content as the line, travel consumption as the needle, in the era of big entertainment travel, leverage more rich industry value.
< /p>< /p>With the chorus of "Say the Starboarders", the Travellers' convention also came to a successful end. The conference not only allowed people to see the progress of Ctrip's continuous innovation and change in content, but also gave participants a close experience of the long-term potential of Changsha's cultural and travel consumption. Under the government-enterprise linkage mode, the two sides will further explore opportunities for cultural and tourism development, achieve comprehensive upgrading of cultural and tourism industry and enhance the international competitiveness of Changsha as a whole city.
