/PRZWT/December 18, 2024 Harbin - On the afternoon of December 15, the 26th Harbin Ice and Snow World Product Exhibition and Partner Signing Ceremony of "Ice and Snow Dream Asia Concentric" hosted by the Harbin Ice and Snow World joint stock company was grandly held in Harbin.
Heilongjiang Provincial Department of Culture and Tourism Party Secretary and Director He Jing, Harbin Municipal Bureau of Culture, Radio, Television and Tourism Party Secretary and Director Wang Hongxin, Harbin Madiel Cultural Tourism Investment Group Party Secretary and Chairperson Kong Qingbin, Harbin Madiel Cultural Tourism Investment Group Deputy Party Secretary and General Manager Zhou Wei, Harbin Ice and Snow World joint stock company Party Secretary and Chairperson Guo Hongwei and others attended the event.
At the meeting, Ice and Snow World announced a long-term strategic cooperation with Tencent Games, a cross-border co-creation partner, to provide tourists with a detailed and thoughtful full-play experience and promote the leap-forward development of the ice and snow industry through the game + cultural tourism approach. Gao Li, vice president of Tencent Interentertainment, said: "We believe that the continued cooperation with Ice and Snow World, the continuous exploration of cultural tourism innovation, and the in-depth combination of game experience and ice and snow cultural tourism will definitely bring better memories to the majority of tourists and players, and help the ice and snow culture continue to break through the circle."
Based on the successful experience of multiple linkage in previous years, this year, Tencent Games will once again upgrade cross-border cooperation to provide tourists with a richer cultural tourism experience during the ice and snow season. Tencent Games' product "Game for Peace" digitally implants the ice and snow world into the game, inviting players to cloud clock in online Ferris wheel, Century Clock and other digital scenes. Upgrade offline to create a Game for Peace theme area of over 3,000 square meters to provide an immersive interactive experience.
At the same time, "King of Glory" will create a theme area between the ice and snow world Ferris wheel and the ice and snow stage, bringing scenes such as giant Luban snow sculptures and frozen thrones, and inviting top influencers and ecological authors to create interesting content for cultural tourism, helping Harbin's winter ice and snow tourism to reach a new high.
Game x Cultural Travel: Three "New Directions" from "Online" to "Present"
At present, it has become urgent to make full use of digital, networked, and intelligent scientific and technological innovations to upgrade traditional tourism formats, innovate products and service methods, and promote the transformation of tourism from resource-driven to innovation-driven.
Tencent games have a variety of digital IPs that are deeply loved by young players, with digital assets as the core, characters, game scenes, game story backgrounds, etc., which can be further closely connected to all aspects of culture and tourism, further enrich the "new content" of cultural tourism products, build the "new scene" of cultural tourism digitalization, promote the "new consumption" of cultural tourism, and strongly promote the digital upgrade of cultural tourism, promote the high-quality development of cultural tourism, and effectively transform "online" into "present".
In the direction of "new content", game IP can be deeply integrated with urban attractions and local culture, and promoted online in the form of content that young people love.
On May 19, China Tourism Day, Tencent Games' "Glory of Kings", "Game for Peace", "Battle of Golden Shovel", "Love of Light and Night" and other game IPs, linked Guangdong, Zhejiang, Liaoning, Hebei, Inner Mongolia, Guizhou Six places innovatively with the theme of "Open China Tourism Day by way of games", successively released countdown relay content, fused tourism experience, intangible cultural heritage culture and game elements, and set off a refreshing cultural and tourism content heat, on the Douyin hot list.
In the "new scene" direction, the game IP injects its own digital content into the urban tourism scene, helping to modernize the image of the city destination and enrich the offline scene experience. Another "cross-border darling of cultural tourism" of Tencent Games, "The Battle of the Golden Shovel", sent the virtual image "Chubby Dragon" to famous offline landmarks in Shanghai, Chengdu, Wuhan and Changsha during the Spring Festival of 2024. The landing includes Huangpu Cultural Tourism Year of the Dragon Lucky Star Guide, Chinese New Year Lantern Festival, "If there is a dragon, there will be a spirit" wishing device, and distributing Chinese New Year gift packages, etc., to bring players around the world a playable Chinese New Year experience.
In the direction of "new consumption", game IP is deeply integrated with the urban tourism industry, creating new cultural and tourism products, and directly contributing to the development of the urban real economy. In 2024, Tencent's game digital ecosystem platform launched a year-round in-depth cooperation with Guangxi. On the important "March 3rd" traditional ethnic festival in Guangxi, the offline national style market was created through its product "Tianya Mingyue Knife mobile game" to help sell a number of local traditional national style handicrafts.
During the May Day holiday, Guangxi Cultural Tourism joined hands with "Game for Peace" to create a digital cultural tourism co-creation plan. The series of creative videos and interactive topics of "Peace Special Forces Travel to Guangxi" were on the Douyin Hot List, and a single popular video received over 100 million views. A total of 10 new summer cultural tourism routes were launched to stimulate tourism consumption. Then during the summer golden holiday from August to September, Guangxi Cultural Tourism invited Qi Sili, the game character of "Love of Light and Night", as a special recommendation officer to help the dissemination and promotion of cultural tourism resources and products such as "Zhuangjin" and "Hydrangea".
The new touchpoint of the game is an accelerator for the transformation of cultural tourism
In the past two years, the Ministry of Culture and Tourism has launched a series of measures to promote cultural and tourism consumption and promote industrial development, making "cultural and tourism fever" the norm. While promoting China's cultural and tourism industry to usher in an era of high-quality development, it has also put forward higher requirements for the cultural and tourism industry. First, the cultural and tourism industry needs to give full play to its unique advantages and undertake the important task of expanding domestic demand; second, as consumption upgrades and consumers present diverse consumption needs, the cultural and tourism industry needs to accelerate the rate of digital iteration and promote the continuous formation of new business formats of cultural and tourism.
According to the data of China Research Institute of Industry, by the end of 2023, the scale of China's digital cultural tourism market has exceeded 1 trillion yuan, accounting for more than 30% of the entire cultural tourism industry. This data fully shows that digital cultural tourism has become an important part of the cultural tourism industry and is showing a strong momentum of development. Looking at the game industry, the deep linkage between "Black Myth: Wukong" under Game Science and Shanxi Cultural Tourism, and the cooperation between "Yuan Shen" under miHoYo and Zhangjiajie Scenic Cultural Tourism show that games, as a "new touchpoint", are effectively "activating" the cycle of cultural tourism ecology.
It can be seen that the game industry is actively using rich IP assets to cooperate with the national cultural tourism industry to implement the digital content that young people love, to meet the diverse cultural tourism experience needs of consumers in the new era; and to provide full-link digital marketing capabilities to make up for the "marketing shortcomings" of traditional cultural tourism destinations, and to help cultural tourism products and services grow.
In the future, the game will continue to be guided by innovation and development, with the vision of people's better life needs, and explore more new possibilities for integration with tourism from the aspects of cultural popularization, rural tourism, and public services. It will provide new ideas and new directions for the integration of games and cultural tourism, and help traditional cultural tourism to accelerate the transformation and become a new growth pole for high-quality development that stimulates effective investment and expands industrial space.
