“这么近那么美” ， 河北文旅的出圈之道

Core Viewpoint - The "So Close, So Beautiful, Weekend in Hebei" campaign has successfully transformed Hebei's tourism landscape, leveraging its geographical advantages and innovative marketing strategies to attract visitors, particularly from the Beijing-Tianjin-Hebei region [1][2][4]. Group 1: Marketing Strategies - The campaign emphasizes Hebei's proximity to major urban centers, appealing to urban consumers' desire for accessible travel options [2][3]. - Innovative policies such as "One Code for Fun in Beijing-Tianjin-Hebei" and incentives for tourism-related transportation have significantly boosted local tourism, with over 116 million free highway passes issued in 2024, generating over 50 billion yuan in tourism consumption [2][4]. - The use of social media and real-time engagement has enhanced the marketing impact, with Hebei's official account gaining 400,000 followers in just two days [3][4]. Group 2: Tourism Growth Metrics - In 2024, Hebei received 1.08 billion visitors from outside the province, with total tourism expenditure reaching 76.73 billion yuan [4]. - During the recent "May Day" holiday, visitor numbers increased by over 10% year-on-year, with external visitors accounting for over 30% of total traffic [3][4]. - The province's hotel bookings surged by 14% during the Dragon Boat Festival, with ticket sales for attractions like the "Only Dream of Red Mansions" theme park increasing by 150% [4]. Group 3: Challenges and Sustainability - The rapid influx of tourists raises concerns about sustainability and the potential for a "bubble" effect, where initial success may not translate into long-term visitor retention [6][7]. - The industry faces risks of cultural dilution and over-reliance on viral marketing strategies, which may undermine deeper cultural engagement and sustainable growth [7][8]. - Experts suggest that leveraging technology and enhancing visitor experiences through dynamic participation can help convert transient visitors into repeat customers, ensuring long-term viability for the tourism sector [9].