掌握“快乐”密码！云南弥勒打造旅游品牌再突围

Core Insights - The city of Mile, located in Yunnan Province, has become an increasingly popular travel destination due to its comfortable climate, beautiful ecological environment, and diverse travel experiences [1][3] - The city has launched a new tourism brand, "Happy Mile," aiming to enhance visitor experiences and attract more tourists [7][8] Tourism Development - During the 14th Five-Year Plan period, Mile's tourism industry transitioned from "leisure sightseeing" to "residential vacation," receiving a total of 72.84 million visitors and generating 81.836 billion yuan in tourism revenue [5] - By 2025, the city aims to host over 500,000 residential tourists, with consumption exceeding 6 billion yuan, establishing the tourism sector as a significant contributor to local wealth [5] Brand Strategy - To avoid homogenization in tourism, Mile is focusing on brand development, emphasizing the emotional aspect of travel with the slogan "One arrives in Mile and feels happy" [8] - A tourism brand construction mobilization conference was held in September 2025, with the city government registering all tourism-related trademarks and copyrights for free use by local businesses [8][11] Marketing and Promotion - The brand was first showcased at the 2025 China International Tourism Trade Fair, receiving widespread attention and featuring the release of the "Happy Mile Song" music video [11] - Social media has seen an influx of visitors using the "One arrives in Mile and feels happy" tag to share their experiences, indicating effective brand penetration [11] Future Directions - The city plans to focus on enhancing the experience, recognition, and capacity of its attractions, aiming to create a differentiated tourism product system [12] - There is an emphasis on developing high-quality health and wellness tourism, aligning with rural revitalization and new urbanization efforts, positioning Mile as a new benchmark for tourism in Yunnan [12]