Core Insights - The article discusses how cities can enhance their visibility and attractiveness in the context of increasing online cultural and tourism consumption, highlighting the successful case of Zhenjiang's "Slow Enjoy Life, Come to Zhenjiang" live streaming project, which was recognized as an excellent case in the "Hot Event Communication" category for 2024-2025 [1][2] Group 1: Live Streaming Strategy - Zhenjiang's cultural tourism live streaming goes beyond mere scenic display by restructuring resource integration and communication pathways, transitioning from being "seen" to being "chosen" [1][4] - The operation logic of Zhenjiang's live streaming features a dual-account collaboration, with "Zhenjiang Travel" serving as a service platform and "Hi! Zhenjiang" focusing on content dissemination, creating a clear division of labor and mutual traffic flow [4][9] Group 2: Consumer Engagement - The live streaming approach emphasizes "real-time explanation + immediate consumption," allowing viewers to make quick decisions about their travel plans, thus transforming the viewing experience into an immediate purchasing scenario [7][9] - During the Suzhou Super League events, the live streaming team offered exclusive tourism discounts, effectively converting sports traffic into tourism revenue, as evidenced by viewer comments expressing interest in visiting Zhenjiang after the matches [7][9] Group 3: Cultural Promotion - "Hi! Zhenjiang" plays a crucial role in breaking cultural barriers by combining local specialties with products from competing cities, creating engaging content that fosters cultural connections [9][10] - Since the launch of the live streaming initiative on May 19, 2025, the two accounts have conducted nearly 100 live streams, achieving approximately 1.5 million total exposures and nearly 2 million likes, indicating a growing online tourism consumption channel [9][10] Group 4: Future Directions - The recognition as a provincial-level excellent case is seen as a milestone and a new starting point, with plans to optimize live streaming content and product offerings, transitioning from event-driven to regular operations [10]

Core Insights - The event "Changyouji - Qixi Special Live Broadcast" by China United Airlines on Douyin showcased Wenzhou's night tourism, intangible cultural heritage, and scenic beauty, attracting nationwide online participation [1][2] - The live broadcast featured immersive experiences, including local cuisine and cultural performances, enhancing audience engagement and promoting Wenzhou's diverse attractions [1][2] Group 1: Event Highlights - The first live broadcast focused on the Ouhai River night tour, presenting a four-dimensional experience of food, appreciation, travel, and entertainment [1] - Traditional Wenzhou snacks were highlighted, such as lantern cake and nine-layer cake, which not only appealed to viewers' appetites but also conveyed cultural significance [1] - The broadcast captured stunning night views of Wenzhou, with audience comments expressing admiration for the city's beauty [1] Group 2: Engagement and Promotions - The second day of the live broadcast shifted to the iconic Yandang Mountain, featuring the popular "Cliff Coffee" spot, blending natural scenery with leisure activities [2] - During the live stream, China United Airlines offered ticket benefits, further stimulating viewer interest and participation [2] - The initiative effectively reached a national audience, promoting Wenzhou's tourism economy and cultural heritage while supporting high-quality development in the cultural tourism industry [2]