Core Viewpoint - The article discusses how Jiangsu and Hebei provinces have successfully utilized social media strategies to enhance their cultural tourism visibility, marking a shift from traditional official promotion to a more participatory and creative approach by the public [1][2][4]. Group 1: Jiangsu's Strategy - Jiangsu has transformed the "Su Chao" sports event into a phenomenon by integrating it with cultural tourism, creating a platform for city interaction and broad public engagement [2][5]. - The event serves as a medium to connect various sectors such as culture, tourism, and consumption, turning the competitive arena into a stage for cultural expression [2][5]. Group 2: Hebei's Approach - Hebei's slogan "So close, so beautiful, weekend in Hebei" has gained viral popularity, showcasing the power of a simple phrase to generate widespread engagement and participation [3][9]. - The slogan's success is attributed to its humorous contrast with physical distance, prompting users to creatively engage with the campaign across global landmarks [3][9]. Group 3: New Communication Dynamics - The success of both provinces highlights a new trend in tourism promotion where the focus shifts from traditional tourist attractions to social media interactions and user-generated content [4][5]. - The official entities in both provinces have adopted a supportive role, allowing grassroots creativity to flourish, which has led to increased public participation and enthusiasm [5][11]. Group 4: Future Challenges - As the tourism peak season approaches, the challenge lies in converting online engagement into real-world tourism experiences, ensuring that promotional efforts are backed by adequate infrastructure and services [11]. - The article emphasizes the need for a balance between catchy slogans and tangible offerings, as genuine tourist experiences are crucial for sustaining interest and economic benefits [11].

Core Insights - The slogan "So close, so beautiful, weekend to Hebei" has gained significant attention and visibility, becoming a cultural phenomenon in recent years [1][3] - In 2023, Hebei's tourism industry achieved record-breaking results, receiving 844 million domestic tourists and generating over 1 trillion yuan in revenue [3][4] - The slogan effectively targets the growing middle-class demographic in China, catering to their desire for short, convenient travel options [6][10] Marketing Strategy - The slogan aligns with the trend of "light travel," which emphasizes short trips that do not disrupt the workweek, making it appealing to busy professionals [6][10] - Hebei's marketing strategy focuses on a specific target audience—residents of Beijing and Tianjin—leveraging their proximity to attract visitors [10][11] - The campaign utilized a saturation advertising approach, ensuring high-frequency exposure across various platforms, including high-speed train stations and social media [14][16] Social Media Engagement - Hebei's tourism department actively engages with social media trends, collaborating with popular influencers and utilizing viral marketing techniques to enhance visibility [17][18] - The campaign has led to a significant increase in social media followers and engagement, showcasing the effectiveness of their marketing tactics [18][20] - The slogan has inspired widespread user-generated content (UGC), transforming it into a cultural symbol and encouraging public participation in its promotion [24][29] Lessons for the Industry - The success of the slogan highlights the importance of user-oriented marketing, focusing on the actual needs and preferences of the target audience rather than self-promotion [32][33] - Embracing a relatable and informal tone in marketing communications can enhance connection with younger demographics, making the brand more approachable [33][34] - The phenomenon demonstrates that grassroots engagement and UGC can be more impactful than traditional advertising methods, emphasizing the value of community involvement in brand promotion [33][34]

Core Viewpoint - The article discusses the unique and aggressive marketing strategy employed by Hebei's tourism sector, which has gained significant attention through the catchy slogan "So close, so beautiful, come to Hebei on weekends" and its widespread promotion by locals both online and offline [1][93]. Group 1: Marketing Strategy - Hebei's tourism marketing has become a phenomenon, with locals promoting the slogan globally, creating a sense of urgency and curiosity about the province [6][10]. - The slogan has been adopted in various locations, including high-speed train stations and international settings, showcasing the reach of Hebei's promotional efforts [12][21]. - The campaign has led to a notable increase in tourism metrics, with a 14% rise in flight bookings and a 193% increase in ticket orders compared to the previous year during the Dragon Boat Festival [93]. Group 2: Cultural Impact - The article highlights the cultural pride of Hebei residents, who actively promote their home province, even in foreign countries, creating a sense of community and identity [22][36]. - Hebei's tourism campaign has sparked a broader conversation about regional identity and competition, with other provinces attempting to capitalize on the trend by launching their own slogans [94][96]. - The campaign reflects Hebei's rich historical and cultural background, emphasizing its significance beyond just tourism [92][78]. Group 3: Tourism Attractions - Hebei boasts numerous attractions, including 12 national 5A-level scenic spots, which are often overshadowed by more famous tourist destinations [80][87]. - The province is home to unique cultural landmarks and experiences, such as the "Hogwarts of Hebei" and various replicas of international landmarks, which contribute to its appeal [50][61]. - The article suggests that Hebei's diverse offerings make it a compelling destination for both domestic and international tourists, challenging preconceived notions about the province [92][78].