On October 13, the 2nd Changsha Tourism Development Conference was convened in Liuyang City, Changsha. As an important part of the 2nd Changsha Tourism Development Conference, the 2023 Changsha Cultural Tourism, Leisure and Consumption Festival was held simultaneously. The Festival was jointly organized by Changsha Municipal Bureau of Culture, Tourism, Radio and Television, Liuyang Municipal Bureau of Culture, Tourism, Radio, Television and Sports, and Trip.com Group. The activities included Trendy Fair, Changsha Custom Live Streaming, and City Walk, providing locals and visitors with a fascinating place to go shopping, taste delicious food, enjoy fireworks show, have leisure and entertainment, and go out with the family.
"Fair + festival" gives new momentum to urban cultural tourism consumption
It is reported that the Trendy Fair at the Festival was held at Liuyang Sky Theater on October 13, presenting a cultural tourism feast with Changsha characteristics to locals and visitors. Themed "Happy Changsha, Fireworks-illuminated Liuyang, the one-day Trendy Fair featured interactions, camping on a starry night, and band performances, combined with Intangible Cultural Heritage IP elements. The event aimed to create a new development model integrating cultural tourism, consumption, fair, and performances, contributing to the establishment of Changsha as an emerging consumption destination for the night economy. Carried out in a government-led and market-oriented manner, the event tried to engage local hotels, scenic spots, and other cultural tourism enterprises and promote the coordinated development and consumption upgrade of various cultural tourism sectors in Changsha.
Unlike conventional fair activities, this Trendy Fair featured creative cultural products, delicate food, intangible cultural heritage, attractive gifts, and many other appealing, visually stunning, and enjoyable intangible cultural heritage items from 9 counties and cities of Changsha, creating a unique shopping and entertainment experience. Besides, it put on wonderful performances and special products from Gonggar County in Shannan City, Tibet Autonomous Region, which is supported by Changsha City, as well as Tongdao County in Huaihua City, which is supported by Liuyang City. Walking into the Fair, you could not only appreciate the specialties and unique xylophone performances from Gonggar, but also enjoy the folk and pop music performed by local bands. In the audio-visual feast where the sound of an ancient zither blended with pop music, you could experience the charm of classic intangible cultural heritage such as Changsha shadow puppetry, creative cultural products, Hunan embroidery crafts, various traditional pastries, and ceramic firing techniques. You could also try out creative and interactive elements such as the photo booth featuring "Fireworks-illuminated Liuyang" and photo-taking area filled with Changsha dialect.
Focusing on cultural creatives, food, and family activities, the Trendy Fair was divided into five travel spaces: the "Trendy Fair Space" display area, the "Family Fun Space" leisure area, the "Specialty Food Space" tasting area, the "Summer Night Camping Space" experience area, and the "Summer Night Art Space" music area. The Fair perfectly combined trendy activities, intangible cultural heritage, and leisure, offering locals and visitors a visual and auditory feast and an enjoyable experience in autumn.
"Live streaming + brand" focuses on cultural tourism elements to engage audience
During the Festival, a Ctrip.com live streaming room was set up on site. The live streaming was hosted by popular Ctrip hosts, Cheng Zi and Xiao An. Products such as tickets for popular Changsha attractions, boutique hotels, and tourist routes were offered. The boutique hotels started at a 20% discount, with a maximum reduction of 400 yuan. With the ultra-low discount and multiple gifts, the value-added benefits provided tourists planning to travel off-peak after the festival with a variety of affordable and high-quality cultural tourism products.
While promoting Changsha's cultural tourism products during the live streaming, the two hosts also got the audience immersed in the stunning scenes of Liuyang's "a river of poetry and painting, a city of fireworks." This allowed viewers to feel the charm of Hunan culture from "Happy Changsha" and "Fireworks-illuminated Liuyang." At the same time, the live streaming room also gave away 40 spots for the 2023 Liuyang Creative Fireworks Display event through a lucky draw.
This live streaming event, as one of the important parts of the Festival, formed a new integrated marketing model together with the Trendy Fair at the Festival. It offered a brand new experience for the locals and visitors by integrating online appreciation + one-click order placement + offline experience. This live streaming witnessed a large viewership, active engagement, and rich cultural elements, producing a significant effect. It promoted cultural tourism consumption through the integration of culture and tourism, creating a new consumption trend, and boosting Changsha's cultural tourism.
"Immersion + social interaction" unlocks a new strategy for cultural tourism marketing
It's worth mentioning that during the Festival, several travel influencers with millions of followers across various platforms were invited to participate in the three-day and two-night City Walk program in Changsha. This was aimed at exploring and uncovering the diverse attractions and highlights of Changsha's culture and leisure from a fresh and professional perspective.
As an extended event of the Festival, the Changsha City Walk program was designed to explore new trends in the tourism industry under the "Travel + Social Interaction" scenario. By providing immersive tourism content, it aimed to create travel routes and activities that meet the personalized travel needs of young people. It integrated popular photo spots, city landmarks, unique commercial districts, and other urban elements. A route was specifically designed for Changsha—"Daoguanchong Intangible Cultural Heritage Village - Daweishan National Forest Park - Baogai Temple - Hunan Museum - Huangxing Road Pedestrian Street - Yuelu Mountain - Yuelu Academy". The influencers spent three days and two nights on the walk, immersing themselves in the local charm of Changsha and experiencing its diverse appeal.
During the event, a campaign topic, #ChangshaCityWalk, was launched on the Ctrip travel photography platform. This strategy aimed to leverage the influence of travel experts to attract Internet users' attention and encourage their participation in the event， ultimately creating a complete chain of KOL (Key Opinion Leaders) experiences - user interest generation - user travel. From brand exhibition to interest generation, the high-quality content provided by travel experts attracted traffic. This, combined with multi-channel promotion and brand exposure on both Ctrip.com and other platforms, has effectively increased the cultural tourism brand awareness, reputation, and consumption in Changsha.
This year, Changsha's cultural tourism has continuously generated "new products", and the constant flow of people in Changsha has become the norm. The enduring popularity of Changsha is due to the continuous expansion of the cultural tourism industry, the strengthening of cultural tourism consumption, and the deepening integration of culture and tourism services. The 2023 Changsha Cultural Tourism and Leisure Consumption Festival focused on capturing the trends and currents of mass and regional tourism. With the joint efforts of the government and enterprises, it aimed to fully leverage the driving force of the cultural tourism industry, continuously stimulate cultural tourism consumption, and actively give "new momentum" to the development of Changsha as a world-renowned travel destination.
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