Since this year, @Visit Jiangsu, the overseas social media account of Jiangsu Provincial Department of Culture and Tourism, has maintained a leading position in the ranking of the international communication index of provincial cultural and tourism new media. The Culture and Tourism Industry Index Lab released the June 2023 Report on the International Communication Index of Provincial Cultural and Tourism New Media, in which Jiangsu ranked first in the comprehensive communication index, with Twitter communication index and overseas video platform indexes being the number one in the country. How does @Visit Jiangsu "gain popularity" globally? Let's reveal the "secret" of the province.
Focusing on the World's Intangible Cultural Heritage, Releasing Hot Videos
Since the "Chinese Traditional Tea Making Techniques and Related Customs" were inscribed on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity, @Visit Jiangsu has continued to promote Jiangsu's tea culture and related product lines. Among them, the original video "Tea and the World – Suzhou Charm Collection" was shown at the UNESCO headquarters, comprehensively displaying the traditional Chinese tea-making techniques such as Dongting Biluochun-making techniques, Nanjing Yuhua tea-making techniques, and Yangzhou Fuchun tea and pastries making techniques, and immersing the audience in Jiangsu’s profound history and culture as well as its unique urban character.
Shooting Themed Videos to Explore the Cultural Heritages of Jiangsu
Using tea culture as the keywords, @ Visit Jiangsu released a series of "Charm of Jiangsu" short videos on YouTube and TikTok, the two mainstream video platforms, with the themes of beautiful scenery, beautiful culture, beautiful cuisine, beautiful life and beautiful discovery, including "Colorful Jiangsu", "All the Way until the Sea Becomes Blue", and "Friends of Water Charm - Behind the Scenes" etc. Through the "see people, see things, see life" approach, the "Charm of Jiangsu" brand image of culture and tourism is comprehensively and multifacetedly displayed to promote Jiangsu’s new culture and tourism products and new routes, and to further extend the reach and influence of Chinese civilization and Jiangsu culture, and to tell engagingly the stories of Jiangsu, China.
Disseminating Traditional Culture and Displaying Oriental Charm
As one of the world's four major ancient civilizations and a country with the largest intangible cultural heritage in the world, China's long history and cultural legacy have a strong attraction to tourists worldwide. Jiangsu, as one of China's cultural treasure vaults, is protecting and developing its profound cultural heritages in its innovative and unique way. So far this year, @Visit Jiangsu has attracted a large number of overseas fans on the five major oversea social media platforms of Facebook, Instagram, Twitter, YouTube, and TikTok through a variety of creative contents such as video, graphics, and animation, covering nearly 100 countries and regions around the world.
Designing Interactive Topics to Attract Young Audiences
Interactivity is @Visit Jiangsu's secret weapon. In the first half of the year, more than 6 interesting games like Puzzles, Mazes, Matching Games, and Find the Differences were released. It uses fun and entertaining online interaction as a means to stimulate overseas audience's interest in and attention to Jiangsu's cultural heritages, and set off a wave of enthusiasm for the protection of Jiangsu's cultural treasures.
For every cultural tourism brand, there is a guarantee in the "traditional culture" to impress overseas tourists.
Strengthening Interaction and Attracting Traffic, Expanding Overseas Circle of Friends
In order to build the promotion network of Jiangsu, @Visit Jiangsu interacts with Zhang Heqing, the Cultural Counselor of the Embassy of the People's Republic of China in the Islamic Republic of Pakistan and Director of Pakistan Chinese Cultural Center, CGTN, JSBCI and other influential overseas mass media, as well as the well-operated official media of culture and tourism departments in China, to produce a synergistic effect.
Next, @Visit Jiangsu will continue to dig deeper into the interest and form of presentation preferred by overseas audiences, carry out further promotion, and keep increasing the dialog between "Charm of Jiangsu" and the world, to bring more influence and publicity to the "Charm of Jiangsu" cultural tourism brand, and to promote the cultural tourism brand to a broader stage, and better help Jiangsu with building a powerful cultural pioneer region and an important tourist destination in the world.