Guizhou joins with social media to promote tourism

The promotional campaign "Guizhou is worth it" is launched in Guiyang. [Photo provided to chinadaily.com.cn]

A promotional campaign called "Guizhou is worth it" co-hosted by Southwest China's Guizhou province and Douyin was launched in Guiyang on Aug 2.

As a popular short-video sharing platform and the Chinese version of TikTok, Douyin has cooperated with Guizhou to launch various online challenges in recent years.

These challenges have received widespread participation from internet influencers and netizens across the country. The topic "escape the summer heat and have a vacation in Guizhou" alone has been viewed over 4 billion times.

Chen Benrong, deputy head of the publicity department of the CPC Guizhou Provincial Committee, stated at the launch ceremony that Guizhou is a "province of parks" worth exploring, a "cultural archipelago" worth savoring, and a "development model" worthy of attention.

He hopes that through the "Guizhou is worth it" promotional campaign, the province can make full use of the Douyin platform and the power of internet influencers, mainstream media, and netizens to allow more people to discover, experience, and share what they believe is worth it in Guizhou. He believes this will help Guizhou become a world-class tourist destination.

Guizhou will coordinate provincial publicity, internet information, culture, and tourism resources and invite internet influencers and media outlets to make short videos about Guizhou's culture and tourism under the theme "Guizhou is worth it."

Guizhou also aims to cultivate a number of local cultural and tourism internet influencers and create the province's culture and tourism brand with the help of Douyin.

During the campaign, Guizhou will invite internet influencers to explore various destinations in the province and upload short videos on Douyin. Douyin's lifestyle influencers will be invited to organize in-person activities to visit Guizhou's markets, and an online promotional campaign featuring 100 artists will be launched.

On the same day, professors of journalism and communication, head of renowned multi-channel-network agencies, representatives from Douyin, representatives from provincial media outlets, and well-known internet influencers were invited to a forum and discussed how new media can contribute to the high-quality development of culture and tourism in Guizhou.