The First Global Cultural and Tourism Creators Conference Concludes Successfully！Henan’s Cultural Tourism Embarks on a New Journey
If 2019 was a year of harvest, then one of its heaviest fruits must have come from cultural tourism creation in our hometown, Henan. On November 2, after nearly six months of collaborative creation, the First Global Cultural and Tourism Creators Conference (hereinafter referred to as the “Conference”) drew to a close at the Xinyang Baihua Voice Grand Theater.
Dai Baihua, Vice Governor and Party Group Member of the Henan Provincial Government; Qiao Xinjiang, Deputy Director of the Henan Provincial People's Congress Standing Committee and Secretary of the Xinyang Municipal Committee; Zhang Manru, Deputy Minister of the Publicity Department of the Henan Provincial Committee; Guo Yansong, Director of the Henan Internet Information Office; Jiang Jiding, Director of the Henan Provincial Department of Culture and Tourism; Shang Chaoyang, Deputy Secretary and Mayor of the Xinyang Municipal Committee; Zhang Fuping, Vice President and Chief Editor of ByteDance; and Tu Qing, General Manager of Ocean Engine National Direct Sales Company, were among the leaders and guests attending the closing ceremony.
Themed “Returning from Afar, Hometown Henan Shines Even Brighter,” the closing ceremony echoed the overarching theme of the Conference: “Starting from Home, to See a Bigger World.” With “home” evoking emotional resonance among creators, it encouraged them to observe and document Henan through a broader and more unique perspective—uncovering the rich natural resources and simple folkways of the Taihang, Funiu, and Dabie Mountains, delving into the profound historical culture of the birthplace of Chinese civilization, and spreading even more outstanding stories of Henan and the spirit of the Central Plains.
The results of the Conference were impressive, with Henan’s cultural tourism achieving an online total dissemination volume exceeding57.3100 million
During the First Global Cultural and Tourism Creators Conference, over 1,000 cultural tourism influencers from Today’s Headlines and Douyin participated in six large-scale creative field trips, while more than 7,000 local creators took part in new media training sessions.
As of October 26, the total number of works related to Henan’s cultural tourism on Today’s Headlines reached 232,000, a 76% increase compared to the same period last year. On Douyin short videos, the total number of Henan cultural tourism works reached 2.157 million, a 241% increase year-on-year, with a total of 110 million likes, up 181% from the previous year. The total official topic views on Today’s Headlines surpassed 450 million, while the total play count of official topics on Douyin exceeded 5.28 billion. The overall online dissemination volume of Henan cultural tourism content has exceeded 5.73 billion.
Xinyang and Jiyuan became the first wave of popular cities in Hometown Henan, thanks to sustained high levels of creative exposure by netizens. From May to October, the play count of Douyin videos about General Xushiyou’s Former Residence increased by 7009.43% year-on-year, Xizhou Forest Park videos by 2633.98%, and Jigong Mountain Scenic Area videos by 1215.63%. Meanwhile, Jiyuan’s Xiaolangdi, Wangwushan, and Wulongkou also became popular check-in destinations.
Henan’s red tourism and rural tourism saw a significant boost in attention on Douyin. Interest in red tourism sites was 54 times higher than the same period last year, and the number of check-in videos for Henan rural homestays was 4.7 times greater.
The audience for “Hometown Henan” is getting younger. During the cultural tourism conference, the most frequently used keywords by netizens to describe Henan were “encounter,” “check-in,” and “internet celebrity.” Data from Douyin’s National Day report showed that among users nationwide, Henan residents were the most active in creating Douyin content.
Outstanding works are unveiled, with Adventure Lei Tanzhang and Fantasy Masterjapaulranking at the top
Collaborative creations are a key indicator reflecting and measuring the outcomes of co-creation. After screening by the Conference Organizing Committee, 33 high-quality works stood out from the图文 (articles/images), videos, and Douyin short videos related to “Hometown Henan Cultural Tourism” produced on Today’s Headlines and Douyin platforms during the Conference, becoming the finest collaborative achievements that best represent the cultural tourism landscape of Hometown Henan.
Recipients of the “Hometown Henan” Silver Cup Award
Among图文 (article/image) works, “China Photography Image” won the Gold Cup for their piece “On Henan’s Over 800-Meter Jigong Mountain, There Are Over 200 Villas from More Than 20 Countries,” while “Carrying My Daughter to Travel” earned a Silver Cup for “Asia’s Largest Artificial Lake, Providing Enough Water for 100 Million Chinese, Hidden in a Small County in Henan’s Mountainous Region,” and “Travel Photography Master” received a Silver Cup for “The Waters of the Yellow River Become Gentle Upon Meeting It, Like Meeting a Beloved.”
Gold Cup Winner for “Hometown Henan”
In long video works, “Adventure Lei Tanzhang” won the Gold Cup with his cinematic-style piece “The Adventurer Who Has Traveled the World Skips the Mysterious Fengmen Village in Henan and Explores This Mysterious Canyon Instead!” Fantasy Master japaul claimed the “Short Video Category Gold Cup” with 13 outstanding travel vlogs totaling 56.68 million plays and 4.32 million likes. Ke Jiaoshou, who focuses on Henan’s rural culture, received the “Short Video Category Silver Cup.”
A strong collaborative atmosphere emerged,20with 20 “Outstanding Individuals in Spreading Hometown Henan” honored
Outstanding Contributing Units and Excellent Organizing Units for “Hometown Henan”
During the First Global Cultural and Tourism Creators Conference, local government departments attached great importance, establishing working groups, setting detailed promotional goals for each phase, and requiring all Party and government departments, townships, enterprises, and scenic area staff to actively participate in cultural tourism creation. From top to bottom and inside out, a collaborative atmosphere was fostered. The Conference Organizing Committee thus awarded Xinyang City the title of “Special Contributing Unit for Hometown Henan,” Jiyuan City as the “Outstanding Contributing Unit for Hometown Henan,” and nine organizations including the Luoshixian Bureau of Culture, Radio, Television, and Tourism as “Excellent Organizing Units for Hometown Henan.”
Xinyang City Awarded “Special Contributing Unit for Hometown Henan”
Twenty local creators from Xinyang, Linzhou, Huixian, Bo’ai, Jiyuan, Lushi, Luanchuan, Songxian, Lushan, Nanzhao, and Xichuan—including Nie Pin—were honored as “Outstanding Individuals in Spreading Hometown Henan.” They actively participated in the Conference’s collaborative efforts, continuously producing outstanding works, and each had fan accounts with over 10,000 followers.
Video: “Tribute to Every Creator”
In interviews for the video “Tribute to Every Creator,” Lei Ming, operator of the Douyin account “Xichuan Special Police,” expressed his desire to showcase the daily work and life of his fellow unsung heroes, spreading positive energy. Zhang Jinlin from the Lushan Bureau of Culture, Radio, Television, and Tourism shared that a fan who had left her hometown over 20 years ago said, after seeing her work, that she missed home very much and hoped to return.
A Diverse and Flourishing Scene – Hometown Henan’s Cultural Elements Shine as the Biggest Highlight
To further promote the cultural identity of Hometown Henan and infuse the soul of Henan’s creations through “culture-driven tourism,” the evening gala featured artistic performances representing the highest level of Henan’s culture and arts, delivering a sumptuous cultural feast to the audience.
Shaolin Kung Fu Performance
The Puyang Acrobatics show "Advancing into the Dabie Mountains," which blends red culture with acrobatic artistry; the powerful and dynamic Shaolin Kung Fu performance "Shaolin Martial Soul"; the musical performance "Tai Chi" that perfectly fuses ink painting aesthetics with ancient bianzhong music; beloved classic segments of Yu Opera such as "Hua Mulan," "Chaoyanggou," and "Mu Guiying Takes Command"; and the 400-year-old Xinyang Huatiao Dance "Huai River Huatiao Sentiment"—together present a grand symphony of Henan culture where the ancient and modern intertwine, and heritage meets innovation.
Acrobatics "Advancing into the Dabie Mountains"
Yu Opera "Who Says Women Are Inferior to Men?"
In the outdoor section, the non-heritage specialty food exhibition area attracted the attention of numerous creators. The intangible cultural heritage tea-making techniques of Xinyang Maojian, Luoshan Shadow Puppetry, Huaibin Clay Whistle, Xinyang Paper-cutting, and Leaf Carving showcased the profound cultural heritage of Xinyang, known for its “Yue charm and Chu elegance.”
Xinyang Maojian Display
Non-heritage specialties from 10 major sub-venues—including Xichuan Soft-seed Pomegranates, Luanchuan Hubao, Songxian Artemisia Juice, Bo’ai Bamboo Ware, Linzhou Taihang Sisters’ Handmade Cloth Shoes, Jiyuan Gourd Pyrography, Lushi Woodblock New Year Prints, Nanzhao Handwoven Carpets, Lushan Silk Weaving Techniques, and Huixian Gong Inkstones—“traveled” from the deep mountains to the eyes of creators. While audiences engaged in deep experiences and tastings, these items also inspired secondary creative interpretations and sharing.
Xichuan Soft-seed Pomegranate
Nanzhao Specialty Steamed Bun
Xinyang Huaibin Clay Whistle
The First Global Cultural Tourism Creators Conference was jointly organized by the Cyberspace Administration of Henan Province and the Department of Culture and Tourism of Henan Province, and hosted by the People’s Government of Xinyang City and Beijing ByteDance Technology Co., Ltd. It was co-organized by the People’s Governments of Jiyuan City, Song County, Luanchuan County, Lushan County, Linzhou City, Huixian City, Bo’ai County, Lushi County, Xichuan County, and Nanzhao County.
Although the conference has concluded successfully, the cultural tourism co-creation of our hometown Henan has only just begun. We look forward to more creators using their pens and lenses to document more of the “profound and splendid” hometown Henan.