Showcasing the tremendous development changes of Liangshan over the past 70 years since the founding of New China, and experiencing the rich local culture of this beautiful region. On November 10th, the 2019 Colorful Liangshan Tourism Promotion Conference was held at the Hilton Guangzhou Tianhe. It is reported that this event, themed "Glorious Seventy Years · Striving in a New Era," was hosted by the Liangshan Prefecture Bureau of Culture, Radio, Television and Tourism, and organized by Guangzhou Lvmind Technology Co., Ltd.
As a splendid tourism resource event rich in ethnic and regional characteristics, the activity aimed to present to the citizens of Guangzhou the vibrant folk customs, stunning natural landscapes, and the remarkable development achievements of Liangshan over the past 70 years since the founding of New China.
Rich cultural and tourism resources catch the eye
At the promotion conference, Peng Lian, Deputy Director of the Liangshan Prefecture Bureau of Culture, Radio, Television and Tourism, introduced the region’s cultural and tourism resources. Explore Xichang through seven dimensions—Xichang, with its pleasant climate, invites citizens of Guangzhou to experience the Fire Journey, Water Journey, Color Journey, Drama Journey, Food Journey, Shopping Journey, and Sports Journey.
(Peng Lian, Deputy Director of the Liangshan Prefecture Bureau of Culture, Radio, Television and Tourism, giving a live promotion)
As the largest fluorine hot spring in the southwest region, Kailidi La Hot Spring relies on Ningnan’s superior ecology, geothermal water, and tourism resources, complemented by distinctive sericulture culture, silk culture, and meditation culture. Known for being “ideal for travel, living, and wellness,” it has been included in the “National Preferred Tourism Destinations List.” At the promotion conference, Ningnan County invited citizens of Guangzhou to embark on a sunny wellness journey along the Southern Silk Road.
The Eastern Route: A heartwarming journey to the homeland of the Yi people; the Western Route: A mysterious exploration of Shangri-La; the Southern Route: A highland hot spring wellness journey; the Northern Route: A dream-seeking trip along the Ancient Tea Horse Road; the Central Route: A carefree adventure through a hidden sea of flowers. The introduction of premium tourism routes at the promotion conference offered more choices for travelers.
This Colorful Liangshan Tourism Promotion Conference attracted attention from several well-known domestic media outlets. “For those about to embark on a journey to Greater Liangshan, could you offer some preparatory advice and tips?” “It is understood that Liangshan currently has as many as 36 A-level scenic spots. Among so many tourist resorts, if you had to recommend 2–3, which would they be?” “The first ‘China Xichang · Greater Liangshan International Drama Festival’ will be held in Xichang. Could you introduce the details of this drama festival?” The staff provided detailed answers to the media’s questions.
To further promote Liangshan’s cultural and tourism resources, five media outlets—China.com.cn, Global Times Online, Guangming Net, Qianlong Net, and Phoenix Net—conducted exclusive interviews on Liangshan’s cultural and tourism offerings. In addition, the event attracted participation from over 20 media organizations, including Sohu, Tencent, Sina, NetEase, China News Service, China News Network, and Guangdong TV Southern Channel.
(Wu Qian, General Manager of Sichuan Kailidi La Co., Ltd., giving an on-site interview)
Representatives from Guangzhou tourism enterprises such as Tongcheng Travel, Lvmind Technology (the organizer), Yao Chufa, Yingke Travel, and Liangnonghui Technology Co., Ltd. attended the event.
The interactive activities on-site were full of highlights
The content of the promotion conference was rich and colorful, using temple fair interactions, traditional cultural performances, and other forms to promote Colorful Liangshan, presenting the region’s diverse folk culture in multiple dimensions and allowing attendees to deeply experience the rich local customs of Liangshan on-site.
The interactive scenes were divided into four exhibition areas: the Humanistic Sentiment Zone, the 70th Anniversary of the Founding of New China Zone, the Colorful Liangshan Zone, and the Targeted Poverty Alleviation Zone. These four zones collectively displayed Yi ethnic costumes, folk musical instruments, and other items, and also set up a photo exhibition area that visually showcased the tremendous development changes in Liangshan under the Party’s guidance. At the same time, the exhibition hall also featured special agricultural products from Greater Liangshan for visitors to purchase. In the interactive modules of the exhibition areas, vivid and lively interactions allowed tourists, media, and guests to experience the deep and unique ethnic culture of Liangshan.
In addition, the promotion conference site also invited well-known TV hosts and multiple key opinion leaders (KOLs) in the tourism industry to participate. Through popular short video app Douyin, live streaming and interactive sessions were conducted to promote Liangshan’s premium tourism resources, along with its uniquely ethnic culture, customs, and specialties, to a broader audience.
The hosting of the 2019 Colorful Liangshan Tourism Promotion Conference was not only a promotional event but also leveraged a new model of integrated development between “media and industry.” This created a positive interaction between the media’s communication advantages and the city’s high-quality cultural and tourism resources, further expanding Liangshan’s tourist source markets and promoting the development of its cultural tourism industry.
Text by Yuan Lei Photo by Yang Fei