The 2015 "Hangzhou Ambassadors Global Journey," launched in March, reaches its climax today. The globally selected Chinese and American Hangzhou Ambassadors — the Capaldi family from the United States, media influencer Mr. Michael Shubic, and the Zhou Zhen family and media influencer Mr. Zhang Hailong from Hangzhou, China — will officially carry the blessings of the people of Hangzhou starting August 1. They will begin an extraordinary 24-day journey across 3 continents, 7 countries, and 10 cities. An official from the Hangzhou Tourism Commission told reporters that the "Hangzhou Ambassadors Global Journey" is not just a round-the-world trip. It will continue the spirit of the Silk Road and spread Hangzhou culture. This is also an innovative overseas promotional activity for Hangzhou tourism aligned with the national strategy of the Belt and Road Initiative, and a practical example of government-enterprise collaboration in tourism marketing going global.
At the launch ceremony, an official from the Hangzhou Tourism Commission presented the appointment letter of "Hangzhou Ambassador" to the Capaldi family, a musical family from California, USA, and awarded the title of media influencer for the Global Journey to Mr. Michael Shubic, founder of the American professional travel blog MikesRoadTrip.com. The organizers also presented the "Global Journey" flag to the team, marking the official departure of the Hangzhou Ambassadors Global Journey, which has been meticulously prepared for nearly a year.
At the launch ceremony, an official from the Hangzhou Tourism Commission awarded the appointment letter of "Hangzhou Ambassador" to the Capaldi family from California, USA, and appointed Mr. Michael Shubic, founder of the American professional travel blog MikesRoadTrip.com, as a media influencer for the Global Journey. The event organizers also presented the "Global Journey" flag to the departing team, signaling the official start of the Hangzhou Ambassadors Global Journey, which has been in careful preparation for nearly a year.
At the launch ceremony, the Zhou Zhen family, media influencers Shubic and Zhang Hailong shared their new impressions of beautiful Hangzhou and their plans for being good ambassadors. The Capaldi family even sang a song they specially composed for Hangzhou, radiating charm. Media and business representatives, along with citizens of Hangzhou, saw off the "Hangzhou Ambassadors" on their one-month global journey. The "Ambassadors" will participate in themed promotional activities planned by the Tourism Commission in 10 cities, play a positive role in "tourism diplomacy," make friends around the world, and attract more foreigners to pay attention to and fall in love with Hangzhou.
Both online and offline, domestically and internationally, this is a major move in the global marketing of Hangzhou tourism
To further leverage overseas social platforms for marketing and enhance Hangzhou’s visibility both at home and abroad, the Tourism Commission began planning a new round of global new media event marketing in June last year. By the end of 2014, considering domestic and international environments, Hangzhou’s characteristics, and market trends, the "2015 Hangzhou Ambassadors Global Journey" was developed as a new media marketing theme event. Tightly aligned with the national Belt and Road strategy and the annual tourism theme of "Beautiful China – the Silk Road," the event pushes Hangzhou’s tourism marketing to broader fields and higher levels.
The U.S. market has always been a key focus for inbound tourism to Hangzhou. In recent years, American tourists have consistently ranked first among European and American visitors. The "Global Journey" focuses on the U.S. market while extending its promotional reach to Western Europe and Australasia. Two Chinese and two American families, along with two media influencers, were selected globally to serve as "Hangzhou Ambassadors" to promote the city. The campaign runs from May to August, divided into four phases: global selection, Hangzhou experience, global travel, and joyful sharing. During this time, the "Ambassadors" will gather in Hangzhou and, after a week of experiences and training, officially embark on their global journey.
The journey lasts one month, covering some cities along the Belt and Road, traversing 3 continents, 7 countries, and 10 cities. The "Hangzhou Ambassadors" will make friends in each destination while taking on the role of promoting the image of Hangzhou. The entire trip will be documented through photos, text, and videos, with real-time interaction with netizens worldwide via platforms such as Facebook, Twitter, and YouTube. After the journey, the Tourism Commission will select media outlets to share a retrospective of the entire event.
Open to the world, through layers of selection — this is a reality-show-style global marketing campaign for Hangzhou tourism
In May 2015, the domestic and international selection process for the "Hangzhou Ambassadors" was launched. Through online registration, quizzes, offline auditions, and public voting, the winning ambassador families were chosen from over a hundred Chinese and foreign applicants. They include the Zhou Zhen family — a Hangzhou taxi driver and member of the Municipal Political Consultative Conference — and the Capaldi family from California, USA, as well as two media influencers: Zhang Hailong, a reporter for the Hangzhou Daily, and Michael Shubic, a contributor to American travel media.
The selected "Hangzhou Ambassadors" and media influencers started a week-long cultural experience tour in Hangzhou on July 23 and will officially begin the "Hangzhou Ambassadors Global Journey" on August 1. Following the theme "Starting from Hangzhou, Making Friends with the World," they will promote Hangzhou tourism in 7 countries and 10 cities along the way. In just two months since the launch, the official Hangzhou Tourism Facebook account has surpassed 100,000 followers. Following the "In Search of the Modern Marco Polo" campaign, Hangzhou tourism's overseas marketing has opened a new chapter.
Eight days, multiple experiences — this is a comprehensive ambassadorial journey to experience Hangzhou
"This is my first time coming to China, and it is a great honor to be a Hangzhou Ambassador. I am also very willing to be an envoy of public diplomacy and friendship. After arriving in Hangzhou, I felt that the world is one big family, where everyone is the same. In Hangzhou, there are no foreigners, only family and friends. I feel more like we are family," said the Capaldi family from the United States after concluding their one-week cultural experience tour.
This week of experiences included: the official gathering of the Chinese and American Hangzhou Ambassadors in Hangzhou, starting with local cuisine and Southern Song Dynasty ceramic culture to gain a full understanding of Hangzhou; experiencing daily life in Hangzhou and exploring traditional Chinese medicine wellness culture, where the Ambassadors made friends with locals, learned about the daily lives of Hangzhou residents and the wonders of Chinese medicine, and experienced the city’s classic charm; a World Heritage tour, experiencing Hangzhou’s two UNESCO sites — West Lake and the Grand Canal — and learning about heritage culture and water town features, as well as life philosophies of happiness from the locals; a Southeast Buddhist Kingdom tour, experiencing the tranquility and Zen of Hangzhou through the morning bells and evening drums of Lingyin Temple and the tea-and-Zen culture of Yongfu Temple; a Tea and Silk Culture tour, learning about Hangzhou’s tea and silk traditions and the city’s important ties to the Silk Road; and a Xixi Wetland experience, immersing in Hangzhou’s slow-paced lifestyle and green culture; and the Global Journey launch ceremony, final preparations for the trip, and the beginning of the important mission to promote Hangzhou.
Seven countries, ten cities — this is a global journey that turns beautiful Hangzhou into a worldwide aspiration
After a week of immersive cultural experiences in Hangzhou and the "2015 Hangzhou Ambassadors Launch Ceremony," the "Hangzhou Ambassadors" will officially begin their global journey on August 1. Starting from Hangzhou, after fully experiencing the city’s cultural landmarks and urban life, they will carry elements and brand resources of Hangzhou to explore the ancient Silk Road, travel through Europe to the United States, and along the way promote Hangzhou, spread joy, make friends, and take on the responsibility of promoting the city’s image.
The journey lasts one month, covering some cities along the Belt and Road, traversing 3 continents, 7 countries, and 10 cities: Hangzhou and Dunhuang in China, Athens, Mykonos, and Santorini in Greece, Dubrovnik in Croatia, Venice in Italy, Geneva in Switzerland, Paris in France, and Boston and New York in the United States.
In Dunhuang, they will spread Hangzhou’s sense of happiness into the desert, experience the cooperative development philosophy promoted by the Belt and Road Initiative, and recreate the prosperity of the ancient Silk Road. In Athens, they will reinterpret mythology between the two regions, bringing Hangzhou legends such as that of the White Snake Lady to the city. On Mykonos and Santorini, they will embody the spirit of the Maritime Silk Road, enjoying the peaceful joy brought by the romantic seas. In Dubrovnik, they will learn why it is called the "Pearl of the Sea Cliff" and compare it with West Lake, also known as a "Pearl." In Venice, they will take a gondola ride to experience the beauty of the Venetian water town and compare it with Hangzhou’s own water town charm, highlighting the latter’s beauty.
At Lake Geneva, they will meet with the local tourism board to serve as a bridge between the area and Hangzhou. In Paris, they will experience the city’s artistic and trendy vibe, share the joy of art, go on a picnic, promote Hangzhou’s specialty teas, and showcase the city’s relaxed culture. In Boston, they will engage in joyful intellectual exchanges with top university students, compare the education systems of both places, and promote Hangzhou’s approach to happiness. In New York, they will collaborate with volunteer organizations to promote urban greening, echoing Hangzhou’s green city philosophy, thereby promoting the city. Through this global journey, they aim to attract more foreigners to pay attention to and fall in love with Hangzhou.