Henan Tourism Innovates to Unite Online Promotion Forces
High-Temperature Subsidy “Code” Delivered – Henan Travel Group in Action
This weekend, at popular scenic spots such as Shaolin Temple, Longmen Grottoes, and Yuntai Mountain, visitors from around the world were deeply captivated by a remarkable scene—groups of young people wearing white T-shirts emblazoned with large QR codes, moving through the crowds, specifically to deliver “high-temperature subsidies” to tourists visiting Henan and to the hard-working staff on the front lines of the scenic areas—a bottle of summer-cooling mineral water expressing the heartfelt sentiment of their hometown, Henan. These young people all come from a spontaneous organization called the “Henan Travel Group.” The event was warmly welcomed by visitors, reaching over 2.2 million netizens on Sina Weibo during the campaign and gaining nearly a thousand new followers on WeChat.
Jiaozuo Station – Yuntai Mountain Event Site
According to reporters, the “Henan Travel Group” is a grassroots promotional organization spontaneously formed by netizens who love Henan and actively promote its tourism. Its mission is to promote the brand “Spiritual Hometown, Hometown Henan” and showcase Henan’s rich tourism resources. The group has received strong support from the Henan Provincial Tourism Administration and has become a highlight in the administration’s new media promotional efforts. Core members are mostly netizens who have been actively involved in Henan tourism online promotion campaigns and interactions, and were later invited to join this fun and vibrant online community.
Zhengzhou – Shaolin Temple Event Site
Currently, the “Henan Travel Group” has over 100 members, most of whom are originally from Henan. They include civil servants, teachers, journalists, corporate professionals, students, and farmers. The group maintains close interaction with the Henan Provincial Tourism Administration’s new media team, and every member voluntarily shares and introduces all kinds of information about Henan tourism. As “fellow Henan natives,” they contribute their own efforts to promoting Henan tourism.
Luoyang – Longmen Grottoes Event Site
The “High-Temperature Subsidy Delivered via QR Code” campaign has been successfully held multiple times over the past year by the Henan Travel Group, truly bringing Henan tourism promotion work from online to offline, and transforming official direct promotion into word-of-mouth among the general public.
At the event site, reporters observed Henan Travel Group members tirelessly purchasing hundreds of bottles of mineral water from the city to offer cool refreshment and sweetness to visitors. At the same time, they encouraged tourists to scan the QR codes on their shirts, inviting them to follow the Henan Provincial Tourism Administration’s official WeChat account. They also enthusiastically answered questions and promoted the tourism resources of their hometown, Henan. Perhaps moved by their warmth and thoughtfulness, many tourists began interacting on Weibo and WeChat right there on the spot.
Zhengzhou Station – Happy Photo of Tourists with Henan Travel Group Members
A Henan Travel Group member said in an interview: “With Henan experiencing severe drought recently, it feels very satisfying to be able to do my small part in offering visitors a bit of cool comfort. Henan has such abundant tourism resources, and being able to promote my hometown, Henan, and let more people experience its beauty and the thoughtfulness of its people makes me very proud—no matter how tiring it is, it’s worth it. Being able to exchange experiences with other members of the Henan Travel Group will also help us better promote our hometown, Henan, in the future.”
Luoyang Station – Tourist Happily Receives Water from Henan Travel Group Friend
One Sichuan tourist who received the “high-temperature subsidy” said: “Traveling relies on friends. When you encounter a group of warm-hearted friends who care about you while traveling, you know this place is definitely worth visiting.”
Now, this Henan tourism promotion organization driven by netizens has become a main force in the Henan Provincial Tourism Administration’s online promotion efforts. For this high-temperature subsidy campaign, they used the Henan tourism official WeChat (ID: hntacn), the Sina platform @Henan Provincial Tourism Administration Official Weibo, and the Henan Tourism Experience Network (ly.hnta.cn) as campaign platforms. With the pride and enthusiasm of promotional ambassadors, they introduced to tourists and netizens across the country the most vivid version of their “spiritual hometown, Hometown Henan.”