In the 13th century, the Italian traveler Marco Polo, arguably the first "Hangzhou Ambassador," told the world through his book "The Travels of Marco Polo" that Hangzhou was the "finest and most magnificent city in the world." More than 700 years later, a new generation of "Hangzhou Ambassadors" will once again walk the Silk Road, launching a global journey to promote Hangzhou, make friends, and spread joy. Today, the "2015 Hangzhou Ambassadors Global Journey," planned and organized by the Hangzhou Tourism Commission, held its launch ceremony. Chinese and American families and media influencers will officially embark on a one-month global trip starting tomorrow.
Both online and offline, domestically and internationally, this is a major move in Hangzhou’s global tourism marketing
To further leverage overseas social platforms for marketing and expand Hangzhou's visibility both at home and abroad, since June last year, the Municipal Tourism Commission began planning and implementing a new round of global new media event marketing. By the end of 2014, taking into account domestic and international environments, Hangzhou’s characteristics, and market trends, the theme activity for Hangzhou’s new media tourism marketing was conceived: the "2015 Hangzhou Ambassadors Global Journey." The event closely aligns with the national strategy of the Belt and Road Initiative and the annual national tourism theme of "Beautiful China – Silk Road," pushing Hangzhou’s tourism marketing to a broader and higher level.
The U.S. market has always been a key inbound tourism market for Hangzhou. In recent years, American inbound tourists have consistently ranked first among European and American markets. The "Global Journey" focuses on the U.S. market, with promotional coverage extending to Western Europe and Australia-New Zealand. Two Chinese and two American families, along with two media influencers, were selected globally to serve as "Hangzhou Ambassadors" to promote the city. The "Global Journey" runs from May to August, divided into four phases: "Global Selection, Hangzhou Experience, Global Travel, and Joyful Sharing." During this time, the "Hangzhou Ambassadors" will gather in Hangzhou and, after a week of experience and training, officially begin their global journey.
The journey lasts one month, covering some cities along the Belt and Road, traversing three continents, seven countries, and ten cities. The "Hangzhou Ambassadors" will make friends in the cities they visit and take on the role of promoting Hangzhou’s city image. 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 Municipal Tourism Commission will also select media outlets to review and share the full experience.
Facing the world, through layers of selection, this is a reality-show-style marketing campaign for Hangzhou tourism
In May 2015, the domestic and international selection process for "Hangzhou Ambassadors" was launched. Through online registration, online quizzes, offline selections, and public voting, the winning ambassador families were chosen from over a hundred Chinese and foreign applicants. They are the family of Zhou Zhen, 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 from the Hangzhou Daily, and Michael Schubeck, a contributor to American travel media.
The selected "Hangzhou Ambassadors" and media influencers have been participating in a week-long tourism and cultural experience program in Hangzhou since July 23. They will officially begin the "Hangzhou Ambassadors" Global Journey on August 1. Following the event theme, "Starting from Hangzhou, Making Friends with the World," they will promote Hangzhou tourism in ten cities across seven countries along the route. Since the launch of the event just two months ago, the official Facebook account of Hangzhou Tourism has surpassed 100,000 followers. Following the "In Search of the Contemporary Marco Polo" campaign, Hangzhou’s overseas marketing has opened a new chapter.
Eight days, multiple experiences—this is an ambassador journey to fully experience Hangzhou
"It’s my first time in China, and being a Hangzhou Ambassador is a great honor. I’m also very willing to be an envoy of public diplomacy and friendship. After coming to Hangzhou, I feel that the world is one big family, and everyone is the same. In Hangzhou, there are no foreigners, only family and friends. I feel more like family," said the American Capaldi family after the week-long tourism and cultural experience.
The week-long experience included: the formal gathering of the Chinese and American ambassadors in Hangzhou, starting with a comprehensive introduction to Hangzhou through local cuisine like Hangzhou dishes and the ceramics culture of the Southern Song Dynasty; an exploration of daily life in Hangzhou and traditional Chinese medicine wellness culture, where the ambassadors made friends with locals, experienced the daily lives of Hangzhou residents and the wonders of Chinese medicine, and felt the classic charm of the ancient city; a World Heritage journey, experiencing Hangzhou’s two UNESCO World Heritage Sites—West Lake and the Grand Canal—and learning about heritage culture and water town characteristics while picking up philosophies on a happy life from the locals; a Southeast Buddhist Kingdom journey, experiencing the serenity and Zen atmosphere 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 experience, learning about Hangzhou’s tea and silk culture and understanding the city’s important ties to the Silk Road; and a Xixi Wetland experience, enjoying Hangzhou’s slow life and green culture; and the Global Journey Launch Ceremony, making final preparations for the trip and beginning the important mission of promoting Hangzhou.
Seven countries, ten cities—this is a global journey to turn beautiful Hangzhou into a world’s desire
After completing a week of in-depth experiences in Hangzhou, a cultural baptism, 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 landscapes and urban life, they will carry elements and brand resources of Hangzhou, explore the ancient Silk Road, travel through Europe to the United States, promote Hangzhou, spread joy, and make friends along the way, all while shouldering the responsibility of promoting Hangzhou’s city image.
The journey lasts one month, covering some cities along the Belt and Road, traversing three continents, seven countries, and ten 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, the ambassadors will spread Hangzhou’s sense of happiness to the desert, experience the cooperative development philosophy advocated by the Belt and Road Initiative, and recreate the prosperity of the ancient Silk Road. In Athens, they will reinterpret local myths by bringing Hangzhou legends such as the "White Lady" to the city. On Mykonos and Santorini, they will embody the spirit of the Maritime Silk Road and enjoy the peaceful joy brought by the romantic seas. In Dubrovnik, they will learn why it’s called the "Pearl of the Sea" 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 characteristics, highlighting the charm of Hangzhou’s canals.
At Lake Geneva, they will meet with local tourism organizations 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 education systems, 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 concept, thereby promoting the city. Through this global journey, the aim is to attract more foreigners to pay attention to and fall in love with Hangzhou.