A Gathering of 100 Online Media Outlets in Zhangjiakou
To showcase the modern charm of Zhangjiakou as a tourist city, in January 2012, the Zhangjiakou Tourism Bureau warmly welcomed visitors from all over,
and organized the “National Gathering of 100 Online Media Outlets in Zhangjiakou,” allowing media professionals from across the country to personally experience Zhangjiakou’s
winter charm, immerse themselves in its cultural heritage and local customs, try their hand at thrilling skiing, enjoy warm hot springs, and get up close
to the city to experience the unique blend of historical and modern tourism appeal that Zhangjiakou offers.
During the gathering, the Zhangjiakou tourism brand was rapidly disseminated and gained extensive coverage through news reports, special features, social media posts, and forum discussions by over a hundred
well-known online media outlets and microblog influencers, resulting in an overwhelming wave
of information dissemination. Zhangjiakou stood out in the winter tourism market, fostering positive interactions among online media, tourists, and scenic spots,
creating a dynamic feedback loop.
Online Promotion Builds a New Tourism Image
Looking back at the process of establishing Zhangjiakou’s winter tourism brand, the bold innovation and proactive efforts of the Zhangjiakou Tourism Bureau in promotion were
a standout feature, bringing tangible development and momentum to the tourism industry.
First, the Zhangjiakou Tourism Bureau leveraged online platforms to promote “Zhangjiakou Winter Tourism.” Nearly 100 selected tourism experience participants were primarily media professionals, including mainstream domestic media, well-known media outlets, and prominent bloggers, who promoted Zhangjiakou tourism from a third-party perspective based on their firsthand
The selection focused on media professionals, composed of mainstream domestic media, well-known media outlets, and prominent bloggers, all offering third-party perspectives and firsthand experiences.
experiences. This approach achieved secondary dissemination, strengthened the image of Zhangjiakou tourism, and became a powerful driver of its rapid growth. The online interaction during this event was enthusiastic, with high public participation, creating a strong public opinion atmosphere around “Winter Tourism in Zhangjiakou” and generating
The event generated intense online interaction and high public participation, creating a strong public opinion atmosphere for "Winter Tourism in Zhangjiakou" and producing
significant media impact, which became the highlight of the promotional campaign.
Second, as soon as the event began, dedicated online platform sections immediately started synchronizing news updates. The promotional materials prepared by participating media were presented in a richly illustrated format within these sections, with the latest experience updates being published in real time every day. At each stage of the event, detailed reports, a wealth of event photos, and the distinctive winter landscapes were showcased, promptly promoting the event scenes, participants’ experiences, and the local tourism resources, attracting significant attention from netizens. Many netizens left comments and posts online, shared their feelings through blogs, and engaged in lively interactions, sparking a strong desire among the public to visit Zhangjiakou.
The promotional materials prepared for the event were presented in a richly illustrated format within the special feature, with the latest experience information being published in real time every day.
At each stage of the event, detailed reports, a wealth of event photos, and the distinctive winter scenery were showcased one after another,
promptly promoting the event site, participants' experiences, and the local tourism resources, which attracted significant attention from netizens. Numerous internet users expressed their feelings through online comments, posts, and blogs, leading to lively interactive exchanges and sparking a strong desire among the public to visit Zhangjiakou.
Numerous netizens have shared their experiences and engaged in lively interactions through online comments, posts, and blogs, sparking a strong desire among the public to visit Zhangjiakou.
Third, the Zhangjiakou Tourism Bureau developed a comprehensive three-phase progressive promotional plan for the entire event. It carefully selected major online media outlets for banner ad promotions and simultaneously carried out publicity across various key media platforms. At the same time, it mobilized a large number of tourism enthusiasts to participate in the experience, expanding the audience reach and amplifying the promotional impact. Nearly 100 online media outlets nationwide conducted promotional coverage and reprints, achieving broad coverage across provinces and regions in China.
Finally, the Zhangjiakou Municipal Bureau of Tourism formulated a comprehensive three-phase progressive publicity plan for the entire event, carefully selecting major online media
to run banner advertisements, while simultaneously promoting the event across all major media platforms. They also mobilized a large number of travel enthusiasts to participate in the experience, expanding the audience reach and amplifying the promotional impact. Nearly a hundred online media outlets nationwide carried out publicity and reprinted reports, achieving coverage across virtually all provinces and regions in China.
The campaign reached a wide audience, amplifying the promotional impact. Nearly 100 online media outlets across the country carried out publicity and reprinted reports, achieving basic coverage in all provinces and regions nationwide.
The joint reporting by multiple media outlets created waves of promotional synergy, with focused and large-scale coverage that achieved excellent communication results, enhancing the brand image of “The Magnificent Landscapes of Zhangjiakou” as a destination for thrilling winter tourism.
This enhanced the brand image of "Great Landscapes Zhangjiakou – Passionate Winter Tourism."
Zhangjiakou Tourism Achieves a Strong Start
This event featured comprehensive online promotion, with over a hundred online media outlets participating, quickly sparking a “Winter Tourism in Zhangjiakou”
online trend that covered all provinces and cities across the country. According to incomplete statistics, nearly 180 articles from regional media outlets—including major online platforms such as Letour.com, People’s Daily Online, Sina, Sohu, and NetEase—reported on, promoted, and positively reviewed the event.
Nearly 180 articles from regional media across the country, including major online platforms, reported on and positively reviewed this event.
Additionally, multi-dimensional exposure through forums, blogs, and microblogs helped spread the tourism experience further. Through online interaction and discussion, public awareness of Zhangjiakou’s tourism offerings increased, and favorable impressions of the destination grew stronger.
The discussions enhanced netizens' awareness of Zhangjiakou tourism and deepened their fondness for the city.
Thanks to these strong promotional efforts, Zhangjiakou’s tourism industry achieved notable results. During the 2012 Spring Festival “Golden Week,” the Zhangjiakou Municipal Tourism Bureau centered its efforts around the series of tourism-themed events titled “Magnificent Zhangjiakou, Joyful Spring Festival Carnival.” By actively expanding the tourist market and continuously improving service quality, the city welcomed a total of 669,000 domestic and international visitors, marking a 66% increase compared to the same period last year. Tourism revenue reached 402 million yuan, a 74% rise year-on-year, achieving a significant leap in both visitor numbers and income. The period marked a “strong start” with simultaneous growth in both tourist arrivals and tourism earnings during the first Spring Festival Golden Week of 2012.
Focusing on the series of tourism-themed events “Magnificent Zhangjiakou, Joyful Spring Carnival,” the Tourism Bureau actively expanded its visitor base and continuously improved service quality.
The city received a total of 669,000 domestic and international tourists, a 66% increase compared to the same period last year; tourism revenue reached 402 million yuan,
a 74% rise year-on-year, marking a significant leap in both tourist numbers and revenue, achieving a strong start to the first Spring Festival golden week of 2012 with increases in both metrics.
A "strong start" with both the number of visitors and tourism revenue in Jinzhou seeing an increase.
New Attractions, New Experiences: Five Highlights of Tourism
Highlight One: Winter Tourism in Zhangjiakou — Must-Visit New Eight Scenic Spots
A new year brings new scenery and fresh experiences. Travelers visiting Zhangjiakou this year now have new options, with everyone singing the praises of the widely acclaimed “New Eight Scenic Spots.” In the past, due to limited understanding of Zhangjiakou’s winter tourism resources, visitors couldn’t fully appreciate the diversity and richness of the area. However, after a selection process involving a tour group of over a hundred online media outlets and travel enthusiasts, the “Best of Winter Tourism in Zhangjiakou – Most Beautiful Winter Scenery” was unveiled. Among them, the “Eight Most Beautiful Winter Scenes of Zhangjiakou” emerged as a richly satisfying winter tourism feast, offering a perfect blend of sights, experiences, and delights, becoming an essential experience for any trip to Zhangjiakou.
“Eight Scenic Spots.” It turns out that due to the rich and diverse winter tourism resources in Zhangjiakou, previous visitors, limited by their understanding of the area’s attractions, were unable to fully experience the breadth and richness of what Zhangjiakou has to offer.
After a selection jointly made by a media tour group of over 100 online outlets and travel enthusiasts, the “Best of Winter Tourism in Zhangjiakou – The Most Beautiful Winter Scenes” was unveiled.
Among them, the “Top Eight Winter Scenic Spots of Zhangjiakou” became a winter tourism feast that offers visitors a complete sensory experience—combining visual beauty, atmosphere, and enjoyment.
It has become an essential experience not to be missed when visiting Zhangjiakou.
These new eight scenic spots include: Jingmen Nostalgia (Da Jingmen), Chongli Snow Rush (Chongli), Nuquan Flying Flowers (Yu County), Ancient City Shehuo (Yu County), Hot Springs for the Soul (Chicheng), Wild Fox Ridge Winds (Wild Fox Ridge), Ice Lantern Fun (Ice Lantern Park), and Wine-Intoxicated Winter (Huailai Grape Wine Garden). These attractions combine culture with natural landscapes, history with folklore, and traditional charm with modern vitality. Each of Zhangjiakou’s eight winter scenes offers its own unique appeal, and together they represent the essence of the area’s scenic highlights. As a result, both locals and tourists are eager to visit and experience them first-hand, making them iconic representations of the region’s tourism offerings.
Hot springs for spiritual cleansing (Chicheng), wild winds at Yehuling (Yehuling), ice lantern entertainment (Ice Lantern Park), and fine wine to savor winter (Huailai Wine Garden).
Here, culture and natural scenery complement each other, history and folklore enhance one another, and traditional culture blends seamlessly with modern civilization. Each of Zhangjiakou’s eight winter scenic spots has its own unique charm, and together they represent the essence of the area’s most stunning sights.
As a result, they are widely talked about and eagerly visited by both locals and tourists alike, becoming classic calling cards representing the region’s tourism industry.
It has become a classic calling card representing the local tourism industry.
Highlight Two: A Tale of Two Extremes — Hot Springs and Skiing Become the Hottest Draws
Chongli’s natural snow conditions offer unparalleled advantages, providing skiers with a refreshing experience. To date, Chongli County has established three major ski resorts: Wanlong Ski Resort, Dolomiti Ski Resort, and Great Wall Ridge Ski Resort. Each winter, these resorts attract large numbers of skiers from across the country who come to enjoy the snowy festivities in this frontier destination.
The Wanlong Ski Resort, Dolomiti Ski Resort, and Great Wall Ridge Ski Resort—three major ski resorts—attract large numbers of skiing enthusiasts from all over the country to Chongli in the northern frontier every winter to enjoy the ice and snow extravaganza.
Visitors come to Chongli beyond the Great Wall to share in the ice and snow extravaganza.
At the same time, wellness hot springs have also drawn many visitors. During the Spring Festival, hot spring resorts in Chicheng and Huailai enjoyed booming business, attracting numerous health-conscious tourists seeking relaxation and joy in the warm waters.
They have drawn numerous wellness-focused tourists to experience the joy of the New Year in the hot springs.
A representative from a travel agency noted that this year, visitors to Zhangjiakou came specifically for the hot springs and skiing. These two contrasting attractions—ice and fire—have made Zhangjiakou a standout destination.
As a top choice destination in the Beijing-Tianjin-Hebei region.
Highlight 3: Folk Tourism Kicks Off with a Bang
Yu County, selected as the “Most Folk-Culture-Rich Destination” by over a hundred online media outlets, is a key county under China’s national poverty alleviation and development program. In recent
years, Yu County has made folk culture the highlight of its Spring Festival tourism offerings, attracting numerous tourists from Beijing. Folk crafts such as Yu County paper-cuttings, various window decorations,
and New Year paintings have been selling briskly. Places like Xigubao and Nuanquan Ancient Town are filled with a strong festive atmosphere, featuring colorful folk activities such as tree flower fireworks, yangge dancing, dragon and lion dances. During the seven-day Spring Festival period alone, the tree flower fireworks show drew nearly 100,000 spectators, marking a successful start for folk tourism.
Folk activities such as lion dances were spectacular. During the seven-day Spring Festival period alone, the Dashuhua performance attracted nearly 100,000 spectators, marking a strong start for cultural tourism.
Highlight 4: “Kou Cai” Becomes a New Favorite – A Visit to Zhangjiakou Isn’t Complete Without Trying It
Ms. Zhang from Beijing brought her family of three to explore the streets and alleys just to taste the local specialty dish — Kou Cai. Ms. Zhang said humorously:
You must try this “bite” to say you’ve truly been to Zhangjiakou.
Kou Cai, short for the local specialty dishes of Zhangjiakou, primarily uses locally produced or regionally distinctive ingredients. The cuisine emphasizes fine knife skills, rich sauces, and flavors that are fresh, tender, and savory. Many dishes make good use of local grains, legumes, vegetables, poultry, and game,
while also retaining or applying traditional cooking methods. When visiting Zhangjiakou, Kou Cai is a must-try.
Traditional cooking methods are also widely used or preserved. When visiting Zhangjiakou, local cuisine is a must-try.
Among them, dishes selected by the online media group as the “Most Representative Local Delicacies of Zhangjiakou” — “Kublai Khan’s Roast Suckling Lamb, Oatmeal Mushroom Dish, and Xin Weizhou Eight Bowls” — have become the most popular Kou Cai dishes.
Dishes such as "Pai (a type of dish), oat noodles with mushrooms, and the New Weizhou Eight Bowls" have become the most popular local specialties.
Highlight 5: The More “Rustic” the Souvenir, the More Popular It Becomes – Local Specialties Are Highly Prized
Zhangjiakou boasts a wealth of specialties, including mushrooms, yams, Chaigoubao smoked meat, oat noodles, apricot kernels, broad beans, and paper-cuttings. These rustic products are increasingly favored by tourists and have become highly sought-after souvenirs. Many visitors leave Zhangjiakou with several types of local goods in hand, where the “rustic” quality has become a major selling point.
Highly praised by visitors, these items have become sought-after souvenirs for tourists in Zhangjiakou. Many travelers choose to pick up several local products before leaving.
"Local" has become a major selling point for these specialties.
A shopkeeper selling local specialties, speaking in a thick Bashang accent, says: When you come to Zhangjiakou, take home both the specialties and beautiful memories.