February is full of wonder, not only because the Beijing Winter Olympic Games are in full swing, but also due to cultural tourism activities.
The international influencers’ trip to Jiangxi province, which took place between February 10 and 15, was one of several tourism promotions in Jiangxi province held to welcome in the Beijing Winter Olympic Games and celebrate the Spring Festival. It was sponsored by the Jiangxi Provincial Department of Culture and Tourism and organized by Trip.com Group.
For this activity, ten foreign influencers were invited to Jiangxi province to try traditional cuisine and learn about local customs over the Spring Festival holiday. The six-day trip enabled influencers to experience the charm of Jiangxi’s cultural and tourism resources and share these moments with their fans via social media.
According to reports, these ten influencers have a total of 3,136,000 followers on overseas social media platforms. As of February 15, they had published 133 posts and videos about their activities and amassed 450,000 likes. The total number of activity exposures is estimated to have reached 20 million. This event allowed overseas netizens to learn about Jiangxi while improving the province’s international reputation for tourism.
During the six-day trip, influencers reportedly traveled to Nanchang, Jiujiang, Fuzhou and Ji’an, and visited typical Jiangxi scenic spots such as Yuanchengji – Nanchang Cultural Block, Lushan Xihai, the Historical and Cultural Blocks of Wanshougong, Dajue Mountain, Yangshimu Scenic Area, Wugong Mountain, and Luling Old Street.
This brilliant and varied trip was widely praised by the foreign influencers. In Lushan Xihai, they traversed bamboo forests by boat. On Dajue Mountain, they saw the air cableway and corridor enveloped in mist, and tried their hand at grinding beans. In Yangshimu Scenic Area and Wugong Mountain, they appreciated the spectacular scenery. Finally, they let their cares melt away at the Rongyuan International Hotspring Resort.
In addition to enjoying picturesque landscapes, the influencers also learned about Jiangxi’s deep cultural heritage, taking part in its unique New Year’s traditions. In Yuanchengji, they appreciated special folk performances such as the dragon and lion dances of Sanjiang Town, the Tangnan wedding song, the Nanchang tea-picking opera, and the Jiangxiang water lamps. In Wanshougong, the history of thousands of years created a solemn yet lively atmosphere at New Year. On Luling Old Street, the influencers learned how to make lanterns and Ji’an ceramics. They also enjoyed bamboo dances and the “throwing the embroidered ball” performance.
Through these activities, the influencers were able to experience first-hand the charm of Jiangxi’s natural landscape as well as its deep history and culture. They were enchanted by the local scenery and diversified folkways, constantly sharing snippets of their trip with the world on social media.
Yahya, who has been living in China for three years, experienced the New Year bell-ringing in Dajue Mountain Ancient Town. A content creator, Yahya told us: “My followers are extremely interested in the natural environment, traditional culture, and cuisine of Jiangxi province. I want to be an international cultural disseminator, promoting more and better Jiangxi cultural resources to the world.”
Long-time city dweller Anastasiia is passionate about getting close to nature. She said: “I like Jiangxi’s beautiful scenery and authentic natural environment. This place makes people feel relaxed.”
When the influencers visited the Yangshimu Buffalo Waterfall and Canyon, Russian influencer Dmitrii was amazed by what he saw. He said: “I have taken photos of all the scenery along the way. The sounds and scenes really inspire me. I get very excited to show my followers the scenery and culture that we come across.”
It is evident that Jiangxi’s unique cultural tourism resources and Year of the Tiger cultural elements have made the New Year special, and created an unforgettable impression on the international influencers.
This event will enhance the international influence and attractiveness of Jiangxi’s cultural tourism. As a result of this activity, Jiangxi’s scenic spots, natural landscapes, folk customs, and cuisine will be well-known throughout the country. It will also help expand the overseas influence of Jiangxi’s cultural tourism, and further the resumption and growth of local tourism.
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