On October 24, 2023, the 2023 Trip.com Group Global Partner Summit concluded successfully in Singapore. The Summit comprised a main forum, four sub-forums, an award ceremony, a welcome banquet, and a site visit. Focusing on emerging trends, new audiences, innovative strategies, and evolving ecosystems in the global tourism industry amidst strong recovery, the event facilitated dialog and knowledge sharing among global partners. Together, they explored fresh perspectives on the development of the global tourism sector and envisioned its promising future. Li Aiwu, Deputy Director of the Publicity Department of the CPC Hunan Provincial Committee (concurrently) and Party Secretary of the Hunan Provincial Department of Culture and Tourism, was invited to lead a delegation to the Summit.
As a popular domestic tourism destination and a key partner of Trip.com Group in recent years, Hunan was honored with “Marketing Strategy Partner of the Year” for 2023 during the award ceremony. Additionally, the Hunan Provincial Department of Culture and Tourism, under the theme “Welcome to Charming Hunan”, conducted promotional activities showcasing Hunan’s cultural and tourism highlights.
International Communication: Originating in Hunan
Expanding Across China and Impacting the World
On the afternoon of October 24, the “Welcome to Charming Hunan” culture and tourism promotion event was successfully held at a sub-forum of the Trip.com Group Global Partner Summit. The event kicked off with an impressive video showcasing the stunning natural landscapes and rich cultural heritage of Hunan, vividly presenting the unique offerings of the province to the audience. Li Ai Wu, Director of the Hunan Provincial Department of Culture and Tourism, delivered an excellent presentation on promoting tourism in Hunan province. She said, “Hunan is a province rich in cultural and tourism resources, with beautiful and unique landscapes, profound historical and cultural heritage, and diverse folk customs.”
Li Aiwu, Director of the Hunan Provincial Department of Culture and Tourism, delivered a speech at the event
At the event, Director Li presented “Five Signature Cards” to illustrate Hunan’s rich cultural and tourism resources to the world. She extended an invitation to all attendees to experience the charm of Hunan firsthand. She said, “Hunan has a ‘Remarkable Scenic Beauty’ card represented by Zhangjiajie. You can admire the fantastic mountains and waters in Zhangjiajie, appreciate the fiery red cliffs of ‘The Soul of Danxia’ in Langshan, and marvel at the boundless Dongting Lake, deeply exclaiming ‘Hunan is so charming’. Hunan also has a ‘Classic Red’ card represented by Shaoshan. This place is an open-air museum of revolutionary history, known as ‘The place where the red sun rises’, and is the hometown of the great leader Chairman Mao. Hunan owns the ‘Urban Leisure’ card represented by Changsha. The Chinese ‘V’ Valley, Malanshan, is full of world creativity. Hunan TV broadcasts ‘The Voice of China’ to the world. Liuyang Fireworks make the world dazzling. The Culture and Publishing of Hunan are sailing abroad, unstoppable. Hunan has a ‘Historical and Cultural Heritage’ card represented by Mount Hengshan (one of the Five Sacred Mountains in China), where you can deeply feel ‘thousand years of XiaoXiang scenery and long cultural vein of Yan city’. Hunan also has an ‘Farming Culture’ card represented by Chengtoushan Ancient Cultural Site. Walking in Hunan, you always have a new feeling and experience of ‘Poetry and the Distant Lands’.” Hunan is currently building the tourism brand “Welcome to Charming Hunan,” supported by the “five signature cards” of world tourism destinations. The goal is to share the appealing stories of Hunan with the world and enrich the global landscape with its profound Hunan culture.
Creating an Engaging Atmosphere
Exhibiting Distinctive ‘Hunan’ Elements and Showcasing Diverse Charm to the World
It is worth mentioning that at the main forum venue of this Global Partner Summit, a Hunan INS frame photo wall and pull-up banners representing the “five signature cards” of Hunan tourism were specially designed. Hunan cultural tourism promotion materials were placed next to the main venue booth. Besides, the Hunan cultural tourism logo was integrated into the sign-in background board at the sub-forum venues, creating an atmosphere imbued with ‘Hunan’ flavor. This enhanced the participants’ interest and understanding of Hunan, allowing them to appreciate the unique charm of Hunan’s cultural tourism scenery and experience the unique humanistic environment and regional spirit of vibrant Hunan.
‘Hunan’ elements at the main forum venue
Gaining Recognition
Hunan Cultural Tourism Won Annual Honor Award
The annual “Trip.com Group Global Partner Summit” garners significant attention from the entire industry, bringing hot topics and new perspectives to the cultural tourism industry every year.
Hu Pizhi (left), Director of Promotion, Communication and Cooperation Department of Hunan Provincial Department of Culture and Tourism, and Sun Bo (right), Executive Vice President and Chief Marketing Officer of Trip.com Group
At the Trip.com Group Reputation Awards Ceremony held on the evening of October 24, Hunan Province won the 2023 “Marketing Strategy Partner” honor due to its substantial cultural influence and captivating allure of cultural tourism. Trip.com Group data shows that in recent years, cultural tourism in Hunan Province has gained increasing popularity, with new breakthroughs continuously made in the cultural tourism industry. From January to September this year, Hunan Province received a total of 516 million tourists, a year-on-year increase of 63.1%. The total revenue generated in the tourism industry reached 772.935 billion yuan, a year-on-year increase of 62.29%. With these impressive numbers and the strong momentum, the cultural tourism industry is well-positioned to ascend into the trillion-yuan echelon. The award is undoubtedly well-deserved, and it will further boost global recognition, reputation, and multi-dimensional appreciation of Hunan’s cultural tourism brand.
Hand in Hand for Mutual Success: Collaborating with Trip.com Group to Shape the Future
Building Hunan Into a World Tourist Destination
“Hunan boasts rich natural scenery and cultural resources, making it a major cultural and tourism province in China. According to Trip.com Group’s tourism transaction volume data, Hunan has always ranked among the top nationwide. For Trip.com Group, Hunan has always been an important tourist destination.” This is how the top management of Trip.com Group evaluates it.
In recent years, Trip.com Group has maintained close and good cooperation with Hunan Province. In terms of cultural and tourism consumption subsidies, Trip.com Group has carried out in-depth cooperation with the Hunan Provincial Department of Culture and Tourism, Changsha, Huaihua, and Yiyang; in terms of brand innovation, it has collaborated deeply with Changsha in areas such as the Planet brand, marketing, and business model innovation; in terms of smart tourism upgrades, Trip.com Group has created online smart tourism flagship stores for Yueyang Nanhu New District, Yueyang Junshan District, and Chenzhou Yizhang County, promoting the digital upgrade of cultural and tourism in various parts of Hunan; in terms of rural revitalization, Trip.com Group has jointly developed the Zhangjiajie Trip.com Group Country Retreats project with the Manxin brand, helping Hunan to establish itself as a destination for rural tourism and a model for the high-end homestay industry through pilot projects serving as benchmarks. It is committed to driving the overall service quality in Zhangjiajie and throughout Hunan.
In the future, Trip.com Group will continue to strengthen cooperation with Hunan, adhering to the roadmap for the high-quality development roadmap of Hunan’s cultural and tourism industry. This includes aiding Hunan’s cultural tourism attractions in innovation and upgrade, fostering the growth of new business models, and propelling the integrated development of culture, tourism, and associated industries. Meanwhile, Trip.com Group will leverage its unique strengths and market-oriented strategies, and continuously deepen the cooperation between the two parties. Our aim is to elevate the prominence of Hunan tourism, making it a popular choice for tourists nationwide and extending its reach on a global scale.
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