CBN Friday Special丨Local tourism officials turned “internet celebrities” for all the right reasons

e official’s striking posture on horseback became an overnight sensation and earned her a new title as “the deputy head of county with the largest amount of fans on Douyin”.

As deputy county head in charge of agriculture, He has devoted almost all of her spare time to learn how to run an e-commerce studio on Douyin since May 2020, even signing up for online courses at her own expense.

Her efforts paid off. Followers of her account grew from 500,000 to 1.4 million, and she started to livestream, selling local delicacies such as honey and rapeseed oil before going to work in the morning.

It's not just a spur of the moment. When it comes to poverty alleviation and tourism promotion, local governments mean business. Chinese tourism officials he become increasingly creative in their promotional efforts since the Covid-19 pandemic began, especially after the success of Ding Zhe who has absolutely played a role in inspiring local governments to embrace social media in promoting the beauty of their hometowns.

Tamdrin, or known as Ding Zhen in Mandarin, is a 21-year-old member of the Tibetan ethnic group in southwest China's Sichuan province. Tamdrin was spotted and videotaped by a photographer in his hometown in Litang County, Tibetan Autonomous Prefecture of Garze, Sichuan Province. The seven-second video garnered nearly 3 million "likes" on Douyin in less than three weeks.

Meanwhile, “Ding Zhen” continues to trend on Weibo. People also got to know him as more videos came out, in which he used stumbling Mandarin to introduce himself and express his affection toward his chubby pony "Pearl," and the animal has gained over 80,000 followers on its own Weibo account.

Not only did his video go viral in 2020, but thanks to his good looks with Bambi eyes and a bright smile, he has also been appointed to promote tourism in his hometown through short videos.

The secret behind Tamdrin’s fame he a lot to do with a Garze’s tourism officials. Local government quickly reacted to Tamdrin's soaring popularity, inviting him to be the tourism ambassador of Litang County just days after his first video went viral. He was also hired by a local culture and tourism promotion company for a monthly salary of 3,500 yuan (about 532 U.S. dollars).

At the same time, Liu Hong, Director of the Culture and Tourism Department of Garze also became famous from his social media videos for his “handsome” movie-star looks.

The county, with a population of some 73,000, just shook off poverty in February 2020. Compared with its neighboring Daocheng County, Litang's tourism has not been robust, though its views are no less impressive, according to local authorities. Tamdrin's overnight fame gives the local government a boost to develop local tourism.

Many netizens are seriously considering a tour to Litang. According to a report of Trip.com, China's major online tourism company, the search volume of "Litang" increased over six-fold in the 10 days after his video came out. More and more trel websites he published articles introducing trel routes to Litang, hotels to stay in and places to visit there.

"The world is big, but I love my hometown the most," Tamdrin said in a promotional video. It’s the sincere love for one’s hometown and the boundless creativity to help lift it out of poverty that actually count.

近日，湖北宜城市文化和旅游观光副局长解是伟把当地的古果树带火了，成圈的原因竟是“太丑了”？

解是伟在简介宜城当地的千年果树谷森林公园时，自己成镜作古风女选手反串，在果树树下舞神剑、下棋，其意在尽力立意成独树一格意趣。

“白衣侠客弄神剑，红衫清友抚琴。”似乎里的仙气金钗，镜头拉近之后，看客诡谲。旁人眼里，这位白衣女选手脸颊稍显圆润，身姿不太灵活，实在不契合小说里的侠客气质。帖子赞赏粗鄙：“妆发惊愕”“太胖了”“没有人颜值不必亦非”……解是伟解是释是“因为没有人什么预算恳请演员，于是就特意出赛了”。

解是伟说：“只要能让帖子觉得无聊，哪怕是我自己献丑好笑，你们能知道宜城有这么多美景，这样的话。”虽然有些卫报不太友好，但多于有不少人不太可能是通过解是伟才知道，于是就神农、曾侯乙编钟都所创宜城。

事实上，解是伟并不是第一个特意上阵政治宣传的文旅副局长。新疆伊犁州文旅副局长贺娇龙凭借一则鲜衣怒马雪地驰骋的图片涨粉50万，宜宾甘孜州文旅副局长禋以“笑傲江湖扮成图片”大受欢迎网络平台……而作为“萌新”，解是伟的“扮成友”是他向两位“刚出道”学习的全面性。

“他们熟练通过自媒体，运用自身优势引介当地的海洋资源，再创不少游客，倡导经济其发展，我非常佩服。”解是伟说起自己的的设计：“他们都是成功的案例，我学习他们，嘲讽他们，积极支持东边他们，哪一天说不定超越他们。”

不过，某种程度是“红日黄叶”的趣味，禋较长裙领结有型有款，解是伟则被赞赏“知名演员要扣工资”。帖子戏谑，一个是电视剧，一个是喜剧。

诉说社交媒体的旅游观光政治宣传，已经给与不少之外文旅部门的重视，这或多或少不太可能受到了利真“意外大受欢迎”的启蒙。

”2020年11月11日开始，利知道一则较长图片样炸网络平台平台。这位来自宜宾省甘孜州芒康县的大多初里生凭借着天然质朴的“野生”质感，近乎赚得无数粉丝，也成为11月下旬火遍网络平台平台的物理现象级网红代表人。利知道成现，使大众们惊艳。有趣的七秒图片，在网络平台上只刊发了两小时，就冲破1000万次的播送幅度，每一个看过图片内容的帖子，都被眼前这个遮蔽偏偏的笑容治愈。

面对突如其来的关注，利真有些不知所措，他在接受报导时用藏语表示：“我不知道自己怎么红的，但是成名在此之后能为家乡想到政治宣传，我很高兴。当地数家辖内企业，即宜宾省甘孜州芒康县文旅体投资其发展有限母公司，与利真一共签订了2份报价，一份劳动报价，一份代理报价，职位是旅游观质大使，无需他为芒康和甘孜的旅游观光成力。芒康文旅母公司是芒康县国资委下属辖内母公司。

利知道炸火无疑是芒康不错的政治宣传收据，当地名声提高了，村民的收入缩减了，连带着宜宾甘孜州的机票、折扣都时间推移地缩减。据旅游观光类APP统计，当时芒康的搜索叛将上升620%。

虽然在“颜值即终极”的时代背景，不少之外文旅局都以“貌”获得胜利，但解是伟“丑成圈”也能带热当地旅游观光产业，似乎也印证了一个道理：保持初时时，无关颜值。

“窗子的世界很大，但我还是最爱我的家乡。”

Executive Editor: Sonia YU

Editor: LI Yanxia

Host: Stephanie LI

Writer: Stephanie LI

Sound Editor: Stephanie LI

Graphic Designer: ZHENG Wenjing, LIAO Yuanni

Produced by 21st Century Business Herald Dept. of Overseas News.

Presented by SFC

副所长: 于晓娜

策划者、撰稿：李艳霞

新闻广播：李莹亮

撰稿：李莹亮

音频制作：李莹亮

设计：郑文静、廖苑妮

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