IAI International Cultural Tourism Summit and the 3rd IAI Travel Award Ceremony

On November 12, the IAI international cultural tourism summit and the 3rd IAI International Tourism Award Ceremony were successfully held in Four Seasons Hotel Beijing. More than 300 domestic and foreign experts, scholars, well-known enterprises, representatives of scenic spots, news media, etc. were invited to the summit to participate in the cultural event, the cultural tourism feast and the development prospect.


This event is sponsored by IAI International Tourism Award and IAI International Advertising Award; supported by Weibo, Sina Travel, Iqiyi, ifeng.com, Netease and Ocean Engine; supported by IAI Brand Research Institute and IAI International Advertising Institute.


The activity content includes China's influence on the world, tourism media marketing, short video, value sharing tourism and other wonderful special sessions. It comprehensively interprets "how to seize the opportunity to play tourism and culture in the era of cultural tourism", shares excellent cases in the industry, exchanges unique views, and understands the development trend of the industry "


China's influence on the world from the perspective of culture and tourism

Xin Hongye, deputy director of the information center of the Ministry of culture and tourism, has brought us the theme sharing of "tourism marketing in an intelligent atmosphere". Tourism marketing is a dream making process, which determines the planning and positioning of tourism and is closely related to the times. Marketing is the core of tourism industry development, and culture is the best combination of marketing and tourism. Smart tourism should use culture to attract tourists and make everyone "dream come true".


Tourism marketing has brought culture and tourism into the vision of more people. In this process, the head media plays a great role. CCTV, as the influential mainstream media, contributes a lot to the growth of culture and tourism industry. Li Yi, deputy director of CCTV advertising operation and management center, shared the "innovation and development of culture and tourism industry from CCTV screen" in the special session, and introduced the innovation and development of culture and tourism industry from two dimensions of CCTV advertising and program.


Cultural tourism and marketing industry interweave the scene of people

In the special session of tourism media marketing, it is composed of three wonderful speeches, in which various marketing methods collide with cultural tourism to produce brilliant sparks.


First of all, Yang Yi, editor in chief of Sina Travel & Weibo Travel, brought us "social empowerment under the integration of culture and tourism". Yang pointed out that theme tour has become a new trend, and social force, content force and field effect have helped Weibo become an important position of cultural tourism communication. Its "social first" concept aims to subvert and reconstruct the traditional marketing funnel, and create a perpetual motivation for microblog marketing.


Presided over by Zhang Yueying, general manager of Tourism Cooperation Department of Sina government, Sina Travel Special Round Table Forum has invited elite representatives from different fields, including cultural and tourism industry experts, Guo Weiwen, CEO of Youmei life, Fang Chenzi, project planner of market promotion section of Dongcheng District Bureau of culture and tourism of Beijing, Zhang Yuanyuan, group brand director of Haichang Ocean Park Holding Co., Ltd., and well-known vlog blogger @Xiaolu Lawrence, travel blogger and founder Alasu, discussed the theme of "IP building of new media enabled cultural tourism", shared their experiences from different perspectives, and discussed the difficulties, key points and ways of IP building with new media.


Lu Bin, general manager of Iqiyi channel marketing and artist business, delivered a speech "born to beauty - let tourism become the most fashionable way of life". By revealing the shopping phenomenon of young people and analyzing the different circles formed in consumption, Iqiyi advocates IP values to infect marketing, constantly optimizes the ability to meet the diversified tourism needs of young people, and creates excellent programs such as roaming the world, the flower road of youth, and trend partners.


The 20th IAI International Advertising Award

IAI international advertising award is one of the first authoritative professional awards of China advertising marketing festival. It will add seven vertical industry groups in 2020, and continue to develop in a more in-depth and comprehensive direction to create a seven star moon companion community. Liu Guangfei, executive chairman of IAI International Advertising Award, brought the 20th IAI international advertising award to share the "new business form of creative sharing", and looked forward to finding more excellent brands to support each award of IAI International Advertising Award, hoping that all walks of life and all fields will participate in this marketing event.


Mr. Yilun, executive vice president and director of the Leadership Center of IAI Brand Research Institute, put forward that a speech is the best way to create personal IP, and introduced the leadership course of IAI Brand Research Institute to you. Shenyang, the first rotating president of IAI Brand Research Institute, proposed that brand people should tell a good brand story today. The purpose of IAI Brand Research Institute is to build a platform to gather brand people This platform will pass the professional knowledge and brand-new cases to the people who love the brand, and create opportunities for everyone to understand the brand knowledge and contact the brand tycoons. We hope that everyone who has a vision for the brand development will spread the brand knowledge and brand stories together.



Short video helps culture and tourism industry

Zhang Hao, head of the local operation center of Ocean Engine, interprets "meet a beautiful environment · unlock new marketing of culture and tourism" for us in this special session. Ocean Engine has the value of traffic, user, communication, creator, media and influence. At present, it has one key transformation and various POI combination products through "information flow + magnetic paste", "talent + link". Ocean Engine is still exploring and innovating the way of short video to help the development of culture and tourism.


Ocean Engine also invited Song Fuli, deputy general manager of Henan Baoquan tourist resort, to give a wonderful speech on "how to start a beautiful journey and how short video can help scenic spot marketing". Mr. Song said that seamless online and offline connection is the magic weapon of marketing success in 2019. In the Internet era, short video can be used to reconstruct marketing guidelines, optimize the form, speed and value of communication.

Promoting tourism with culture and highlighting culture with tourism

Content building has become an integral part of tourism marketing. Content brings temperature to tourism marketing, establishes deep connection with consumers, and precipitates lasting and effective consumption power. Xu Yue, editor in chief of ifeng.com travel channel, brings the speech "quality content marketing helps develop quality Destination". Chief Editor Xu pointed out that deep cultivation of content is still the driving force of marketing. ifeng.com launched the excellent destination plan to solve the problem of sustainable development of the destination, helped the destination to become a brand influence with the influence of media, and developed the excellent brand. At the same time, it paid attention to the people-oriented excellent content to help the cultivation of the excellent destination. It excavated the attraction in the destination and carried out the "social design" of the excellent destination IP.


Cross border tourism marketing and value sharing tourism

Tourism cross border marketing & wisdom experience roundtable forum is hosted by Cui Li, vice president of youyou.com. The guests include Zhihu vice president of business Gao Qiang, Dawei Wang Duo Yi, a famous food blogger, Dianxi Xiaoge, a famous Yunnan food blogger, and Feng Baocheng, executive vice president of CooCaa. Many new and wise ideas are stirred up in this summit, making the IAI International Cultural Tourism Summit become an industry thinking and viewpoint The convergence platform provides a strong impetus for the development of the culture and tourism industry.


Culture and tourism industry should constantly explore, think and inspire

Ding Junjie, chairman of IAI Travel Award and professor of Communication University of China, delivered a wonderful speech for this IAI international cultural tourism summit. Chairman Ding pointed out that IAI Travel Awards run through the whole process of collecting works, selecting works and awarding prizes in the form of discussion. He proposed that "although there are good works and good cases, there is no standard answer in marketing for the whole culture and tourism industry. We should continue to explore, think and inspire". He stressed that the winning works are examples, and we should use this platform of IAI Travel Awards as the starting point and process, we will work together to explore better works, so that our professional play to the extreme.


The 3rd IAI Travel Award Ceremony

After fair and rigorous preliminary and final examination, the final result of the 3rd IAI Travel Award has been born. Many excellent cultural and tourism marketing works have been announced and awarded with honorary trophies. The gold award-winning works and cases have also been observed on site, witnessing the prosperous and developing cultural and tourism industry highlight moment.


At present, the winning list has been announced at the official Wechat of IAI Travel Award. To get more information, please go through our "IAI Travel Award" WeChat public account.