Zhangjiajie’s efforts on tourism recovery gets praise

By Tao Wei | Updated : Jan 14, 2021
Recently, Hunan Provincial Department of Culture and Tourism commended those that made down-to-earth efforts in culture and tourism in 2020 and published the list. Zhangjiajie City was included in it.

In 2020, Zhangjiajie City did its best to promote the high-quality recovery of its cultural tourism, and strove to become a “leading all-for-one tourist base in Hunan”. Starting from January 26, 2020, it closed all cultural and tourist sites, withdrew 4,462 tourist groups and 95,187 tourists with more than 160 million yuan refunded, designated hotels to receive guests from Hubei and other provinces and created 75 literary anti-epidemic works. The “310 Action Plan (ten policies to lessen the difficulties of tourism enterprises, ten requirements for tourism industry to improve their abilities, and ten measures to recover tourism market) to Promote the Comprehensive Recovery of Tourism Market” was issued on February 18, which raised 100 million yuan in response to the COVID-19 and put forward the “ten requirements” for building a strong industry. From February 27, the scenic spots were opened in an orderly manner, and the tourism market had steadily recovered.

Currently, there are no major tourist complaints, no imported cases related to tourism, and no negative public opinion related to tourism. It was estimated that in 2020 the number of tourists in the city totaled 48.3 million, accounting for 60.06% of the previous years, and the estimated total income reached 55 billion yuan, accounting for 60.7% of the previous ones. During the National Day holiday in 2020, it received 2.4235 million tourists and a tourism income of 1.754 billion yuan, which was restored to 72.27% and 72.66% of the same period last year, the first to realieze fast recovery among similar mountain-type scenic spots in the country.

Since February 2020, Zhangjiajie City carried out an acitivity “viewing Zhangjiajie online”, which lasted for more than four months. The videos related to Zhangjiajie reached 790 million views, and the micro-video of “Zhangjiajie, China on the Cloud” was broadcast at Times Square in New York, which was reported many times by the mainstream media such as Xinhua News Agency; 46 of the 84 issues in “Scene of the Day” column were included by the client-side of People’s Daily. “Zhangjiajie Tourism Internet Celebrity” was broadcast live for 156 times in 421 hours, and viewed by nearly 30 million people. Many celebrities such as Wang Han, Hua Shao, Lin Yilun, Dabing and so on sold products via live streaming for Zhangjiajie. In May 2020, it took the lead in launching tourism marketing activities in 20 domestic cities in China, which was praised by the inside industry as an “ice-breaking move”.

Edited by Li Ling 

2019 Zhangjiajie Bureau of Culture, Tourism, Broadcasting and Sports