Since 2024, the tourism industry has shown a strong recovery momentum, with a strong desire among the public to travel on holidays and a high demand for cultural and tourism consumption. As the Spring Festival approaches, many people are starting to plan new leisure trips. In order to attract tourists, various cultural and tourism short video accounts have successively released content related to Spring Festival themed tourism activities, sparking a wave of tourism promotion. In today's world where short videos are widely popular, through small screens, people can intuitively appreciate the magnificent rivers and mountains, taste the local customs, and easily develop a desire to experience firsthand. Following short videos to travel has become an increasingly popular choice for more and more people. Short videos are not only an efficient and convenient way to attract tourists, but also a transformative force that is deeply involved in the entire field of culture and tourism. How can short videos better empower the development of cultural tourism? How to make consumers' travel more reassuring and comfortable? The reporter conducted an interview on this matter. From a cursory glance to a deep experience, Ke Han, a travel enthusiast born in the 1990s, saw a warning sign on the streets of Tianjin one day while scrolling through short videos that read "Driving with laughter endangers safety". This kind of signboard may be related to the cross-talk culture in Tianjin, and he was immediately "planted with grass" and embarked on a journey to Tianjin. In Tianjin, a cross-talk performance left a deep impression on me. On the day of the performance, it happened to be the birthday of a cross-talk performer. At the end, the audience sang 'Happy Birthday' in unison. In that moment, I was moved by the city of Tianjin and these amiable and lovely people Ke Han reminisces. Compared to the previous relatively simple and fancy sightseeing tourism, people now pursue deeper experiences, and travel demands are also developing towards diversification and personalization Ke Han said, "Through short videos, you can intuitively understand the information about tourist destinations, including local culture, food, customs, etc., and also record your true feelings and moments." The 54th Statistical Report on the Development of China's Internet Network showed that by June 2024, the number of Internet users in China had reached nearly 1.1 billion, an increase of 7.42 million over December 2023. Among them, short videos have the strongest ability to attract new users. Among the Internet applications used for the first time by new Internet users, short video applications accounted for 37.3%, and short video users accounted for 95.5% of the total Internet users. Professor Li Xinjian from Beijing International Studies University believes that there have been significant changes in the way people obtain information, and new forms of communication have ignited the tourism market. The increasingly fresh, timely, and concrete content supply on new media platforms is constantly reconstructing people's travel behavior. In the view of Qin Han, an associate professor at the School of Chinese Language and Literature at the University of International Business and Economics, short videos integrate text, video, and voice, making information presentation more diverse. It presents various scenic spots, unique cultures, delicious food, and accommodations through intuitive images and vivid sounds, enabling users to fully engage their visual, auditory, gustatory, and tactile senses and gain a deeper experience. Li Xinjian observed that young people nowadays not only pay attention to the cultural heritage left by their ancestors and the natural heritage created by the gods, but also pay more attention to the new gameplay injected into these resource spaces. The landscape value of resources themselves has become secondary, and scenic spots that better reflect the creativity, subjectivity, and trendy gameplay of young people have become the objects of their pursuit, experience, and check-in. The daily lives of others are my poetry and distant places. Young people are willing to spend more time and depth to understand, feel, and experience the unique human fireworks of tourist destinations. They look forward to briefly escaping the tension brought by their usual work environment and living space in the unconventional environment of a foreign land, taking a leisurely stroll in the city, stopping in the countryside, gaining cultural insights, understanding nature, experiencing the hustle and bustle of the world, and participating in events, slowing down their pace, gaining a relaxed and comfortable experience, and leaving behind a beautiful memory. The deep integration of cultural and tourism industries with audio-visual media that allows a place to be seen by more people not only inspires people's enthusiasm for tourism, but also enables the reconstruction and dissemination of rich cultural and tourism resources in various regions. The White Paper on Popular Cultural and Tourism Life in the Short Video Era, released in August last year, analyzed that under the driving force of short video live streaming, old tourist cities are constantly discovering new highlights. For example, characteristic attractions such as Xiahaoli Old Street in Chongqing and Wang Jian's Tomb in Chengdu, which are hidden but not exposed, may be difficult for tourists from other places to see without short video live broadcasts. Many beautiful and delicious rural landscapes have also entered the public eye through short videos, gaining more attention. According to a rural cultural and tourism data report released by a certain platform, there will be 2534 cultural and tourism accounts nationwide in 2024, and 1796 county-level accounts in the cultural and tourism system. In the past year, the county check-in content on a certain short video platform increased by 17.8% year-on-year, receiving over 74.6 billion likes. For example, Hongcun Village in Mount Huangshan City, known as the "must come place for art students", and Xidao Fishing Village in Sanya City, known as the "Peach Garden on the Sea", which can experience the fun of going to the sea, are popular rural tourism destinations. Wei Pengju, Dean and Professor of the Institute of Cultural Economy at Central University of Finance and Economics, stated that the co creation of short videos can fully empower platform users in terms of information, social interaction, and expression, expanding the exploration of cultural and tourism resources beyond government and enterprises to include tourism bloggers, multi-channel network organizations, and even every ordinary user. The current mode of cultural and tourism communication has shifted from top-down, government led to bottom-up, multi-party participation. Among them, young people, as the main disseminators, have created new tourism phenomena such as' special forces tourism ',' tourism tourism ',' dopamine tourism ', and' City Walk ', reflecting consumers' increasing emphasis on the cost-effectiveness and emotional experience of cultural and tourism products. In his opinion, this co creation enables creators from different backgrounds to jointly participate in the production of cultural and tourism content, innovate the connotation and form of cultural and tourism products, enhance the visibility and influence of local culture, and further attract more tourists. Ke Han has a very popular video blog that records a small episode during his trip to Georgia. "It was from the 'heart' of Georgia, the capital Tbilisi, that I left for Batumi, the country's second largest city. During the trip, I had a good chat with a Pakistani boy. The boy mentioned that China had built a road in his hometown, but little was known about the profound significance behind the road." Kohan recalled, "I also told him the story of the the Belt and Road jointly built by Pakistan and China in recent years, including how these projects promoted local development, and how they became a link between different countries and cultures. At that time, the little boy's eyes were shining with a new light, as if he had planted a seed to spread friendship and explore the world. In Ke Han's video, people expressed their feelings of emotion and pride through bullet screen and comments. This touching moment, carefully recorded by him, became an unforgettable page in his journey to Georgia. The world is so big, I want to go and see - a good story that can give infinite brilliance to the infinite distance and truly resonate with people's emotions, "said Ke Han. Turning 'heat flow' into 'long-term retention', cultural and tourism activities are flourishing in various regions, providing people with a comprehensive and immersive experience. However, some readers have pointed out that while innovation in promotion can help attract traffic, truly making tourists follow the call and leave satisfied still relies on high-quality products and services. Li Xinjian has noticed the current problems of "filter attractions", fake videos, and inability to handle "sky high traffic". He said, "To achieve high-quality development of culture and tourism in any place, we must seriously consider how to go from being seen to remembered, from 'out of the circle' to being outstanding, from clocking in to 'swiping cards', from explosive popularity to long-lasting popularity. We must deeply explore the path of transformation from a resource dependent development model to a product innovation development model." In order to standardize the "short video+culture and tourism" and improve the supply level of the culture and tourism market, relevant policy documents have been continuously issued in recent years. The Opinion of the Ministry of Culture and Tourism on Promoting High Quality Development of the Online Tourism Market emphasizes the theme of promoting high-quality development, deepening the development of smart tourism, and enhancing the level of normalized supervision; The Domestic Tourism Enhancement Plan (2023-2025) emphasizes optimizing tourism consumption services, promoting platform carrier construction, and implementing consumption promotion plans. Some places that are at the forefront of cultural and tourism integration are also striving to improve the connotation and quality of tourism services in practice. Harbin citizens pick up and send tourists for free, businesses launch special services for tourists, such as frozen pear plate setting and bean curd jelly served with sauce sugar sprinkling, and the artificial moon in Sophia Scenic Spot ushers in version 2.0, all of which create the image of Harbin as a hospitable city; Behind the explosive popularity of "village super" and "village BA" in Guizhou, the scenery of Guizhou, the beauty of the Miao ethnic group, the uniqueness of the Dong ethnic group, the beauty of the Shui ethnic group, the elegance of the Buyi ethnic group, and the popularity of the Yi ethnic group have continuously injected cultural increment into the phenomenon of internet celebrities... In the field of short videos, without characteristics, there is no soul. The Qin and Han Dynasties believed that: "To make good use of the short video narrative function, we must dig deeply into the regional cultural characteristics, explore the cultural connotation contained in folk activities by displaying the stories of people behind the historical and cultural relics, add fireworks like interactive activities, create cultural and creative IP with regional characteristics, and display the scenic spot in a three-dimensional, multi angle, hierarchical manner in front of the audience, so as to fully stimulate people's cultural self-confidence and identity." The Qin and Han Dynasties took an example: "The 'Meditation Arhat' of Jingdezhen Chinese Ceramics Museum suddenly became popular online, attracting many tourists to punch cards and take photos, making the museum a new business card for Jingdezhen's cultural tourism. The value of cultural and creative products designed with IP as the core lies not only in the basic functions of the product itself, but also in the cultural identity and aesthetic imagery behind the IP symbol. It can transform abstract cultural connotations into tangible audio-visual images, improve the ability to transform cultural and tourism economy, and transform the audience's sense of identity into offline consumption In Wei Pengju's view, promoting high-quality development of cultural tourism requires systematic measures and long-term efforts - only those who are prepared can catch this "sky high traffic". "On the one hand, it is necessary to strengthen the protection of cultural and tourism resources and the construction of supporting facilities. By setting up special tourism lines, improving the comprehensive transportation service functions, promoting the application of unmanned and non-contact infrastructure, while protecting resources, it is necessary to improve the tourist experience, and solve the problems encountered by tourists in the process of tourism in a one-stop way. On the other hand, urban cultural and tourism should give full play to the communication advantages and service advantages of short video platforms, create an exchange platform between cultural and tourism suppliers and suppliers, and constantly iterate cultural and tourism services and products based on consumer feedback and relying on their own differentiated advantages, so as to transform Internet traffic into dividends to promote local development, and strive to enhance the competitiveness of regional cultural and tourism industry." Wei Pengju also suggested that big data, artificial intelligence Advanced technologies such as AR are accelerating the development of smart tourism, cultivating new forms of cultural and tourism products and services, creating intelligent transportation guides, scenic spot exhibitions, etc., enhancing tourists' sense of participation, experience, and immersion, allowing consumers to feel the strong regional characteristics during travel, thereby enhancing the topic heat and emotional resonance of communication content, and continuing the enthusiasm for tourism. (New Society)