Culture

Cultural and tourism documentary: activating tourism increment with content traffic

2025-06-13   

Recently, the "Zhejiang Documentary Tour - 'Poetry and Painting Zhejiang' Cultural Tourism Documentary Creation Conference" hosted by the Zhejiang Provincial Department of Culture, Radio, Television and Tourism and organized by Zhejiang Radio and Television Group was held in Yuhang District, Hangzhou City, Zhejiang Province. The event brings together representatives from the documentary industry, cultural and tourism experts, and leaders from the State Administration of Radio, Film and Television to explore how to use documentaries as a medium to empower the integration of culture and tourism. In recent years, there has been a continuous emergence of cultural and tourism documentaries across the country to create city business cards. These works deeply explore the connotation of cultural and tourism resources through the language of the camera, showcasing natural scenery, historical culture, and folk customs. For example, works such as "Millennium Shaanxi Cuisine" and "Our Harvest" showcase the long history and culinary culture of Shaanxi, "Guarding the Water Tower of China" and "Qinghai: Our National Park" showcase the natural beauty of Qinghai, and "Beijing Central Axis" and "I am Repairing Cultural Relics in the Forbidden City" vividly interpret the cultural heritage and modern style of the capital. Such works as Yungang Grottoes, Mawangdui · Immortality, Great Mount Huangshan Mountain and Jingdezhen have created vivid and three-dimensional city cards with unique perspectives and exquisite expressions. Zhejiang relies on the prehistoric civilization carried by Liangzhu jade cong and the millennium cultural heritage flowing through the Grand Canal to create a series of works such as "No. 31 Gushan Road," "Chinese Village," "Xiling Seal Engraving Society," and "Feilai Peak," presenting the inheritance of regional civilization in a three-dimensional way. At the creative conference, guests discussed core topics such as boutique creation, international communication, technology empowerment, and IP operation. At the industry dialogue on the theme of "Activating Cultural Genes, Empowering Thousands of Industries - How Cultural Tourism Documentaries Promote the Integrated Development of Culture and Tourism", several documentary practitioners shared successful cases and valuable experiences of cultural tourism documentaries in promoting the integrated development of culture and tourism. During the on-site seminar, attendees put forward their insights on how to better utilize cultural and tourism documentaries to promote cultural exchange and the integrated development of the tourism industry. Everyone agrees that high-quality cultural and tourism documentaries can not only showcase the natural scenery and cultural characteristics of a place, but also become an important means to enhance the city's image and cultural soft power. "Through this approach, cultural and tourism documentaries successfully transform the unique charm of a city into a powerful driving force to attract tourists, injecting new vitality into the prosperous development of the city's tourism industry. Empowering the full chain development of the cultural and tourism industry, cultural and tourism documentaries occupy an important position in the audiovisual content ecosystem with their unique attributes of "small investment, long life cycle, and high cultural added value". When the camera captures the rolling clouds of Mount Tiantai, the swaying moonlight of West Lake, and the lingering bridge charm of Wuzhen, it not only inspires aesthetic enjoyment, but also directly transforms into a consumer driving force of "traveling with the camera". Zhu Yannan, Secretary of the Party Committee and Director of the Development Research Center of the State Administration of Radio and Television, believes that for cultural and tourism documentary creators, in order to achieve smooth transformation from content to industry, it is necessary to build a systematic and full chain development thinking. At the beginning of creation, we should base ourselves on the unique advantages of the region and plan a communication path for the linkage of large and small screens. At the same time, it is necessary to pay attention to market-oriented "voice conversion", make good use of "external perspectives" to build communication bridges, and balance audience expectations and mainstream expressions; On the derivative end, develop the "Image Empowering Entity" model to transform documentary value into industrial added value. According to Zhao Lei, Deputy Secretary of the Party Committee and Chief Editor of Zhejiang Radio and Television Group, Zhejiang Radio and Television Group has innovated the dissemination and transformation of documentaries, promoted the documentary "Feilaifeng" to scenic spots, universities, and high-speed railways, and collaborated with Zhejiang University to launch a series of activities, achieving fruitful results in the integration of "documentary+cultural tourism". How to avoid narrowing the value of cultural and tourism documentaries into a single 'ticket economy'? In the view of Teng Yong, Vice President of the Radio and Television Planning Institute of the State Administration of Radio and Television, in order to deeply explore the interactive relationship between documentaries and cultural tourism, both sides should not stop at "drainage tools", but should move towards a more constructive interactive path. Cultural and tourism documentaries can unleash long-term energy in driving local economy, enhancing urban image, and inheriting culture, achieving a "deep and shallow reading" approach that not only meets professional and in-depth needs, but also attracts widespread public participation, thereby maximizing its industrial driving force. Open the window for foreigners to learn about the great beauty of China and expand their vision to the whole world. Chinese cultural and tourism documentaries are upgrading from "borrowing ships to go to sea" to "shipbuilding to go to sea" and then to "civilization integration". Through high-definition cameras and vivid stories, showcasing the beautiful urban scenery, diverse ethnic cultures, and long-standing historical relics, crossing the boundaries of language and culture, we present a true, three-dimensional, and comprehensive image of China to the world. The Hexi Corridor invites British photographer Brian McDamat, who has won an Emmy Award, as its cinematographer to reinterpret the magnificence of northwest China from the perspective of others; The sinking of the Lisbon Maru builds a bridge of cultural exchange between China and foreign countries through a true narrative, allowing the world to hear the call of history. The overseas version of "Treasure" in "Shengshi Xiudian" accurately translates Eastern aesthetics in translation and dubbing, while maintaining cultural authenticity and conforming to the cognitive habits of overseas audiences. The "I'm Coming from Africa" and "I'm Going to Africa" series of works showcase the stories of cultural integration and folk exchanges through individual fate stories, transforming the concept of a "community with a shared future for mankind" into tangible life experiences, highlighting the creator's role as a "cultural translator" rather than a simple "exporter". Yang Chenghu, Vice Dean and Professor of the School of Arts and Media at Beijing Normal University, stated that cultural and tourism documentaries have important potential in promoting international cultural exchanges. It is necessary to further expand creative ideas, establish lasting, positive, and emotionally warm cultural connections through high-quality filming and deep cooperation between China and foreign countries, present Chinese stories to world audiences, and enhance the international dissemination and influence of Chinese culture. (New Society)

Edit:Momo Responsible editor:Chen zhaozhao

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