On April 10th, the "Beautiful Countryside Awaits You" Rural Tourism Digital Promotion Action and the 26th Beijing Pinggu International Peach Blossom Festival were launched. During the event, Douyin's Life Services unveiled the "Douyin 2024 Rural Tourism Data Report", showcasing the landscape and characteristics of Douyin's rural tourism content from various dimensions such as attractions, folk culture, local cuisine, and exploration enthusiasts. The data indicates that in the past year, Douyin has added 1.09 billion pieces of rural content with a total playback volume of nearly 2.8 trillion. Additionally, the report presents the top ten rural attractions most popular among netizens on Douyin, with Lijiang Ancient Town, Fenghuang Ancient Town, and others making the list.
Thanks to short videos and live streaming, hundreds of thousands of scenic spots in rural areas across the country are now being seen by more people and attracting an increasing number of tourists. A report shows that over the past year, there have been over 170,000 rural cultural and tourism hotspots on Douyin (Chinese version of TikTok), with over 72.86 million check-in posts, marking a 21% increase compared to the previous year. Among these rural check-in spots, Lijiang Ancient Town, Fenghuang Ancient Town, and Dali Ancient Town rank as the top three most popular scenic spots on Douyin, while places like Qianhu Miao Village in Jiangxi, Luoyi Ancient City, Wuzhen West Scenic Area, Kashgar Ancient City Scenic Area, Pingyao Ancient City, Jiuzhaigou Scenic Area, and Xitang Ancient Town rank from 4th to 10th place.
Taking "Lijiang Ancient Town" as an example, searching the keyword "Lijiang" on Douyin not only allows users to find the "eight most worth-visiting attractions in Lijiang" but also offers personalized travel route guides and even enables users to pre-book hotels and sample local cuisines. Such short videos and live streaming content not only boost the visibility of rural cultural and tourism spots but also generate tangible tourism revenue. Data shows that over the past year, Douyin's "Mountain Scenery on Dou" project has helped over 20,000 rural cultural and tourism businesses increase their revenue by over 4.7 billion CNY, attracting 19.9 million rural tourists to make orders on Douyin.
The achievement owes much to the efforts of cultural and tourism organizations nationwide, as well as to the dedication of local explorers. They've become the "treasure hunters" and "cultural and tourism ambassadors," guiding travelers in selecting rural tourism destinations. The report reveals that in 2024, there were 2,534 national cultural and tourism accounts and 1,796 county-level cultural and tourism accounts. Accounts such as @河南文旅, @如意甘肃, @漠河文旅, @河北文旅, and @四川文旅 have gained popularity on Douyin (the Chinese version of TikTok). Particularly, influenced by the popularity of Tianshui spicy skewers, @如意甘肃 gained 157,000 followers in March this year. @漠河文旅, driven by the ice and snow season, exceeded a hundred million views on short videos.
Tourism creators, guides, and cultural and tourism innovators from all over the country have become vital forces in uncovering rural cultural and tourism treasures. Data shows that in the past year, more than 19,000 travel experts with over 10,000 followers each emerged on Douyin, a 27% increase in the number of travel experts with over 10,000 followers. Creators like @祁秦, a tourism explorer praised by tourists for being "too honest" and gaining a million followers overnight, and @普陀山小庄, who takes viewers on virtual tours on Douyin, are deeply loved by their fans.
On the day of the event, @祁秦 and @普陀山小庄 were also invited to participate in a dialogue session, where they shared their experiences and journeys in rural tourism entrepreneurship through Douyin.祁秦 emphasized the value that influencers bring to rural tourism by directly bringing orders to scenic spots and attracting visitors to rural areas. "小庄" believes that viral rural tourism content acts as a catalyst for the development of rural tourism.
The event was supported by the Department of Resources Development of the Ministry of Culture and Tourism, the Social Development Department of the National Development and Reform Commission, the People's Government of Pinggu District, Beijing, Douyin Public Welfare, and Douyin Life Services. During the event, the Douyin Life Services project "山里DOU是好风光" announced three major initiatives aimed at digitally enhancing rural tourism, including supporting county-level characteristic activities, assisting key villages and towns, and fostering rural tourism creators. "山里DOU是好风光" is a project jointly initiated by Douyin Life Services and Douyin Public Welfare to support rural tourism development, increase villagers' income, and promote sustainable industry development.
The complete version of the "Douyin 2024 Rural Tourism Data Report" is available:
