Great Wall Heroes global marketing campaign welcomes global tourists

Proactive and targeted marketing: Overseas influencers share the story of Beijing

This year, a surge of foreign influencers shared their experiences in China, amassing over one billion views on foreign-language platforms and igniting a "#Chinatravel" trend. Since 2016, the Beijing Municipal Culture and Tourism Bureau has spearheaded the "Great Wall Heroes" global marketing initiative, inviting overseas travel influencers to engage deeply with Beijing's tourism offerings. In this year's campaign, the four "Great Wall Heroes," each with over a million followers—including one from the UK with more than four million—are sharing their genuine experiences in Beijing with audiences worldwide. Ahead of the event, the official "Visit Beijing" overseas social media account launched a user-generated content campaign, encouraging fans to submit their favorite photos from Beijing and the stories behind them.

The "Great Wall Heroes" global marketing campaign aligns with Beijing's strategic vision as a leading global tourism destination. Each year, it selects a core theme and a group of overseas travel influencers to highlight diverse tourism resources. After eight years of dedicated development, the initiative has gained significant brand influence, becoming an essential platform for these influencers to experience and promote the charm of Beijing. This campaign showcases the city’s cultural tourism assets, enhances its image and tells its story, serving as a key driver for expanding the international tourism market and unlocking potential within the cultural tourism sector.