At the foot of the iconic Badaling Great Wall, four travel influencers from the UK, Australia, Canada, and Thailand were celebrated as “Great Wall Hero: Visit Beijing Tourism Ambassadors.” The international promotional event, “Great Wall Heroes 2024—Ensemble of the Great Wall and the Central Axis,” was a spectacle of cultural exchange and tourism promotion, co-hosted by the Beijing Municipal Culture and Tourism Bureau and the Yanqing District People’s Government, with support from Mastercard, an official partner.
The event drew attendees from various cultural and tourism organizations across Beijing, scenic sites, inbound tourism businesses, media outlets, and international guests. The celebration was broadcast worldwide via the official “Visit Beijing” social media channels, captivating over 100,000 online viewers through captivating photos, engaging videos, and live streams.
Beijing, a thriving national cultural hub and a center for international exchanges, strategically leverages its global standing as a top cultural and tourism destination. In July of this year, the addition of the “Beijing Central Axis: A Building Ensemble Representing the Ideal Order of the Chinese Capital” to the UNESCO World Heritage List marked a significant milestone, raising China’s total number of World Heritage Sites to 59. This achievement solidified Beijing’s position as the city with the most World Heritage Sites globally, boasting a remarkable eight sites.
This year’s “Great Wall Heroes” event, themed “Ensemble of the Great Wall and the Central Axis,” was designed to showcase the vibrant spirit of Beijing’s cultural heritage. The travel influencers shared their immersive experiences at iconic landmarks like the Great Wall and the Central Axis, allowing viewers to virtually join them on their journeys.
An exciting video captured the journey of the four “Great Wall Heroes” as they explored Beijing’s rich tapestry of history and modern life. Led by bilingual expert Dou Junjie, the influencers visited significant landmarks, including the Forbidden City, the Temple of Heaven, and the Summer Palace, gaining deeper insights into China’s rich civilization. They cycled along the streets of the Central Axis, experienced modern Beijing’s bustling energy, climbed the Badaling Great Wall, savored a “night tour” under the city’s twinkling lights, visited the Yanqing Olympic Center to witness the transformative reuse of Olympic venues, and indulged in local delicacies like Beijing Duck and zhajiangmian. The influencers shared their unique experiences and discoveries with the audience, inspiring viewers to plan their own adventures.
Sam Tyler from the UK expressed how this trip reshaped his view of Beijing, transforming his perception of the city. Australian adventurer Siddhartha Hewison (sids.ventures) was thrilled to explore multiple world heritage sites within a single city, feeling a profound connection to Chinese culture. Canadian influencer Mark Harrison, who once lived in China, was impressed by the active social lives of seniors as he cycled along the Central Axis. Thai travel enthusiast Theppitak Sureepong (Pommapartiew) marveled at how Beijing harmoniously blends history with modernity, showcasing the city’s captivating duality.
Since last year, China has introduced various policies to facilitate the arrival of international tourists, reaffirming its commitment to openness and welcoming travelers from around the world. The “Great Wall Heroes” from Australia, Thailand, the UK, and Canada enjoyed visa-free entry or the 144-hour transit visa exemption, allowing for a hassle-free experience that made their journeys even more enjoyable.
This year, Beijing has prioritized addressing challenges that travelers face throughout their journeys, including entry procedures, transportation options, accommodation choices, sightseeing opportunities, shopping experiences, and payment methods. Efforts have been made to improve service standards and enhance the overall travel experience, ensuring that visitors have a seamless and memorable stay.
Upon their arrival, the “Great Wall Heroes” were introduced to seamless payment solutions at international traveler service centers in both airports. Throughout their visit, they utilized various payment methods, using foreign cards for subway fares, mobile payments for bike rentals and restaurant bills, and cash for cultural souvenirs. They enthusiastically remarked, “It’s incredibly convenient!”
This year, there has been a surge in foreign influencers sharing their adventures in China, garnering over a billion views across global platforms and igniting the popular “#Chinatravel” trend. This growing interest highlights the allure of Chinese travel experiences.
Since 2016, the Beijing Municipal Culture and Tourism Bureau has led the “Great Wall Heroes” global marketing initiative, inviting international influencers to engage deeply with Beijing’s tourism offerings. This year’s campaign features four “Great Wall Heroes,” each boasting over a million followers—one from the UK with more than four million—sharing their authentic Beijing experiences with a global audience.
Ahead of the event, the official “Visit Beijing” social media channels launched a user-generated content (UGC) campaign, inviting fans to submit their favorite photos of Beijing and the stories behind them, encouraging audience participation and a sense of shared connection.
The “Great Wall Heroes” marketing campaign aligns with Beijing’s strategic goal of becoming a premier global tourism destination. Each year, the campaign selects a central theme and a group of international influencers to spotlight diverse tourism resources, showcasing the depth and breadth of the city’s offerings. After eight years of growth, the campaign has established substantial brand influence, providing a key platform for influencers to experience and promote Beijing’s appeal. The initiative successfully highlights the city’s cultural tourism assets, strengthens its global image, and shares its rich narrative, acting as a driving force for international tourism market expansion and fostering growth in the cultural tourism sector.
