Hangzhou, China is reaching out to overseas markets with a recent Los Angeles event designed to show off the major attractions in the city and a new tourism ambassador promotion.
Hangzhou Tourism Forum, Los Angeles
On April 16, 2013, Hangzhou tourism officials hosted local industry personnel and a delegation of 35 ministers and tourism organizations from Hangzhou in Los Angeles. Also in attendance were the Consul General of the People’s Republic of China, the Deputy Mayor of Los Angeles and a representative of the L.A. Convention Bureau. Local travel agents and wholesalers were treated to a video presentation highlighting the many attractions of Hangzhou plus a seven-course Chinese banquet accompanied by classical Chinese quartet.
Hangzhou, a UNESCO World Cultural Heritage site, is only a two-hour coach ride from Shanghai. Hangzhou is also the first city in China to offer free Wi-Fi within the city. No visa is required for U.S. tourists for a 72 hour visit. The city has 22 five-star hotels including Aman Resort, Hilton, Sheraton, Intercontinental, Marriott and Banyan Tree. Seven non-stop flights are offered daily from Los Angeles to China.
Mr. Qin Zhang, general manager of Zhejiang CYTS Intl. Co., Ltd., suggested itineraries that include the highlights of Hangzhou, such as the UNESCO World Cultural Heritage site West Lake, considered one of the most beautiful sights of Hangzhou. Another must-see is the Leifeng Pagoda, which offers a bird’s-eye view of the lake and surrounding area. Among the mountains surrounding West Lake, The Grottos at Peak-Flowing-From-Afar, a distinctive pure limestone mountain that is 700 feet tall and protects 330 ancient Buddha statues.
Another evening attraction is “Impression West Lake” - a unique metropolitan outdoor experience featuring 300 actors who appear to be dancing on the changing waters of West Lake. The natural mountains and water provide seasonal backdrops throughout the year. Visit www.hzyxxh.com
Many festivals and celebrations are offered throughout the year, including the XiXi International Dragon Boat race in June and the Animation Expo.
"Modern Marco Polo - Dr. Hangzhou" Global Recruitment Campaign
Hangzhou is also launching a tourism ambassador promotion. Dubbed the “Modern Marco Polo – Dr. Hangzhou” global recruitment campaign, the promotion offers the successful candidate an opportunity to experience Hangzhou, China on a 15-day trip and to star in a promotional video in English designed to promote the city’s offerings.
To learn more, visit Hangzhou’s Facebook page at http://www.facebook.com/HangzhouChina.
The global search started March 11, 2013, in Hangzhou, which became the first Chinese city to promote itself through four global social platforms: Facebook, Twitter, Pinterest and YouTube. The event marks the transition of Hangzhou’s tourism marketing efforts into the new media era, say tourism executives.
The “Modern Marco Polo – Dr. Hangzhou” global recruitment campaign consists of several online activities: “Hangzhou Challenge” training, “Travel Gear” and choosing my Chinese name – my Hangzhou menu – my Hangzhou wardrobe – my Hangzhou love story.
Participants must qualify before they can compete for the title of “Modern Marco Polo – Dr. Hangzhou” by fulfilling three key prerequisites.
The 15-day trip to Hangzhou will immerse the successful candidate in the local Chinese culture, including the delights of Chinese tea, silk and traditional Chinese medicine.
For the candidate, the major requirement of taking on the role of “Dr. Hangzhou” as tourism ambassador is to share his or her experience in the city. The employment contract includes an annual remuneration amounting to 40,000 euros (approx. USD$52,000).
In the future Google will create a digital landscape for Hangzhou and upload the 3D video featuring the city’s most well-known scenic spots, including Xihu (West Lake), Xixi National Wetland Park and the Grand Canal.
“Modern Marco Polo – Dr. Hangzhou” Recruitment Campaign details:
Employment Term: One Year
Reward and compensation: a 15-day sojourn in Hangzhou plus an annual remuneration of 40,000 euros (approx. USD$52,000).
a. Sharing experiences of Hangzhou on Facebook, Twitter, Pinterest and YouTube
b. Playing the main role in a video promoting Hangzhou
c. Acting as “Tourism Ambassador” for Hangzhou’s overseas tourism marketing organization
As a government agency, the Hangzhou Tourism Commission hopes to make a breakthrough in promoting itself in overseas markets with the campaign. To enhance the interactive experience of participants and to reach out to the travel industry, the HZ Commission has established four media channels in overseas markets.