Shanghai Announces Source Market Expansion Incentives
The Wulingyuan District Tourism Working Committee announced today in Shanghai: Any organization or individual that carries out tourism market promotion activities in tourist source areas or conducts brand image advertising in local mainstream TV media, crowded places, etc., will be given financial rewards based on the increase in the number of tourists transported to core scenic spots in the tourist source area. The maximum reward amount shall not exceed 50,000 yuan (overseas 100,000 yuan), and the total reward amount is set to 1 million, until the rewards are exhausted.
Cao Fei, deputy secretary of the Wulingyuan District Party Committee, introduced that this year Wulingyuan District has established three support awards for tourism creative marketing, event marketing, and tourist source marketing, with a total award fund of 3 million yuan. In addition to financial rewards, travel agents who have made outstanding contributions to expanding the source market will also be given preferential treatment in terms of brand promotion and line inspections.
Source Market Incentive Conditions
For tourist source market incentives, the requirements are: the publicity must be based on the image of "Wulingyuan, the core scenic spot of Zhangjiajie"; the place where the promotion event is held or where the image advertising is placed is preferred to be the provincial capital city of the promotion responsibility area divided by the municipal government and the top 26 cities in terms of comprehensive strength (Shanghai, Beijing, Guangzhou, Shenzhen, Tianjin, Chongqing, Wuhan, Nanjing, Hangzhou, Chengdu, Shenyang, Qingdao, Dalian, Xi'an, Suzhou , Changsha, Ningbo, Xiamen, Jinan, Zhengzhou, Harbin, Wuxi, Foshan, Hefei, Changchun, Fuzhou), as well as newly opened flights, trains and expressways to cities in the year. Overseas countries are mainly responsible for promotions divided by municipal governments. Other tourist source places not included in the list will be discussed on a case-by-case basis based on actual conditions; in principle, a tourist source city (country) will only reward two (one) promotion activities or brand image advertising projects a year. When the reward object is a travel agency, the reward evaluation must be combined with the increase in the number of tourists transported by the travel agency to the core scenic spot in the tourist source area. In principle, the increase in the year should not be less than 5% (the number of people refers to the "Yichengtong" statistical data); priority reward conditions for event promotion in the same tourist source area: invite media and guests High level, large number of participants at the event, large number of travel agents, early application time, good market response, etc.; Priority reward conditions for image promotion of the same source of tourists: high media quality, wide advertising coverage, large advertising scale, important placement location, early application time, good market response, etc.
Examples of reference cases for event promotion include travel product promotion meetings, travel appreciation parties, personal photography exhibitions, personal painting exhibitions, etc. Media types for image publicity include: mainstream media refers to the top three local TV media (excluding print media), and densely populated areas refer to train stations, airports, bus stations, and highways.
On the same day, the Wulingyuan District Tourism Working Committee of Zhangjiajie City also held discussions and exchanges with key travel agents and news media in Shanghai.