Shanxi in the Eyes of Foreigners

Updated: 2016-01-26 17:09

Shanxi in the Eyes of Foreigners

Shanxi province put itself on the global stage last year by inviting foreign media to explore its attractions and share them with their followers.

The activity, “Shanxi in the eyes of foreigners”, was a highlight of the province’s publicity and showcased the region in both Chinese and foreign media.

Jointly organized by China Daily and the Shanxi Provincial Tourism Bureau, more than 500 applicants from about 40 countries vied to join the tours. Forty-eight were selected, to take part in three themed tours. China Daily also sent staff from different departments on the trips, led by senior photographer Wang Wenlan.

The three groups visited Shanxi in May, July and September, with each trip focusing on a different theme. The May group went sightseeing on Taihang Mountain, visitors enjoyed cultural heritage in July and the September team focused on the culture of the Yellow River and it’s near neighbors.

Many of the province’s iconic tourist spots were on the agenda, including Jin Memorial Temple, Pingyao ancient city, Qiao’s Grand Courtyard, Wutai Mountain, Yungang Grottoes, Hanging Temple, Hukou waterfall and the Taihang Mountain Grand Canyon.

The foreign participants were impressed by the province’s beautiful natural scenery, interesting customs, ancient history and profound culture. Many commented that Shanxi should enable more foreigners to know and experience its rich tourism resources.

China Daily took advantage of its worldwide media networks to introduce and promote the province’s tourism and published more than 100 articles, 500 pictures and 21 special pages on its many media platforms, including the China Daily US and Europe editions, as well as its official English website, Sina Weibo microblog, WeChat, Facebook and Twitter.

“洋眼看山西”——山西旅游境外宣傳推廣活動

2015年，古老的三晉大地吸引了全世界的目光，由中國日報社和山西省旅游局共同舉辦的“洋眼看山西”大型采風活動，為山西旅游的對外宣傳推廣添上了濃墨重彩的一筆。

此次活動由中國日報社面向全球招募了近50 名具有深厚文字功底和較高攝影水平的高端外籍人士（簡稱“洋霞客”），來山西進行“體驗式旅游”。中國日報社同時也派出了以著名攝影家王文瀾帶隊，特稿部、攝影部、網站等多部門記者組成的聯合采訪團予以配合。活動分三次舉行，分別是：5月份的“太行山水之旅”、7月份的“三大遺產之旅”、9月份的“黃河文化之旅”。通過三次活動，“洋霞客”們造訪了晉祠、平遙古城、喬家大院、五臺山、云岡石窟、懸空寺、皇城相府、壺口瀑布、太行山大峽谷、王莽嶺、運城關帝廟、黃河大鐵牛、普救寺、李家大院等知名景區景點，涵蓋了人文古建和自然山水，集中了山西旅游的精華。此次活動無論從景點選擇還是從接待規格上都經過了精心的策劃和周密的安排。“洋霞客”們一路領略到的不只是美麗的風景，也包括各地的風土人情和人們友善的笑臉，山西之行給他們留下了非常美好而又難忘的印象。他們以獨特的視角拍攝了大量圖片，用發自內心的感情撰寫了一篇篇文章，“晉善晉美”的美麗山西新形象通過他們傳遍了世界各方。

在此次活動中，《中國日報》充分發揮覆蓋全球的媒體資源優勢，通過《中國日報》旗艦報、美國版、歐洲版、英文網站、《中國日報》新浪微博賬號、微信訂閱號、Facebook、Twitter 等多媒體平臺，對山西旅游進行了立體式傳播與推介，共刊發稿件100多篇、圖片500 余幅，推出特刊21個版。

參加此次活動的“洋霞客”是從全世界40 多個國家的500多個報名者中甄選出來的，招募的過程本身就是山西旅游的宣傳過程，《中國日報》全面整合自身平面媒體、網絡媒體、新媒體、海外社交媒體平臺資源，通過國際讀者招募、定向邀請、機構和個人推薦等對“洋霞客”進行全球招募，“免費帶你游山西”、“發現山西之旅”等誘人的宣傳廣告語讓每一個人都心馳神往。

此次“洋眼看山西”活動非常成功，所到之處，“洋霞客”們無一不對山西古老的歷史和深厚的文化發出由衷的贊嘆，他們臨別時都表達了這樣的心情—— 山西旅游太豐富、太精彩了，一定要帶家人和朋友來，進行美的體驗和享受。同時他們也真誠地建議，一定要加大宣傳力度，讓全世界都知道山西、了解山西。