On July 24, 2025, Dai Bin, President of the China Tourism Research Institute, was interviewed by the "New Chongqing Chongqing Chongqing Daily" and explained the creative orientation and value expression of the Chongqing New Culture and Tourism brand slogan "Xiongqi Shanshui Xinyun Chongqing". The full text is shared as follows:

On July 24th, a reporter from New Chongqing Chongqing Daily walked into the China Tourism Research Institute located on Jianguomen Inner Street in Beijing. Various research institutes, bases, laboratories, and other fields in the tourism industry gathered here, making it seem like one can hear the whispers of wisdom and see the pulse of theory.

The cultural and tourism promotion brand slogan launched by Chongqing this time - 'Xiongqi Shanshui Xinyun Chongqing', has distinct characteristics, precise refinement, concise and meaningful words, and is highly recognizable as Chongqing. It is expected to become an important symbol leading the integrated development of Chinese culture and tourism, and promoting the high-quality development of the tourism industry, "said Dai Bin, President of China Tourism Research Institute, in an exclusive interview with New Chongqing Chongqing Chongqing Daily.

Slogans are a golden key to unlocking the market

The development of modern tourism industry cannot be separated from the shaping of the image of tourist destinations. A good slogan is a golden key to opening up the tourism market, "said Dai Bin.

A slogan can make a city sound; A sign can make people remember a city. Internationally, major tourist destination countries, especially well-known international tourist cities, have distinctive, easy to spread, and deeply rooted slogans. For example, "Very Singapore", "Amazing Thailand", "Malaysia Truly Asia", "Wonderful Indonesia", and so on.

From a domestic perspective, more than 30 provinces (regions, municipalities) and over 600 cities have their own themed image slogans. For example, "Jinxiu Tianfu · Comfortable Sichuan", "This is Shanghai", "So close, so beautiful, go to Hebei on weekends", "Hospitality in Shandong", "Beautiful Qinghai", and so on. These slogans are often highly condensed versions of the natural resources, historical and cultural resources of the province (region, city) where they are located, embodying or carrying the specific and developmental values of the local area.

The slogan of a country or a city should be refined and effective. When it comes to tourism, people's first thought is that they have visited a country, and then they will say that they have visited a city in that country. For example, they went to Paris, France or Venice, Italy. However, few people would say that they went to the French region or Sicily, Italy. In this sense, a good city slogan is often an important support for a country's tourism market, so more and more countries are starting to use city slogans as an important support for the construction of tourist destinations, "said Dai Bin.

But in his opinion, the main problem with many tourist destinations now is that the positioning of their tourism image is resource oriented rather than market-oriented. The tourism image and promotional slogans of more than 30 provinces (regions, cities), 600 cities, 2800 districts and counties (county-level administrative regions), and 16500 A-level tourist attractions in China often use phrases such as "Great Beauty", "Beautiful", and "Capital". The words are too big for ordinary people to feel or remember.

Even so, how effective are some places still advertising, planning activities, and promoting themselves? The professional team of the International Institute and Data Center of China Tourism Research Institute has conducted a three-year study on the international popularity of local tourism destinations. From the indicators of mention rate, reputation, and tourism willingness conversion, it can be seen that a lot of money has been wasted.

So, how to extract a good slogan? Dai Bin believes that there are only two ways to solve the problem: one is to showcase my very unique natural resources, historical and cultural resources, and tell you what I have; Secondly, from the perspective of tourists' needs, what do you need? I have a lot, what do you want? I'll give it to you.

The slogan of "resource display" is best used for tourist destinations with international big IPs. For example, Xi'an has the Terra Cotta Warriors and Mexico has the Mayan civilization, which are world famous cultural heritage with high international popularity.

A good approach for a "tourist needs" slogan is to say "I have a lot", but it's not possible to give it all to you at once. You need to constantly iterate your brand. For example, Spain has launched different themed slogans for different countries at different times, sometimes promoting football, sometimes promoting flamenco dance, sometimes promoting sunny beaches... catering to consumer demand and constantly innovating.

Of course, the best slogan is the fusion of the two, which can reflect what I have and what you want. I give you the best and what you need the most, "said Dai Bin.

The new five aspects of "New Rhyme"

The slogan launched by Chongqing this time - 'Xiongqi Shanshui Xinyun Chongqing', I think it effectively integrates' resource display 'and' tourist needs'. It not only combines nature and culture, but also connects the past and the future. It is refined accurately, concise in meaning, catchy, easy to spread, and has a strong Chongqing identity, "said Dai Bin.

The magnificent landscape is not only the soul footnote of Chongqing's natural resources, but also a magnificent poetic line of Chongqing's geographical landscape, combining geographical texture and poetic tension.

And wield a thousand exquisite pens to redraw the rivers and mountains.

Surrounded by mountains, two rivers converge, and a rich history - Chongqing has the world's largest mountain and water city. Here, the city is nestled in the mountains, and the mountains are within the city. "Outside the bustling streets of Loutai, amidst the sound of the river and drums at dawn and dusk," Chongqing, with its extraordinary spirit and bold craftsmanship, promotes the integration of mountains, waters, culture, modernity, and the common people. It has built a charming urban tourism product system that includes heritage sites, 8D magic, fireworks life, suburban leisure, and more.

The magnificent Three Gorges of the Yangtze River, with its high gorge and flat lake, vast river flow, and timeless poetry and painting, is one of China's earliest tourist attractions to the world and the only inland Grand Canyon that can be visited by a large cruise ship. Here, Chongqing has innovatively promoted the integrated development of tourism in the "Great Three Gorges" and built a world-class Three Gorges tourism core attraction cluster, attracting tourists from all over the world.

Wuling is a national key ecological functional area, important biodiversity conservation area, and national level cultural and ecological protection area, with mountains running towards green waves, majestic and vast, and water flowing with jade - a colorful and charming scenery. Here, Chongqing strives to create a demonstration zone for the integrated development of cultural and tourism industries, allowing the majestic Wuling and the vast Wujiang River to showcase the beauty of mountains, rivers, and culture.

With the help of good winds, they sent me to the blue clouds. The phrase 'magnificent mountains and waters' not only accurately summarizes and confidently promotes the landscape of Chongqing, but also embodies the spiritual background of Chongqing people, "said Dai Bin.

If so, "Xiongqi" is the "factory setting" engraved in Chongqing's bones, while "Xinyun" is the most moving "dynamic update" in Chongqing.

In Dai Bin's view, the novelty of "new charm" includes at least five aspects: novelty, innovation, new atmosphere, new measures, and new appearance:

Among them, moving towards novelty and advancing towards new ideas. In the era where tourists define the tourism industry, they are no longer satisfied with just looking at mountains, water, and scenery, but also experiencing a beautiful life and appreciating the beauty of culture. From theaters to markets, all spaces and scenes related to a better life have become contemporary tourist attractions.

At the same time, the friendship between nations lies in people's blind dates, and people's blind dates lie in frequent interactions. Tourism has become an important force for cultural exchange, mutual learning of civilizations, and the construction of a community with a shared future for mankind. More than 300 million inbound and outbound tourists every year have become an important channel to enhance the dissemination and influence of Chinese civilization, and to tell the story of China well to the outside world.

Ensuring people's tourism rights, meeting the needs of a better life, and building a destination that is "near and far, shared by hosts and guests" is the underlying logic of contemporary tourism development and also the orientation of Chongqing's cultural and tourism slogan "towards novelty". How wonderful!

Innovation, accelerate the integration and improvement of the modern tourism industry system. The current tourism industry is not only within the scope of the market and industry, but also an ideal and great cause that tirelessly strives for a better life for the people. We should not only recognize the significant economic attributes and high degree of marketization of the tourism industry, but also pay attention to the increasingly prominent nature and deepening socialization of the tourism industry; We should not only recognize that traditional natural and cultural resources remain the fundamental resources of tourism, but also have insight into technological innovation, cultural creation, economic growth, and social development, especially the rich expansion of the connotation and extension of the Chinese Dream, which carries national rejuvenation and people's happiness, in the tourism industry.

Especially, with the gradual accumulation of tourism experience among urban and rural residents, tourism demand is gradually moving towards diversification, personalization, and high quality. More and more tourists not only expect to "plan their own itinerary", but also crave to "control their own travel experience". They not only hope to appreciate the cultural heritage and tranquility of ancient villages and towns, but also look forward to witnessing the vibrant vitality and brilliant future of modern cities. The business logic, technological logic, and development logic derived from this are unstoppable reshaping the contemporary tourism industry system.

From tourism concepts to business models, from products to markets, from technology to human resources... Nowadays, traditional tourism formats need to undergo a self innovation that keeps up with the times. The slogan of Chongqing's cultural and tourism industry contains the concept of "innovation", which aims to accelerate the integration and improvement of the modern tourism industry system, continuously expand the boundaries of the tourism industry, and iteratively upgrade the tourism industry chain, value chain, and ecological chain. It is a strategy of adapting to the situation, responding to the situation, following the trend, and taking advantage of the situation.

In addition, the "New Charm" refers to a new atmosphere, new measures, and new appearance, which is a new positioning, new requirements, and new expectations for tourists and the development of the cultural and tourism industry. It is highly strategic, leading, and forward-looking.

The Five fold Value of the Rhyme of "New Rhyme"

"The development goal of tourism is to satisfy the people and benefit the people. Through the development of tourism, the people should enjoy a better life of 'reading thousands of books and traveling thousands of miles'." In the interview, Dai Bin deeply analyzed the three key words of the future tourism industry - high starting point, high-end layout, high-quality development, and outlined the future prospect of tourism in the process of Chinese path to modernization.

In his opinion, this is very compatible with the charm of "New Rhyme Chongqing". The charm of "New Charm" contains at least five values: harmony, aura, charm, elegance, and beauty.

Among them, harmony, harmony, coordination, and appropriateness, "all things have their own harmony to survive, and each has its own nourishment to achieve success", "The use of etiquette, harmony is precious", "The qin and se are in control, and everything is peaceful and good"... A good tourist city cannot rely on the harsh words of the tourism bureau director, but must withstand the daily scrutiny of local citizens. There is no saying in the world that a city is one's own hardship haha, let tourists experience beauty.

Above the landscape lies life. The charm of "New Charm" focuses on people's livelihood, allowing those who are nearby to enjoy the distant to come, pursuing a better life above beautiful scenery, and demonstrating the fundamental principles of modern tourism destination construction.

In the past two years, the phenomenon of cultural and tourism becoming popular has led many tourist destinations to chase after the 'internet celebrity effect' and be enthusiastic about creating explosive products. In my opinion, no one can live a life with drums and gongs every day, nor can cities live under the spotlight every day. To accept ups and downs, we need to treat 'internet celebrities' as a wave on the water surface, and more importantly, we need to pay attention to the steady flow of water and water - we need to have a good tourism image construction and promotion, convenient transportation and related infrastructure, market entities and commercial environment, and establish a sound modern governance system guided by tourist satisfaction. Only in this way,' internet celebrities' are not fleeting fireworks, but a living force. The blooming flowers of the world, "Dai Bin said. The" new charm "proposed by Chongqing this time provides new ideas and paradigms for the Chinese cultural and tourism industry New direction.

Dai Bin also stated that a good slogan, when presented to the general public and tourists, is only the first step in the long march, and there is still a lot of work to be done afterwards

To explain, promote, and advertise in various ways, in addition to written expression, there should also be visual expression, artistic expression, etc., including art, drama, dance, film, etc.

To find suitable communication channels, use language that others can understand to tell stories that others are interested in, and spread slogans to the hearts of listeners and potential tourists.

To leverage the role of travel merchants, we need to do a good job in product design and route research and development, and create 10 "New Charm Chongqing" tourism routes and 10 "Magnificent Mountains and Rivers" tourism routes, so that tourists can feel, experience, and visualize them.

We need to strengthen publicity for Chongqing citizens and all sectors of society, in order to form a broad consensus. The most beautiful scenery and best memories during a journey are the connections between people. Therefore, the best tourism promotion is the smile of people. If millions of citizens genuinely love this image slogan, it will naturally radiate warmth from the inside out, surpassing the tourism market itself and playing a greater role in the social development system.

I sincerely look forward to 'Chongqing with its magnificent scenery and new charm' becoming an important symbol leading the integrated development of Chinese culture and tourism, and promoting the high-quality development of the tourism industry, "said Dai Bin.

Reporter | Edited by Han Yi | Source by Xue Shiyi | New Chongqing - Chongqing Daily Reproduction Please indicate the source